Integration of Betting into the Online Casino Ecosystem

How the Entertainment Market Works

The most important thing to remember is that casino and betting niches are inseparable. Both sectors complement each other, contributing to the growth of recognition and profitability of the gambling brand.

An increase in revenues takes place due to several factors:

• growth of inter-project Internet traffic;
• optimisation of management costs;
• provision of a flexible user experience.

Today, almost all major casino firms have all kinds of entertainment options in their product range. Bet365, Ladbrokes Coral, Betsson, and other top companies work according to this principle.

Beginning entrepreneurs are also thinking about a dual approach, wanting to quickly reach a stable level of profitability and return on investment.

Let us consider when it is worth offering bets on sports events:

1. Change of activity. Adding sportsbook solutions to the online casino system is an effective method of diversification. Innovation implies horizontal growth. The gambling company not only increases its client list but also grows by entering promising markets.
2. Innovations in regulation. Even the most minor modifications (for example, increasing the tax by 5% or introducing restrictions on bonuses) can completely transform the business landscape in the selected jurisdiction. To perform all the related tasks, operators take a variety of steps, including the integration of betting options.
3. Outpacing competitors. The niche often encounters a situation when a brand “hits the ceiling”. It has a stable customer base but new users come extremely rarely. Because of this, it is difficult for it to compete with larger iGaming firms and raise incomes. The decision to connect sportsbook offers will increase the competitiveness of project owners and allow them to become leaders in the selected market.

What is Needed to Accept Bids

The integration of a betting line is not easy. While entrepreneurs may already have experience managing an entertainment platform, they still have a lot to learn.

Licensing

The procedure for obtaining permits varies depending on the country.

Offshore zones are the most attractive for already existing gambling brands. There, one certificate covers all types of activities at once. That is why, to connect a sportsbook, companies only need to have a valid licence to manage an online casino.

This practice also exists in:

• Curacao;
• Alderney;
• Isle of Man, and other regions.

European countries use a slightly different approach to business legislation. To own an entertainment website and accept bids, it is necessary to have 2 permits. The paperwork can be done using a simplified procedure but it still takes time and additional costs.

The authorities issue documents that allow operators to launch betting portals under special control. To make this possible, such platforms are connected to an online monitoring system. With its help, the regulator can track entrepreneurs' actions, such as prohibiting access for minors and timely paying taxes.

Search for Data Suppliers

They are responsible for a quick update of the event line and formation of favourable odds, which operators then publish on their digital resources.

Without a reliable provider, sportsbook integration is pointless. Independent calculation of quotes and other actions of this kind are considered time-consuming. It is impossible to cope with the colossal amount of information without extra help, deep knowledge, and special software.

To choose a reliable supplier, it is worth paying attention to the following factors:

1. Integrity and accuracy of data. The event line should be up-to-date and reflect the real state of affairs in the market. It is good when the presented details cover the maximum number of disciplines. Such team sports as football, basketball, volleyball, and water polo are a priority.
2. Different formats. European, American, and British odds are offered most often. A prerequisite is support for live broadcasts. Updating quotes in real-time will ensure an inflow of a new solvent audience and improve user engagement.
3. Regional diversity. If operators work in the European market, then they should definitely cover football matches. In North America, it is important to organise the acceptance of bids on rugby, baseball, and hockey. Cricket is considered the most popular discipline in India, and the popularity of eSports wagering is rapidly growing in all regions.
4. Effective risk management. In betting, this means the creation of a balanced event line, for example, without a whooping margin for entrepreneurs. In this case, the audience will simply not consider unprofitable offers, which may result in a decline in revenues of the entertainment platform.

Project owners always have an opportunity to independently create exclusive sports data. This approach will allow businessmen to stand out from the competition. However, it will require much more effort and time. Therefore, at the initial stage of integrating sports bets, it is better to use the services of an experienced information provider.

Interface Development

To accept bids, operators need to lay out several new pages on the gambling portal.

To work correctly, it is essential to have a competent menu and conduct cross-linking between individual tabs or entire sections. This approach will facilitate the data search for clients and ensure the growth of inter-project Internet traffic.

Characteristics of a good interface:

• practicality and ease of use;
• high loading speed;
• quick response to customer requests;
• clear hierarchy and navigation;
• relevant colour combinations, illustrations, and fonts;
• stylish interactive banners and gamification elements.

A high-quality frontend is updated frequently. Only the most relevant information should be posted on the title page of the site. This includes upcoming meetings, favourable odds, and the latest bonus offers.

A mandatory requirement is the presence of a mobile betting application. The interface should be developed simultaneously on both the entertainment site and its version designed for gadgets. This is the only way to ensure stable growth of online traffic.

Installation of a Financial System

Most experienced operators already have their payment providers, whom they have trusted for many years. Therefore, when integrating a sportsbook option, no fundamental changes in terms of settlement policy will be required.

The used service must meet the following criteria:

• high speed and security of transfers;
• multicurrency and multilingual environment;
• various payment methods (Internet acquiring, bank transfers, and eWallet solutions);
• support for cryptocurrency transactions;
• low fees;
• support for micro and macro stakes.

The connection of a new payment provider involves exhausting negotiations, lengthy documentation preparation, and high service costs. Cooperation with an aggregator would be an excellent idea. Such a company can install all popular settlement methods in one go.

Integration of Sportsbook Services

The process can be realised using 2 options:

1. iFrame. In this case, betting products are added to the iGaming website as a separate page. It is possible to obtain access to bids through the online casino. This approach is considered simple and does not require any additional work.
2. API. This is the fastest and most coherent choice. When launching a new entertainment project within an already modified platform, entrepreneurs choose the main domain. The advantages of such an option also include an adaptive UX interface, flexible customisation settings, and minimal standards for technical support.

Benefits of Adding Sports Betting Services

Let us consider why it is worth connecting the software:

1. Improving competitiveness. Integration of specialised program components provides a smooth wagering experience that meets the preferences and demands of modern customers. This approach significantly complicates the work of other companies, especially in terms of luring players.
2. Attraction of new Internet traffic. The use of both gambling verticals makes projects accessible and interesting to a huge number of visitors. Operators guarantee an individual approach to each client, regardless of the login device, location, and preferences.
3. Effective risk management. Working in several directions at once, entrepreneurs protect themselves from various unforeseen situations. This is a change in the regulatory framework, the emergence of strong competitors, technical risks, etc.
4. Optimisation of costs for promotion. Marketers can run parallel advertising campaigns that take into account the specifics of each type of activity. For example, it is better for online casinos to send quick push notifications, and for the betting vertical, publishing useful SEO content will be more effective.

All of this will increase audience reach, conversion rate, and customer retention indicators.

The Main Things about the Integration of Sports Betting Options

Key features that project owners need to take into account:

• The advantages of such a decision include the acquisition of new Internet traffic, effective risk management, and an increase in competitiveness. Modification of an iGaming portal optimises promotion and advertising costs and improves the profitability of a business.
• To integrate sportsbook products, it will be necessary to find a reliable data provider, install a payment system, as well as refine the interface of the website and mobile application. It is also important to obtain a licence to accept bets.

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