How would you describe the overall performance of the sports betting industry in 2024?

2024 was once again marked by rapid growth and transformation in the online betting industry, which continued to drive the development of the wider iGaming sector. One of the most notable trends was increased localization —products became even more precisely adapted to specific market needs, boosting customer engagement and loyalty.

AI played a crucial role. Its integration took users' experience to new heights with personalized interfaces, smart recommendations, and efficient user-platform interaction. For operators, AI-enabled real-time data collection and analysis proved incredibly effective in forecasting outcomes and tailoring betting lines.

User engagement also evolved. Betting became more than a side activity—it turned into an immersive experience where with the help of AI, tools started evolving toward giving users the chance not only to place bets but to feel like analysts and active participants in events.

As a result, the industry’s efficiency in 2024 can be assessed as very high. A standout development was the rise of social betting, where modern iGaming websites enabled community-building, real-time discussions, and shared emotional experiences. This revived the communal feeling lost in the shift from offline to online, and deepened brand-user connections.

On Betting trends

What emerging trends in sports betting gained momentum this year?

One major shift was a stronger and more personalized connection with users. Operators worked to deeply understand user needs, offering tailored experiences and building vibrant communities. This extended beyond sleek interfaces—it included diversified content, new formats, and broader event coverage.

This is where the topic of localization, so widely discussed now, became particularly relevant. We observed increased interest in local events, niche sports, and activities popular in specific regions. Thus, the users were no longer limited to waiting for a major international tournament, they became involved in familiar local events. This fostered long-term engagement, as familiar “home” events were always on the calendar. Moreover, this approach grew the audience: new players, attracted by sporting events close to them in spirit and culture, became more loyal and trusting toward the brand since they see familiar names, teams, and traditions. Also, interest in women’s leagues grew, with their rising popularity attracting new user segments who find these events more relatable or socially engaging.

Esports also deserve special attention. It solidified its role in the industry but continued to grow, gradually becoming one of the key pillars of the modern betting sphere. Popular games formed extensive communities, and the rapidly growing audience—especially the younger demographic—ensures a constant flow of interest. This trend will only gain strength, given the increasing influence of virtual competitions and their ability to attract millions of viewers in real time.

The tech stack evolved too. Mini-apps and PWA versions gained popularity as users demanded faster access and less friction. No long waits, no complicated registration—just a few taps and they’re in. This shift mirrors the overall industry direction: everything is becoming faster, more responsive, and more user-centric.

Changes in users in 2024

How has player behaviour or demand shifted compared to previous years?

Over the past year, we saw significant changes in user expectations. First, players became more selective, placing greater importance on service quality and functionality provided by operators. Transparency and fairness were non-negotiable. Users wanted clear rules, control over their spending, secure transactions, and reliable protection of their data. Blockchain adoption also played a role in delivering on those expectations.

Secondly, players demanded maximum personalization. They expect operators to understand their preferences—custom odds, targeted promotions, relevant content. The more tailored the offer, the higher the engagement and loyalty.

In addition, we saw significant changes in the gaming directions themselves. Esports attracted a completely different audience, one distinguished by its own behavioral patterns. These users were often more mobile, active in online communities, and valued the speed of decision-making.

Also, gamification, frequently discussed in the past, came into full swing. Players expect not just betting options but meaningful incentives—long-term mechanics, instant rewards, and interactive feedback. Interfaces became simpler and faster. In a fast-moving world, users want emotions and results now—not after five clicks or five minutes. These new standards meant operators had to adapt quickly to retain and grow their audiences.

Plans For 2025

Based on 2024’s performance, what are your expectations for the industry in 2025?

By the end of this year, the betting industry will undoubtedly enter a new phase of development, in which AI will become an integral and defining force. Those who have not yet integrated AI into their processes should hurry: algorithms will become the basis for more accurate analytics, data collection, consideration of social factors, and the analysis of user behavior. Such a detailed approach will allow a deeper understanding of each player’s profile and enable offering them a maximally personalized product.

Live betting, live streams, instant updates will continue to win over audiences. Market demand and current trends suggest that interactivity and promptness will become key advantages. On the same trajectory are Esports and virtual sports: they are already attracting a new wave of users who demand even greater attention to their interests and habits. The growth of this segment is a direct path to expanding the user base and deepening analytics, which in turn drives the further development of all related tools.

The industry will strive ever more actively toward openness and transparency: honest communication with the customer, data security, and transaction transparency will become the norm. Cryptocurrencies and new payment solutions will add flexibility and speed, injecting fresh dynamics into the user experience and undoubtedly making their mark.

Conclusion

Dina’s insights highlight just how important 2024 was for the sports betting industry, a year defined by rapid growth, deeper user engagement, and exciting technological breakthroughs. Looking ahead to 2025, she believes that AI will play an even bigger role, alongside a stronger focus on transparency and more interactive, community-driven betting experiences. Operators who embrace these changes and put personalization and trust at the heart of what they do will be the ones who truly stand out and succeed in the fast-evolving and competitive iGaming market.