• Products
    • BETER Esports
      • Esports Odds Feed ESportsBattle Virtual eComp iFrame demo
    • BETER Sports
      • Setka Cup BSKT Cup iFrame demo
  • Solutions
    • BETER iFrame
    • Client Console
    • BETER Integrity
  • Company
    • About us
    • News
    • Case studies
    • Clients and partners
    • Our team
    • Career
  • Events
  • Contact us

Driving product growth together: fast sports and microbetting

Evgeniy Sabov, Head of Trading at BETER Sports shares his thoughts about the growing interest from both bettors and operators in microbetting.

Driving product growth together: Fast sports and microbetting

In the past 12 months we’ve seen growing interest from both bettors and operators in microbetting. With the opportunity to offer more choices more often in a fashion that’s timely and catered to specific matches, microbetting is likely going to be a trendsetter for years to come.

Across the globe as well as in markets like the United States, it’s important for suppliers to develop products that meet these new and changing tastes, and for operators to have rich content that bettors enjoy. Microbetting certainly fits this bill, but with tremendous opportunity also comes some challenges.

The microbetting challenge

As with any new innovation, there is a period of growing pains and experimentation to find what works and what doesn’t. What can be seen is there’s a balancing act to providing an engagement market for bettors and resolving it in a timely fashion while still delivering good performance for operators.

Providing bettors with an offer that’s enticing, engaging and an enhancement to their experience is the first step, and it requires a sound understanding of a given match not just based on historical data and trends, but what is happening in live. Live betting in sports isn’t new, but reading a match and offering a micro-betting proposition is still something the industry is fine-tuning. A snappy payout mechanism is also crucial, which means you need to be able to settle markets quickly. And of course, you need to optimise these markets so they’re delivering strong returns for operators so they don’t become a loss-carrying side feature.

In order to learn, refine and optimise a microbetting product, operators and suppliers alike need to build a dataset and trading history based on real-world, real-time examples.

Fast sports offers a large dataset

Microbetting products require actual historical data in order to successfully develop – fast sports products are uniquely positioned to build this dataset. 24/7 sports content that runs year-round offers operators and suppliers more opportunities to experiment and refine microbetting content than traditional sporting events.

The sheer volume of events means more opportunities to offer microbetting markets, more often. At BETER, betting content and data provider, we’ve launched new, fast 16 markets for all table tennis tournaments, managed by our team, to speed up proceedings and allow users to place micro-bets. With this, we’re aiming to allow bettors to place bets with the fastest possible outcome. For example, a “race to 4 points” market would be settled way before the end of an event.

With more experimentation in the actual environments where it will be used, you can rapidly scale the accuracy, efficacy and performance of your microbetting product.

Building a baseline for traditional sports

Leveraging fast sports content for microbetting has two important flow-on effects. Firstly, you can build a robust stream of 24/7 content with a highly refined microbetting offering.

Secondly, you can use the historical data, knowledge and best practices of fast sports microbetting as the building blocks for opportunities in traditional sports. Whether it’s using fast sports data and models to inform your choices, or building the knowledge and skill of your traders – you can take the experimentation, logic and learning from fast sports and bring it to the biggest matches in the world, across any sporting code.

This is particularly important for markets like the US, where the popularity of in-play, parlay betting is a strong indicator of the interest and uptake of unique product offerings that add lots of flavour to a sports match. Microbetting is the natural next step for in-play sports betting innovation.

Fast sports content doesn’t just give operators another profitable vertical with a constant stream of content for players. It’s an incredible opportunity to road-test microbetting and build products that broaden your offering and meet the needs of newer bettors with huge potential for future growth.

Written for European Gaming by: Sabov Evgeniy, BETER Sports Head of Trading.

Jul 18, 2023
Share:
beter BETER Sports setka cup
Popular
BETER_Colorado - Site
BETER Receives Vendor Minor Licence in Colorado

BETER, the award-winning provider of fast-betting content and data for esports and sports, has obtained a Vendor Minor Licence from the Colorado Division of Gaming, allowing the company to deliver its live data and live streams to licensed operators in the state.

Oct 09, 2025
BETER BSKT European Conference - Site (1)
New European Conference tournament is live in BETER’s exclusive eBasketball offering

The brand-new product by the ESportsBattle series, featuring leading European club rosters that bring diversity beyond standard basketball lineups.

Oct 08, 2025
BETER+Entain - Site
BETER joins forces with Entain CEE in major content deal

2 October 2025 – BETER, the award-winning provider of fast-betting content and data for esports and sports, has partnered with Entain CEE to supply its sportsbook brands with the provider’s exclusive content.

Oct 02, 2025
BETER+FIRST - site
BETER Teams Up with FIRST

In-demand fast-betting content provider brings its esports and sports products to a Tier-1 sportsbook supplier.

Sep 30, 2025
Chuck Robinson - SBCNews - Site (1)
Chuck Robinson, BETER: bringing our portfolio of 700,000 annual fast-paced events to Lisbon

Chuck Robinson, Chief Revenue Officer at BETER, sat down with the SBC News on the eve of the SBC Summit to learn more about what the award-winning provider of fast-betting content will be showcasing at the exhibition at Stand D240.

Sep 16, 2025
Products BETER Esports BETER Sports
Services BETER Integrity Client Console Marketing assistance iFrame solution Support
Company About us Clients/Partners Careers Our team Legal
News Events
Contact us [email protected]
Follow us