Sportradar has unveiled a new business unit, Playradar, designed to develop customised sports betting products for operators worldwide, as the company deepens its push into the iGaming sector.
The initiative will be led by Edo Haitin, formerly CEO of Playtech Live, who brings over two decades of experience in the online gaming industry.
A data-driven expansion into iGaming
Playradar will leverage Sportradar’s extensive real-time and historical sports data to build interactive betting experiences tailored to different markets and user behaviours.
Central to the offering is a 24/7 live experience hub, allowing users to simultaneously watch live sports and place bets within a unified interface—blending entertainment and wagering in a single environment.
“This content is designed to create deeper user engagement and increase time spent on platforms,” said Sportradar CEO Carsten Koerl.
The company is positioning Playradar as an evolution of its existing ecosystem, combining streaming, data analytics, marketing tools, and global distribution capabilities.
Focus on regulated markets and Brazil
Sportradar confirmed that Playradar will operate exclusively in regulated markets, with initial rollouts planned across the United Kingdom, North America, and Latin America throughout 2026.
A key strategic focus will be Brazil, where products will be adapted to local user preferences and market dynamics—reflecting the rapid growth of regulated sports betting in the region.
Industry sources suggest the company will work closely with operators to create fully customised betting experiences, including competition-specific products and branded activations tied to sports properties.
A new layer of engagement for operators
Playradar also aims to help betting companies improve user acquisition and retention through behavioural analytics and tailored content delivery.
By integrating its proprietary data with live streaming and interactive features, Sportradar is betting on a shift toward more immersive and personalised betting environments.
“This combination of data and product development allows us to align with evolving user behaviour,” Haitin said. “Our goal is to establish Playradar as a leading reference in the sector.”
Positioning for the future of betting
The launch underscores Sportradar’s ambition to move beyond being a data provider and into a full-service technology and content partner for betting operators.
As competition intensifies across the global betting landscape, Playradar could become a key differentiator—particularly in regulated markets where innovation and compliance must go hand in hand.