As the sports betting industry gears up for the action-packed 2025, staying ahead of market trends and capitalising on major sporting events is more critical than ever. In this exclusive interview, Alexander Kamenetskyi, Head of SOFTSWISS Sportsbook, shares expert insights on the evolving landscape, the role of personalisation and automation in enhacing player experiences, and how operators can leverage the newly released Sports Betting Events Calendar to drive growth and engagement throughout the year.
SOFTSWISS has recently introduced the Sports Betting Events Calendar for 2025. What inspired this initiative, and how can operators leverage it?
AK: The idea behind the 2025 Sports Betting Events Calendar is to give operators a clear strategic advantage by helping them plan ahead for key sporting events. The sports betting landscape is evolving rapidly, and with major events such as the UEFA Champions League, the Rugby World Cup, and esports tournaments like Intel Extreme Masters Katowice on the horizon, operators need to stay proactive to capture player interest.
Having a structured approach to these events enables operators to tailor their promotional strategies and maximise engagement. Our goal is to provide them with actionable insights and a roadmap to help capitalise on high-traffic periods throughout the year. Importantly, the SOFTSWISS Sportsbook integrates smoothly with any casino platform, allowing operators to expand their offerings effortlessly without major infrastructure changes.
What major trends do you foresee shaping the sports betting industry in 2025, and how should operators prepare?
AK: One of the most significant trends we’re seeing is the shift towards mobile-first experiences. Reports show that mobile betting accounts for over 90% of sportsbook revenue, making it crucial for operators to offer seamless, engaging experiences across all devices. In addition, live betting is rapidly growing, with players seeking instant engagement and real-time options during major sporting events.
Another key trend is the diversification of betting interests. While football remains dominant, we’re observing increasing demand for esports and niche sports. To stay ahead, operators should embrace a data-driven approach, offering tailored content and promotions that cater to these diverse interests. The SOFTSWISS Sportsbook offers operators access to over 2,000 unique betting markets across traditional sports and esports, ensuring they can meet evolving player preferences.
With such a packed sports calendar in 2025, what practical strategies would you recommend for operators to maintain player engagement?
AK: Operators should focus on two core strategies: personalisation and strategic timing. With a calendar packed with major events like Wimbledon and the Rugby World Cup, the key is to provide tailored offers that resonate with different player segments. For instance, offering risk-free bets on high-profile matches or combo promotions that encourage betting across multiple events can significantly boost engagement. Another crucial element is automation. Leveraging data insights to create dynamic, real-time promotions without manual effort allows operators to react quickly to market trends.
Esports betting is becoming a major focus in the industry. What opportunities does it present for operators, and how does SOFTSWISS address them?
Esports has grown beyond its niche status into a mainstream betting vertical, with millions of fans worldwide tuning in to major tournaments like The International and League of Legends World Championship. This segment offers operators a unique opportunity to engage a younger, tech-savvy demographic with dynamic betting options such as in-play wagering and live streaming.
At SOFTSWISS, we’ve expanded our esports offering to include a wide range of markets, live data feeds, and interactive features that enhance the overall experience. Thanks to our seamless sportsbook integration, our partners have seen great success by integrating esports into their existing platforms without disrupting their core operations. The key for operators is to not only offer esports markets but also to tailor their marketing and promotions to the gaming community’s preferences.
In today’s highly competitive market, what key factors should operators consider when selecting a sportsbook provider?
AK: Choosing the right sportsbook provider is about more than just having an extensive range of betting options. Operators need a partner that offers flexibility, scalability, and a player-centric approach. A sportsbook should seamlessly integrate with their existing casino platform, allowing them to expand without operational disruptions – something we prioritise at SOFTSWISS.
Security and risk management are also critical. With increasing regulatory requirements and evolving player expectations, operators need robust solutions to monitor player activity and prevent fraud. Additionally, a provider’s ability to offer customisable gamification tools, tailored promotional features, and comprehensive support can make a significant difference in long-term success. Our goal is to provide operators with the tools they need to adapt and grow in a constantly changing industry.
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