Bettortainment launches Bettortainment Hub for live sportsbook engagement

Bettortainment has launched the Bettortainment Hub, a live engagement platform designed to help sportsbooks maintain customer attention during the most commercially important stage of the betting journey: when live sport is taking place.

The new platform brings together live bet tipping, interactive quizzes, leaderboards, moderated fan chat and expert-led watchalongs within one digital environment. The objective is to provide sportsbook users with more reasons to remain engaged on an operator’s platform rather than moving to external second-screen destinations for commentary, discussion or entertainment.

The launch comes ahead of SBC Summit 2026 in Lisbon, which is scheduled to take place from 29 September to 1 October at the Feira Internacional de Lisboa and MEO Arena. Bettortainment has positioned the Bettortainment Hub for the 2026/27 sports season as the business expands its focus on live betting engagement and retention.

Bettortainment targets the live engagement gap

Live sport creates a concentrated period of attention for sportsbooks, yet the experience offered to customers can often remain heavily focused on odds and transactional betting functions.

Bettortainment is seeking to address that gap by combining betting-related information with entertainment and community features. Through the Bettortainment Hub, an operator can create a live environment in which customers can follow commentary, interact with other viewers and explore betting opportunities without leaving the sportsbook experience.

The approach reflects Bettortainment’s wider focus on live betting watchalongs and content-led engagement. The company describes its strategy around the principles of engaging, entertaining and retaining audiences while developing communities around major sporting events. Its website lists Gavin Puszczalowskyi as Executive Producer and Jonathan Baxandall as Commercial Director.

A platform built around live betting engagement

A central element of the Bettortainment Hub is its combination of content and interactivity. Rather than treating live video or editorial content as a separate destination, the platform is designed to place live betting engagement within the same experience.

The Hub includes real-time bet tipping alongside live quizzes and leaderboard functions. Moderated fan chat is intended to create a more social environment while expert-led watchalongs can provide an additional layer of context around events as they unfold.

This structure could be particularly relevant during football matches, horse racing meetings and other high-attention sporting events where betting activity can change rapidly. By keeping content and interaction close to live markets, operators can create a more continuous customer journey throughout an event.

The company has also highlighted one-tap betslip functionality as part of the platform. According to Bettortainment, this feature is designed to reduce friction between a live betting call and the point at which a customer can access the relevant market.

Focus on dwell time and in-play betting

Customer retention has become a central consideration for sportsbook businesses operating in increasingly competitive environments. Bettortainment argues that traditional performance indicators such as views and impressions do not necessarily demonstrate whether a live content strategy is influencing deeper customer behaviour.

The company instead points toward metrics including dwell time, in-play bets per session, market exploration and repeat visits. These measures are presented as a way of connecting live entertainment activity with the broader commercial objectives of a sportsbook.

Bettortainment has stated that its initial deployments generated increases in dwell time, in-play betting volume and engagement. The company also says that following the integration of its one-tap betslip technology it expects on-site dwell times to more than double while supporting stronger conversion rates across major events. These figures are company projections or reported outcomes rather than independently verified industry measurements.

That distinction is important when assessing the platform’s commercial performance. Actual outcomes can differ depending on the operator, market, audience profile, sporting event, content strategy and regulatory environment in which the product is deployed.

White-label and bespoke deployment options

The Bettortainment Hub is being offered through both fully managed white-label services and bespoke implementations. Bettortainment says the platform can be integrated through relatively straightforward iFrame or SDK technology.

This model is designed to reduce the infrastructure burden for sportsbook operators and affiliates that want to introduce broadcast-style live content without creating their own studio facilities or production workflows.

For smaller operators, the ability to use an externally managed platform can potentially shorten the path from planning to launch. Larger businesses may instead prefer bespoke integration that reflects their existing branding, user journey and commercial objectives.

The technical approach also gives operators scope to consider how live content is positioned within mobile and desktop sportsbook experiences. As betting becomes increasingly centred on mobile devices, reducing unnecessary movement between video, chat, markets and betslips can be an important part of interface design.

Gavin Puszczalowskyi highlights the value of real-time media

Gavin Puszczalowskyi, co-founder and content director at Bettortainment, connected the development of the platform with his experience in live broadcasting.

He said: “Having spent 20+ years in live radio, I know how real-time media holds an audience. Yet sportsbooks do almost nothing to entertain customers during live matches. We built Bettortainment because operators were surrendering their most valuable window to second-screen distraction. Keep people on-site, keep them entertained, keep them betting. If every user placed just one more bet, that moves the needle massively for our clients.”

The statement reflects Bettortainment’s view that live sports should be treated as an active media environment rather than simply a period in which customers are shown betting markets.

Its earlier work has also focused on watchalong formats, podcast production and live sports content. The company's public materials show an established emphasis on producing real-time content intended to connect audiences with betting experiences.

Jonathan Baxandall stresses measurable engagement

Jonathan Baxandall, co-founder and commercial director, also emphasised the importance of measuring engagement through commercially meaningful indicators.

He said: “Retention is talked about relentlessly across the industry, but currently, iGaming companies look largely the same as their competition and few are engaging audiences with the content that their customers crave. Vanity metrics like views and impressions tell you nothing. Focus on what matters: dwell time, in-play bets per session, higher-margin market exploration and repeat visits. The Bettortainment Hub gives operators of all sizes the ability to engage high-value audiences at precisely the right time with the right calls to action.”

His comments place the Hub within a broader industry discussion around sportsbook differentiation. Instead of relying exclusively on promotional incentives, operators are increasingly exploring content, personalisation, community features and product design as ways to create stronger customer experiences.

The practical value of those strategies will depend on execution. Relevant content needs to be timely, accurate and suitable for the target audience while calls to action must remain consistent with the operator’s licensing obligations and applicable rules on marketing, consumer protection and responsible gambling.

Regulatory considerations remain important

The integration of live engagement tools does not remove an operator’s existing legal responsibilities. Businesses using the Bettortainment Hub would still need to assess their obligations according to the jurisdiction in which they offer gambling services.

Regulatory requirements can apply to advertising, in-play betting, consumer communications, age controls and the presentation of gambling-related content. In Great Britain, for example, the Gambling Commission provides sector guidance for betting businesses and sets out licensing and compliance requirements for operators. The precise requirements vary by market and business model.

For that reason, the integration of interactive entertainment features should be viewed as part of a wider sportsbook product and compliance framework rather than as a standalone engagement solution.

Bettortainment prepares for the 2026/27 season

With the Bettortainment Hub now entering the market, the company is targeting a sports calendar dominated by major live events and increasingly digital fan experiences.

The platform’s combination of watchalongs, live tipping, quizzes, chat and gamification represents an attempt to connect entertainment with the betting journey at the precise moment customer attention is highest.

Bettortainment’s presence around SBC Summit in Lisbon is also likely to place the product in front of operators, affiliates and technology businesses preparing for the next stage of sportsbook development. The company has confirmed that it will showcase the Hub at the event, which begins on 29 September 2026.

Conclusion

The Bettortainment Hub marks a broader move toward sportsbook experiences that place live entertainment and customer interaction alongside betting functionality. Its proposition is centred on a straightforward idea: when a sporting event is live, the digital experience should remain active as well.

By combining live betting engagement with community features and interactive content, Bettortainment is positioning the Hub as a platform for operators seeking to make greater use of live-event attention. The white-label and bespoke deployment options also give businesses different routes to integration depending on their technical and commercial requirements.

The reported performance figures surrounding the platform remain claims from Bettortainment and should therefore be assessed alongside independent results from individual deployments. Even so, the product launch highlights how sportsbook technology is increasingly moving beyond static market displays toward richer live experiences.

As the 2026/27 sports season develops, the effectiveness of this model will ultimately depend on measurable customer behaviour, quality of execution and compliance with the rules governing each regulated market. For operators exploring new approaches to live betting engagement, the Bettortainment Hub represents another example of how content, community and betting technology are being brought closer together.

FAQs

What is the Bettortainment Hub?
The Bettortainment Hub is a live engagement platform from Bettortainment that combines betting content with interactive features such as quizzes, leaderboards, moderated fan chat and expert-led watchalongs.

What is the main purpose of the Bettortainment Hub?
The platform is designed to support sportsbook engagement during live sporting events by giving customers additional content and interactive experiences within the operator environment.

Which features are included in the Bettortainment Hub?
The Hub includes real-time bet tipping, live quizzes, leaderboards, moderated fan chat, expert-led watchalongs and one-tap betslip functionality.

How does one-tap betslip technology work?
The technology is designed to reduce the steps between a live betting recommendation and access to the relevant market, creating a more direct path to the betslip.

Can operators customise the Bettortainment Hub?
Bettortainment offers both fully managed white-label services and bespoke solutions, allowing businesses to select an implementation approach that fits their requirements.

How can the Bettortainment Hub be integrated?
Bettortainment states that the platform can be deployed through iFrame or SDK integration depending on the technical needs of the operator or affiliate.

Does the platform support in-play betting?
Yes. The Bettortainment Hub is specifically designed around live-event engagement and includes features intended to connect audiences with in-play betting opportunities.

What performance improvements does Bettortainment report?
Bettortainment says its initial deployments produced increases in dwell time, in-play betting volume and engagement. It also projects that one-tap betslip functionality could more than double on-site dwell time in certain deployments.

Is the Bettortainment Hub suitable for regulated markets?
The platform is positioned for licensed sportsbooks, but operators remain responsible for ensuring that its use complies with the licensing, advertising, consumer protection and responsible gambling requirements applicable in each jurisdiction.

When will the Bettortainment Hub be showcased publicly?
Bettortainment has confirmed plans to showcase the Hub at SBC Summit 2026 in Lisbon, which is scheduled for 29 September to 1 October 2026.