Sportradar Group AG has launched a new iGaming brand, Playradar, designed to strengthen the connection between sportsbook and casino offerings. Additionally, it aims to support growth across regulated markets worldwide.
Expanding into Integrated iGaming
Playradar is positioned as a “fully integrated ecosystem” that combines sports data, live streaming, and casino content. In particular, the offering includes slots, table games, arcade titles, and virtual sports. This enables operators to deliver a unified gaming experience across both sportsbook and casino verticals.
The launch reflects Sportradar’s broader strategy to expand its iGaming footprint. Specifically, the focus is on regulated jurisdictions where demand for combined betting and gaming experiences continues to grow.
Hybrid Content and Live Experiences
A key feature of Playradar is its focus on hybrid content that blends sports and casino gaming. The platform includes a 24/7 live experience centre. Here, users can watch live sports events while simultaneously placing bets or engaging with casino-style gameplay.
This approach is designed to enhance engagement, extend session times, and create more cross-selling opportunities for operators.
Leadership and Strategic Direction
The launch comes alongside the appointment of Edo Haitin, former CEO of Playtech Live, as Executive Vice President of Sportradar’s iGaming division. Haitin brings over 20 years of experience in iGaming, live casino development, and leadership roles. Therefore, Haitin is expected to play a key role in shaping the brand’s growth.
Carsten Koerl, founder and CEO of Sportradar, described the iGaming segment as a natural extension of the company’s core business. He emphasized that Playradar is a strategic step in accelerating long-term growth while helping operators improve player value and retention.
Focus on Regulated Markets
Sportradar confirmed that Playradar will operate exclusively in regulated markets. Initial rollout is planned for key regions including the United Kingdom, North America, and Latin America throughout 2026.
This focus aligns with the company’s strategy of partnering with licensed operators and ensuring compliance with regional regulatory frameworks.
Outlook
By combining sports data, live streaming, and casino content into a single platform, Sportradar aims to capitalize on the growing demand for hybrid gaming experiences. In turn, the launch of Playradar positions the company to further strengthen its role as a leading provider of integrated betting and gaming solutions in the global iGaming industry.
