Beyond the Final Whistle: How Digitain is Building the Next Generation Sportsbook Experience
As operators prepare for a World Cup expected to drive record betting engagement, Digitain's Regional Sales Director for the UK and Western Europe, Alexander Jones, explains how automation, personalised engagement tools, tournament-wide experiences and AI-driven innovation are helping sportsbooks move beyond traditional betting journeys and create long-term player value.
Alex, major football tournaments are proving grounds for new sportsbook products. What opportunities has the World Cup created for Digitain to introduce new engagement features, and what were your objectives when developing them?
Our objective was to go beyond simply reflecting match outcomes and instead make the betting experience more engaging throughout the entire tournament. We wanted to create more interaction points during matches and keep players involved for longer across both pre-match and in-play betting.
We introduced a number of features to achieve this, such as Bore Draw Money Back, Two Goals Ahead / Early Payout, and Super Sub. These features are designed to add more flexibility and excitement during matches, giving players more ways to stay engaged as the game unfolds, and provide them the opportunity to re-bet their winnings/original stake.
Features such as Bore Draw Money Back, Two Goals Ahead/Early Payout and Super Sub all seek to extend excitement beyond the traditional win-lose betting experience. What trends in player behaviour are driving demand for these kinds of markets and promotions?
Today’s players are much more engaged during the match itself. They don’t just want to place a bet and wait for 90 minutes to see the result – they want to feel like something is happening along the way.
We’re seeing a clear shift toward more dynamic betting behaviour, where players value features that give them more control over the experience and more moments where something “changes” during the game. They also respond well to products that reduce the all-or-nothing feeling of traditional betting and introduce smaller wins or early outcomes.
This is why those features work well. They don’t change the core idea of betting, but they make the journey more interactive and rewarding.
With matches taking place across multiple time zones, many bettors inevitably miss live kick-offs. How does Digitain’s Autobet functionality address this challenge, and what role do you see automation playing in the future sportsbook experience?
Autobet allows players to pre-set their preferences and automatically place bets when certain conditions are met. This is especially useful during global tournaments where match schedules do not always align with local time zones. It means that players can stay engaged with the markets they care about, even if they are not able to watch matches live.
Looking ahead, automation will play a much bigger role in sportsbook experiences. The focus will be on making betting more convenient and personalised, while still keeping full transparency and control in the hands of the user. The future will be about helping players engage more efficiently, not just more frequently, particularly in markets where we see infrastructure being an issue, such as access to reliable internet and similar factors.
The World Cup is an acquisition opportunity, but retaining players after the final whistle can be difficult. How can operators use tournament-specific products and engagement tools to create longer-term customer value?
Retention begins before and during the tournament itself. Operators should use major events to introduce both novice and experienced players to a broader ecosystem of products, promotions and betting experiences that remain relevant after the competition ends.
Features that encourage regular engagement, personalised offers and seamless transitions into domestic leagues and other sports can help transform event-driven customers into long-term active users. The key is creating ongoing value rather than focusing solely on short-term acquisition.
Beyond individual matches, you’ve referenced a broader Group Stage Experience. How important is it for sportsbooks to create tournament-wide narratives and engagement opportunities rather than focusing solely on single-game betting?
It is extremely important. Fans experience major tournaments as ongoing stories rather than isolated matches. Every World Cup or major event, you have your underdogs, your David vs Goliath moments, (just look at Cape Verde’s draw with Spain). These are key sporting moments that Sportsbooks must successfully tap into, to create deeper engagement through leaderboards, predictions, accumulators, promotions and content that span the entire tournament. This approach encourages repeat visits and gives players reasons to remain active throughout every stage of the competition.
Football fans today consume content across multiple channels, from streaming and social media to podcasts and influencer content. How does Digitain view the relationship between betting products and content initiatives such as your upcoming podcast featuring Luis Figo?
The successful partnership with our ambassador Luis Figo is definitely very important for us. He has been with Digitain for more than four years, and during this time he has consistently been present at key industry events and initiatives. Now, he is also part of our new podcast series, which adds another strong content layer to our collaboration.
The latest episode, which has just been released, is a very interesting conversation where he shares his personal journey, reflects on World Cup moments, talking about the good and the bad, and discusses his long-term relationship with Digitain. We believe partnerships like this help us connect betting products with wider sports storytelling and content experiences. Today’s fans don’t consume football in just one place, they follow it across different platforms, and we see real value in being part of that wider conversation in a more authentic and engaging way.
Digitain has established itself as a major sportsbook technology provider across multiple regulated markets. What key messages and product developments will you be bringing to iGB L!VE this year?
Digitain’s sportsbook remains a flagship product not only because of its comprehensive feature set but also due to its forward-looking vision for the future of betting. It combines operational efficiency, player-focused innovation, and robust compliance to create a platform that meets the needs of operators while delivering engaging experiences for diverse player bases. At iGB L!VE we will show key enhancements, including advanced personalisation, AI-driven risk management, localised content tailored to specific regions, and bespoke trading tools for mature operators. We will also be talking about our in-house Horseracing and Greyhounds product, which was launched just a few weeks ago.
Overall, iGB L!VE provides an excellent platform to connect with current and potential partners, and our goal is to show the versatility of our sportsbook, iGaming platform, Horseracing and Greyhounds, payment solutions and more. We will be demonstrating innovations such as our Centrivo Dynamics PAM, AI Sports Engine, newly-launched gamification engines, and SSBT terminals, which combine convenience, efficiency, and omnichannel connectivity to elevate the retail betting experience.
As operators face increasing competition and rising customer acquisition costs, what should they be prioritising from their sportsbook partners in 2026, and how is Digitain evolving its platform to meet those expectations?
In 2026, operators should prioritise technology partners that can deliver flexibility, personalisation, operational efficiency and sustainable player retention. Acquisition remains important, but long-term success will depend on engagement and customer lifetime value. At Digitain, we understand that nobody knows players better than the operators we partner with. We’re here to listen. We want to understand what is important to our partners and the markets we operate in, and to build and develop based on their needs. This means we will help our partners remain competitive in an increasingly demanding market. Our goal is to provide technology that enables operators to adapt quickly, engage effectively and grow sustainably.
