Gen Z Betting Blueprint

DATA.BET began as an esports-focused supplier before expanding into wider sportsbook products. What lessons from esports betting are now influencing the broader betting experience?

Rostyslav Likhtin: One of the key lessons from esports is speed. Users expect instant odds updates, a fast interface and the ability to place bets without unnecessary steps. Today, those expectations have spread to traditional sports as well.

Esports also taught us to work with highly detailed statistics and a large number of markets. We apply that approach to create deeper and more personalised sportsbook experiences.

Gen Z audiences often consume esports through streaming and community platforms rather than traditional sportsbook channels. How is DATA.BET adapting its product strategy around that behaviour?

Bogdan Holovnov: We cover a huge number of streamer matches across disciplines including Counter-Strike, League of Legends, Valorant and Fortnite. That creates a daily touchpoint for audiences who may follow specific creators rather than the competitive scene itself.

Professional players such as s1mple, FalleN and jL also attract large audiences through their personal streams, which is why we offer a wide range of player proposition markets. We also cover show matches and exhibition tournaments to capture additional audience segments.

DATA.BET recently introduced its In-Stream Betting overlay, allowing users to bet directly within a live stream. How important will frictionless, stream-native betting become?

Rostyslav: This is one of the industry’s most important directions. Younger users are accustomed to seamless digital experiences and do not want to switch between multiple screens or tabs while watching content.

Stream-oriented solutions allow users to bet within the context of the event without interrupting the viewing experience. For operators, fewer steps between viewing and betting positively impacts engagement and conversion. Over time, the distinction between watching content and placing a bet will become increasingly blurred. Esports fans are highly sensitive to authenticity. How can operators engage gaming communities without appearing like traditional bookmakers forcing their way into gaming culture?

Bogdan: It’s critical to have people within your organisation who genuinely understand esports and gaming culture. Fans quickly identify whether a brand understands the games, the players and the competitive ecosystem.

When audiences see factual errors or misunderstandings about the games they follow, they immediately categorise a brand as an outsider. However, when content demonstrates genuine knowledge, interesting statistics and references that resonate with the community, operators can build credibility and even loyalty.

At that point, you’re no longer viewed as a company trying to sell a product. You’re viewed as part of the community.

Counter-Strike and League of Legends continue to dominate esports betting volumes. What makes certain titles more commercially successful?

Bogdan: Counter-Strike and League of Legends combine massive audiences, long-term relevance and deep competitive ecosystems. Their packed tournament calendars generate consistent engagement throughout the year.

Accessibility also matters. Counter-Strike has historically been bookmaker-friendly due to broad data availability and operator access, while League of Legends has traditionally been more restrictive, although that is changing. Titles that combine strong viewership, competitive stability and betting-friendly infrastructure tend to generate the strongest betting volumes and margins.

Live betting appears particularly important for esports audiences. How much growth is being driven by in-play engagement?

Bogdan: More than 80 per cent of esports betting volume comes from live betting. Video games contain a huge number of variables that change constantly throughout a match. Bettors analyse maps, hero selections, team compositions, item builds and countless other factors.

Live betting provides an environment where users can apply that knowledge and express their own opinions about how those variables influence outcomes. That is why in-play betting remains such a dominant part of esports wagering.

DATA.BET talks frequently about speed, low latency and real-time odds delivery. How critical are those factors?

Bogdan: They are absolutely critical. Esports audiences are used to reacting instantly to changing game states.

If a betting product cannot keep pace with in-game events, users will eventually migrate to platforms that offer faster market updates and quicker bet placement.

The challenge is balancing speed with pricing quality and margin protection. Operators need to satisfy player expectations without compromising trading performance.

Many younger consumers view betting as part of a wider entertainment ecosystem. Does that change how sportsbooks should think about UX and engagement?

Rostyslav: Absolutely. Modern sportsbooks are not only competing against other betting operators. They are competing against games, streaming platforms and social media services.

That means the user experience must be intuitive, personalised and engaging throughout the entire customer journey. Users should derive value from the platform even when they are not actively placing bets.

Esports betting has historically faced concerns around integrity and skin betting. How much progress has the regulated sector made?

Rostyslav: The regulated sector has made significant progress in recent years. Today, providers and operators work with licensed tournaments, official data and sophisticated monitoring systems. Requirements around age verification, responsible gambling and regulatory compliance have also become much stronger.

Challenges remain, but esports betting today is far more mature and professional than it was only a few years ago.

DATA.BET has expanded into prediction markets and other interactive formats. Do you see the boundaries between betting and social entertainment continuing to blur?

Bogdan: What we’re really seeing is a lowering of the barrier to entry for betting and an expansion of betting into more areas of everyday life.

Betting is evolving from a standalone gambling activity into an engagement layer that sits across gaming, esports, media and online communities. The boundaries between betting, entertainment and social engagement are becoming increasingly fluid.

Hyper-personalisation and AI-driven engagement are becoming major talking points. Where should operators draw the line?

Rostyslav: Personalisation should help users discover relevant content rather than encourage excessive activity.

AI can be extremely valuable in recommending events, markets and content that match a user’s interests. However, personalisation must always operate within responsible gambling principles and regulatory requirements.

Our goal is to improve the user experience and simplify navigation, not create undue pressure on users.