Sportradar has introduced a new brand aimed at expanding its presence in the online casino sector, marking a significant step in its broader growth strategy. The Switzerland-based sports technology company announced the launch of Playradar, a dedicated iGaming division designed to deliver integrated gaming experiences for operators in regulated markets.

The move builds on Sportradar’s established role in sports data and betting services, extending its capabilities into casino gaming through a combination of live sports content, historical data, and interactive gameplay features. Company executives describe the new brand as a natural progression that aligns with existing strengths while opening additional revenue opportunities.

Hybrid Gaming Model Blends Sports and Casino Play

Playradar will focus on creating products that merge sportsbook-style engagement with casino mechanics. The platform introduces a system that allows players to watch live sports streams while participating in games at the same time, combining entertainment and wagering activity on a single interface.

Central to this offering is a feature described as a Live 24/7 Experience Centre. This environment enables users to view live or recorded sporting events alongside gaming content, while also interacting with other players through shared reactions, tips, and preferences in real time.

The company is also developing content that turns sporting moments into interactive gameplay. By using both live and archived sports footage, Playradar aims to create event-driven casino experiences tied to real-world action. A live prediction product will rely on Sportradar’s data systems to power in-game decision-making.

In addition to these hybrid formats, the new division plans to release a full catalog of casino titles. These include slots, table games, virtual sports, and other formats such as arcade-style and crash games. Releases are scheduled throughout 2026, with an initial rollout targeting the United Kingdom, North America, and Latin America.

Leadership Highlights Expansion Strategy

Sportradar CEO Carsten Koerl positioned the launch as part of a long-term strategy to broaden the company’s business model. “iGaming represents a natural and scalable extension of our business, and a strategic acceleration of our long-term growth roadmap,” he said in a press release.

“Playradar content is designed to provide optimized cross-sell between the worlds of sport and casinos, helping operators to increase player value and session length at a time when engagement and retention are key to operational sustainability.”

The company has placed Edo Haitin in charge of the new division. Haitin joined Sportradar in 2025 after serving in leadership roles within the online gaming sector, including time as CEO of Playtech’s live casino segment. His experience spans more than two decades in iGaming operations and product development.

Haitin described the initiative as an opportunity to combine existing technological capabilities with new forms of gameplay.

“By combining our unrivalled experience in sports data and live streaming, along with a proven track record of product development, we aim to create hybrid content and gaming experiences to capitalize on the rising popularity of sports casino consumption. We’re uniquely positioned to seamlessly blend live and historical sports events, innovative gaming mechanics, and casino content and have the advantage of being able to distribute games to an already licensed portfolio of operators.”

He also emphasized his expectations for the division’s growth.

“I’m incredibly excited to be further strengthening our iGaming business through Playradar and to grow it into a leader in iGaming content, leveraging Sportradar’s existing resources and the highly experienced and skilled team already in place.”

Focus on Regulated Markets and Industry Partnerships

Playradar will operate exclusively within regulated jurisdictions, with responsible gaming and integrity measures incorporated into its offerings. The company plans to leverage its existing network of sportsbook and casino partners, many of whom already operate across both verticals, to distribute the new content.

Sportradar’s broader strategy also includes strengthening partnerships across the sports industry. The company recently expanded its agreement with Puerto Rico’s Baloncesto Superior Nacional, integrating integrity services into wagering activities tied to the league. The collaboration adds to Sportradar’s role as a data and betting rights holder.

In addition, the company secured a deal with the Professional Fighters League, becoming its exclusive provider of betting data and streaming rights. Another agreement with FIFA extends integrity monitoring and investigative services through 2031, including coverage for the 2026 World Cup.

These partnerships reinforce Sportradar’s position as a provider of both data and integrity solutions while supporting its expansion into new gaming segments.

Growing Role of iGaming in Company Strategy

The launch of Playradar reflects a broader shift in how Sportradar approaches market growth. With many of its clients already active in both sports betting and casino gaming, the company sees iGaming as an opportunity to increase long-term revenue and deepen user engagement.

By combining data analytics, streaming capabilities, and game development, Sportradar aims to offer a connected ecosystem that links different forms of wagering and entertainment. The company’s approach relies on insights into player behavior to support marketing, retention, and monetization strategies across platforms.