After a packed week in Portugal at SBC Summit Lisbon, one key realisation stood out above everything else regarding in-play retention: Bettortainment is creating a productive problem for the iGaming industry.
And honestly? We couldn’t be happier about it.
When you bring a genuinely disruptive product to a major industry conference, you aren’t just presenting a pitch, you’re changing the conversation around second-screen distraction, sportsbook engagement, and real-time in-play retention.
Here is what our experience at SBC Summit Lisbon revealed about the state of in-play betting and why the industry is ready for a new approach.
The Core Challenge in In-Play Retention
For years, sportsbook marketing and product teams have wrestled with the same fundamental question: How do you keep bettors on-site and actively engaged as live action unfolds?
When a match starts, bettors frequently leave operator platforms to check social media feeds, live stream watchalongs, or chat forums. This second-screen habit creates friction in the user journey, diverting attention away from live odds, cash-out options, and in-play markets.
At Bettortainment, we set out to build a direct solution to this problem.
How the Bettortainment Hub Drives In-Play Retention
During our meetings at SBC Summit Lisbon, we showcased our flagship innovation: The Bettortainment Hub.
The Bettortainment Hub is an interactive live-engagement platform designed to embed directly into an operator or affiliate environment. To maximise in-play retention, it combines:
- Talent-Led Live Streams & Presenters: Real-time analysis, watchalongs, and expert commentary.
- Real-Time Bet Tipping: Seamlessly integrated tipping that connects content directly to live markets.
- Interactive Gamification: Live polls, sports quizzes, and interactive chats that turn passive viewers into active participants.
By unifying content and conversion in one place, the Hub eliminates second-screen drop-off and keeps users immersed inside the sportsbook ecosystem.
Following our launch at SBC Summit Lisbon, leading industry publications including iGaming Business
and iGaming Future highlighted how the Hub is reshaping how operators approach the in-play window.
Why Innovation Means Asking New Questions
Whenever we demonstrated the Hub at SBC Lisbon, we witnessed “the light-bulb moment.” It’s that exact second when an operator sees the interactive demo and realises how much value was previously left on the table during the 90 minutes of live play.
That light-bulb moment is also where we become a “problem” - in the best way possible.
A brand-new category of product forces teams to step outside conventional cognitive boxes. It prompts commercial and product leads to ask questions they haven’t had to ask before:
- How do we measure content engagement alongside betting performance metrics?
- How can live presenters directly influence in-play turnover?
- What does a truly unified second-screen experience look like inside our own app?
New technology should challenge established ways of working. Disruption only works when you provide the answers to the new questions you create, and that is precisely what the Bettortainment Hub delivers.
The Future of Sportsbook Engagement
If Bettortainment fitted neatly into an existing, predefined category, we wouldn’t be delivering true innovation. By challenging traditional content strategies, we are helping betting operators and affiliates rethink customer retention from the ground up.
Lisbon confirmed that the industry is eager for purposeful live content that actively drives commercial growth.
Experience the Bettortainment Hub
The Bettortainment Hub is designed to help sportsbooks engage, entertain, and retain customers while sport is live. Delivered as a flexible white-label platform or customized specifically for your brand, it bridges the gap between sports media and real-time betting activity.
- Want to see how it works for your sportsbook? Take a look at the Bettortainment Hub demo, or contact a member of the team.
