Key Takeaway: Bettortainment solves the sportsbook retention gap by creating live, community-driven watchalongs that keep players active within the app during the game.
If you walked the floor at ICE Barcelona this year, you likely heard one phrase repeated in every hallway: Customer Retention.
Yet, for all the talk about keeping players engaged, the industry seems to be stuck in a loop. Operators spend millions on acquisition, only to let those users drift away the moment the whistle blows. This week, Bettortainment co-founders Gavin Puszczalowskyi and Jonathan Baxandall joined The BettingStartups Podcast to discuss exactly how to break that cycle.
The Problem: Content Without a Purpose
As Gavin noted during the episode, the betting industry often treats content as a checkbox rather than a strategy.
“I never see anything that develops in the 12 months between conferences where you go, ‘Last year you were talking about customer retention, and this year there’s this product.’”
Most sportsbooks essentially surrender to the broadcast of the game. They assume they can’t compete with the Premier League or the NFL for attention, so they stop trying the moment the match begins. We believe that is a massive, missed opportunity.
Turning Watchalongs into Retention Engines
At Bettortainment, we don’t just produce videos; we build communities. Our model is rooted in the “Radio Philosophy” - the art of creating hooks that keep an audience engaged for hours, not just seconds.
By hosting live, expert-led watchalongs, we provide a second screen experience that lives inside the operator’s ecosystem. The goal isn’t just getting eyes on screen - it’s driving dwell time and active participation.
- Content with a Purpose: Interactive formats that bridge the gap between watching and wagering.
- The Power of Community: When a user participates in a live chat or responds to a host, they are significantly more likely to stay on the platform.
- Performance-Driven Metrics: We move beyond views to focus on what actually matters: betting activity and ecosystem loyalty during live play.
Don’t Let the Customer Go
The takeaway from our time on the podcast was simple: If you give your customers a reason to stay on your sportsbook when sport is live, they will stay.
In a world where AI and flashy tech often dominate the conversation, the most underappreciated lever in betting today is entertainment. It’s time to stop treating the live window as a lost cause and start treating it as your biggest growth opportunity.
Catch the Full Episode
Want to hear the full deep dive into our ICE Barcelona takeaways and our vision for the future of Bettortainment?
You can listen to the full episode of The BettingStartups Podcast on:
Ready to Stop Wasting the Live Moment?
If you’re struggling to keep users engaged once the match starts, we should talk. Bettortainment helps operators transform live sport from a dead zone into a high-dwell, high-loyalty community experience.
Let’s build your community together.
- Book a Demo: See our live watchalong formats in action and discover how they integrate with your platform.
- Partnership Inquiries: Discuss bespoke content strategies tailored to your specific audience and goals.
- Connect with the Founders: Reach out to Gavin or Jonathan directly on LinkedIn to keep the conversation going.
About The BettingStartups Podcast
The BettingStartups Podcast features the founders and innovators building the most promising companies in the multi-billion dollar real-money gaming industry. It offers a front-row seat to the tech and personalities shaping the future of betting. Find out more at bettingstartups.com
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Frequently asked questions
- What is a betting watchalong?
- A live, interactive broadcast where experts and fans engage in real-time during a sporting event, specifically designed to drive dwell time on sportsbooks.
- How do sportsbooks improve live betting retention?
- By providing "content with a purpose," such as communities and live betcasts that give users a reason to stay in-app after the initial wager.
- Why did Bettortainment attend ICE Barcelona 2026?
- To showcase new interactive products that bridge the gap between traditional broadcasting and modern sports betting.
