Latest News
Chris Kape: Micro markets: The future of US sports betting?

Author: Chris Kape, Founder & CEO, JAMCO Capital
The global pandemic may have irrevocably defined sport last year, but it has also been the period in which online sports betting was firmly established as a powerhouse in the US market. This year, 19 states will vote on whether to legalise mobile sports betting and around 8 â 10 of those markets are expected to open up before year end. These are exciting times for the north American sports betting industry and its little surprise that its most recent industry forecasts estimate it to be worth over $20Bn within the next 5 years.
Matching the pace with In-play
Undoubtedly, one of the biggest drivers of online sports book growth has been In-Play betting. Across the pond, in more established markets such as the UK, this vertical already accounts for 70-80% of market revenue. Many predict that within the next three years this figure will be closely reflected in the US market.
As a product, In-Play betting is very attractive to operators because it is a great way to expand revenue above traditional offerings, through creating a seemingly infinite amount of betting opportunities for customers. Also, the natural âstop and startâ pace of Americaâs most popular sports including American Football and Basketball means that smaller betting opportunities such as âNext player to score a touchdown or a 3-pointerâ are easily created.
Keeping the buzz through Micro markets
Some of the leading brands in the US market have recently commented that traditional sports betting is too complex for sports fans and lacks the instant gratification needed to engage a new, wider audience. The US population is estimated to have a little over 37 million sports bettors, but the number of estimated sports fans is over 150 million. This strongly suggests that there’s a over 112 million US sports fans still waiting to be engaged.
In todayâs society, content is a fast-moving commodity, constantly being produced and consumed on a never-ending conveyor belt of news and entertainment. This societal trend has shaped the market landscape to the point where today, players now expect instant gratification throughout their playing experience. The emerging trend of Micro-Markets is the perfect solution for this increasing shift towards fast, easy to consume entertainment.
Micro-Markets are betting markets that are created and resulted in just minutes or seconds, and for U.S. sports, are often coupled with the core engaging moments that drive consumption (e.g., pitches & at-bats for MLB, plays & drives for NFL). Especially since the lockdown, this has been a great way to give sports fans a continuous buzz throughout the games when theyâre not physically able to be in the bleachers! Some industry commentators believe that by the end of the decade, over 80% of U.S. sports betting will be In-Play, and over 50% of In-Play betting handles are expected to be micro-betting.
The importance of AI
Micro market betting products are heavily reliant on the quick turn-around of stats to support the bet-type. Data companies optimising the latest technology are the key to the growth and expansion of these live betting opportunities.
The subtle, more minute details about players, teams and the games themselves are difficult to gather. Ultimately, it is the quick and unwavering stats from data companies utilising new technology such as AI, that help sportsbooks set odds, manage profit margins and determine pay-outs on an increasing variety of betting events.
The dynamic nature of In-Play betting means that things can change unexpectedly. This is almost impossible for a human to assess, but machine learning applications can evaluate the data in real time and adjust the odds in micro-seconds to reflect the ever-changing nature of sports events. AI and machine learning algorithms are designed to scour through all the relevant, contextual data that could impact a particular match, such as the participating players, the weather, injury reports, sport betting stats, and trends. Providing users with access to the latest reports within a fraction of a second. As a result, the odds and fixtures created by AI based systems tend to be significantly more accurate when compared to any past modelling systems
At its purest, the US live sports betting landscape, micro markets especially, is a technological battleground and itâs the operators than can deploy technology best â or identify superior suppliers or particular disruptive technologies â that will succeed. As a vertical, micro markets provide the perfect platform to engage US sports fans with simple, fun and most importantly, safe betting opportunities, taking their viewing experience to the next level!
Chris Kape, an iGaming industry veteran of two decades, is the owner of JAMCO Capital,
a family office venture capital firm, and is the founder and ex-CEO of Don Best Sports, which was sold to Scientific Games in 2018.
Compliance Updates
Zimpler Becomes Certified Payment Institution in Brazil, Strengthens Local Open Finance Ecosystem

Zimpler, a leading Swedish company in Pay-by-bank solutions, has become a certified Payment Institution (PI) in Brazil, authorized by the Central Bank. Now Zimpler is allowed to facilitate payments and other Open Finance ecosystem resources, streamlining the checkout process and reducing friction by allowing direct transactions without redirecting users to bank apps. This movement solidifies Zimplerâs plans and structure in Brazil.
âWe are thrilled to receive this authorization from the Brazilian Central Bank. The recognition of Zimpler as a payment initiator reinforces our commitment to this local market, which offers a great opportunity for growth and value in a very dynamic and competitive environment,â said Johan Strand, CEO of Zimpler.
The authorization, which also allows Zimpler to act as an electronic money institution, strengthens the Open Finance ecosystem in Brazil, one of the most advanced in the world and which now welcomes the leading payments fintech from Sweden. Businesses looking to thrive in the country can now benefit from the Zimplerâs seamless payment experience, giving them a competitive edge in a dynamic and fast-moving market.
âThis milestone showcases the strength of Swedish innovation and the mutual benefits that come from closer economic collaboration between Sweden and Brazil. Sweden has long been a leader in financial technology, and we are proud to see companies like Zimpler bring their experience and trusted solutions to contribute to Brazilâs dynamic digital economy,â said Andreas Rentner, Trade Commissioner and Country Manager of Business Sweden in Brazil.
âWith our experience powering over 80% of Swedenâs population through Swish, weâre bringing the same proven technology and approach to Brazil through Pix, one of the most successful real-time payment systems in the world. Weâre looking forward to helping businesses unlock the full potential of Open Finance in Brazil with seamless, secure payments that drive market growth,â Strand said.
The authorization by the Central Bank is another step in strengthening Zimplerâs foundation in Brazil, following the opening of its SĂŁo Paulo office in 2022. The company remains focused on expanding its footprint and deepening its partnerships across key verticals such as iGaming, where it sees strong growth potential.
Latest News
AGS Interactive Makes Market Debut in Connecticut

AGS Interactive has made its market debut in Connecticut, taking a selection of its best-performing games live in the Constitution State.
Local players in Connecticut can now enjoy three of AGSâ hit titles, with Capital Gains, Blazing Luck, and Dragon Fa initially available, all proven with both land-based and online players across North America.
AGS plans to roll out its full interactive portfolio, ensuring a steady cadence of new content for operators and players alike.
The launch represents AGSâ sixth regulated US market entry, further extending its footprint across the country and cementing its position as a supplier of beloved land-based classics with cunning interactive forward games.
Zoe Ebling, VP of Interactive at AGS, said: âEntering Connecticut is a huge milestone for us. Itâs not just another market, itâs a testament to the momentum our interactive division has built across the US.
âBy bringing Capital Gains, Blazing Luck, and Dragon Fa to Connecticut players, weâre giving them a taste of our best-in-class titles right out of the gate. Every new state launch is a fresh opportunity to show operators that AGS doesnât just deliver games, we deliver experiences that resonate. Weâve seen firsthand how our land-based hits translate online, and weâre excited to roll out even more content throughout the year.â
Latest News
NFL Announces Partnership with ICRG

The National Football League (NFL) announced a partnership with the International Center for Responsible Gaming (ICRG) to address growing concerns around gambling behaviors among college athletes and students. The NFL Foundation will contribute $600,000 over three years to support independent, peer-reviewed research being led by the ICRG that aims to explore the prevalence, risk factors, and impacts of gambling behaviors in these populations.
While initial studies have indicated that college athletes may be at higher risk for gambling problems, there remains a lack of comprehensive, current data on how college populations interact with online sports betting platforms. This NFL-ICRG initiative will empower independent researchers to explore a wide range of topics with the goal of informing data-driven prevention strategies, education, and policies aimed at reducing gambling-related harm. Grant applications will be peer-reviewed prior to the selection of the final recipient by the ICRG Independent Scientific Advisory Board.
Additionally, the NFL will fund an update to the ICRGâs âTalking with Children About Gamblingâ educational resources to equip parents, coaches, and educators with practical guidance to help prevent youth gambling exposure before college. Educational materials will be widely available online and distributed to schools, community sports organizations, and youth programs nationwide.
âWeâre proud to partner with the ICRG to advance research that can drive meaningful solutions and address a critical gap in the understanding of gambling behaviors among college athletes and students. This initiative reflects our ongoing commitment to promoting responsible gambling and fostering a safe and supportive environment for athletes, fans, and communities,â said Anna Isaacson, NFL senior vice president of social responsibility.
âThe NFL has once again demonstrated its commitment to player and fan protection by supporting this critical research targeting young adults. The NFL and ICRG together will make a meaningful contribution to understanding and implementing policies and programs that support a safer gambling environment,â said Arthur Paikowsky, president of ICRG.
-
Latest News4 days ago
BGaming Enhances LatAm Presence with Betcris Partnership
-
Compliance Updates3 days ago
Connecticut Department of Consumer Protection Announces Settlement with High5Games over Operation of Illegal Online Casino
-
Latest News3 days ago
Amusnet Teams Up with Betsson to Solidify Brazilian Market Position
-
Canada3 days ago
OLG Advances Inclusion with First-of-its-kind Accessible iCasino Game
-
Compliance Updates3 days ago
Responsible Online Gaming Association Releases Guidelines for Operator VIP Programs
-
Conferences3 days ago
Merkur Gaming to Participate in Peru Gaming Show 2025
-
Latest News3 days ago
Zitro Installs its Concept Cabinets at Casino La Cima in Mérida
-
Latest News3 days ago
Rush Street Interactive Launches PropPacks for MLB