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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 – 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 â€stop and start’ pace of America’s most popular sports including American Football and Basketball means that smaller betting opportunities such as â€Next player to score a touchdown or a 3-pointer’ 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 today’s 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 they’re 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 it’s the operators than can deploy technology best – or identify superior suppliers or particular disruptive technologies – 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.
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Inspired Partners with Jogo de Ouro in Brazil

Inspired Entertainment, Inc., a leading provider of B2B gaming content, systems, and solutions, is excited to announce a new partnership with Jogo de Ouro, a Brazilian-based sportsbook and casino operator, to bring Inspired’s acclaimed slot titles to its players.
This partnership signals a major step forward in Inspired’s growth strategy, as the market expands during its new era of regulation. With this launch, Jogo de Ouro’s players in Brazil will now have access to Inspired’s rapidly expanding catalogue of online slot content, including hit titles such as Golden Winner™ (CampeĂŁo de Ouro), Big Piggy Bank™ (Super Confrinho da Sorte), Big Fishing Fortune™ (Super Pescaria da Fortuna), alongside global fan favourites like Gold Cash Free Spins™ (Grana de Ouro Giros Gratis), Cops â€n’ Robbers Big Money™ (Policia e Ladrao Muita Grana), and more.
Jogo de Ouro will feature regular content releases from Inspired, giving its players access to a variety of new experiences, including proven, high-performing global hits. The portfolio blends iconic classics, innovative features, and seasonal favourites, all designed with high-impact mechanics that drive both engagement and retention. The partnership with Jogo de Ouro broadens Inspired’s global footprint and brings proven content to one of the most promising iGaming markets, in the world.
Claire Osborne, Vice President of Interactive at Inspired Entertainment, said: “We’re thrilled to be partnering with Jogo de Ouro to bring our diverse games portfolio to Brazilian audiences. From player-favourite classics to fun seasonal titles, our games are crafted for engagement and have proven performance. This collaboration will deliver exceptional entertainment experiences to Jogo de Ouro’s players.”
Flavio Sukar, CEO at Jogo de Ouro, added: “This partnership positions Jogo de Ouro at the forefront of Brazilian iGaming, delivering top-tier casino content to our players. We’re proud to partner with Inspired, and we look forward to bringing their high-quality games and regular new releases to audiences across the country.”
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Brightstar Lottery Modernizes Retail and Digital Solutions for Missouri Lottery with OMNIA Deployment

Brightstar Lottery PLC announced that it will deploy its fully-integrated lottery solution, OMNIA, to modernize retail and digital solutions for the Missouri Lottery via an eight-year contract. OMNIA seamlessly connects retail and digital lottery channels and was designed to simplify operations and elevate player experiences. Brightstar will also enhance the Missouri Lottery’s digital program to include Connected Play, second-chance promotions and loyalty program.
“For more than 30 years, the Missouri Lottery has relied on Brightstar’s world-class technology and insight to help contribute more than $8.5 billion to public education throughout our state. We are excited to build upon this long-term partnership over the course of the next eight years and deliver new, premier experiences for our players,” said Lester Elder, Missouri Lottery Executive Director.
“Brightstar is honored to support the Missouri Lottery as it embraces the evolving lottery landscape and implements innovative solutions that will increase flexibility to manage its operations and engage players in new ways. We look forward to delivering these high-performing solutions, while helping the Lottery achieve its goals of maximizing funds to education,” said Scott Gunn, Brightstar Chief Operating Officer North America Lottery.
Brightstar will also deliver new retailer equipment including 5250 Retailer Pro S2s, 2220 GameTouch 28s, 75 GameTouch 20s, 250 GameTouch Draws, 1250 Digital Menu Boards, and an enhanced communications network. These solutions drive player engagement and offer versatility, reliability, and convenience, backed by the high performance and integrity of Brightstar’s market-leading central system.
Brightstar serves nearly 90 lottery customers and their players on six continents. It is the primary technology provider to 26 of the 46 lottery jurisdictions in the US and seven of the world’s 10 largest lotteries.
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Scientific Games Launches SG Content Hub in Columbia

Scientific Games has launched the SG Content Hub in the District of Columbia, offering a curated selection of exciting games to DC Lottery players who play online. The lottery industry’s premier content aggregator brings digital games from Scientific Games and game studios worldwide to players, including the company’s own portfolio of more than 250 eInstant games from SG Studios and a suite of licensed brands. DC players are enjoying the new Mayhem Madness game from SG Studios, with Candy Coated Cash and Witchy Wins coming this fall.
The SG Content Hub launch expands Scientific Games’ longtime relationship with the DC Lottery for DC Scratchers games that began with the Lottery’s start-up in 1982.
The world’s largest lottery games company developed the SG Content Hub to serve the rapidly expanding digital lottery channel with a broad variety of engaging, unique iLottery game experiences. The SG Content Hub operates seamlessly with lottery gaming systems technology and iLottery platforms.
Randy Burnside, DC Lottery Executive Director, said: “The DC Lottery is thrilled to offer our players a wide selection of new and exciting games through the SG Content Hub. We are building on our success with DC Scratchers from Scientific Games and the company’s deep understanding of lottery players and the entertainment experience.”
Since its inception in 1982, the DC Lottery has awarded more than $4.8 billion in prizes, transferred more than $2.4 billion to the District’s General Fund, which supports essential services in the District, generated more than $501.4 million in commissions for its retail business partners, and helped local nonprofits raise more than $139.5 million in support of social causes.
Matt Lynch, President, Digital for Scientific Games, said: “We are excited to bring our global expertise, content and technology to the DC Lottery with an evolutionary content aggregator developed to offer players an exciting portfolio of iLottery games, with the agility to adapt to play preferences and market trends. The engaging variety of digital lottery games offered through the SG Content Hub ensures long-term sustainable growth for the DC Lottery and its beneficiary programs in the District of Columbia.”
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