Sportradar – synonymous with sport and data – has expanded into new horizons launching a new iGaming brand: Playradar.
Former Playtech Live CEO Edo Haitin is now tasked with overseeing the supplier’s iGaming operations.
Indeed, Playradar will initially roll out across the UK, North America and LatAm, with Sportradar confirming multiple game launches currently scheduled for 2026.
Haitin was appointed as Sportradar EVP of iGaming in October 2025 and will now look to connect the supplier’s sportsbook and casino offerings through proprietary hybrid content.
“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,” Haitin said.
“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. 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.”
What Haitin brings to the table with regard to this Sportradar diversification is over two decades of experience in iGaming operations, live casino development and executive leadership – having served as Playtech Live CEO from August 2022 through April 2025.
According to Sportradar, iGaming serves as a “natural channel” to help drive long-term monetisation and lifetime value alongside its existing betting operations, given the majority of its clients have already launched land-based and digital verticals.
Founder and CEO Carsten Koerl added: “iGaming represents a natural and scalable extension of our business, and a strategic acceleration of our long-term growth roadmap.
“Playradar content is designed to provide optimised cross-sells 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. In Edo, we have an experienced and proven industry leader to drive the business forward, with the support of a passionate and dedicated team.”
Playradar’s full product portfolio will include classic table games, arcades, slots and virtual sports, all while leveraging the supplier’s live and historical sports data and AV streams to create proprietary hybrid content.
Sportradar confirmed its marketing, acquisition and retention technologies provide insight into player behavior for betting and iGaming operations, as well as plans to scale its online gambling business through an existing game studio and global distribution network.
Will Underwood: Everything, everywhere, all at once
Glancing into the rear-view mirror, you don’t have to travel too far back down the road to recall Sportradar as what once was a fast-growing data supplier that had not yet diversified into a full sportsbook provider. Now, the industry behemoth has, for want of a better phrase, scaled dramatically – and is now looking to cover all bases, as many companies of its size have looked to do in gaming.
Casting an eye over the horizon, launching its Playradar product across the UK and Americas provides a broad scope of diverse iGaming markets – both fast-growing, maturing and highly mature. Across the LatAm market, Mexico and Brazil both provide astronomical opportunities in regions which the supplier already yields a strong foothold. Focusing on the latter of the two, Brazil’s market – while tantalizing – remains under heavy political scrutiny. Nevertheless, with the World Cup around the corner, it wouldn’t be surprising to see the pressure alleviated from iGaming and instead applied more heavily on the sports betting landscape.
In the US and Canada, thriving regional markets such as Ontario or New Jersey will be more than familiar to Haitin as a former Playtech Live executive – much the same as the UK. Indeed, across the pond significant tax rises await around the corner, with online casino taxes set to rise to 40% next month. Nevertheless, the silver lining pointed out by many in the industry related to this change lies in potential additional opportunities for companies with scale – a category within which Sportradar certainly resides.
Interestingly, this latest expansion also follows a similar diversification attempt by one of Sportradar’s key competitors – Genius Sports – which (much to the subsequent dismay of its shareholders) acquired media technology platform Legend for $1.2bn last month. This move has sent the supplier’s share price tumbling 45% since its announcement, an outcome Sportradar certainly won’t be looking to emulate.
Tim Poole: Timing for expansion could not be better
As my colleague rightly points out, the World Cup provides the perfect timing for Sportradar to expand into online casino. World Cup acquisition will create far more cross-sell opportunities and, arguably, there is no one in a stronger position than Sportradar to leverage this acquisition opportunity via real-time data.
It is interesting, and not at all shocking, to note that even the most sports-heavy brands end up eventually seeing the iGaming opportunity. This should provide Sportradar with an additional bow to its arsenal, without overtaking its core offering. It will, however, be fascinating to see just how much headway Sportradar can make in this market given its reputational ties to sportsbook and not casino.
All in all, 2026 is certainly a year of "significant opportunity" for the supplier. First, in sports betting, then in prediction markets – and now online casino. Watch this space...
BSN Puerto Rico and Sportradar unveiled a new expansion of their pre-existing partnership on March 20, which saw the sports betting data supplier integrate its integrity service onto BSN’s platform
