Sportradar has introduced its new iGaming brand, Playradar, aimed at merging its sports data expertise with casino content. This launch, announced on Tuesday, marks what the company describes as the "next step in the evolution" of its iGaming business.
Playradar is designed to utilize Sportradar's extensive sports data to create proprietary hybrid betting content. The brand will feature a live 24/7 experience center, allowing players to access livestreams of sports content and the ability to place real-money bets.
Additionally, the platform integrates social features, enabling real-time interaction among users as they share insights, reactions, and tips. It will offer both live and historical streaming of sports and casino content, aiming to transform sporting moments into event-driven gameplay by combining sports streaming with casino mechanics.
Sportradar emphasized that Playradar will operate exclusively in regulated markets, with game releases planned throughout 2026, beginning with the UK, North America, and Latin America. The company noted that a significant portion of its existing clients are engaged in both sports betting and casino operations, positioning Playradar as a "natural channel" for long-term monetization.
Carsten Koerl, founder and CEO of Sportradar, stated that the product is intended to enhance the company's long-term growth strategy. "Playradar content is designed to provide optimized cross-sell 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," Koerl explained.
In early January, Sportradar appointed Edo Haitin as the executive vice president of iGaming, bringing over 20 years of experience from his previous role as CEO of Playtech Live. Haitin expressed enthusiasm about strengthening Sportradar's iGaming business through Playradar, stating, "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."
