Switzerland-based Sportradar Group AG has announced the launch of Playradar, a new iGaming brand aimed at delivering integrated sportsbook and casino content to global operators. The move was said to support the firm’s efforts in expanding its iGaming footprint in regulated markets, according to a Tuesday press release.
The company said Playradar would offer a “fully-integrated ecosystem” of gaming content, combining sports data and streaming capabilities with casino products including slots, table games, arcade titles and virtual sports.
The launch follows the appointment of Edo Haitin, former chief executive of Playtech Live, to lead Sportradar’s iGaming division, as executive vice president. Mr Haitin is said to bring more than two decades of experience across iGaming operations, live casino development, and executive leadership.
Sportradar said Playradar would feature proprietary hybrid content designed to bridge sports betting and casino gaming.
Key features include a 24/7 live experience centre combining live sports streams with gaming interfaces, allowing players to watch events while simultaneously engaging with casino-style gameplay or placing bets, according to the announcement.
The release cited Carsten Koerl, founder and chief executive of Sportradar, as saying that the iGaming segment “represents a natural and scalable extension” of the firm’s business, and a “strategic acceleration” of the group’s “long-term growth roadmap”.
He added: “Playradar content is designed to provide optimised 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.”
Sportradar said its iGaming brand would “operate exclusively in regulated markets,” with initial rollout planned across the United Kingdom, North America and Latin America during 2026.
Mr Haitin said in prepared remarks that by combining the group’s experience in sports data and live streaming, “along with a proven track record of product development,” the company aims “to create hybrid content and gaming experiences to capitalise on the rising popularity of sports casino consumption”.
“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,” Mr Haitin stated.
