Global sports technology firm Sportradar Group AG is charting new ground in the online sector, making use of its proprietary slot games and data-platform capabilities to meet growing market demand, including in Asia. Oscar Brodkin (pictured), Sportradar’s managing director for Asia Pacific, gave the insights in an interview with GGRAsia. He outlined the company’s strategic expansion in the online slot gaming segment, and the firm’s approach to the regional market.
Sportradar is known primarily for its sports data and trading services, collecting and analysing sports data for bookmakers, national and international sports federations, and media companies. The company is now turning its expertise toward digital gaming, namely casino games developed in-house.
“Traditionally, we didn’t do slots,” stated Mr Brodkin. “But we bought a company several years ago, and we have now integrated it into our Asia business development strategy.”
“The slot games we are making are taking off. We have about 40 of our own games now,” he added. He was speaking on the sidelines of SiGMA Asia 2025, a trade show and conference for the online gaming industry held earlier this month in the Philippine capital, Manila.
The company says its casino games – with a “mobile-first approach” – include “rich visuals and thrilling bonus features,” offering also customised themes to its clients.
Mr Brodkin noted: “If the Philippine market likes a specific type of slot, we have our own studio where we can make the game.”
“I’m quite proud of it because it’s not easy to get into the slots industry. We are starting to distribute it in Asia, which is a very competitive market,” he added.
The slot offering is described as a component of Sportradar’s strategy of diversification. The company has developed original games, including titles such as “Gold of Egypt”, a one-reel slot that Mr Brodkin said merges elements of crash-style games with classic slot mechanics.
“People are really enjoying this type of game,” said the executive, noting that the format reflected preferences for more interactive gameplay.
Mr Brodkin said the initial push would be done via existing slot games that have been successful in other markets, such as Europe. The company has been working to launch new titles developed specifically for Asian markets.
Sportradar’s slot offering “is already live with a licensed operator in the Philippines,” which the managing director said he could not identify by name.
Creating competitive slot content was no small task, observed Mr Brodkin. “It has to look perfect. You need to get to a place where people say: ‘it looks good, and I quite like playing it,” he explained. “It’s taken a long time to be able to compete with other companies in the market.”
A full-stack approach
Sportradar’s expansion is backed by what the group terms its end-to-end ecosystem that already supports major global sportsbook operators. The firm states that its approach spans the entire value chain, from user acquisition and marketing, to odds generation, platform integration, player retention, and data-driven personalisation.
“We offer betting solutions, media solutions, and sports performance analytics. Pretty much everything via our platform,” Mr Brodkin told GGRAsia. “There aren’t many companies in the world that do the whole value chain from start to finish.”
“We started off in the beginning with [compiling] pure data and the odds to go with that, but it [the business] has completely changed over the years,” noted Sportradar’s representative. “The bookmakers … now focus on marketing, live chat, and branding, and settling the payments, while we do everything else” on their behalf, he added.
The services include also developing customised platforms for Sportradar’s clients, as more services are outsourced, he explained.
According to Singapore-based Mr Brodkin, retention of customers “became massively important,” with a “need to give them the content they want, including bonusing at the right time”.
He added: “All of that is predictive, or as I like to call it, prescriptive. Artificial intelligence [AI] is prescriptive, telling you what to do.”
This infrastructure is being supported by tools such as Sportradar’s Managed Trading Services (MTS) framework, which allows the group’s clients to manage their sportsbook offering “with a range of integrated trading tools, analytics, and risk management features”. The MTS also supports the capability for operators to trade any third-party content, according to Sportradar.
Also central to the group’s ecosystem is “ad:s”, Sportradar’s marketing and advertising platform, which is said to use behavioural analytics to target specific player segments.
Last year, the company added digital audio channels to its “ad:s” offering, and extended its reach across ‘digital-out-of-home advertising’ – the latest generation of outdoor advertising screens.
“This enables betting operators to engage with more customers by serving relevant adverts via two of the fastest-growing media channels,” stated the firm.
“Alpha Odds” is another tool powering the group’s sportsbook offering: an AI-driven platform that the firm says “adapts to real-time liabilities, predicted changes, customer behaviour, and live market data,” helping to “increase turnover and boosts profit margins”.
In April, Sportradar announced that Alpha Odds was expanding to cover cricket.
Multifaceted strategy
Sportradar states that its approach to Asia is multifaceted, involving local partnerships, regulatory engagement, and targeted content development. The region’s diverse regulatory landscape presents both challenges and opportunities, but the company is confident in its ability to navigate it.
“We’ve grown from a pretty small business” in Asia, “to quite a large one,” stated Mr Brodkin. “We deal with licensed and regulated bookmakers, and we’ve taken on some massive projects. A big one was – two years ago – when we partnered with the Taiwan Sports Lottery.”
According to the executive, Sportradar also serves clients in Australia, in the Philippines, and is ready to make significant inroads into other jurisdictions.
“Asia is only partially regulated. So, when the rest come, we are nicely set up” to enter markets via use of “multiple languages, multiple product features,” Mr Brodkin told GGRAsia.
He added: “There’s been a lot of progress in laying the groundwork for legalisation across Asia. Some [jurisdictions] are going fast towards legalisation, and Thailand is definitely one, which is very encouraging.”
Mr Brodkin also highlighted Sri Lanka and India as markets to watch, though each country is advancing at its distinct pace.
The company’s Asia strategy also includes localised content development and third-party integration. The executive however said that Sportradar would “not develop odds” for every single sport, as that would “not be scalable”.
“What we’re starting to do is open up third-party odds. So, we let the professionals do their job and create the best odds, which we integrate within our platform, and distribute to our clients,” he explained.
Mr Brodkin added: “We are going to use third-party [providers] for some sports in Asia. You just have to know the trends, and … decide what are the right sports for the right customers in the right areas.”
The company aims to positioning itself as a one-stop provider for its clients. “We’ve studied and learned how Asia works,” Mr Brodkin concluded. “If someone wants to outsource their platform to us, we can do it with a personalised product.”
