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Bet Builder Q&A w/Abelson Sports’ CBO Jeevan Jeyaratnam

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As bet builders continue to shape the future of sports betting, Abelson Sports is raising the bar with a user-first approach. In this exclusive Q&A, Jeevan Jeyaratnam, Chief Betting Officer at Abelson Sports, explains how their latest Bet Builder product combines intuitive design, deep player market integration, and operator-friendly features to drive engagement and meet the evolving expectations of today’s bettors.

 

What makes Abelson Sports’ bet builder stand out from existing products in the market, particularly in terms of player engagement and operator value? 

Our bet builder focuses on the most relevant betting opportunities for customers and presents them in an easy-to-use format. We know customers like to place pre-built bet builders to reduce time to bet placement and we have given these prominence throughout the product. We also know engagement with player-based markets is high within bet builders and so we have created a UI which shows all of a player’s available betting options in a single screen. By making it simpler and more intuitive for customers to place bet builder bets we believe it will stimulate engagement and turnover on what is already a high margin product.

 

Can you elaborate on how user experience and market presentation were prioritised in the development process?

User experience and market presentation are central to the product and guide every stage of its development. While these priorities are most visible through the front-end design, they also shape the back-end architecture. For example, the system uses operator-provided input markets to align bet builder odds closely with those already offered by the operator. It also adopts the operator’s naming conventions for teams and players to ensure consistency for customers. The aim is to deliver a product that is simple for users to navigate, while seamlessly integrating into an operator’s existing sportsbook.

 

How does the Bet Builder leverage your Football Player Markets feed, and what advantages does that integration offer to sportsbook operators?

With player props at the heart of the product, it’s only logical to rely on the highest quality data feeds. Abelson’s Football Player Markets feed, trusted by many of the industry’s leading operators, is the ideal solution to showcase the full potential of a bet builder.

Football Player Markets now delivers up to 56 markets per player, per match, offering unmatched selection accuracy, advanced squad management, and a proven track record of high-margin returns. Integrating Abelson’s feed enables operators to maximise value across player props, whether in a standard sportsbook, bet builder iframe, or API-driven solution.

Beyond being a premium-tier props feed, Football Player Markets also provides streamlined access to an expanding portfolio of sports, pricing, and settlement data via a curated group of third-party partners, including ALT Sports Data, nVenue, Pro League Network, Rimble, and SailGP.

 

Why is it important for operators to prioritise and promote player-first Bet Builder products?

Operators have consistently told us that player-focused markets are a hit with customers, especially within bet builder products. The ability to combine these markets with others that feel realistic while generating higher combined odds is a core part of the bet builder experience.

We’ve enhanced this on the front-end by introducing dedicated player screens that display all available betting options for a single player. This streamlines the process of building multi-selection bets focused entirely on one player. It’s a simple, intuitive experience for customers who want to create player-centric bets, while still accommodating those who prefer to include team-level markets.

From a marketing perspective, individual players are now often just as popular, if not more so, than the teams they represent. This shift makes player-first betting an effective promotional tool, offering brands a compelling way to engage customers and deliver a product experience that aligns with how fans follow the sport today.

 

How do you see the Bet Builder evolving in terms of functionality or market expansion?

We’re committed to continuously evolving and expanding our product offering by analysing data, listening to our partners, and staying ahead of industry trends. In particular, we see strong opportunities in the growth of stats-based markets, across events, teams, and players as these become more prominent in both data feeds and media coverage.

A core focus for us will remain the smart management and presentation of an increasing number of markets, ensuring they stay relevant and easy to navigate for users. From a technical standpoint, we’re actively exploring the use of machine learning and AI, especially in generating pre-built bet builder options. By leveraging the data we collect, we aim to keep these suggestions timely, engaging, and personalised. We also have a number of innovative features in development that we’re excited to unveil later this year.

The post Bet Builder Q&A w/Abelson Sports’ CBO Jeevan Jeyaratnam appeared first on European Gaming Industry News.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Colin Webster (right) seen here receiving  an award from His Highness Sheikh Ahmed Bin Mohammed al Maktoun (left) in 2019, has again set a precedent in the esports community by highlighting the importance of all roles that contribute to the ecosystem.

Colin Webster, President of Mind Sports South Africa (MSSA), has announced a significant policy change: shout-casters will now be included as official support staff within the national esports squad and will be eligible to receive Protea Colours.

This development acknowledges the vital role shout-casters play in enhancing the visibility and professionalism of esports events. However, it must be noted that such shout-casters must be fully-paid-up members of a club affiliated to MSSA.

Shout-casters Recognized as National Support Staff

By integrating shout-casters into the national team framework, MSSA ensures that these professionals are formally recognized for their contributions. This inclusion not only validates their efforts but also aligns with MSSA’s commitment to fostering a comprehensive and inclusive esports environment.

Eligibility for Protea Colours

With this policy update, shout-casters who meet the necessary criteria and are selected as part of the national squad’s support staff will be awarded Protea Colours. This honour places them alongside players and coaches in representing South Africa on the international esports stage, reflecting their integral role in the team’s success.

Impact on South African Esports

This move by MSSA sets a precedent in the esports community, highlighting the importance of all roles that contribute to the ecosystem. By recognizing shout-casters, MSSA not only boosts morale among these professionals but also encourages higher standards and dedication, ultimately enhancing the quality and reach of South African esports.

For more information and updates, you can visit MSSA’s official Facebook page or their Instagram profile.

 

The post appeared first on European Gaming Industry News.

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AGS Interactive Makes Market Debut in Connecticut

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AGS Interactive (NYSE: AGS) has made its market debut in Connecticut, taking a selection of its best-performing games live in the Constitution State.

Local players in Connecticut can now enjoy three of AGS’ hit titles, with Capital Gains, Blazing Luck, and Dragon Fa initially available, all proven with both land-based and online players across North America.

AGS plans to roll out its full interactive portfolio, ensuring a steady cadence of new content for operators and players alike.

The launch represents AGS’ sixth regulated US market entry, further extending its footprint across the country and cementing its position as a supplier of beloved land-based classics with cunning interactive forward games.

Zoe Ebling, VP of Interactive at AGS, said: “Entering Connecticut is a huge milestone for us. It’s not just another market, it’s a testament to the momentum our interactive division has built across the US.

“By bringing Capital Gains, Blazing Luck, and Dragon Fa to Connecticut players, we’re giving them a taste of our best-in-class titles right out of the gate. Every new state launch is a fresh opportunity to show operators that AGS doesn’t just deliver games, we deliver experiences that resonate. We’ve seen firsthand how our land-based hits translate online, and we’re excited to roll out even more content throughout the year.”

 

The post AGS Interactive Makes Market Debut in Connecticut appeared first on European Gaming Industry News.

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Aristocrat Interactive Secures Landmark iLottery Contract with the Michigan Lottery

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New Deal Expands Aristocrat Interactive’s Leadership in U.S. iLottery Industry

Aristocrat Interactive™, under NeoGames, US, LLP, signed a six-year contract with the Michigan Lottery to provide its full solution of iLottery product offerings, reaffirming its leadership in the U.S. iLottery industry. Under the contract, from July 2026, Aristocrat Interactive will provide services to the Michigan Lottery for six years, with six additional one-year extension opportunities. The relationship with the Michigan Lottery began in 2014 with the launch of its iLottery program using NeoGames’ iLottery platform and games.

This new deal will provide the Michigan Lottery with eInstant games, draw-based games and add-on offerings produced by Aristocrat Interactive’s NeoGames Studio™, along with continuing to leverage the company’s iLottery technology, which includes:

  • NeoSphere player account management platform
  • NeoDraw draw games system
  • NeoCube Business Intelligence solutions; and
  • NeoEngage – Aristocrat Interactive’s overall customer and data experience solution

Aristocrat Interactive will also provide the Michigan Lottery with a new website and mobile application services with Gambyt – a software company specializing in the lottery, casino, and sports betting industries. Under the deal, Aristocrat Interactive will lead the Michigan Lottery’s CRM marketing efforts, including promotions and customer communications, and will deliver managed services including staffing, a customer service center, payments management, third-party integration, compliance, and responsible gameplay solutions.

“This collaboration is a sign of our commitment to being a leader in the iLottery space and a win for players and public education in Michigan as we look to further enhance our offerings, deliver an entertaining iLottery experience, and drive incremental revenue to the School Aid Fund,” said Suzanna Shkreli, Commissioner of the Michigan Lottery. “Aristocrat Interactive has a proven track record of providing the industry’s leading technology, comprehensive player services, and engaging content for lotteries around the world. We’re confident this new deal will help us continue to be a leading innovator in this exciting digital space.”

Michigan was one of the first states to add eInstant games to its iLottery offerings. The Michigan Lottery consistently positions itself at the forefront of U.S. iLottery’s gross sales and sales per capita.

“The Michigan Lottery is a trailblazer in the U.S. iLottery industry, and we’re proud to be a strategic partner for their business,” said Chris Shaban, Managing Director of Aristocrat Interactive iLottery. “This multi-year agreement is a testament to the proven strength of the Aristocrat Interactive platform, our commitment to innovation, and the long-term value we provide to our customers.”

This new agreement with the Michigan Lottery is Aristocrat Interactive’s second consecutive U.S. awarded contract, furthering Aristocrat Interactive’s commitment to innovative digital lottery programs and bringing its total North American iLottery customers for platform and content to eight.

To learn more about Aristocrat Interactive and Aristocrat Interactive iLottery, visit aristocratinteractive.com.

 

The post Aristocrat Interactive Secures Landmark iLottery Contract with the Michigan Lottery appeared first on European Gaming Industry News.

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