Bettortainment launches Hub platform focused on live in-play engagement

Bettortainment has launched the Bettortainment Hub, a live engagement platform aimed at keeping sportsbook customers engaged during live matches, the company said. The company said it is launching the product ahead of SBC Summit in Lisbon, which runs from 29 Sept to 1 Oct.

Bettortainment said the Hub combines real-time bet tipping with gamification features including live quizzes, leaderboards, moderated fan chat, and expert-led watchalongs. The company said the tools are designed to keep users within an operator’s owned environment during the in-play window.

According to Bettortainment, the platform was developed over six months and is “fully scaled for the 2026/27 sports season.” The company said initial deployments increased dwell time, in-play betting volume, and customer engagement, and said it expects dwell time to more than double after integrating its “one-tap betslip technology.”

The Bettortainment Hub is available as a fully managed white-label product or as a bespoke service, with iFrame or SDK integration options, the company said. It added that the approach allows operators and affiliates to deploy live content without building studio infrastructure.

Gavin Puszczalowskyi, Co-Founder and Content Director at Bettortainment, said: "Having spent 20+ years in live radio, I know how real-time media holds an audience. Yet sportsbooks do almost nothing to entertain customers during live matches. We built Bettortainment because operators were surrendering their most valuable window to second-screen distraction. Keep people on-site, keep them entertained, keep them betting. If every user placed just one more bet, that moves the needle massively for our clients."

Jonathan Baxandall, Co-Founder and Commercial Director, added:

"Retention is talked about relentlessly across the industry, but currently, iGaming companies look largely the same as their competition, and few are engaging audiences with the content that their customers crave. Vanity metrics like views and impressions tell you nothing. Focus on what matters: dwell time, in-play bets per session, higher-margin market exploration, and repeat visits. The Bettortainment Hub gives operators of all sizes the ability to engage high-value audiences at precisely the right time with the right calls to action."