Bettortainment launches live engagement engine as operators target the in-play window
Bettortainment has launched the Bettortainment Hub, a live engagement platform built to close the gap where sportsbooks lose customer attention – the moment sport goes live.
The Bettortainment Hub combines real-time bet tipping with an integrated gamification layer featuring live quizzes, leaderboards, moderated fan chat and expert-led watchalongs. Together, these tools give users a compelling reason to stay inside the operator’s ecosystem rather than drifting to second-screen apps like X or YouTube.
Six months in development, the platform launches ahead of SBC Summit in Lisbon and is fully scaled for the 2026/27 sports season. Initial deployments drove significant increases in dwell time, in-play betting volume and customer engagement. Following the integration of the Hub’s one-tap betslip technology, Bettortainment projects on-site dwell times to more than double while driving higher conversion rates across major events.
Available as a fully managed white-label or bespoke service via simple iFrame or SDK integration, the Bettortainment Hub allows operators and affiliates to deploy broadcast-grade 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.”