(AsiaGameHub) –   Sportradar is transforming its iGaming services with the introduction of Playradar, a new brand created to unify sportsbook and casino offerings for global operators.

Playradar will provide operators with a ‘fully-integrated ecosystem of cross-vertical gaming experiences’, under the leadership of former Playtech CEO Edo Haitin, who will serve as Executive Vice President of iGaming.

The brand will function solely in regulated markets, beginning with an initial launch in the UK, North America, and Latin America. A schedule of game releases is planned for the year, covering classic table games, arcades, slots, and virtual reality, with responsible gaming and integrity built into every product.

Carsten Koerl, Founder and CEO of Sportradar, stated: “iGaming is a logical and scalable expansion of our operations, representing a strategic boost to our long-term growth plan. 

“Playradar’s content is engineered to optimize cross-selling between sports and casinos, assisting operators in enhancing player value and session duration during a period where engagement and retention are vital for sustainability. 

“With Edo, we have a seasoned and demonstrated leader to advance the business, supported by a committed and enthusiastic team.”

iGaming experience

Haitin’s two decades of iGaming expertise will be applied to offer live and historical sports data, audio-visual streams, casino games, a 24/7 live experience centre, and premium iGaming content.

Sportradar highlighted that Playradar is a natural progression for the firm, capitalizing on its current game studio, sports data, streaming infrastructure, worldwide distribution network, and its marketing and retention technologies to boost lifetime value for partners.

The company piloted its iGaming services in Brazil the previous year, using the outcomes to inform the launch of Playradar.

Haitin continued: “By merging our unparalleled knowledge in sports data and live streaming with a strong history of product development, we intend to produce hybrid content and gaming experiences to take advantage of the growing trend in sports casino consumption. 

“Our unique position allows us to effortlessly integrate live and historical sports events, innovative game mechanics, and casino content, and we benefit from the ability to distribute games to an already licensed operator network. 

“I am tremendously enthusiastic about reinforcing our iGaming division via Playradar and developing it into a leading provider of iGaming content, utilizing Sportradar’s established assets and the expert, skilled team that is already assembled.”