A faster, better way to integrate live streaming into your sportsbook
by iGame Media
Published: June 2026
Author: Chris Watts
Live streaming is one of the most entertaining and immersive in-play sports content formats that you can offer sports bettors.
It brings players closer to the live action, elevating the in-play entertainment leading to more player participation, more enjoyment and longer session durations.
In 2026 there are many providers of live streaming content now available for licensed sportsbooks to offer bettors. The volume of live content now available means it’s theoretically possible for sportsbooks to offer watch and bet on hundreds of thousands of events each year.
The challenge for sportsbooks and b2b platform providers – is the fragmentation of where this live streaming content comes from and the integration cost that's involved.
Hundreds of thousands of events are split across suppliers. This means that integrating, mapping and successfully streaming this content means lots of integrations with content providers.
It could mean upwards of 20 bespoke integrations.
Sounds complicated?
It is.
Sound time consuming?
It is.
Sound expensive for your team manage each of the live content suppliers?
It is.
Integrating live streaming suppliers is however only half the problem facing sportsbooks and b2b platforms.
Another major technical problem is ‘mapping’.
'Mapping’ is a term you’ll hear regularly in the sports betting industry. It’s another symptom of the expansive range of sports content suppliers that fuel the global sports betting ecosystem and product experience. It's how betting markets, front-end content and more talk to each other.
As new content formats have proliferated – automatically mapping event IDs, market IDs and streaming IDs when they all come from different suppliers has become a growing technical challenge and headache.
With no universal mapping language, the reality of automated, high accuracy mapping has been impossible for sportsbooks to achieve. This gap is costly.
The cost is live streaming content failing to display, the wrong event being shown next to your markets, or worse the event page creation failing entirely – often with limited or no visibility of where the failure has occurred.
Your team can manually step in to solve mapping problems – but this requires round-the-clock staffing, so your staffing costs rise. And money paid for live streaming content is often wasted due to gaps that the right technology can solve.
There’s a better way.
This article explains how two iGame Media technologies have worked in practise for a global b2b sportsbook provider.
We review how it solved structural resource problems that slow product and engineering teams in sportsbooks around the world down and limit the quality of product experience you can offer.
Two iGame Media technologies - OnePlatform and OneMap solve different problems facing sportsbooks and b2b platforms today.
However, they work best when combined, and this is exactly what leading sportsbooks and platform providers experience after their implementation.
OnePlatform
Unifies more than twenty live streaming content providers into a single technical and support workflow. Integrate once and you can activate and offer content from any of these suppliers effortlessly inside the sportsbook. iGame also handle all the live streaming vendor support and technical troubleshooting – taking away hundreds of hours of work every single month.
OneMap
As the name suggests, maps live streaming IDs from a wide variety of suppliers iGame Media have integrated and connects it to the event and market IDs which power automated event creation inside your sportsbook. This mapping process ensures the right live stream event is automatically presented irrespective of who is supplying it.
Over the course of the first four months of 2026, OneMap is achieving near 100% mapping accuracy for 130,000+ events each month for sportsbooks and platform providers all around the world.
Without these two powerful features – sportsbooks and platform providers are severely hampered:
I Live streaming supplier choices are restricted because the burden of integration is too high.
I Increasing support workloads and troubleshooting dedicated to resolving content delivery issues.
I High failure rates for event mapping mean live streaming content risks not being shown and monetised.
Both these iGame Media technologies have exploded in popularity with sportsbooks and platform providers – and are now in use by over 150+ regulated operators around the world.
It provides ambitious, growing sportsbooks and platform providers with freedom of choice.
It removes the initial and ongoing development efforts related to live streaming integrations down to zero and makes product localisation and improvement much easier.
Get a demoOnePlatform and OneMap in action for Kindred / Unibet
Read the case study
iGame Media: helping the world’s most impressive sportsbooks be insanely efficient by removing the technical obstacles to live video and betting content access.
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