The integration problem stifling the sports betting industry
Helping sportsbooks integrate specialist content to power their sportsbook has been a significant area of expansion and focus for iGame Media in recent years.
During many frank conversations with sportsbook operators and odds and data suppliers - we’ve experienced the pain felt first hand. Frustration, friction, wasted time and missed opportunities caused by data and pricing integrations.
What is causing this?
There is no getting around the problem of fragmented supply of content and services. It's a necessity born out the vast sports calendar, a truly global sports betting industry and the value that specialist, niche content suppliers provide.
Each piece of data a sportsbook uses is provided in different formats. There are different video players. Different market mapping requirements. Different SLA’s and support channels and different technical update windows.
The pain and chaos is most felt when a sportsbook trading and product team want to innovate.
When they try to add new content into their sportsbook experience to improve the customer experience.
Sportsbooks are punished for being ambitious.
OnePlatform: unifying live streaming suppliers into a single integration
Our OnePlatform live streaming service has exploded in popularity with sportsbooks and platform providers - now in use by 150+ regulated operators around the world.
OnePlatform solves the mapping, integration and supplier management burden for sportsbooks by unifying live streaming providers into a single, managed service.
A single integration now provides access to 20+ live streaming content providers - normally it would mean access to one.
It also eliminates ongoing support requirements that sucks up hours of support time every single week.
Sportsbooks love OnePlatform because it provides freedom of supplier choice. While also eliminating the pain of multiple integrations.
The problem compounds for data and pricing integrations
Recently, we’ve turned our attention to a bigger industry problem – data and odds integrations for the sports betting industry.
Here the burden on ambitious sportsbooks and stretched teams becomes even more significant. We'll be revealing our ambitious product plans soon.
Why we're comissioning the first ever State of Sportsbooks Integrations Study?
The study is open for the next 8 weeks. Contribute here.
All participants will receive an early preview of the study before it’s official publication; helping you benchmark your sportsbook against your peers in your markets.
We expect to release the study before the SBC Summit in September.
Premier Padel selects iGame Media as exclusive betting data and betting streaming technology and distribution partner
London, 23rd September, 2026 – Sports betting technology specialist, iGame Media today announced it has been selected by Premier Padel as its first-ever official betting data and betting streaming distribution partner.
iGame Media has been appointed Premier Padel’s exclusive official partner for betting data and betting live streaming, covering the full professional men and women Qatar Airways Premier Padel tour spanning 2,400+ matches from the 2027 season onwards. For the first time, sportsbooks and prediction markets can access official betting products for padel, made from official in-venue umpire data and low-latency live streaming – this has never been offered before.
Padel is on a steep growth trajectory, it’s the fastest-growing racquet sport globally enjoyed by more than 38 million players. Premier Padel’s significant growth is helping transform padel from a sport that is played to a sport with mass fan appeal, seen through record-breaking Premier Padel attendances in first-time events in Pretoria in July and London in August, as well as landmark broadcast deals with Red Bull TV, ESPN and TNT.
Padel shares the structural betting attributes that made tennis one of the largest in-play markets in the world, fast-paced matches, frequent scoring moments, and a tour calendar that spans the full-year. Premier Padel’s global calendar comprises 26 events across its Major, P1, P2 and Finals categories, staged throughout Europe, the Americas, the Middle East and Africa. Alongside the Tour, the FIP World Cup represents the pinnacle of international competition between national teams. The 2027 Premier Padel season will include stops in cities such as Buenos Aires, Rome, London, Paris and Acapulco, as the Tour continues to strengthen its presence in established markets and explore opportunities for further global expansion, including in Asia.
The partnership creates a complete Premier Padel betting product for the first time: pre-match and in-play markets, official umpire data, ultra-low-latency live streaming and scoreboards so sportsbooks can reliably offer the product in-play, with dense, rich market types so bettors can enjoy matches in as immersive way as possible.
An expansive suite of Premier Padel pre-match and in-play betting markets modelled using historical Premier Padel and official umpire data will be available through accredited odds providers with their products delivered through OneData, and via pre-existing integrations to maximise availability and industry adoption.
Sportsbooks can also leverage iGame Media’s Bettor Engagement video technology to promote Premier Padel tournaments, matches and educate bettors about the players and betting markets through customised, premium video content.
Rob Mitchell, VP Commercial at Premier Padel, said: “Sports betting represents an important opportunity for Premier Padel as the Tour continues to grow globally. In iGame, we have found a partner that understands both the industry and the unique characteristics of our sport. Their ambition to create a bespoke product for Premier Padel will help us offer sportsbooks and fans an engaging, reliable and authentic way to follow the action.”
Mike Cobain, Founder and CEO of iGame Media, said: “Premier Padel is one of the most exciting growth stories in sport we have seen in many years. Almost everyone now knows someone who plays padel. What we are seeing now is that same growth in padel as a spectator sport. Records are falling at almost every event. The Alpine Paris Major at Roland Garros drew 81,000 fans across the week, up from 64,000 in 2025. This is the pace that Premier Padel is moving at. On the other side of the world, the inaugural Pretoria P1 attracted near-capacity crowds over the finals weekend. That gives you a sense of the atmosphere Premier Padel is creating at venues around the world.
“We are delighted that Premier Padel has selected iGame Media as its partner for betting rights and has put its confidence in our distribution-agnostic business model which cultivates a long-term approach to sports rights in sports betting. Our commitment to Premier Padel is to give the sport full oversight of, and involvement in, how its rights are used in this area of regulated markets. Padel’s growth around the world is only accelerating, and we are honoured to be part of it.”
iGame Media will present the 2027 product suite and forward-looking roadmap that includes expanded markets and richer data at SBC Summit (booth C101, Hall 3) and via a joint presentation with Premier Padel on the Product Innovation Showcase Stage on Tuesday 29th September at 2.30pm.
iGame Media launches OneData, eliminating the integration and maintenance time tax on specialist odds and sports data products
OneData connects sportsbooks to specialist odds and sports data suppliers through a single integration, eliminating the significant roadmap pressure, time tax and ongoing development resource and maintenance costs that stifle innovation, forever.
iGame Media, the sports betting industry pioneer behind the only fully agnostic video streaming platform today announced the launch of OneData. An odds and sports data gateway that gives sportsbooks, platforms and prediction markets access to a wide range of specialist odds and sports data providers consolidated into a single integration and simple commercial access model.
OneData fixes one of the biggest industry pain points – feed integration costs and ongoing maintenance pressure, while unlocking niche sports, emerging odds models and innovative products that have been underused, or blocked entirely from roadmaps.
OneData’s provider ecosystem span 30+ sports, 1,000,000+ events per year, and four betting formats: fixed odds, expectancies, bet builder and live event data, delivered in under 100 milliseconds. Customers have full choice over which odds and data suppliers they consume inside OneData, and partners can request integrations of suppliers.
iGame Media’s technical team implement supplier feed updates with zero interruption and time spent by the operator. This popular feature exists within iGame Media’s live streaming platform, eliminating individual integrations and ongoing maintenance of 20+ live streaming suppliers, saving development teams hundreds of hours every single year.
A significant technical feature that underpins OneData is OneMap, iGame’s unified ID engine that maps every provider’s team, leagues, markets and events to their providers event creation IDs. This streamlines operator’s technical workflows regardless of their current or future event creation providers, making new sports, content and innovative products easier and faster to take from idea to production ready.
Mike Cobain, Founder and CEO of iGame Media, said: “iGame Media has spent over 10 years as the Swiss army knife of video to this industry, with 150+ direct integrations with the world’s leading operators. We look at problems and build solutions, and we are the only company globally that is truly provider agnostic in this space. OneData is the next organic step in that evolution. A single integration providing access to an ecosystem of laser focused odds and data providers.”
Specialist odds and data providers available through OneData at launch include: 10Star, Abelson Sports, ALT Sports Data, Betinvest, Huddle, Oval Insights, Racing and Sports, RacebookHQ, Sail GP, Sporting Solutions, Sporting Risk, SWA, Twenty First Group, with more providers and sports announced soon.
iGame Media will demo OneData at booth C101, Hall 3 at SBC Summit, more information can also be found at our dedicated OneData product page.
What pain points does the One family of products solve for sportbooks and platform providers? by iGame Media
Published: June 2026 Author: Chris Watts
What's covered in this article?
IKey advantages our customers experience day-to-day. IThe integration, operational and commercial friction that's resolved. IThe types of organisations and the type of outcomes that users of these products can expect to receive.
iGame products, technology and services are deeply embedded in many different parts and departments of the sports betting industry.
For over 15 years we’ve been building and expanding the infrastructure that keeps the global sports betting industry moving.
Operators everywhere are facing rising costs and growing technical complexity. This is the area where iGame operate and excel. We dedicate our time to removing technical barriers and content workflow bottlenecks so that the industry-at-large operates with maximum efficiency, ensuring trading directors, product leads and engineering managers can sleep well at night (as well as secure content supply at the cheapest operational expense).
OneOTT - the original 'One' family product
You likely know iGame as the originator of the trader-focused low-latency video platform called OneOTT. It's in use across 200+ global sportsbook trading floors, data providers and professional betting groups around the world.
It was the original ‘One’ product in our product line-up and it gives busy trading teams reliable, fast access to a global sports video library through a single, centralised interface.
The One family of iGame Media technology spans way beyond low latency video for trading teams. It’s also expanding in a couple of months’ time (stay tuned).
This article examines our One product family as of today – who uses them and the specific problems they are great at solving.
If you'd like to arrange a demo of any of the the tools described in this article, get in touch.
OneVideo
Hundreds of sportsbooks globally offer watch and bet.
In 2026 – the variety of content providers which fuel this product category is substantial and that creates a problem for sportsbook product and technology teams.
It could mean upwards of 20+ live streaming suppliers to manage. That's more than 20+ individual integrations, video players or APIs – each that come with individual quirks, technical requirements, maintenance and upgrade windows.
It’s a pain and time suck that the industry doesn’t need to bear when the intended outcome of watch and bet is to elevate the in-play betting experience for customers.
OneVideo eliminates this pain.
Integrating OneVideo unlocks access to 20+ live streaming suppliers through a single integration. We will also handle all the supplier management regarding schedule changes, technical upgrades and more.
Who uses OneVideo? I 150+ global sportsbooks including Entain, Kindred and Altenar.
Who is OneVideo best suited for? I Sportsbooks looking to streamline and save costs associated with existing video integrations and ongoing content support requirement.
IPlatform providers (and sportsbooks) looking to expand the choice of watch and bet content available without adding technical integration burden.
OneMap
‘Mapping’ is a term you’ll hear regularly in the sports betting industry.
It’s a 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 (like live streaming and visualisations) talk to each other.
As new engaging content formats and choice of sports have expanded – automatically mapping event IDs, market IDs and streaming IDs when they all come from different suppliers has become a growing technical challenge and headache for product and engineering teams.
With no universal mapping language, the reality of achieving automated, high accuracy mapping is difficult (and time consuming) 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.
Too often, money paid for live streaming content is often wasted because of a mapping failure that the right technology can solve.
OneMap solves these problems.
OneMap analyses your live streaming IDs from the 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 automatic mapping process ensures the right live stream event is automatically presented irrespective of who is supplying it - with zero intervention required from your technical teams.
Over the first half of 2026, OneMap is achieving near 100% mapping accuracy for 130,000+ events each month for sportsbooks and platform providers.
Who uses OneMap? I30+ global sportsbooks and platform providers including Kindred, DuelBits and more
Who is OneMap best suited for? ISportsbooks and platform providers who want to eliminate manual event mapping processes associated costs
ISportsbooks looking to resolve content utilisation shortfalls (purchased content being unusable because the mapping process failed)
Later this year we’re expanding the mappable event creation providers available inside OneMap.
To stay up to date on the product enhancements sign up to our newsletter by filling in the form below.
Sign up to receive OneMap updates.
OneRetail
The sports betting shop remains a vital physical customer touchpoint to experience your unique sports betting brand.
How you manage, digitally transport and optimise how live video is experienced and enjoyed inside your shop has become increasingly complex, time consuming and error prone for your staff.
With similarities to our OneVideo product - OneRetail aggregates and centralises all your audiovisual content into a intuitive content management system so your shop team can display the right content on any screen inside your shops, at the right time.
For over 15+ years’ we've been building and defining the technical infrastructure that captures and distributes low latency video from hundreds of rights owners across hundreds of countries.
We also make sure it's viewable by the customers inside your shop in as close to real-time as possible (without sacrificing picture quality). This helps you maximise the in-play betting opportunities inside your betting venues and helps set you apart from the alternative viewing methods that might be available to your customers.
Who uses OneRetail? I DAZN and Entain within 3,500+ betting shops
I A new customer in Italy with more than 100+ shops
Who is OneRetail best suited for? I Retail-sportsbooks looking to simplify and improve the in-store content management processes for their staff
I Sportsbooks who want to expand the audiovisual content they can offer inside their retail shops without adding unneccessary cost and technical complexity.
I Product managers who want to reduce the video picture latency to grow live betting volumes and player participation while customers are inside their shop.
See how we orchestrate DAZN content into 1,300+ retail shops at HD quality with minimal latency
OneMarketplace
Earlier we highlighted the increasingly complex rights owner ecosystem that powers popular watch and bet experiences.
It’s not just a technical burden – there is also a complex commercial landscape to navigate. For example, the time it might take to procure specialist, niche content for your sportsbook that might sit outside of a big aggregator’s portfolio, or expertise.
Niche matters because it’s how your sportsbook can differentiate and stand out in crowded, competitive markets.
OneMarketplace connects sports betting operators of all sizes to specialist, niche rights owners – with simple commercial frameworks that allow you to add new content and expand as your business grows.
Select a rights holder's content on OneMarketplace – and we automatically connect it to your OneVideo integration (and OneMap where needed) – so you are ready to offer the event as soon as it goes live.
OneMarketplace also provides significant advantages to rights owners – providing transparent, direct access to the global sports betting industry.
Who is OneMarketplace best suited for? ISportsbooks and platform providers looking to localise with niche, specialist content inside their product
ISportsbooks who want more control and precision over the content mix they offer
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Something new is joining the iGame Media One family soon... We’re solving one of the most expensive, persistently unsolved problems the sports betting industry has faced for decades.
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, greater in-play betting volumes and crucially 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 and sports 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 and lots of ongoing support time with every single content provider.
It could theoretically result in 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'. It's how betting markets, front-end content and more talk to each other.
'Mapping’ is a term you’ll hear regularly in the sports betting industry.
It’s a symptom of the expansive range of sports content suppliers that fuel the global sports betting ecosystem and product experience.
As new sports, competitions and content suppliers have expanded – 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 difficult 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 process 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. The end result is money paid for live streaming content is wasted that an automated mapping system can solve.
There’s a better way.
This article explains how two iGame Media technologies have supported a global b2b sportsbook provider.
How it solved resource problems that were slowing their product and engineering teams down and how the product experience they could offer was expanded, significantly.
OneVideo and OneMap solve different (but connected) problems facing sportsbooks and b2b platforms globally.
They work best when combined, and this is exactly what this fast-growing platform provider experienced.
OneVideo
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 your sportsbook.
iGame also handle all the live streaming vendor support and technical upgrades – taking away hundreds of hours of work every single month.
A selection of the content suppliers pre-integrated into OneVideo
OneMap
OneMap automatically matches live streaming IDs from the wide variety of suppliers iGame Media have integrated and precisely syncs it to event and market IDs which power automated event creation inside your sportsbook.
This automated mapping procedure ensures the right live stream event is automatically presented, irrespective of who is supplying it.
Since launching OneMap a few years ago - it's scaled considerably. In the first half of 2026, OneMap is achieving ~100% mapping accuracy for more than 130,000 events each month for sportsbooks and platform providers all around the world.
Without these two technologies – sportsbooks and platform providers are hampered and operate with limitations:
I Live streaming content choices are restricted because the burden of integrating a new supplier is too high, or resource can't be allocated.
I Support workloads and troubleshooting dedicated to resolving content delivery issues, increases.
IPersistent 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 and makes product localisation and expansion much easier.
While also removing technical development time spent on live streaming integration and management down to zero.
Win-win.
If you'd like a demo of either of these technologies, please get in touch.
If the integration problem for live streaming is taxing for sportsbooks. What about odds feeds, data and other forms of content? We think there's an even more significant problem that needs addressing...
Contribute to the first ever State of Sportsbook Integrations report comissioned by iGame Media
How much time, money and potential is being drained by complex, time consuming data and pricing supplier integrations?
iGame Media: helping the world’s most impressive sportsbooks be insanely efficient by removing the technical obstacles to live video and betting content access.
