Why basketball is betting’s gateway in the Philippines
Basketball is expected to remain the primary entry point for sportsbooks’ growth in the Philippines, given its cultural prominence and the NBA’s deep-rooted popularity among Filipino fans.
Speaking exclusively with SiGMA News, ArenaPlus Head at DigiPlus Interactive Corp., Erick Su, explained that only around 10 percent of the adult population in the Philippines currently engages in sports betting, with a significant portion of users having entered the market within the past year. This points to a sector that is still in its early stages, yet primed for rapid expansion as awareness, accessibility and product offerings improve.
Basketball and the NBA partnership
Recently, ArenaPlus deepened its foothold in the Philippines’ fast-evolving sports betting landscape by becoming the NBA’s first Official Betting Partner in the country, underscoring both the dominance of basketball locally and the growing commercial significance of sportsbook operators in Southeast Asia. The multiyear collaboration will see ArenaPlus integrate NBA branding across its platforms while rolling out local activations and fan engagement initiatives tied to one of the most followed sports leagues in the world.
The partnership arrives at a time when the Philippine sportsbook market remains relatively underpenetrated, despite the nation’s strong sporting culture. In this SiGMA News interview, Su discusses the state of the market, the rationale behind its NBA partnership, and where he sees the biggest opportunities and challenges ahead.
SiGMA News: How would you describe the state of the sportsbook market in the Philippines?
Erick Su, ArenaPlus Head at DigiPlus Interactive Corp.: I think the sportsbook market is still quite new in the Philippines. From what we see, around 60 percent of players have only started engaging with sports betting in the last 12 months. At the same time, only about 10 percent of the adult population (21 and above) is currently involved in sports betting.
So, while the Philippines is a very sporty country, people love watching and participating in sports; not everyone is engaged in betting yet. There’s a clear gap compared to more mature markets. That said, we see strong growth potential in the next few years, especially as offerings improve and engagement deepens. Over time, sports betting can become a natural extension of how fans engage with the game.
SiGMA News: Sports are huge in the Philippines, and fans are very passionate. How can sportsbooks tap into this market?
Su: Sportsbooks can offer a level of engagement that traditional or even social media cannot. With media, you can watch and discuss games, but sportsbooks allow fans to actively participate.
At ArenaPlus, for example, we’re not just building a sportsbook; we’re building a community where fans can share opinions, support teams, and engage more deeply. We offer features like micro-betting, where users can bet on specific moments in a game, such as reaching a certain score, quarter outcomes, or individual player performance.
This creates multiple touchpoints throughout a match, giving fans new ways to enjoy and interact with the game. It’s a more immersive experience compared to traditional viewing.
Emerging sports opportunities
SiGMA News: Globally, markets like the US and UK are already mature. Given the Philippines’ potential, is that why you’re focusing on basketball? And what other sports are you looking at?
Su: Yes, absolutely. Sports betting is an extension of a fan’s love for the game, and basketball is the most popular sport in the Philippines. The NBA, in particular, has a massive following, which is why we’ve partnered with them. It’s a natural fit for engagement.
Looking ahead, volleyball is also very promising, especially with the popularity of the Premier Volleyball League (PVL). We’re seeing strong interest there. Combat sports like boxing and MMA are also very popular.
Tennis has potential, too, especially when players like Alex Eala compete; fans are eager to support her. Football is still developing locally, but globally it’s the biggest betting market, and we’re seeing increasing consumption of football content on social media in the Philippines.
Esports is another major opportunity. It has a huge demand. Our surveys show that while about 70 percent of users are interested in betting on basketball, around 40 percent are interested in esports. However, esports betting is not yet a regulated category in the Philippines, which limits what we can offer for now. Hopefully, that will evolve in the future.
Prediction markets & global trends
SiGMA News: What are your thoughts on prediction markets, especially as they’re being debated globally?
Su: Prediction markets are not entirely new. The concept has existed for over 20 years; betting exchanges like Betfair are an example. What’s different today is the technology, the availability of data, and evolving regulatory frameworks.
Different countries take different approaches. For example, the UK treats prediction markets under gambling regulation, while in the U.S., they are often classified differently.
For a developing market like the Philippines, I think it’s important that any prediction market be properly regulated. That ensures consistency, player protection, and industry stability.
Ultimately, whether it’s a sportsbook or a prediction market, the focus should be on serving players: providing good products while ensuring responsible gambling and proper safeguards.
Business strategy & outlook
SiGMA News: Speaking of regulation, what do you expect from regulators in the Philippines moving forward, specifically for sportsbook?
Su: I think the regulator is taking a cautious but dynamic approach. Since this is still a developing market, things are evolving quickly: player behaviour is changing, and new trends are emerging.
It’s important to remain open-minded and data-driven when shaping regulation. We work closely with the regulator and aim to support them by sharing insights and information.
Our goal is aligned: to build a sustainable industry that serves the best interests of both players and operators.
SiGMA News: Finally, what are ArenaPlus’ targets for this year?
Su: Rather than focusing solely on financial targets or user growth, our priority is localisation, ensuring we provide products Filipino players understand and enjoy.
We want to deliver high-quality services that match local preferences. If we build the right foundation and infrastructure, we’re confident that growth will follow.
In fact, we believe the sports betting market in the Philippines could grow by 20–30 percent annually over the next five years.
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