SiGMA Magazine: How can data and content strategies give sportsbooks a competitive edge?
Charlie Kaplan, CMO of Stats Perform, is the focus of a feature in SiGMA Magazine, where he speaks about how sportsbooks can leverage data, content and technology to maximise engagement around major sporting events. The article explores how Opta-powered insights, interactive formats and multi-channel storytelling are reshaping the betting experience ahead of the 2026 FIFA World Cup.
The full feature that follows examines how real-time data, predictive insights and engaging content formats can attract, inform and retain bettors before, during and after major tournaments, helping operators turn short-term attention into long-term loyalty.
The winning edge
Major tournaments like the 2026 FIFA World Cup in the United States, Canada and Mexico, and the 2027 Women’s World Cup in Brazil, offer a powerful platform for those looking to grow in newly regulated markets. For sportsbooks, they are an unprecedented opportunity to grow brand presence, engage bettors and increase retention in rapidly developing regulated markets.
“Major tournaments taking place in markets experiencing regulatory growth create a phenomenal opportunity to capture market share and grow brand appeal,” Kaplan says. Football already dominates betting in Latin America. During the FIFA Club World Cup, South America accounted for 83% of all bets on the Kambi network, with users placing 1.7 times more bets per user than the rest of the world.
For Kaplan, the key differentiator for operators lies in creating a fully rounded product experience where the full power of every marketing channel is leveraged by operators. “Sportsbooks who turn new customer attention into sustained, retained customer loyalty are the ones who produce the most rounded product experience,” he explains. That includes combining real-time data, storytelling and engaging video content to keep bettors informed and entertained.
Stats behind the stakes
A powerful tool for operators to engage players earlier is Opta’s predicted lineups. “Team news and lineup are often the most sought-after pieces of information for bettors. Fans check who starts, who’s missing, who’s been rotated and that’s usually when pre-game betting decisions get made,” Kaplan notes.
The flexible APIs mean an operator can easily make these highly interactive product experiences. “Betano used Opta’s predicted lineups in an interactive visual format within their event pages which allowed bettors to place pre-match bets in a few clicks on their sportsbook and saw a notable uplift in bet contribution,” he adds.
Stat Packs, another core offering from Opta, are perfectly at home within public and private socials, for example Whatsapp, and CRM channels like email and push notifications. “Providing information that helps bettors make confident decisions matters. Operators have seen strong results collating head-to-head records, player form, national team trends and key market angles into clear one-pagers,” Kaplan explains. With 44% of Brazilian sports fans spending up to an hour researching bets before games, delivering actionable pre-game insights via WhatsApp, Telegram and CRM can directly influence bet placement.
Pre-match media
Kaplan highlights the importance of meeting fans across multiple channels. “Before placing a bet, many fans are watching YouTube previews, listening to podcasts and scrolling social media for information. Pre-match content shouldn’t be limited to text-based blog articles,” he says.
Customisable video and editorial content packages fully-produced in-house allow sportsbooks to integrate data-driven insights into daily programming, keeping customers engaged while building their bet slips. “During Euro 2024, Betfair used Opta-powered visual data graphics to fuel discussion on their ‘Football Only Bettor’ podcast, alongside Stat Packs and editorial content for their sportsbook pages,” Kaplan explains.
The decision point
Front-end use of content can also have a significant impact in driving key KPIs. “Contextual pre-match and live Opta-derived insights mapped directly to relevant markets help bettors understand the ‘why’ behind the markets on offer. It brings bettors to your sportsbook well before kick-off and keeps them there when World Cup matches are in-play,” Kaplan says.
Data-driven visuals displayed alongside markets reduce hesitation and can increase both engagement and stake sizes. “We’ve already seen that bettors wagered 31% more on average when Opta recommendations were aligned to markets. Putting insights next to the bet drives player confidence which can lead to the doubling of stake sizes,” he adds.
Betting-focused match video previews enhance the experience and work well when used in many places that the customers spend time. Inside your sportsbook, via affiliates, social and email. “These short, data-rich previews connect Opta’s pre-game view of the game connected to betting markets that support customers building a same game multi for matches that day, ” Kaplan explains.
Keeping the tournament alive
Player engagement should not stop when matches ends. Kaplan emphasises the value of continuous content. “During a tournament of this scale, 24/7 World Cup video will help boost dwell time and keep audiences engaged across your digital platforms and social channels in the gaps between matches and as attention turns to the next day of tournament magic that awaits,” he says.
Using Opta’s in-person coverage captured from host cities means operators can offer and maintain a rolling 24/7 World Cup channel within their sportsbook. Kaplan cites a previous success story, “TAB Australia proved the model at the 2022 World Cup, keeping bettors on-platform and placing bets on a greater number of matches, filling the gaps when matches weren’t being played.”
This combination of real-time data, interactive visuals and contextual insights forms the blueprint for sportsbook success during major tournaments. “Our Opta Content Agency team will be delivering content formats that sportsbooks, fantasy providers, affiliates and media can use to attract, engage and retain bettors before, during and after the 2026 World Cup,” he says. In a tournament watched by billions, the real competitive edge may lie in the details, turning insight into engagement and engagement into lasting loyalty.
For more expert insights like this, stay tuned for the next issue of SiGMA Magazine, where industry leaders continue to explore the innovations driving the future of global gaming.
