Bets of the Future – How Sports Betting Markets and Models Are Evolving?

Player Statistics Bets – A Growing Niche or the New Mainstream?

More and more players are looking for engaging betting options beyond traditional match outcomes. Bets on detailed player statistics—such as shots, passes, and interceptions—are gaining popularity. This requires deeper knowledge of players and turns betting into a more strategic, analysis-driven activity rather than just prediction.

However, Maciej Nowak points out that while this segment is bound to grow, it won’t dominate sportsbooks’ offerings in Central and Eastern Europe anytime soon:

“Player stats betting will definitely grow, but I don’t believe it will dominate the offering in Central and Eastern Europe anytime soon. These markets are still very focused on traditional outcomes, and adoption of new bet types takes longer compared to more mature markets like the US or UK. Even within FEG countries, customer behavior differs significantly – with Poland adapting quicker than, for example, Croatia or Romania. These bets will likely remain a strong complement to traditional markets, but not necessarily take over the offering in the near future.”

Despite growing appeal, stat-based bets still mainly attract a niche group of advanced players and sports analysis fans. Markets remain cautious about novelties and are attached to classic categories such as match outcomes, goal totals, or handicaps. Therefore, the transition to more advanced forms of betting will be gradual and shaped by local cultural conditions.

Operators, including Fortuna, are already investing in expanding this offer. Nowak confirms that there is real demand in Poland:

“We’re seeing growing interest, especially in Poland, though the pace varies across markets. What’s important is that every major operator – including us – is clearly investing in this area. It’s less about replacing main markets and more about gradually shifting customer attention and turnover towards more personalized and engaging betting options like player stats.”

Introducing this type of betting involves not only technological challenges but also the need to design a user-friendly interface. A single football match can generate thousands of player-related betting options. Without proper UX solutions, the excess of choices might discourage players instead of engaging them:

“The real challenge lies in frontend presentation and UX. When you’re suddenly offering thousands of additional player-specific markets for a single match, you can’t just list them all vertically – the customer experience would suffer massively. No one wants to scroll endlessly through a sea of similar-looking options. So in my opinion, the key to unlocking the full potential of player props is smart UI/UX design and frontend innovation. We need to present these markets in a simple, intuitive, and engaging way – whether it’s through filters, personalized widgets, or dynamic content blocks. That’s where the biggest opportunity (and challenge) lies for operators who want to make the most out of this trend.”

That’s why operators must focus on smart filters and simplified navigation to make betting intuitive and accessible.

Maciej Nowak, Head of Sportsbook at Fortuna Poland

AI-Based Personalization – The New Standard

Artificial intelligence and machine learning are no longer just buzzwords. They are now the foundation of modern sportsbook operations. AI-powered personalization significantly improves user experience by offering recommendations, betting markets, and promotions tailored to individual preferences and player history.

AI is already present in many operators’ systems and is changing how they interact with users:

“These technologies help analyze customer behavior and preferences to deliver more relevant betting experiences. For example, some operators now offer personalized homepages within their apps — when a customer logs in, they are presented with a selection of bets curated based on their past activity, including favorite sports, leagues, and markets. Additionally, when a user adds a selection to their betslip, they may receive suggestions for other bets that align with their typical betting patterns. These tools are no longer concepts for the future — they’re already live and shaping the way customers interact with sportsbooks.”

Content can now dynamically adapt to players’ evolving preferences almost in real time, which significantly increases engagement.:

“Both product and promotional content can be dynamically tailored each day to reflect user activity, ensuring that every player receives relevant and timely offers.

In the near future, I fully expect we will reach a level where AI reacts even more instantly — analyzing both live in-game situations and player behavior simultaneously. Based on these real-time insights, AI could suggest hyper-personalized markets or promotions during the event, further enhancing the betting experience.”

However, this kind of personalization also carries risks. Responsible use of AI is key to avoiding uncontrolled exposure to promotions:

“Personalization and advanced targeting — if used irresponsibly — can result in vulnerable players being exposed to aggressive promotional strategies. That’s why it’s critical that AI is also used for good — to identify early signs of problematic gambling behavior and to trigger timely interventions.

At FEG, we are deeply committed to sustainability and responsible gaming. Our goal is to build a healthy and engaged customer base — one that enjoys betting as a form of entertainment, not a source of harm. AI must be a tool for protection as much as it is a tool for engagement.”

Operators must use AI not only to increase revenue but also to protect users by integrating responsible gambling tools into personalization systems. Only then will sustainable industry growth be possible.

Blockchain and Cryptocurrencies – Breakthrough or Buzz?

Blockchain technology and cryptocurrencies promise to reshape sports betting by offering more transparency, speed, security, and user independence. However, practical implementation, especially in regulated markets, remains difficult and limited.

Nowak highlights blockchain’s potential, especially regarding transparency and trust:

“Blockchain, often seen as a buzzword, has real potential to impact sports betting, particularly in terms of transparency, fairness, and trust. However, its implementation in mainstream sportsbooks remains limited for now. The technology is still evolving, and operators are cautious about large-scale adoption until there is clear demand from users and regulatory frameworks mature. While its current impact is marginal, its long-term potential is significant.”

The industry remains cautious about widespread blockchain adoption, mostly due to regulatory uncertainty and the need for major technology investments. Changes could accelerate if user demand for transaction transparency increases.

A separate issue is the use of cryptocurrencies as a payment method. In less regulated regions or those more open to new technologies, they have already gained popularity. In Europe, however, broader adoption is hindered by requirements related to anti-money laundering (AML) and identity verification (KYC):

“Cryptocurrencies have gained traction as a payment method in some parts of the world, particularly in markets where regulation is more permissive. However, in much of Europe, regulatory barriers remain a key obstacle to mass adoption. Strict anti-money laundering (AML) and know-your- customer (KYC) requirements make crypto payments complex to integrate in fully licensed environments.

That said, with the right regulatory evolution, crypto could become a more widely accepted alternative in the future. Operators are closely monitoring this space, especially as younger, tech- savvy audiences show interest in using digital assets for betting.”

From an operator’s perspective, accepting cryptocurrencies is a balancing act between innovation and risk. For many companies, it’s a way to attract younger, tech-savvy players. At the same time, it carries reputational risks:

“Cryptocurrencies carry both opportunity and risk for operators. On the one hand, accepting crypto can help position a brand as innovative, forward-thinking, and attractive to next-gen customers — especially in global or unregulated markets. On the other hand, the crypto ecosystem still suffers from reputational concerns, including associations with fraud, volatility, and money laundering. For operators in regulated markets, these risks make it difficult to embrace crypto fully without robust compliance infrastructure. For now, many brands treat crypto as a niche offering or avoid it entirely to protect their mainstream reputation.”

That’s why sportsbooks in regulated markets are approaching crypto cautiously, limiting its presence until clear regulations and effective mechanisms emerge. Over time, however, cryptocurrencies could become more widely accepted, significantly changing how transactions are handled in sports betting.

Direction of Development

Sports betting markets are undoubtedly evolving. Bets on player statistics, AI-driven personalization, and blockchain payments are just some of the emerging trends. Each of them carries both potential and specific challenges.

Operators are already investing in these areas, trying to strike a balance between innovation, customer satisfaction, regulatory compliance, and ethical responsibility.

The future will belong to companies that can adapt flexibly to change, responsibly harness new technologies, and create engaging, personalized, yet safe environments for players.