Exploring future of APAC sports betting with Oscar Brodkin
The Asia-Pacific sports betting industry is experiencing rapid growth, driven by the increasing adoption of digital technologies and rising consumer demand. Grand View Research estimates that the market will expand at a compound annual growth rate (CAGR) of 11.5 percent between 2023 and 2030, from its 2023 valuation of $28.09 billion. Data Bridge Market Research, meanwhile, projects a marginally lower CAGR of 9.5 percent through 2032.
The dilemma for operators is not whether they should scale, but rather how to do so in a sustainable and profitable manner as live wagering takes over as the primary form of interaction. Managing enormous amounts of data in real time, presenting products for various Asian sports cultures, and using AI to provide individualised, profit-preserving experiences are some of the main issues faced by operators.
In an exclusive interview with SiGMA News, Oscar Brodkin, Executive Vice President and Managing Director of APAC at Sportradar, provided in-depth insights into how Managed Trading Services (MTS) are being redesigned to satisfy the needs of Asia-Pacific’s rapidly changing betting landscape. Brodkin emphasised that operators require more than just odds; they require flexible, locally relevant, and data-driven solutions as the region struggles with fragmented regulation, local betting preferences, and growing integrity issues.
SiGMA: As demand for in-play and micro-betting continues to rise, how well-equipped is Sportradar’s MTS solution in managing latency, data volume, and personalised betting experiences?
Oscar Brodkin, Executive Vice President and Managing Director of APAC at Sportradar: Sportradar’s MTS is built for real-time betting at scale. From January to August 2025, we processed over 5.8 billion betting tickets for more than 200 operators. That volume proves we can manage the speed and data intensity of in-play and micro-betting. Our low-latency pipelines and AI-driven automation allow for real-time price adjustments and strong risk management, while giving operators the flexibility to decide how much they manage in-house versus outsourcing.
Personalisation is equally critical. Through Alpha Odds, we deliver tailored pricing to operators that boosts margins, with results showing an average of 11 percent profit uplift compared to traditional models. By combining speed, scale, and personalisation, MTS equips operators to meet today’s demand for fast and dynamic betting experiences.
SiGMA: How important is localisation when it comes to scaling trading services across APAC?
Brodkin: Localisation is everything. Different countries have different sporting cultures, like the Philippines with basketball, or cricket in India. If you just push out a generic feed, you’re not meeting the punter where they are. It’s about giving operators the flexibility to match their markets. Our AI-powered odds personalisation product Alpha Odds lets bookmakers offer unique pricing instead of everyone showing the same numbers. We recently expanded into cricket, where real-time, AI-driven pricing really matters. Cricket has a year-round calendar and a huge audience in Asia, with matches generating enormous volumes of betting opportunities. That’s where Alpha Odds’ advanced automation and predictive technology help operators achieve sharper margins while delivering a more dynamic experience for punters.
(Source: Philippine Basketball Association/Facebook)
SiGMA: Can this localised approach be applied to all sports in Asia, or are there limits to how far you can scale it?
Brodkin: Among our strategies for Asia is localised content development and third-party integration. Developing odds for every single sport may not be scalable. Instead, we’re opening up to third-party odds. This lets the professionals create the best odds, which we then integrate into our platform and distribute to clients. For some sports in Asia, we’ll rely on third-party providers who understand local trends and know which sports resonate most in those countries. That way, we ensure operators always have the right content for the right customers in the right markets.
SiGMA: Operators often talk about balancing market coverage with accuracy. Where do you see the industry’s priorities shifting?
Brodkin: It’s interesting operators are telling us now that it’s not always about having the absolute sharpest odds on every contest. Of course, accuracy matters, but scale matters too. Punters expect choice: more sports, more markets, more custom bets. Sometimes operators say, “We just need to have the market available, even if the margin is tighter.” That’s the shift breadth of offering is becoming just as important as precision. With Alpha Odds, operators can offer broad market coverage and still protect their margins.
SiGMA: Looking ahead, what trends do you think will define the next 2–3 years for sports betting in APAC?
Brodkin: I see a few new trends emerging. Firstly, AI is set to dominate every facet from odds creation to trading, visualisation, and even bet recommendations. Asian platforms are historically archaic but will change as players increasingly demand access to all relevant sports and a broader range of markets. Secondly, there will be a convergence between sports and gaming. There are already signs of this, with bettors able to seamlessly navigate between sports and casino experiences. Lastly, as regulation expands across Asia, Western supergroups will begin shopping for brands and technology in the region. This is good news for bettors who will benefit from different products and increased bonuses, many of which are driven by our tools.
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