Esports betting is the future: Sportsbook expert cites Gen Z behavioural trends
The iGaming industry is undergoing a rapid transformation, driven by advancements in AI, evolving player demographics, regulatory shifts, and increasing demands for immersive, localised, and entertainment-first experiences. From AI-powered personalisation tools that walk the fine line between engagement and over-targeting to the rising dominance of esports betting and next-gen gamification models, the sector is becoming more dynamic—and more competitive—than ever.
At the heart of this evolution is a need to balance innovation with responsibility. As new technologies redefine how games are played and experienced, providers must also navigate regional regulations, cultural nuances, and concerns regarding player protection.
At SiGMA Asia 2025, we spoke with Kristina Antaranyan, Senior Business Development Manager at SOFTSWISS Sportsbook, who shared her views on the most pressing trends shaping the future of iGaming. From the importance of AI-human synergy to the growth of Web3 and metaverse-based games, her insights reflect both the challenges and the vast opportunities ahead for operators in 2025 and beyond.
AI powered personalisation in iGaming
Artificial Intelligence (AI) is revolutionising the iGaming industry by enabling hyper-personalised experiences. However, the challenge lies in balancing personalisation to avoid over-targeting, which can lead to player fatigue.
Kristina Antaranyan emphasises the importance of integrating AI with human oversight: “AI is already transforming every single path in this industry. The key is to understand how to work with AI to maintain balance. AI is not a magic button; it should work in conjunction with humans.”
By combining AI’s efficiency with human creativity and empathy, operators can craft engaging experiences that resonate with players without overwhelming them.
The evolution of gamification
In iGaming, gamification has progressed from straightforward missions to intricate advancement systems, combining aspects of RPGs, casual games, and cutting-edge technologies like Web3 and the metaverse. The need for cutting-edge experiences is rising worldwide, even as classic games like crash games are still popular in places like Africa.
Antaranyan noted, “As a gamification tool, the casual mechanics we have now will still be relevant in the future. However, with every new type of gamification tool, everything will change.”
This adaptability ensures that the industry continues to meet the diverse preferences of players and keep pace with technological advancements.
The shift towards esports and interactive betting
Gen Z players are reshaping the betting landscape, favouring interactive and social experiences. Esports betting, in particular, has seen significant growth, with games like CS, Dota 2, and League of Legends attracting younger audiences. A survey by Whistle Wise found that 53 percent of Gen Z bettors participate in gambling with friends or family, compared to just 34 percent of Millennials.
Antaranyan shared, “During the COVID period, we noticed a significant interest in esports, such as League of Legends, Dota, and Counter-Strike, as many events were cancelled. We could never have imagined the demand for esports would be so high. Following the COVID period, we expected classic sports to dominate the market, but we observed that Gen Z prefers betting on esports over traditional sports. I think the future is moving towards esports, and the turnover comparison between regular sports and esports is shifting in favour of esports.”
The importance of hyper-localisation in global markets
Understanding regional preferences and behaviours is crucial for market expansion. In Latin America, Brazil leans towards sportsbooks, while other countries in the region focus more on 바카라s. In Africa, a responsive website with low data usage is essential.
Antaranyan stressed, “Each market has its specifications. You cannot work with the same product in Latin America, India, or Bangladesh. Hyper-localisation is important, but we are talking about different continents. In Europe, players have different preferences and behaviours compared to Latin America.”
She further stated, “For example, Brazilian players are heavily focused on sportsbooks, driven by the country’s deep-rooted football culture and recent regulatory developments. Meanwhile, markets like Colombia, Mexico, and Argentina also show strong interest in sports betting, though 바카라 verticals are growing steadily in some regions. In Africa, having a responsive website with low data consumption is essential, and hyper-localisation remains key to successfully entering and engaging with these markets.”
Navigating regulatory challenges in India
Due to legislative limitations, the iGaming market in India faces specific challenges. Real-money gaming is subject to a 28 percent Goods and Services Tax (GST), but the industry is still thriving. With a notable increase in fantasy sports spending from $25,000 in 2022 to $120,000 in 2023, Indian consumers spent $121,000 on sports betting in 2023.
Antaranyan noted, “India presents a highly dynamic and unique opportunity within the global iGaming landscape. Unlike other regions that predominantly focus on traditional sportsbooks, the Indian audience gravitates toward betting exchanges, which require entirely distinct products and infrastructure. Additionally, the market’s unregulated nature demands constant monitoring and real-time adaptation—especially when it comes to localised payment solutions. Navigating this environment is undeniably challenging, but with a fast-moving, highly experienced team like ours at SOFTSWISS Sportsbook, it becomes not only manageable but strategically rewarding”
Anticipating disruptive trends in iGaming
Looking ahead, esports betting is poised to become a dominant force in the iGaming industry. The global esports betting market is projected to grow from £8.43bn in 2024 to £9.51bn in 2025, reflecting a nearly 13 percent increase.
Antaranyan predicted, “Cross-selling and cross-betting have always played a significant role in the growth of the iGaming market, and they will remain key drivers going forward. These strategies contribute to market expansion rather than cannibalization. Streaming also has strong potential, especially when tied to dynamic content. However, my main focus is on esports. As previously mentioned, esports betting is poised to see exponential growth and will likely become one of the most impactful verticals in the coming years. While streamers—especially those tied to slots—may have a niche role, I believe the real disruption will come from the rise of esports betting, which offers a more skill-driven, engaged user base and a natural fit for younger demographics.”
