BETBY recently introduced Stories, a new sportsbook feature designed to help operators promote key events, bonuses, boosted odds and campaigns in a more intuitive, mobile-first way. 

Inspired by the Stories format that users are already familiar with from social platforms such as Instagram, Facebook and other entertainment apps, the feature brings short, swipeable, interactive content cards directly into the sportsbook experience. 

The launch comes as BETBY continues to strengthen its positioning as one of the industry’s most innovative sportsbook suppliers, with a product strategy focused on bringing more engaging, mobile-first experiences into the betting environment. 

SBC News spoke with Aglaja Geta, VP of Product at BETBY, about the uniqueness of this feature, how it responds to changing user behaviour and why she believes this type of product could become a major engagement tool for operators. 

Sportsbooks have been using banners and promotional spaces for years. Why did BETBY feel there was room for something different? 

I think the short answer is that user behaviour has changed, but sportsbook promotion has not always changed at the same speed. 

Banners are still useful, of course. They have a place. But we were seeing a very common issue: operators were creating strong promotions, boosted odds, combo offers or event campaigns and many users were simply not engaging with them. Not because the offers were bad, but because the format had become easy to ignore. 

A player enters the sportsbook with a purpose. They want to check a match, place a bet, follow live odds. If a banner is sitting somewhere on the page, it can easily become background noise. 

So for us the question was: how do we make promotional content more visible without making the experience heavier or more intrusive? Stories came from that thinking. It gives operators a more dynamic space to highlight important content, but in a way that feels natural for the user. 

The format is clearly familiar from social media. Why does that translate well into a betting environment? 

Because people already understand how to use it. That is the beauty of the format. 

Users are used to tapping through Stories on Instagram, Facebook and other entertainment platforms. It is quick, visual and very intuitive. You don’t need to explain it. So when you bring that behaviour into a sportsbook, the barrier to interaction is much lower. 

But we did not want to simply copy a social media feature. We built it specifically for sportsbook use cases. A Story can highlight a free bet, a welcome offer, a boosted market, a tournament, or a major match taking place that day. The user can see it quickly and move to action with very little friction. 

That is very important, especially on mobile. We work with partners where, in some cases, up to 98% of traffic comes from mobile. When you see that, you understand that the product has to be designed around mobile habits, not just adapted to mobile. Stories fits that environment very naturally. 

From an operator perspective, where do you think the biggest value sits: visibility, conversion or user experience? 

Honestly, it is the combination of the three. 

Visibility comes first. If a player does not notice the promotion, nothing else can happen. Stories gives key content a better chance to be seen because it is placed in a more engaging and familiar format. 

Then you have conversion. The journey is shorter. If a user sees a boosted odds offer or a combo boost and can move towards the bet almost immediately, that reduces friction. And in betting, friction really matters. Every additional step can reduce the chance that the user completes the action. 

But user experience is just as important. We were very careful not to create something that feels aggressive or disruptive. Stories are integrated into the sportsbook, so they support the journey rather than interrupt it. 

There are already examples in the market showing that this type of format can have a strong impact. For instance, an industry operator offering a similar tool increased its promo conversion rates by 70% using this type of promotional mechanic. So the potential is clear. 

Personalisation is always a major topic in sportsbook product development. How do Stories fit into that trend? 

This is where it becomes really interesting. 

The first version of Stories already allows operators to configure content around promotions, events or campaigns. But the next step is making that content more personal. 

Not every player should see the same thing. One user may be very interested in football, another in tennis, another in basketball. Some respond better to free bets, others to boosted odds or combo offers. If you treat all users the same, you are missing opportunities. 

So we are already working on a second version where AI will help tailor Stories based on each user’s betting behaviour. The idea is that the system can understand patterns and show more relevant content to each player. 

For me, that is the direction the industry is moving in. Less generic communication, more relevance. And it is not only about the player, it is also about the operator. We want to reduce the manual work required from their teams and make the process more automated. That operational side is very important.

Looking ahead to major events, such as the upcoming World Cup, how could operators use Stories in practice? 

Major events are probably one of the clearest use cases. 

During a tournament like the World Cup, there is so much content to promote: matches, markets, special offers, boosted odds and local campaigns. The real challenge is how to present it in a way that users can actually engage with. 

At BETBY, for example, we are preparing a dedicated World Cup hub with statistics, fixtures, highlighted markets, video streams and tournament content. Stories can work alongside that by surfacing the most generous offers or events of the day. 

One Story might highlight a special offer for tonight’s match. Another might promote a boosted market. Another might bring attention to a key fixture or a tournament-specific campaign. It becomes a very simple way to guide the user through a busy sportsbook environment. 

I think that is the future of engagement. Not adding more noise, but creating smarter touchpoints. Stories help operators bring sportsbook promotions closer to the digital experiences users already know from entertainment platforms, while keeping everything directly connected to betting action.