The use of AI and large-scale data processing is reshaping sports betting trading, as B2B providers move away from standardised markets towards personalised, real-time offerings.

The focus has shifted from broad pricing models to delivering tailored betting options based on live data and player behaviour.

For operators, this means competing on relevance as much as pricing. Trading teams are now expected to generate and manage a far wider range of markets, using automated models to process live data and respond instantly to in-play events.

The ability to handle this volume of data is becoming a key factor in product quality and retention.

Speaking at the recent ICE Barcelona conference, Thomas Johnson, Head of Trading at DATA.BET, said that access to data has removed most limits on market creation.

“The amount of markets we can offer is almost unlimited,” he explained. “If a customer wants a specific bet, we can create it because the data exists. It’s not a generic product anymore. To retain players, you have to offer what they want.”

To support this, DATA.BET uses a hybrid trading model. AI systems manage pricing, risk and market updates around the clock, while human traders oversee performance and step in during volatile situations.

Many of these traders have professional esports or sports backgrounds, adding context that automated systems can miss.

This approach allows providers to scale output without losing control of risk. For B2B clients, it means more stable pricing, broader market coverage and less operational pressure on internal teams.

The model is expected to be tested further during major events such as the upcoming summer World Cup. Johnson noted that DATA.BET is focusing on features such as picture-in-play overlays, expanded in-play markets and more detailed player prop data.

These are designed to increase engagement and support longer sessions, while also creating cross-sell opportunities between sports and esports.

Otto added that the company’s background in esports trading gives it an advantage when expanding into traditional sports. Esports markets are fast and volatile, requiring strong risk systems. Applying that experience to football and other major sports helps improve stability for operators.

This cross-vertical strategy is also shaping DATA.BET’s expansion plans. The company is targeting growth in Latin America, following a recent partnership in Brazil. The region offers strong demand across both football and esports, making it a key focus for 2026.