Innovation is one of the most common buzzwords in the iGaming industry, but how many solutions can you think of that are genuinely innovative? 

Less than one would hope, argues Will Fyler. Fyler, Managing Director of Odds88 – part of Yolo Group – sits down with SBC News as the company nears its first anniversary to chat about progress made during 2025, its role in generating operators ‘billions in turnover’ with a small but growing team, and the biggest trends driving the sector as 2026 creeps up on us. 

Fyler outlines his strong belief that, while innovation is ultimately the goal for most operators, legacy technology is hindering the ability for them to release genuinely innovative products, and lays the foundation for Odds88 solutions to be a go-to for operators aiming to drive the future.

SBC: How would you describe Odds88’s current standing within your space and how can the brand soar to new heights?

Will Fyler: Since our launch during ICE Barcelona week earlier this year, the goal for Odds88 has been clear – to establish ourselves as a key player in the trading and risk management (MTS) space. While we’re still in our first year as a B2B provider, our early momentum has been incredibly encouraging.

We’ve already onboarded a significant number of operators, with a healthy and growing pipeline that shows strong demand for what we’re building. Feedback from prospective partners has been consistently positive – especially around the efficiency of our operations and the high level of automation within our systems, which continues to be a major differentiator.

As we move forward, our focus remains on execution – delivering against our roadmap, scaling responsibly, and continuing to innovate in ways that bring tangible value to our partners. If we stay true to that strategy, I’m confident Odds88 will establish itself among the most trusted and forward-thinking brands in this space.

SBC: On a product development basis, what do you believe that yourselves possess that is causing the most optimism?

WF: The core of what we offer – trading and risk management (MTS) – is very impressive. There are B2B and B2C companies with 100+ people in their trading teams, we have less than 20 and we manage billions in turnover, handle a very diverse range of customer types, and cater for the many different trading strategies our clients have.

However, I am cognisant that in addition to our risk management we need to continue to add more products and features that separate us further from the competition. That’s why we built our Pick’ems product, launched our Bet Rank real time trading algorithm and have a roadmap of additional products that will be coming out next year.

SBC: You recently launched a pick-em product. What was the thought process behind this?

WF: It came from a single, clear observation that players increasingly want simplicity, fairness and instant engagement. Traditional odds-based betting can be intimidating for casual audiences, so we set out to create a product that removes friction while keeping the thrill. 

With that, Pick’Em88 delivered true 50/50 matchups with no odds to calculate, making betting intuitive and accessible to everyone. The built-in collaboration with Hub88, who was a key player in building this tool, also gives operators a powerful acquisition and retention tool. So, the thought process all throughout was to reimagine sports betting for the different customer segment: fun, fast, fair

SBC: What did you discover about the popularity of such products to venture down this route, and how effective can they be in driving acquisition and retention?

WF: A lack of innovation remains a recurring talking point across the industry. Most operators recognise the need to evolve and deliver new ideas that capture emerging trends and player expectations, however, the biggest barrier continues to be technical constraints and/or legacy tech.

That’s why we’re focused on developing flexible, ‘black box’ solutions that can be easily customised to each operator’s specific needs. These modular products remove the heavy technical lift, enabling operators to bring new concepts to market that appeal to a different target audience, without getting bogged down in long development cycles.

SBC: As we head towards the end of the year and look to 2026, what ambitions do you have for Odds88, and are any future developments sure to catch the eye?

WF: As we move toward 2026, our focus remains on offering our customers the most flexible and reliable products possible. We’ll continue to pride ourselves in serving every customer segment, while expanding both the breadth and depth of our content portfolio. Next year, we’re set to launch new products and features designed to meet each client’s specific needs and deliver even greater value.

SBC: What do you believe the major themes/trends will be that shape this sector during 2026?

WF: I expect a few major trends to continue shaping the betting landscape:

1. Regulatory and compliance requirements will continue to tighten across markets, putting greater pressure on operators’ profit margins and, consequently, their trading and risk management performance. Operators and suppliers that can maintain low operating costs, serve a diverse customer base efficiently, and avoid increasing their overround will hold a clear competitive edge.

2. A strategic shift toward product innovation – operators will increasingly prioritise enhancing and differentiating their products at the expense of marketing spend, aiming to attract a new generation of players.

3. The growing role of cryptocurrencies – as digital assets become more mainstream, regulators will face mounting pressure to establish clear frameworks, while operators risk missing out on a significant market segment if they don’t adapt.

Odds88 and the wider Yolo Group are well positioned to capitalise on these emerging opportunities.