Industry experts challenged common assumptions about sportsbook complexity and risk in a recent SOFTSWISS panel discussion targeting casino operators.
May 6, 2026 · 4 min read
Casino operators' reluctance to launch sportsbooks may be based more on perception than reality, according to industry experts who gathered for a recent SOFTSWISS LinkedIn Live Panel. The session, titled "Is Your Casino Missing Revenue? The Cost of Not Having a Sportsbook", examined whether common operator concerns about the sports betting vertical are justified or merely misconceptions.
The panel brought together specialists from across the iGaming ecosystem to address the hesitations that keep casino operators from expanding into sports betting. Moderated by Iren Kuznietsova, Head of Partner Success at SOFTSWISS Sportsbook, the discussion featured four industry professionals offering different perspectives on sportsbook integration.
The experts tackled operator concerns through five key areas. Victor Sekushenko, Head of Sales at SOFTSWISS Sportsbook, joined Tigran Sharafyan from Oddin.gg, a B2B esports betting solutions provider, alongside Nicky Bonello Ghio, Founder of iGaming analytics company Bambi Data, and Barb Tasci, Co-Founder of marketing agency Revpanda.
The panel examined sportsbook operations complexity, noting that while trading, risk management, and live betting differ from casino operations, managed services allow operators to outsource these complexities while maintaining product control.
Audience strategy discussions revealed significant overlap between casino and sports betting audiences. Rather than creating demand from scratch, operators can identify and activate existing sports engagement among casino players, particularly around major sporting events.
The monetisation discussion reframed how operators should evaluate sportsbook players. While sports bettors may appear lower-value compared to casino lifetime value metrics, the panel argued that proper retention strategies can create synergies between betting and casino products.
Financial management addressed margin volatility concerns, acknowledging the reality of fluctuating sports betting margins while emphasising that modern risk management tools and disciplined pricing can maintain stable unit economics from launch.
Technical integration, once a significant barrier, has been simplified through API-first and turnkey solutions that transform sportsbook addition into a predictable, time-bound project.
"What often looks like complexity or risk in a sportsbook can become a real opportunity if approached in the right way and with the right partner."
— Victor Sekushenko, Head of Sales at SOFTSWISS Sportsbook
Revenue Optimization Strategy
Operators should track cross-product conversion rates between casino and sportsbook, as players who engage with both verticals typically show 40-60% higher lifetime values. Consider launching sportsbooks during major tournaments when casino player sports interest peaks naturally.
The panel's collaborative approach provided operators with a comprehensive view of sportsbook expansion challenges and solutions. Each expert contributed different expertise areas, creating a practical framework for evaluating sports betting integration.
For casino operators who have dismissed sportsbook opportunities due to perceived complexity or risk, the discussion offers a systematic examination of these concerns. The panel suggests that many traditional barriers to entry have been reduced through technological advancement and service provider solutions. The full discussion remains available on the SOFTSWISS LinkedIn page, providing operators with detailed insights into sportsbook expansion considerations.
According to SOFTSWISS.
Written by
Viktoriia KononovaContent Partnership Manager
Viktoriia has been with We–Right™ Factory since 2022, managing content partnerships across regulated iGaming markets. With a copywriting background, she understands both the creative and compliance sides of iGaming content production. On the blog, Viktoriia writes about responsible gambling content, regulatory alignment, and practical challenges of producing content for multiple jurisdictions.
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