A trend is fast becoming apparent. Established operators, especially in emerging markets, are facing a technology conundrum head on. They’re witnessing the shift from land-based or rudimentary digital models to robust online platforms – and the transition is proving difficult.
The core problem, according to many industry analysts, lies with inflexible, monolithic legacy systems that are ill-equipped to handle the demands of today’s digital bettors. These older platforms often struggle to support the huge volume of concurrent players, resulting in performance issues, system downtime, and a frustrating user experience. How do operators solve these fundamental, and legacy, inefficiencies?
According to Emil Hakobyan, CTO at iGcore, overcoming these hurdles requires a sophisticated and systematic approach. He notes that simply layering new features on top of outdated infrastructure is not a sustainable solution. Instead, the focus must be on building a foundation that can grow with the market. “Achieving stability at scale requires a highly coordinated, systematic approach to both infrastructure and development,” Hakobyan explains.
Designing a better future
iGcore’s response to this challenge is a modern microservice architecture. This design is built on the principle of breaking down the platform into a collection of smaller, independently deployable services. This structure allows for instant, dynamic scaling based on real-time traffic, ensuring reliability and consistent uptime even during peak betting events such as major football matches or tournaments. Crucially, it also means that individual services can be updated or expanded without disrupting the entire system, a level of agility that stands in stark contrast to legacy platforms where a single change can risk an entire system crash.
“By embracing this modular design,” Hakobyan explains, “we achieve the optimal balance between development quality, deployment speed, and scalability. This empowers operators to remain competitive and meet evolving market requirements with unmatched agility.” He adds that iGcore’s relatively young age as a company has been a distinct advantage. “Our seven-year journey has been a masterclass in real-world application. We’ve amassed a significant portfolio of clients and gained extensive hands-on experience, which critically informs our forward-thinking decisions and allows us to solve challenges with remarkable speed.”
A saturated market ripe for disruption
With a multitude of platforms and providers, the sportsbook market is often described as saturated. Hakobyan agrees with this assessment, but he also points out that the sheer number of options does not guarantee quality. He suggests the myriad of choices makes the process of selecting a technology partner a highly strategic decision for operators, as many platforms fail to meet the complex demands of both players and operators.
Differentiation, then, is key. iGcore believes its competitive edge comes not just from technology but from its personalised approach to client relationships. “The relatively small size of our company allows us to maintain a highly personalised approach to every client,” Hakobyan says. “Our strong technological foundation ensures unmatched stability and performance, and this combination enables lightning-fast and efficient feedback between bookmakers and risk management, helping operators respond instantly to any challenge or opportunity.”
“We also focus on innovative gamification elements, such as achievement-based rewards and personalised challenges, with bonuses that make the betting process more interactive and fun”
The industry is also clearly moving towards an “entertainment-first” model, where the betting experience transcends simple transactions. This is a trend iGcore has closely followed, but they stress a cautious and considered approach. “It is absolutely vital to smartly integrate these entertainment elements into the betting experience,” Hakobyan explains. “They should enhance, not overshadow, the core functionality of traditional sports betting, which will continue to play a key role for the foreseeable future.” He adds that providers who successfully combine innovation and entertainment with strong, stable technology are the ones who will ultimately succeed.
On a mission to attract Gen Z
The rise of Gen Z as a consumer demographic is forcing betting operators to rethink their platforms. This generation of “digital natives” expects a mobile-first, social media-like experience that is highly interactive and gamified. Various studies cite this demographic as using their mobile devices for over 6 hours a day, on average. iGcore aims to address these demands with specific features designed to create a more engaging environment.
One such element is its live chat functionality, which allows for real-time, in-play communication and community building between users. The company is also focusing on gamifying the player experience – a crucial edge in today’s market. “We also focus on innovative gamification elements, such as achievement-based rewards and personalised challenges, with bonuses that make the betting process more interactive and fun,” Hakobyan says. Looking even further ahead, the company is “exploring novel features like virtual ‘missions’ tied to live sporting events, giving users extra incentives to stay active and involved.”
And the key to unlocking this audience? Well, iGcore says continuous market research and strategic planning will make the difference in resonating with Gen Z bettors. Fresh thinking, fresh innovation and a highlights driven UX will both attract and retain this dynamic demographic.
The Road to 2030: AI, esports and beyond
AI and machine learning have well and truly landed. They’re no longer theoretical concepts for the gambling industry. Instead, operators are asking how they integrate these technologies as foundational elements of modern platforms?
iGcore is leveraging this technology to create a more intelligent sportsbook. “Our technology personalises content by predicting user preferences and tailoring offers, markets, and promotions to individual betting behaviours,” Hakobyan states. Beyond personalisation, the company has implemented AI to automate and accelerate the detection of unusual betting patterns, a crucial function for fraud prevention and real-time odds optimisation.
Another key area of focus is esports, a segment that is proving hugely popular with the Gen Z demographic and as a result – seeing explosive growth in the industry. The company is actively supporting this trend by continuously adding new markets and titles based on regional demand. The technology for esports wagering is distinct from that of traditional sports, with a greater emphasis on speed, interactivity, and engagement to cater to the unique preferences of its audience.
When asked about the single biggest technological shift he foresees in the next five years, Hakobyan believes the answer is not a single factor but a combination of forces. “I strongly doubt there may be a single defining shift, as the sportsbook industry is highly multifaceted,” he notes. Instead, he sees the most significant drivers of change as “the creation of unique, engaging content, the introduction of new and diverse markets, the evolution of payment methods, and the continuous refinement of technology and features.”
Channelling this spirit of constant improvement will drive tomorrow’s winners, today. By focusing on these core areas, iGcore aims to retain its status as a sportsbook provider focused on innovation, delivering solutions that provide lasting value to both operators and players in a market that continues to redefine itself.
Emil Hakobyan, CTO AT iGcore Media
The world of sports betting has undergone a seismic shift, transforming from its humble origins of traditional odds-and-slip systems to the dynamic, digital-first platforms we see today. In this rapidly evolving landscape, arguably over-saturated with competing brands, the ability to innovate and scale quickly has become a key differentiator. One company aiming to provide a modern solution to these issues is iGcore. CTO Emil Hakobyan chatted to iGB about the company’s forward-thinking strategy.