Dmitry Starostenkov, EvenBet Gaming: “Operators need to rethink engagement entirely and design solutions that are as fast-paced and flexible as their audience”

Dmitry Starostenkov, CEO at EvenBet Gaming, has analysed sports betting trends.

Interview.- In recent years, sportsbooks have experienced unprecedented growth, yet many operators are still leaving significant revenue untapped. While the industry has focused heavily on live events and high-stakes betting, a large portion of the player base remains under-engaged. Modern bettors are no longer content with long waiting periods between events or tournaments; they demand fast, entertaining experiences that fit into their increasingly mobile lifestyles.

Dmitry Starostenkov, CEO at EvenBet Gaming, has been studying these trends closely, exploring how sportsbooks can better capture casual players and cross-vertical audiences, and what innovative approaches can unlock their full potential.

Sportsbooks have seen significant growth over the past decade, yet there seems to be untapped potential within their existing player bases. What do you see as the main missed opportunities?

The most significant missed opportunity lies in the cross-vertical potential of their audiences. Research shows that nearly 30 per cent of sports bettors also engage with poker, yet many sportsbooks fail to convert this into sustained engagement and ancillary revenue. Operators often focus almost exclusively on their core offerings, assuming that players will naturally return for the next live event. However, this assumption doesn’t reflect the modern gaming landscape. Player behaviour has evolved, and attention spans have shortened significantly. Many bettors are not willing to wait hours between matches or tournaments – they want meaningful interactions in shorter, more digestible sessions.

What we see repeatedly is sportsbooks leaving revenue on the table because they fail to provide alternatives during these downtime periods. There is enormous potential to rethink the traditional engagement model. Instead of relying solely on their core product – which often lack differentiation in a competitive market – or seasonal spikes, operators can proactively create experiences that keep players active, engaged, and returning to the platform more frequently.

“There is enormous potential to rethink the traditional engagement model.”

Dmitry Starostenkov, CEO at EvenBet Gaming.

How have player behaviours evolved in recent years, and what challenges does this present to sportsbooks?

Player behaviour has shifted dramatically over the past decade. Ten years ago, poker and other skill-based games were largely dominated by professional players willing to invest hours at the table. Today, the landscape differs vastly. Casual consumers now make up the majority of a player base, transitioning from recreational casino games and sports betting backgrounds. They are looking for short bursts of entertainment rather than long, demanding, high-stakes sessions.

This shift creates a real challenge for traditional sportsbooks. Long waiting periods between events, slow engagement cycles, and complex tournament structures are no longer appealing to most players. Many users are now mobile-first and expect immediate gratification. If an operator’s offering doesn’t cater to this new pattern, they risk losing these players to other forms of online entertainment, whether that’s quick casino games, esports or even social gaming. The challenge is not just attracting players but also keeping them engaged in a way that feels natural and aligned with their expectations. Operators need to rethink engagement entirely and design solutions that are as fast-paced and flexible as their audience.

Some operators have tried expanding into poker or casino games to fill engagement gaps, but often with limited success. Why is that?

Launching a poker room or casino vertical is often seen as a straightforward solution, but the reality is far more complex. Traditional poker requires substantial liquidity, infrastructure and regulatory expertise. For mid-sized or newer operators, these requirements can be a major barrier. Even for larger operators, the process of setting up and marketing these verticals requires significant resource investment, and the results are not guaranteed.

Even when a poker product is successfully launched, traditional tournament formats often fail to resonate with the modern player. Long sessions with uneven burst of excitement are major deterrents for casual players. What’s more, these products were primarily designed for a different era of gaming, when players had the patience and motivation to grind through long sessions. The modern audience is fundamentally different as they crave variety, speed and instant entertainment. Operators that approach this space reactively, without addressing these behavioural trends, will continue to see low engagement and churn that undermines the potential of their investment.

Looking ahead, what changes should sportsbooks consider to better capitalise on the full potential of their player base?

The future of sportsbook growth lies in smart engagement strategies – products that are quick to integrate and access, and designed with the new generation of player in mind. Operators need to recognise that their audiences are looking for variety, but in formats that don’t require hours of commitment. Short, snappy sessions, random multiplier rewards, and mobile-first designs are all now essential for sustained engagement.

The future of sportsbook growth lies in smart engagement strategies.”

Dmitry Starostenkov, CEO at EvenBet Gaming.

EvenBet is gearing up to launch a first-to-market solution in line with these trends, built to bridge the gap between live sporting events and designed to enhance sportsbook GGR with a cross-vertical format that has proven effective in capturing the attention of casual players. It’s about understanding the player first and integrating experiences that naturally align with their habits. When operators focus on delivering entertainment that matches modern expectations, it creates a virtuous cycle: players are engaged more often, spend more time on the platform, and remain loyal over the long term.

The industry has reached a tipping point. Bookmakers can no longer rely solely on traditional betting cycles or long-form poker tournaments to drive engagement. To capture the full potential of their audience, they need to embrace innovation that meets players where they are, rather than forcing players to adapt to the product. In my view, this is the most effective way to future-proof sportsbook growth while simultaneously enhancing customer lifetime value.

Dmitry Starostenkov, CEO at EvenBet Gaming, has analysed sports betting trends. Interview.- In recent years, sportsbooks have experienced unprecedented growth, yet many operators are still leaving significant revenue untapped. While…