Over the past 20 years, technology has radically transformed many areas of our lives, and the world of sports betting is no exception. Whereas betting was once limited to traditional bookmakers, where bets were placed exclusively on paper, today it has become a high-tech industry with billions of dollars in turnover. The development of digital solutions such as mobile applications, artificial intelligence, blockchain, and virtual reality has significantly influenced the ways in which people place bets and interact with sport. In this article, we will take a detailed look at how technology is transforming the betting industry and football clubs, as well as attempt to look into the future of this dynamically developing sector.
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History and Evolution of Sports Betting
The history of sports betting spans several millennia. As early as Ancient Greece and Rome, people actively placed wagers on the outcomes of sporting competitions and gladiatorial fights. The modern era of betting began in the eighteenth–nineteenth centuries in Great Britain, where bookmakers first appeared offering official bets on horse racing and sporting contests.
A true revolution occurred with the advent of the internet in the 1990s. Initially, bookmaker websites began offering the opportunity to place bets online, and by the early 2000s specialised platforms with live betting functions started to appear, making the process even more interactive and popular.
The spread of mobile internet and smartphones after 2010 played a particularly important role in the development of the sector. Mobile applications significantly simplified the process of placing bets, making it accessible at any time and in any place, which led to a dramatic increase in the popularity of betting.
The Impact of New Technologies on Sports Betting
Today, almost every major bookmaker offers users mobile applications. According to Grand View Research, the global mobile betting market reached $85 billion in 2023 and will more than double by 2030. Mobile betting has radically changed player behaviour. Punters have started placing bets more impulsively, reacting to events directly during matches.
Examples of leading mobile betting applications:
- Bet365 – a popular app in Europe, known for its stability and wide range of markets.
- 1xBet – widespread in Eastern Europe, supports match streaming.
- FanDuel – leader of the American market, with user-friendly interfaces for betting and fantasy leagues.
In addition to this, artificial intelligence and Big Data have significantly increased the accuracy of sports predictions by analysing huge volumes of data – from player statistics to weather conditions. Professional punters and bookmakers also actively use automated systems to identify the most profitable bets and minimise risks.
Blockchain and Cryptocurrencies
Blockchain technology guarantees immutability and transparency of bet data, sharply reducing fraud risks. According to CryptoBetting.org, around 15% of bets worldwide are already placed using cryptocurrencies such as Bitcoin and Ethereum. And it is no surprise, since cryptocurrencies combine high anonymity, low fees, fast withdrawals. However, not everyone takes into account the downsides: high volatility and risks of losing funds due to insufficient wallet security.
Virtual and Augmented Reality (VR/AR)
Virtual reality (VR) and augmented reality (AR) technologies are rapidly transforming the betting industry, becoming an important element of the digital economy. These innovations allow punters to immerse themselves in sporting events, increasing engagement levels and making the betting process more interactive and exciting. For example, VR technologies allow players to “attend” matches as if they were at the stadium, while AR adds digital elements such as statistics or predictions directly into the real environment. In Eastern Europe, where the online gambling market is growing at an annual rate of about 11%, such technologies are attracting increasing attention. Companies such as William Hill are already testing VR broadcasts of sporting events with the ability to place bets directly from a virtual stadium.
As VR and AR technologies develop, their integration into betting opens up new horizons for personalisation and social interaction. Virtual platforms allow players not only to place bets but also to communicate with other fans in real time, creating digital communities around sporting events.
How technology is changing football clubs
Football clubs are increasingly collaborating with betting companies, signing sponsorship and partnership contracts. Such alliances open up new sources of income for clubs and provide bookmakers with access to the clubs’ vast fan bases.
For example, PSG has a long-term agreement with Unibet, Manchester City works closely with the bookmaker Marathonbet, and Real Madrid has entered into a strategic partnership with Codere. Such deals contribute to the financial stability of clubs, increasing their commercial appeal and their ability to invest in development.
Use of data and analytics by clubs
Modern football clubs actively use Big Data for risk analysis and assessment, optimising training, and improving match results. Analytical systems such as SAP Sports One and Catapult Sports make it possible to collect detailed data on players’ physical condition, their activity on the pitch, and even predict the likelihood of injuries.
Premier League clubs such as Manchester United and Liverpool have long used deep analytics not only for sporting purposes but also to personalise interactions with fans. In Spain and Germany, Barcelona and Bayern respectively use advanced analytics platforms for detailed team performance analysis.
The impact of technology on fans
Technological progress is radically changing how fans interact with their favourite sports clubs, making it more interactive and accessible, which strengthens the position of betting in the digital economy of Eastern Europe. Modern platforms such as Socios.com allow fans to purchase fan tokens, take part in club polls, and receive exclusive content, enhancing their emotional connection with the team. At the same time, technology minimises financial barriers to participation in betting, allowing bookmakers and online casinos to offer low transaction thresholds. This makes betting accessible to a wide audience, including fans who want to support their clubs through interactive platforms. Such innovations contribute to the growth of the digital economy by attracting new users and increasing engagement.
Modern technology enables online casinos to implement low entry thresholds such as deposits of 1, 10 or 20 euros, making betting attractive even for newcomers. Fans can easily join the action through 20€ deposit online casinos, enjoying affordable betting options that come with appealing bonuses to heighten their engagement with sports events. Such accessible solutions allow fans to participate in betting with minimal risk, strengthening their emotional connection with matches and teams.
Regulatory and ethical aspects of new technologies in betting
Modern technologies require new approaches to regulation and user protection. The issue of transparency and fairness becomes acute amid the spread of cryptocurrencies and automated algorithms.
Different countries address these issues in their own ways. For example, the United Kingdom has a strict regulatory system aimed at protecting players and preventing addiction. In the USA, after the legalisation of online betting, each state regulates betting separately, seeking a balance between revenue and user safety. The European Union strives to develop unified standards for transparency and consumer rights protection, although this is still difficult to implement in practice. Many players meanwhile prefer to use foreign casinos which attract them with favourable conditions and less stringent regulation.
The future of betting: trends and forecasts
Personalisation will become a key trend in betting over the coming years. The use of artificial intelligence will enable bookmakers to create individual offers and odds based on each player’s habits and preferences. This approach will increase bettors’ engagement and marketing effectiveness.
The growth of technology inevitably leads to stricter social demands regarding responsible gaming. Bookmakers will be compelled to implement systems that limit the risks of gambling addiction, including artificial intelligence capable of identifying problematic player behaviour and offering protective measures.
Metaverses are among the most promising areas for the development of betting. Virtual spaces such as Decentraland and Sandbox are already testing sports events and betting in digital formats. This direction could become the new industry standard within just a few years.
Close integration with the betting industry will bring significant financial advantages to football clubs. However, risks are also increasing: conflicts of interest, reputational losses, and pressure from regulators. For clubs, it will be critically important to maintain a balance between commercial gain and ethical standards, using technology with caution and transparency.
Conclusion
Technology is radically transforming the sports betting industry, making it more interactive, personalised, and accessible to a mass audience. The introduction of mobile applications, artificial intelligence, blockchain, and virtual reality is opening fundamentally new opportunities for punters and football clubs alike, but at the same time presents them with serious challenges. Clubs receive additional revenue and strengthen their connection with fans, but face risks of reputational damage and tighter regulation.
In the coming years, the industry will continue moving towards even greater technological advancement, personalisation, and deeper fan engagement in the gaming process. However, the key challenge will be balancing technology with social responsibility. Only transparency, reliable regulation, and responsible behaviour from all market participants will allow the potential of new technologies to be realised without putting players or the reputation of football clubs at risk.
