What Is Playradar
Playradar is a standalone brand through which Sportradar will supply casino products to operators. It is built on the company’s existing infrastructure, which includes sports data feeds, live streams, and its own game studio. The goal is to bring sports and casino together in one product line.
The brand will operate only in regulated markets. The first launches are set for 2026 in the UK, North America, and Latin America.
What Playradar Will Offer
The lineup covers several formats. The first is the 24/7 Live Experience Centre. A player can watch a live sports broadcast and play a casino game at the same time on one screen. This puts sports and casino side by side instead of on separate platforms.
The second is hybrid content. Playradar will use real sporting events, both live and archived, as the basis for casino game mechanics. A live data feed will also power a prediction product.
Beyond the hybrid formats, Playradar will offer slots, table games, arcade games, virtual sports, and crash games.
Who Leads the Brand
In January 2026, Sportradar appointed Edo Haitin as EVP of iGaming. He has over 20 years in the industry, including a role as CEO of Playtech Live. His background covers live casino operations and product development.
Haitin said Sportradar holds a unique position in the market. The company can combine live and archived sports content with casino mechanics. He also noted that the company’s existing operator network gives Playradar a direct route to market.
Why Sportradar Enters the Casino Market
Sportradar has long supplied data and streaming services to bookmakers. Most of its operator clients already offer both sports betting and casino products. Playradar is an attempt to capture revenue from the casino side of those same clients, rather than leave it to other suppliers.
Sportradar founder and CEO Carsten Körl called iGaming a logical extension of the business. He said Playradar was built to help operators increase the time players spend on their platforms and to connect sports and casino in one place.
An operator that already uses Sportradar for sports data can now source casino games from the same provider.
Market Impact
Sportradar is not the first sports data company to move into casino content. But it has more direct contracts with operators than most competitors. Its existing deals with leagues and bookmakers give it access that a standard game studio does not have.
The hybrid format is the least common in the market. Most studios have no live sports rights and no real-time data infrastructure. Sportradar has both. How much demand exists among players will become clear as the first titles reach operators in the second half of 2026.
