Content Is the Business: How Betinvest Designs Sportsbook Products for Real Engagement

But for Dmytro Matiukha, CEO of Betinvest, content isn’t something you add, it’s the product itself.

Joining 15M Mastery, Matiukha offered a deep dive into how Betinvest approaches sportsbook architecture, why modularity matters, and what operators still get wrong about building content in-house.

Content Isn’t a Feature. It’s a Vertical.

For operators, the temptation to build their own content stack is real. But according to Matiukha, most don’t realise what they’re signing up for.

“Content in this business is not an accessory. It is not a decorative item you slap onto your platform to tick the box,” he says. “It is the business. Or at least it should be.”

And the economics are brutal. Matiukha estimates it costs around $20 million to build a full content pipeline from scratch, with up to two years of burn before breakeven.

“Creating a full content pipeline from scouting, matchmaking, rule enforcement and stream integrity to data tagging, mark generation, and trading is not a project. It’s a business vertical and it behaves like one.”

That’s why Betinvest treats content as an engine and not as decoration.

Build What Moves the Needle

So what parts of the tech stack should sportsbook providers own outright?

“If it impacts margin or user experience, we build it in-house. Non-negotiable,” Matiukha says.

Betinvest owns trading, fast market generation, data processing, and RTP-based stream infrastructure, the components that shape user behaviour and drive revenue. But the principle is simple: “We source external tools where it makes economic sense, not where it compromises control.”

“Every change has to map back to a business case. If it doesn’t drive engagement, margin or monetisation, it doesn’t go into the roadmap. We’re not the church, we’re the business.”

Why the Real Customer Is the Bettor, Not the Operator

For Matiukha, player experience is the product, and too many platforms forget who they’re really building for.

“We shape how the user bets, how often they bet, and how long they stay engaged”, he says.

The average bettor isn’t a 90-minute fan anymore. They’re mobile-first, fragmented, dopamine-driven. That’s why Betinvest focuses on fast-action content like e-football, table tennis, and basketball simulators tailored for modern attention spans.

“We engineer experiences that generate more bets per session and longer session durations,” Matiukha says. “That’s a retention flywheel.”

And when traditional sports shut down, like during the 2020 pandemic, this type of engineered engagement proved its value. “Solutions like we have at Betinvest… they came in handy and literally saved the day for many companies.”

Modularity Over Monoliths

So how do you build a product that works for everyone, but still allows deep personalisation?

The answer isn’t one-size-fits-all, and it has something to do with architecture.

“We run a hybrid approach. You have a stable core and also adaptive surface,” Matiukha explains. “It allows us to deliver reliability at scale and personalisation at depth.”

From match duration to UI hooks, operators can tailor surface-level elements. But the core infrastructure remains “bulletproof and unified.”, and that’s by design.

“We do not build for operators solely. We build for players, for end users, and then work backwards.”

That means modelling player behaviour, segmenting user archetypes, and aligning variants to actual usage, not wishlists.

“We’re not plug and play. We’re plug and grow.”

You Can’t Fix What You Don’t Diagnose

In B2B iGaming, blame is easy. Real diagnosis is harder.

“When an operator says, ‘the platform isn’t working’, we ask: are we diagnosing or are we deflecting?” Matiukha says.

Betinvest uses two-way feedback loops built on logs, metrics, and behavioural data, not opinions. In practice, many “platform issues” turn out to be poor front-end implementations, outdated APIs, or latency on the operator’s side.

“If KPIs are dropping and no one’s raising alarms, that’s actually worse,” he says. “We love feedback, but we verify before we blame.”

That’s how scalable partnerships get built, and how they last.