Mike Forslund is an experienced executive in the iGaming industry who – as part of the founding team at FanLeague – helped shape a social sports prediction platform that redefined fan engagement. During his time with Evolution, he played a pivotal role in the growth of its live casino product. Now, as Head of Odds88, Forslund drives the development of sports trading solutions.
Igor Kaufman is the Head of the Sports Business at GR8 Tech, bringing over 15 years of experience in tech and deep expertise in AI/ML. Kaufman's aim as a Head of Sport Business is to drive the development of the company’s sports products, building the next-gen iGaming PaaS.
David Watkins is Chief Commercial Officer at Fincore, bringing over 20 years of experience in the global online gambling industry, with leadership roles at LiveScore Group, Genius Sports and Oddschecker.
With over eight years of experience in the sports betting industry, Eric Wang excels in market analysis, user behaviour insights and data-driven marketing strategies. He has demonstrated strong performance in customer relationship management and team collaboration, striving to enhance client satisfaction and company profitability. He has a deep understanding of industry regulations and ethical standards, emphasising legal and compliant operations.
Do you think we are still only scratching the surface of the functional benefits that sports aggregators can offer?
Mike Forslund: No less than we are experiencing with its casino counterpart, Sports betting aggregators, right out of the box provide operators with market diversity and operational efficiency. By integrating multiple data feeds at once, aggregators ensure comprehensive odds coverage, allowing sportsbooks to offer a vast range of betting markets across various sports and niche events. By streamlining risk management through consolidating data, detecting anomalies and optimising odds in real-time, aggregators reduce manual workload for their partners. Another key advantage is improved liquidity. Seamless API integration allows sportsbooks to customise offerings and scale their operations quickly. Enhanced automation and AI-driven analytics also improve accuracy in odds compilation and fraud detection.
Igor Kaufman: Talking about sports aggregators as a setup where an operator has several iFrames integrated on its platform, I personally don't see as many functional benefits here. In this case, the aggregator is just a collection of competing sportsbooks displayed side-by-side, and the player picks what they want. Sure, it may seem convenient from a choice perspective-like a supermarket shelf-but from a product standpoint, it is messy. Operators are supposed to curate the best experience, guide the player, offer the most engaging content and drive retention with mechanics like bonuses or personalisation. Aggregators shift that responsibility away from the operator, and even if iFrames at their disposal have great features and tools, most operators don't follow through with meaningful player engagement. In many cases, the aggregator model is less about improving the user experience and more about playing providers against each other to drive down prices. It is a race to the bottom in terms of margins and user quality.
David Watkins: Sports aggregators have been around since the early 2000s. The major players have secured strong market positions, but real innovation has been limited, often due to technical challenges like the lack of reliable low-latency in-play feeds, which makes real-time comparisons tricky. That said, we’ve seen real progress in recent years, particularly with the introduction of bet builder and same-game parlay (SGP) comparisons. These are complex to deliver, so seeing them in market is genuinely impressive. Looking ahead, I believe aggregators will continue to evolve and not just within their own ecosystems, but in how they reach users. We may see a shift from traditional SEO to answer engine optimisation (AEO), helping them surface insights more quickly and accurately. It’s a fascinating space, full of smart people doing clever things and I think we’ve still got a lot more to come.
Eric Wang: While sports aggregators already streamline data integration and service delivery, I actually believe the possibilities for innovation are immense. Future advancements could draw enhanced focus on real-time predictive analytics, hyper-personalised betting experiences and integration with emerging technologies like blockchain for enhanced transparency. Additionally, sports aggregators might expand their scope to include deeper fan engagement tools, such as interactive live streaming, AR/VR experiences, and gamified platforms, unlocking entirely new dimensions of user interaction.
Do you think an operator becomes more or less involved in the protection of their players when using a sports aggregator?
Mike Forslund: Using a sports betting aggregator, operators can become more involved in safeguarding their players by leveraging the advanced tools aggregators often offer. Enhanced risk management by integrating real-time monitoring, fraud detection and automated alerts for suspicious betting patterns allow operators to proactively identify and mitigate problem gambling behaviours and unauthorised activity. However, operators must remain actively engaged, ensuring that aggregators align with their regulatory obligations. While aggregators can enhance security and compliance, the ultimate responsibility for player protection rests with the operator. By combining aggregator-driven automation with operator oversight, the industry can create a safer, more responsible betting environment while maintaining operational efficiency and market competitiveness.
Igor Kaufman: For me, player protection doesn’t really shift with the use of sports aggregators. Fraud detection tools may be part of the iFrame solution or not, depending on the provider. However, responsible gaming features are not included – the responsibility still fully rests with the operator. So, in terms of involvement, nothing really changes. If the operator was responsible before, they still are.
David Watkins: The responsibility for player protection always remains with the operator. Most operators already place compliance and regulation at the heart of what they do, and that doesn’t change when working with an aggregator. Operators still need to ensure their brand is being represented responsibly and that all customer interactions meet the same high standards, whether that’s directly on their own platform or via a partner.
Eric Wang: The operator’s involvement in player protection is more likely to evolve rather than diminish. Aggregators can empower operators with centralised tools, such as automated risk assessment systems and real-time behaviour monitoring, to detect signs of problematic gambling. However, operators remain pivotal in interpreting data, crafting tailored interventions, and maintaining direct relationships with their players. A successful implementation is a partnership where aggregators enhance efficiency, but the operator retains ultimate accountability for player welfare.
When it comes to compliance, do you think operators would be right to be wary of trusting a sports aggregator to handle this key area?
Mike Forslund: In short, yes. Operators should remain opposed to trusting a sports aggregator with compliance. Regulatory frameworks vary across jurisdictions and failure to adhere to them can lead to hefty fines, reputational damage and even licence revocation. Aggregators, while providing access to multiple markets and content, do not have access to their partner operator’s player and market data to be comprehensively protective of players and companies alike. For this reason, operators need to remain ultimately responsible for adhering to gambling regulations, player protection laws and data security requirements. Relying on a third party introduces risks, including misalignment with local regulations, inadequate KYC procedures or failure to implement responsible gambling measures.
Igor Kaufman: Indeed, the question assumes the aggregator handles compliance, but that is not really how it works. Compliance is always the operator’s responsibility. Providers assist by submitting necessary documentation, but the operator owns the process. The sports provider is a supporting actor, not the one being certified. The aggregator does not “handle” compliance – at best, it helps with it.
David Watkins: Yes, they should be wary. While many aggregators have been operating for over a decade and have built strong partnerships with operators, ultimately, the accountability for compliance always sits with the operator. Having full oversight is essential. Delegating without proper checks and controls isn’t just risky, it’s hard to imagine any operator would accept that level of uncertainty.
Eric Wang: While operators are right to exercise caution, trust in compliance responsibilities hinges on the aggregator’s reputation, transparency and technical safeguards. Best practices include rigorous vetting, implementing audit trails and ensuring aggregators have in-depth knowledge of jurisdiction-specific regulations. Collaboration is essential and operators must always maintain oversight while ensuring aggregators provide real-time compliance updates and regulatory certifications to alleviate concerns. That being said, compliance isn’t necessarily a key area of focus for many aggregators.
What kind of long-term influence do you anticipate the rise of sports aggregators will have on the wider gambling and sports industries?
Mike Forslund: To be perfectly honest, the ability that sports aggregators afford partners to integrate multiple data sources enhances odds accuracy, can improve liquidity, and provides bettors with a more diverse and engaging experience. By streamlining operations, aggregators enable sportsbooks to expand their offerings efficiently, increasing competition and driving innovation in betting markets. For the sports industry at large, aggregators contribute to increased fan engagement by offering more betting opportunities across mainstream as well as niche sports. They can drive higher viewership and sponsorship deals, benefiting leagues & teams financially. Additionally, advancing responsible gambling measures through AI-driven risk management and compliance automation help to push the industry toward safer betting environments. Nonetheless, widespread use may also lead to market consolidation, with larger operators dominating the space.
Igor Kaufman: Aggregators signal market commoditisation. When multiple sportsbooks are stacked together, the top position is usually decided by price, not quality. That drives prices and margins down and often drags quality down with it. Most products start looking and feeling the same – everyone copies what works. Providers compete for visibility, but if you are fifth or sixth in the lineup, there is little point. Only default positions see real traffic. Over time, this increases competition in the low-cost segment and reinforces sameness, not innovation.
David Watkins: In markets like the UK, we’re already seeing the long-term impact. Oddschecker, for example, has been around for nearly 25 years and remains a go-to source for many bettors and commentators. These platforms are firmly embedded in the landscape. Operators need to understand how players acquired through aggregators behave. They might be chasing the best price, but that doesn’t always translate into high-value or ‘smart’ betting behaviour over time. Balancing acquisition with long-term customer value will continue to be a key part of how operators manage relationships with aggregators.
Eric Wang: Sports aggregators are poised to become key catalysts for industry transformation. In the gambling sector, they may drive a shift toward more data-driven and customised user experiences, fostering greater competition and innovation among operators. For the sports industry, aggregators could reshape how data is monetised, increasing sponsorship and advertising revenue streams while improving fan engagement. However, industry players must proactively address challenges related to data ethics, privacy, and market concentration to ensure balanced and sustainable growth.
