Rikesh Lowtoo on What It Takes to Build a Competitive Sportsbook

There are product leaders who speak in frameworks — and others who understand exactly why a player drops off mid-bet. Rikesh Lowtoo, Director of Product at Gamingtec, is firmly the second type.

Rikesh has worked across multiple regulated markets in Europe with a strong background on both the operator and platform sides. In this conversation, he shares valuable insights into evolving player behaviour, how sportsbook products perform under pressure and what operators often tend to overlook.

Product thinking and foundations

You’ve worked in the gaming industry for several years. What has influenced your approach to building betting products?

Rikesh: My approach to building betting products has been shaped by two key elements: a lifelong passion for sports betting and a deeply customer-centric mindset developed across multiple industries.

I grew up with horse racing, going to the racecourse and placing my first bets. That early experience taught me how players react in real betting situations. Before entering iGaming, I spent years in product roles in dating and e-commerce, where I learned that successful products are built entirely around user needs, not internal assumptions.

I joined Betclic in Paris shortly after the French market was regulated. One of my main challenges was working directly on the French and Italian regulations — two of the most complex and demanding regulatory environments in Europe. Those early regulated-market experiences, followed by B2C roles at Entain and B2B platform work at Pragmatic Play, reinforced one core belief: customers ultimately “feed” the business. Everything we build, every feature, every flow must solve real player problems. We validate decisions with data and market trends rather than personal opinion.

Since joining Gamingtec, what has impressed you the most about the team or the product?

Rikesh: What has impressed me the most since joining Gamingtec is the quality and dedication of the people.

From day one, I’ve been struck by how genuinely passionate and customer-focused the team is. People who care about building a great product, not just shipping features, but improving how players interact with it. There’s a strong sense of ownership and pride in the work. You can feel that everyone, from developers to designers and product managers, is aligned around the same goal: delivering a sportsbook that operators and their players love using.

What defines a competitive sportsbook today

As Director of Product, what are your main priorities for the Sportsbook in the coming months?

Rikesh: Since joining Gamingtec, one of my first priorities was to conduct a thorough audit of the current sportsbook product, evaluating its strengths, identifying improvement opportunities and understanding how it performs from both operator and player perspectives.

Based on that audit, my main priorities for the coming months are focused on accelerating player value and helping operators capitalise on the upcoming FIFA World Cup and beyond. We are heavily focused on strengthening our pre-built accumulators and bet builders and rolling out promotions such as early payout and boosted odds — mechanics that are proven to drive engagement and improve player acquisition during major tournaments.

At the same time, we’ve started a strategic partnership with an AI company to better structure and use our data, which will enable more advanced personalisation in the near future. Everything we prioritise is driven by player data, market trends and direct feedback.

In your opinion, what makes a sportsbook product truly competitive today?

Rikesh: A truly competitive sportsbook today must offer rich, high-engagement betting products combined with promotions that resonate with modern players. Features like pre-built accumulators, flexible bet builders and deep player and team stats markets are essential — they increase betting frequency and average stake.

Key elements include retention and acquisition-focused promotions such as early payout and boosted odds, which help convert interest into action especially during major events like the FIFA World Cup.

Equally critical is platform uptime and performance. During peak events, when thousands of players are betting simultaneously, even brief downtime or slow loading can result in lost bets and frustrated players. A truly competitive platform must deliver consistent high availability and fast response times under heavy load.

On top of that, having a solid data foundation for future AI capabilities and an intuitive user experience completes the picture. From my experience, the operators who win are those that deliver excitement and entertainment while ensuring the platform is reliable, fast and built around the real needs of the player.

What areas of the sportsbook experience do operators still underestimate?

Rikesh: Operators still underestimate several critical areas that directly impact long-term success. Many focus heavily on acquisition but underestimate post-acquisition experience, particularly retention mechanics, personalised re-engagement and cross-sell opportunities. Features like high-quality pre-built bet builders, boosted odds and timely promotions can drive much higher betting activity, yet they’re often treated as secondary.

Performance and stability are frequently undervalued. During major events like the FIFA World Cup, when traffic spikes dramatically, even minor slowdowns or instability can lead to lost bets, frustrated players and damaged trust. Rock-solid uptime and fast response times under load are non-negotiable for a positive player experience.

Another area often overlooked is the need for deeply personalised, market-specific experiences. Players expect betting markets, promotions, payment methods and overall journeys that feel tailored to their preferences and local context. 

Finally, many operators don’t pay enough attention to SEO and organic discovery. With stricter advertising regulations in many markets, a well-optimised sportsbook can become a valuable, lower-cost acquisition channel.

Market trends and player behaviour

What trends are you seeing in iGaming right now that operators should pay attention to?

Rikesh: The biggest trend is the growing demand for higher-margin, more interactive betting formats such as advanced bet builders and pre-built accumulators, combined with dynamic promotions that keep players active. Operators who excel at these see stronger engagement during peak events.

We’re also seeing increased interest in prediction markets and a clear shift toward more entertainment-driven betting. Players are looking for fun, engaging ways to interact with sports beyond traditional outcomes.

One particularly popular area is the rise of advanced player and team stats markets within bet builders. These are becoming highly sought after because tipsters and influencers frequently share them on social media, which drives organic engagement and inspires many players, especially younger and more analytical users to place more creative and higher-frequency bets.

At the same time, building a strong data infrastructure is becoming critical as AI capabilities mature. Responsible gaming and player trust remain essential. Operators who focus on delivering immediate impact through strong products and promotions while preparing for smarter personalisation will be best positioned for success.

How is player behaviour changing, especially when it comes to live betting?

Rikesh: Player behaviour has shifted significantly toward more dynamic and data-driven betting, particularly in in-play scenarios.

Today’s players are much more engaged with in-play stats. We’re seeing a clear influence from heavy stats-driven sports like the NFL and NBA, where players now expect detailed, real-time player and team statistics (such as shots on target, expected goals, etc.) even in football and other sports. This empowers them to make more informed and confident bets during the match.

Another major change is the substantial increase in in-play turnover. With much wider TV coverage and the rapid growth of live streaming, customers have constant access to matches and richer data. This visibility pushes them to look for betting opportunities throughout the game, resulting in more frequent and impulsive in-play bets.

As a result, both experienced and first-time bettors want fast and intuitive access to relevant stats. Attention spans are shorter but session times tend to be longer when the platform delivers the right information at the right moment. Platforms that excel at surfacing real-time stats and making in-play betting frictionless will capture the largest share of this growing demand.

What comes next for sportsbook products

AI is becoming more relevant in iGaming. How is it being used in sportsbooks today, and where can it bring the most value?

Rikesh: AI is rapidly becoming a key differentiator in sportsbooks. Today it is mainly used for risk management, basic personalisation and player segmentation. However, we’re still in the early stages of its full potential.

At Gamingtec, we’ve recently partnered with Whizdom AI to better organise and utilise our sportsbook data. This will enable us to introduce more advanced features such as real-time personalised recommendations, predictive retention and smarter bet suggestions in the coming months.

In my view, AI will bring the most value in retention and engagement by helping us better understand player behaviour and delivering more relevant experiences and offers in real time. When done correctly, AI enhances the human thrill of betting rather than replacing it, making every interaction feel more thoughtful and tailored.

Why is this a good moment for operators to launch or upgrade a sportsbook?

Rikesh: This is an excellent moment because the FIFA World Cup represents one of the biggest opportunities to acquire and activate players we’ve seen in years. With a massive influx of new and casual bettors expected, operators who act now can acquire players more efficiently and turn that initial interest into long-term players.

By upgrading their platform with high-engagement products while ensuring excellent uptime and performance, operators can significantly boost participation during the tournament. Those who prepare early will be much better positioned to capture that demand, deliver great betting experiences and build sustainable growth long after the final whistle.

Quick Fire: A look at Rikesh’s product instincts

Pre-match or live betting?

Rikesh: Live betting. The adrenaline and real-time decisions make it much more exciting.

Football or tennis?

Rikesh: Tennis. I love the daily adrenaline and all the twists and turns that happen during a match.

One feature every sportsbook must have?

Rikesh: Tailored promotions. When done right, they make a huge difference in both acquisition and retention.

Biggest pet peeve in sportsbook UX?

Rikesh: Lag or slow loading during live betting. It’s incredibly frustrating when you miss a good opportunity.

Coffee or tea during workdays? 

Rikesh: Neither really. I mostly stick with water, or have matcha if I need a calm focus boost.