In an increasingly saturated iGaming ecosystem, building a platform that balances innovation, retention, and responsible gaming is no small feat. Yet, according to Paul Jarczynski, Chief Operating Officer at Sports Broker Group, these very tenets define the new frontier of platform success.

Speaking at the SiGMA summit, Jarczynski shed light on his company’s distinctive approach to product design, affiliate strategy, and growth scalability, underlining how Sports Broker Group aims to cut through industry noise by staying resolutely customer-centric.

Moving away from the bonus trap

When asked about affiliate strategies during a panel discussion, Jarczynski called out a prevalent challenge in affiliate marketing: the shortsighted pursuit of large bonus offers.

“We would like to see affiliates go beyond chasing the biggest bonus offer. This short-term mindset leads to lost opportunities for both the operator and the affiliate,” he remarked.

Instead, he advocates for a data-first alignment between affiliates and platforms, highlighting the importance of customer profiling and collaborative engagement.

“A good affiliate manager should have the experience to guide the affiliate to deliver the right traffic. Not everyone is the same; understanding the customer is key.”

Engineering stickiness through design

At the heart of Sports Broker’s model lies a peer-to-peer social betting experience, a divergence from the conventional operator-driven gambling model. The company leverages its pool betting roots to create player-led markets that prioritise interaction, entertainment, and retention over aggressive monetisation.

“We deliver deeper engagement and retention. Our customer base isn’t high-yield, but the lifetime value is vastly expanded,” Jarczynski explained.

The platform’s design ethos revolves around making gameplay inherently social, allowing users to engage not just with the product but with one another.

“Friends can play against friends or strangers if they choose. Our products are built to be sticky, to be fun, and to promote responsible gaming.”

Standing out in a sea of giants

When it comes to scaling, Jarczynski admitted that cutting through the cacophony of tier-one operators is a persistent challenge.

“The sports betting sector is dominated by operators with incredibly deep pockets. We can’t come to market with something that’s not innovative.”

Sports Broker is countering this by doubling down on distinct branding and a robust product roadmap. A forthcoming rebrand and aggressive marketing push are designed to help the company gain greater visibility, particularly in the UK.

“In another six months, if you’re in the markets we’re operating in, specifically the UK, you’ll know who we are.”

A shift towards safer, smarter betting

Jarczynski believes the future lies in safer, more social models of gaming, an evolution he sees as generational rather than just technological.

“We’re witnessing a shift towards high-engagement, low-value peer-to-peer gaming models. The gambling industry has been slow to react, but that’s our opportunity.”

Sports Broker is also incorporating artificial intelligence to support responsible gaming initiatives. Through integration with Mindway AI, the platform can now proactively monitor behavioural patterns, enabling early intervention in potential problem gambling cases.

“It’s an ethical approach. We want to change the narrative around responsible gaming, and this platform gives us the ability to do that.”

The convergence of gaming, AI, and IP ownership

Reflecting on the broader industry landscape, Jarczynski pointed to the growing intersections between gaming, fintech, blockchain, and AI. However, he noted that the pace of innovation remains tied to regulatory frameworks.

“All three sectors are regulated in their own right. How they intersect will depend on what regulators put forward as the way ahead.”

He also hinted at a future where IP holders in the sports sector could become platforms in their own right, citing the Premier League’s recent decision to bring content creation in-house as a potential signal.

Jarczynski’s insights underscore a shift in mindset that many operators must adopt to stay relevant: prioritising quality over quantity, experience over gimmicks, and ethics over unchecked expansion. Sports Broker’s growth story, built on innovation and integrity, is one to watch.

“With the right backing, we’re here to shake the market up. Watch out, Sports Broker is coming for you.”