At this year’s SBC Digital – Sportsbook online conference, Sofascore’s COO Karlo Levak joined a panel of industry experts to explore the future of sports betting – from UX design and personalization to the role of real-time performance data. In a virtual setting packed with decision-makers from betting giants and data providers alike, Karlo brought in perspective backed by statistics, software, and Sofascore’s platform expertise.
The event featured speakers from Tipwin Limited, Danske Spil, iGaming Daily, and other global operators, with Sofascore offering a different angle – how data visualization and simplified insights can reshape how fans engage with the game, and how betting might evolve around that.
Apps like Sofascore show what fans can’t see on TV
“Apps like Sofa are giving fans a deep insight into what’s happening on the field—beyond the live game,” Karlo said. “You can see more data, what to expect from teams and players, things you wouldn’t catch just watching the match.”
By surfacing stats like heatmaps, player ratings, and expected goals (xG), Sofascore gives football fans a broader view of performance. But beyond the numbers, it’s about emotional connection: “It gives people a deeper perspective, and increases love for the game, for a team, or even just one player.”
Personalized betting: promising, but needs balance
Personalization in sports betting is gaining traction, but Karlo pointed out that it comes with clear limits. “We’re seeing more personalization in betting content, but GDPR is here. Users can choose not to be followed, and legal limitations are a bit too strict for players themselves.”
Still, he sees massive potential in giving users data-driven suggestions they actually care about. “It’s about simplifying complexity—giving users something intuitive based on all the data we have access to.”
Betting on a Sofascore rating? It’s not so far-fetched
“Take our Sofascore Rating, for example. That’s aggregated data turned into one simple visual – from 3 to 10. It’s based on a huge amount of stats, but we turn it into a single number anyone can understand.”
Karlo believes this same concept could unlock new types of bets:
“I can see a world where people bet on player ratings – like, will he have 7.5 or more? While that future might still be a few regulatory steps away, the mechanics are already there. We have an automated algorithm that calculates player ratings without human interference. It’s a pretty good way of showing how well someone played. We’re constantly improving the model, but if this becomes part of betting, it’ll need clear regulation.”
Karlo Levak, Sofascore’s COO
Panelist Jens Nielsen (Danske Spil) added a cultural perspective to this topic. “In the U.S., if you ask someone whether LeBron had a good game, they’ll reply with numbers – points, assists, rebounds. In Europe, if you ask about Jude Bellingham, they’ll just say, ‘Yeah, he played well,’ without mentioning stats. That mindset shift needs to happen in Europe before users start betting on things like tackles or pass success.”
User experience, U.S. vs. Europe: same data, different expectations
Karlo Levak highlighted how user experience can make or break engagement – especially when crossing continents.
“The UX experience of following sport and betting in the U.S. is just different. One simple example: in the U.S., home and away teams are flipped compared to Europe. That alone shows how deeply habits are embedded.”
Karlo Levak, Sofascore’s COO
He explained that while American fans are eager to engage with stats, the way the platform feels matters just as much. “They can digest a lot of data, but the app needs to feel like home. The user experience must be perfect for them. And we’re fully aware of that – we’re perfecting the UX for the U.S. audience every day.”
Moderator Joe Streeter chimed in, noting that Sofascore is known for its notoriously simple UX – an asset as the industry moves beyond traditional apps.
During the Q&A, Karlo was asked whether the rise of Sofascore Editor could push betting operators to create similar tools for lower-tier sports. “I don’t see betting operators going down that path,” he said. “But I do see them using Sofascore Editor as a source—leveraging the data and software behind it. Developing a separate app for lower-tier sports isn’t viable for most, but using our tools to power insights? That’s realistic.”
Brazil leads the way in data-hungry football fans
To close the panel, Karlo zoomed in on Latin America – specifically Brazil – as a region already embracing the data-driven future. “We have a big fan base in Brazil, and people there are really used to statistics. Brazilian football fans are above average in terms of data consumption.”
He sees this trend spreading fast across LATAM.
“The transition is coming – spilling over from Brazil and Europe. More people are watching football than ever, across all age groups, and they’re looking at every stat, every number. They want to understand how a team is performing, who’s likely to win—and they’re ready to explore deeper insights.”
Karlo Levak, Sofascore’s COO
Conclusion: Betting, but smarter
The SBC Digital – Sportsbook event made one thing clear—sports betting is evolving, and data is no longer just an add-on. With tools like Sofascore Ratings, heatmaps, and Editor already reshaping how fans experience the game, the next wave of innovation will be about how to deliver all of that in the simplest, smartest way possible. For Karlo Levak and the Sofascore team, that means staying ahead of UX trends, respecting global differences, and helping fans—and bettors—get more from every match.