There has been a lot of change in the UK betting market. Operators and players are adapting as regulation evolves and technology moves quickly. These changes have been shaped by data, automation and real-time decision-making.
Alexander Korsager is Casino.org’s Chief Gaming Officer. He has spent more than eight years covering online casinos and the wider iGaming industry, with a focus on regulation, player behaviour and market trends across key global regions. In today’s interview, he shares his perspective on how the market is becoming more data-driven, how regulation is influencing innovation, and what the future is likely to look like for both operators and players.
How is UK betting becoming more data-driven?
Q: Betting is becoming “smarter” and more data-led. What does that actually mean?
Alexander Korsager:
“In practical terms, it means data is now central to almost every decision operators make. With the UK gambling industry generating nearly £17 billion annually and online activity accounting for a significant share of that, operators need real-time insight into how platforms are performing and how players are behaving. That scale makes data essential rather than optional.
A decade ago, data mattered, but it was often kept separate across systems. Now it is integrated across platforms in real time, which changes how quickly decisions can be made.”
He explains that advances in analytics and processing power have made it possible for operators to respond far more quickly to changes in behaviour.
“Live betting is a good example. Odds can shift instantly based on in-play data, market movement and betting patterns. That speed would not be possible without sophisticated data systems running in the background. Those systems also make it easier to support newer markets such as esports."
Technology, speed and the mobile-first shift
Q: How much of this change is being driven by technology and mobile use?
Alexander Korsager:
“Mobile has become essential. Most UK players now interact with betting platforms primarily through their phones, and that has pushed operators to prioritise speed, stability and personalisation.”
He notes that technology improvements are not just about convenience, but also about expectation.
“Players are used to fast, responsive digital services in other areas of their lives. Betting platforms are being measured against that same standard. If something feels slow or glitchy, people notice immediately.”
According to Korsager, this has sped up investment in backend systems that can handle large volumes of data without disruption.
Regulation as both constraint and catalyst
Q: Regulation is often seen as a barrier to innovation. Is that still true in the UK market?
Alexander Korsager:
“It is a bit more complicated than that; it’s not necessarily a barrier. Yes, regulation does impose constraints, but it also shapes how innovation happens. In the UK, compliance is not optional, so operators have had to find smarter ways to innovate within those boundaries.”
He points to responsible gambling tools as an example.
“Data is now being used to identify risky patterns earlier and more accurately. That is partly driven by regulatory pressure, but it has also led to more sophisticated monitoring systems that arguably improve the overall market.”
Rather than slowing progress entirely, Korsager suggests regulation has redirected it.
Common misconceptions about “smart” betting technology
Q: What do you think is most misunderstood about data and technology in betting?
Alexander Korsager:
“It’s a very common assumption that more data automatically means better outcomes for everyone. In reality, data is only as useful as how it is applied.”
He points out that technology is not a magic solution.
“Analytics can support better decisions, but it does not remove risk or uncertainty. Betting is still inherently unpredictable, and technology does not change that fundamental reality.”
Another misconception, he adds, is that data-driven systems only benefit operators.
“In many cases, data is also being used to improve transparency, fairness and consumer protection, even if that side of the story gets less attention.”
As Korsager notes, better information is often what separates perception from reality. Many players now spend more time researching platforms before they place a bet, turning to comparison and analysis resources to understand how regulated operators differ. In the UK market, this includes gambling sites reviewed on Casino.org UK, which give readers a clearer picture of how licensed platforms operate within current regulatory frameworks.
Challenges facing the industry
Q: What are the biggest challenges UK betting faces right now?
Alexander Korsager:
“Balancing growth, compliance and trust is probably the biggest one. Operators are under pressure to innovate while also demonstrating that they are acting responsibly.”
He also highlights rising scrutiny from regulators and the public.
“Data use has to be handled carefully. There is more awareness around privacy and ethical use, and that affects how platforms design their systems.”
For players, the challenge is navigating an increasingly complex environment.
“There is more choice and more information than ever, which can be empowering but also overwhelming.”
Where the industry is heading
Q: What do you think comes next for UK betting?
Alexander Korsager:
“With these advancements in place and an increasingly busy betting calendar ahead, the year ahead looks set to be an interesting one for the UK betting market. Systems will become more efficient, safer and more personalised, but probably in less visible ways.”
He believes data will continue to shape the market, but not always in obvious headline-grabbing forms.
“A lot of the progress will happen behind the scenes. The end result should be smoother experiences for players and more sustainable operations for businesses.”
This shift towards smarter, faster and more data-driven systems is unlikely to slow down. What’s important here is to understand how these changes are being applied and how players can manage their expectations.