It’s 2026, and the sports betting industry continues to expand. Take a country like the UK, for instance. Do you know that, according to Goal Profits, bookmakers here generate a revenue of over £13.5 billion each year? And if that’s not enough, Grand View Research says the global market has already exceeded $100 billion and is on track to reach $187.39 billion by 2030.
Well, of course, these statistics aren’t just accidental. They have taken shape through deliberate innovation, user-focused technology, and a growing effort by sports betting companies to align their platforms with the evolving expectations of the modern gambler. Remember, today’s bettors are more informed and demanding than ever. They expect a seamless wagering experience if they remain loyal.
over £13.5 billion in revenue Just offering convenient access to odds may not be enough to appeal to them. Thankfully, sports betting platforms are aware of the issue and have been working hard to deliver experiences that meet the expectations of the 2026 gambler. But what are some of the things they’re doing to meet those expectations?
Keeping up with the rising use of mobiles
Mobile technology is one of the innovations that’s really changing things in the sports betting sector. Today, you no longer need to get to a specific physical destination to access your favorite markets. Mobile technology has removed all that hassle, making it possible to bet from anywhere at any time. This is regardless of whether you’re on the go, relaxing at home, or watching a match live with friends.
In fact, it’s largely because of this convenience that most bettors use their smartphones and tablets to engage. Looking at recent GeoPoll data, about 94% of users confirmed they use these devices to place bets. And given the increasing popularity of mobile devices, this trend might not change anytime soon.
Therefore, as a forward-thinking operator, you’d always want to ensure your platform aligns with such shifts; otherwise, you may soon be left out of the market. When using their smartphones to access odds, bettors expect websites to work well. Just because they switched to a small-screen device is not a sufficient explanation for why users should experience slow load times or limited functionality. Instead, the websites should be fully optimized for mobile use, allowing intuitive navigation and rapid performance.
And to cater to these needs, sportsbooks have been investing heavily in responsive design. A responsive website uses flexible layouts that automatically adjust to different screen sizes and orientations, ensuring easy multi-screen access. In this way, these companies are able to keep their users satisfied, regardless of the device they use.
Ensuring strict adherence to online security
Malicious actors have recently flooded the online space, seeking to exploit unsuspecting users. And for an industry like sports betting, whose market size has already surpassed $100 billion, this makes robust security measures absolutely critical. Just recently, wearebrighton.com published a report saying, “account-takeover attacks increased by 42% in Q1 2025, with about 1.3 million gambling accounts compromised globally.”
Modern bettors are increasingly aware of these statistics, which is why most of them prefer to interact with secure brands. If they suspect any vulnerability in a platform’s security, they won’t hesitate to move their attention elsewhere. And this problem can get even more serious when the users hear rumors of your previous involvement in a cyberattack, as many may turn away and never return.
This is why you may have spotted features like two-factor authentication (2FA) on most sportsbooks. 2FA improves security by requiring users to provide a second form of verification—such as a code sent to their phone or authentication app—before they can access their account. Other security features you may have spotted include:
- SSL encryption to protect sensitive data during transactions and communication
- Biometric login options, like fingerprint or facial recognition
- Secure payment gateways, ensuring deposits and withdrawals are safe
Implementing these measures helps sportsbooks to assure users that their data is safe. And since many bettors must trust a platform before signing up, these measures have become handy for winning and retaining customer trust.
Improving the overall user experience
After the first online sports betting platform emerged in the late 20th century, accessing entertainment became much more convenient. Bettors could at least access their favorite markets without traveling to physical locations. But today’s bettors want more than just convenient access to odds. They want to be able to deposit and withdraw funds seamlessly and place live bets without lag.
This explains why robust e-wallets like PayPal have become common in the wagering industry. Beyond enabling seamless transactions, these e-wallets have made it possible for users to complete payments faster than with traditional options. And at a time when the world is quickly gravitating toward instant transactions, these payment methods really help betting companies maintain their appeal to the 2026 gambler.
In other words, sportsbooks understand that placing bets today is not just a matter of clicking on an online platform. It’s about creating an experience where every interaction, from funding an account to managing bets, feels effortless and reliable. That’s why many of these companies are working hard to become more customer-centric by providing secure, user-friendly experiences. And since the industry is becoming increasingly competitive, being customer-centric could be one way sportsbooks distinguish themselves from the rest.
