Sportingtech Launches New Brand and The Winning Edge Model

Sportingtech has rolled out a new brand identity and market positioning as it sharpens its focus on serving the global iGaming industry as a sportsbook and casino technology supplier. The refresh is built around a renewed mission to provide resilient, scalable technology and partnership support capable of operating across diverse regulatory frameworks.

Central to the repositioning is “The Winning Edge,” a strategic concept that defines how Sportingtech intends to collaborate with operators. The model brings together a modular platform structure, regional market expertise and hands-on operational support. Emphasis is placed on carefully managed launch processes, dedicated account management and round-the-clock service, with the aim of helping operators enter markets more smoothly while driving performance and player engagement.

According to the company, Sportingtech’s platform processes more than 10 billion bets every month and supports over 15% of worldwide online betting activity. Its sportsbook offering spans more than 100 sports, features over 1,300 betting markets and manages approximately 800,000 live events annually. On the casino side, the platform provides access to more than 10,000 games including slots, table games, live casino, poker and bingo sourced from over 140 studios through a single integration.

The updated brand also highlights Sportingtech’s global operational presence, with teams located across seven regions worldwide. The company underscores a partnership-led culture designed to align its long-term success with that of its operator clients. Through the launch of The Winning Edge, Sportingtech aims to communicate a more defined value proposition as competition intensifies across regulated iGaming markets.

Commenting on the relaunch, CEO Tom Ustunel said the update represents a significant milestone for the business as it continues to evolve. He noted that while Sportingtech’s technology remains a key strength, it is the company’s people who enable operators to convert ambition into tangible outcomes.

Laura Main, Head of Brand at Sportingtech, added that the relaunch is intended to convey confidence and credibility. She said the new identity clearly reflects how the company operates and why its partnership approach is designed to give operators a competitive advantage, positioning Sportingtech as a collaborative extension of its partners’ teams.