SG Digital’s Yiannis Stathis believes that OpenMarket can spell an end to the complex working environment for sports betting operators and suppliers, adding that both sides are losing too much time – and “leaving too much money on the table” – by trying to manage one-to-one relationships.

Stathis was delivering a presentation at the SBC Summit Barcelona – Digital, where he laid out the key benefits of the company’s one stop marketplace to “power player-ready sports betting experiences”.

He explained that the vision is for operators to think of OpenMarket as their single source of content and sports betting services, and for suppliers to embrace the convenience of a single integration route to reach multiple operators.

Explaining how OpenMarket can help operators to tackle key challenges, particularly in COVID times, he added: “It is focused on three principles – simplicity, efficiency and time to market. Every single operator is trying to identify synergies to create more value via less effort for their business. The introduction of OpenMarket is a key lever towards that.”

Stathis confirmed that it has already launched OpenMarket with both William Hill and GVC as it works towards integrating its complete network of operators, before adding that – as a proposition – it also “applies to non SG Digital platform operators”.

He also provided a helicopter view of the suppliers already signed up to the OpenMarket ecosystem, described as “best of breed” across six key categories – esports, virtuals, data feeds, intelligence, free-to-play and user experience.

OpenMarket was launched this year as the sixth component of the wider OpenSports sportsbook solution for SG Digital. It joined OpenBet (betting engine), OpenPlatform (player account management), OpenTrade (trading services powered by Don Best) and OpenEngage (front-end customisation) – all five underpinned by OpenAccelerate, which Stathis described as the “enabler” across the whole portfolio.

SBC Summit Barcelona – Digital is a FREE to attend virtual conference and exhibition running from 8-11 September. To register for your free ticket or find out more please visit –