GiG Integrates Sportnco’s Features to Make Strategic Push into US Sports Betting Arena

Gaming Innovation Group (GiG) is working to integrate the capabilities of Sportnco, a highly-rated sportsbook and platform provider, after buying it in April. This will help the supplier relaunch in the US.

The US sports betting market remains one of the most dynamic and fast-growing segments of the global iGaming landscape. Fueled by ongoing state-level legalization and rapid digital adoption, the industry is projected to generate significant revenue growth in the coming years, with online gambling expected to approach $26.8 billion in gross revenue by the end of 2025 and potentially surpass $41 billion by 2028.

Amid this backdrop of expansion, Gaming Innovation Group (GiG) — a Malta-based iGaming services provider — is doubling down on its plans to deepen its presence in the lucrative US market through strategic moves, partnerships, and platform enhancements. Recent developments highlight the company’s intent to leverage its acquisition of sportsbook provider Sportnco and broader industry tailwinds to secure a foothold in a fiercely competitive ecosystem.

Leveraging Sportnco Acquisition

In April 2022, GiG completed its €51.3 million acquisition of Sportnco, a respected sportsbook and iGaming platform provider with an established footprint across Europe, South America, and emerging North American markets.

This move was designed to rapidly accelerate GiG’s sports betting capabilities without the lengthy development timeline traditionally associated with building a proprietary sportsbook from scratch. Leaders within GiG noted that replicating Sportnco’s solution could have taken up to four years of in-house development, making the acquisition a pivotal shortcut to competitiveness.

At the heart of this integration strategy is the unification of GiG’s core platform (GiG Core) with Sportnco’s sportsbook technology, which includes advanced odds-making tools and risk management systems tailored for regulated markets.

Realising Growth in Regulated US States

GiG’s push into the US has already seen tangible results. One notable example is the launch of Crab Sports in Maryland, where GiG’s platform went live in the state’s online sportsbook market — a region that generated more than $328 million in gross gaming revenue within its first seven months of operations.

Maryland is widely seen as a bellwether for how regional brands can succeed against larger incumbents by tailoring offerings to local preferences and sports interests — and GiG’s technology infrastructure positions it well to service these niche, state-specific opportunities.

Competing in Crowded Market

Despite the promise of growth, the US sports betting market is far from a blank slate. Dominant players such as FanDuel, DraftKings, and Caesars have established strong brand recognition, extensive retail and online footprints, and significant marketing budgets. Additionally, evolving offerings such as sports prediction markets are creating new competitive pressures and regulatory debates.

For GiG, the key differentiator lies in the combination of reliable platform technology, flexibility for operator partners, and a focus on regulated state jurisdictions. This positions it to support existing partners and attract new operators seeking alternatives to larger legacy suppliers.

Wider Market Dynamics

The broader sports betting market continues to expand rapidly. Technavio forecasts the global sports betting landscape to grow by approximately $221.1 billion between 2025 and 2029, driven by technological innovation — including AI and digital platform advancements — even as regulatory complexities remain a factor.

Alongside this, the proliferation of mobile betting, deeper integration of live data, and evolving consumer preferences are reshaping the competitive landscape, presenting both opportunities and challenges to operators such as GiG.

Moreover, when exploring betting sites using dollars as a standard currency — particularly in the context of US-focused platforms — many operators are now tailoring their offerings to serve the unique demands of American customers in a safe and regulated environment, enhancing usability and legal compliance through specialized currency support.