BETBY’s Head of Innovation and R&D Kirill Nekrasov, explores the strength, promise, and pitfalls of the diverse and ever-evolving Asian gaming landscape.

Which regions/markets within APAC are currently showing the most growth?

Asia is a very complex region – largely fragmented and in many cases still unregulated – but the long-term potential is huge. If we look at recent developments, the Philippines remains one of the most active hubs, especially from an operational perspective, although pressure is increasing. The regulatory environment is becoming more demanding, with new fiscal measures like the Minimum Guaranteed Fee and restrictions on esports betting already affecting overall volumes. In a market where titles like Dota 2 and Mobile Legends: Bang Bang are as popular as basketball, this is a significant blow for operators.

India is also impossible to ignore because of its scale. Despite regulatory uncertainty, including the still-unimplemented ban on online gaming, the market has shown strong resilience, recovering quickly after the start of the Indian Premier League. Overall, strong underlying demand, illustrated by Macau eclipsing Las Vegas in land-based GGR, combined with gradual regulatory progress including developments in markets like the UAE which has launched its first licensed sports wagering platforms, continues to drive growth across the region.

How should products be localized in Asia not only to differ from EMEA or the Americas, but also to ensure effective differentiation within the Asian market?

Asia already has its own well-established betting ecosystem, with formats and user behaviors that have been working effectively for years. In many cases, users are very familiar with sportsbook logic, and there is no strong indication that the core experience needs to be changed.

Therefore, what makes the region different is not the need to replace existing formats, but to understand how diverse user expectations can be. For instance, alongside experienced bettors, there is also a growing audience – particularly younger users – who are looking for faster, more intuitive and entertaining experiences. 

This means localization in Asia is mainly about offering the right mix; maintaining a strong sportsbook for users who expect it, while also introducing alternative formats that cater to different preferences. This balance is particularly important in the region because regulatory frameworks, market maturity and user behavior can differ from one country to another.

How would you rank innovation within sports betting technology in APAC? And how much room is there here for further growth?

Innovation in APAC has always been very strong and, in many areas, the region has actually been ahead of global trends, particularly when it comes to mobile-first experiences and alternative betting formats.

What’s changing now is the direction of that innovation. Instead of adding more complexity to sportsbooks through Bet Builders or highly statistical markets, the industry is expanding into faster, more entertainment-driven formats. The rise of slot and mini-game players – basically fast betting formats with instant outcomes – is a clear example of this shift. At the same time, this does not replace the core sportsbook experience but complements it. Formats like Betby.Games, our esports feed with ultra-fast matches in sports like kabaddi, fit perfectly into this trend. 

That said, there’s obviously still room for growth. For example, combining these fast-paced formats with prediction markets – as seen with BETBY Predictions, a fixed-odds solution that brings real-world events, from politics to entertainment, into a sportsbook-friendly format – represents a key area for further innovation. 

Finally, looking at 2026, what are the main trends of change you see in Asia? Will the biggest changes come in the way players bet, product, marketing or another area?

The biggest changes will come from the product side, but they are driven by how player behavior is evolving. The main focus for operators should be how to adapt their offering to the rise of a new generation of users who expect a completely different experience and are not necessarily interested in analyzing odds or spending time understanding complex markets.

Once again, this does not mean replacing traditional betting formats, but expanding the overall experience to better match how different user segments engage with content. Making the experience more accessible and investing in products inspired by strong entertainment value should be top priorities, and that’s why prediction markets have huge potential.

They connect to real-time topics, public attention and modern user behavior, creating a betting experience that feels more relevant and interactive, while also playing an important role in retention because they capture attention and keep users engaged over time. Looking ahead to 2026, the key will be blending betting, gaming and entertainment into a single, continuous and always-on experience.

For the original article ➡️ click here