Sportradar Group AG (NASDAQ: SRAD) announced the launch of Playradar, a new brand that combines the company's sports data with casino content for gaming operators worldwide.

The Switzerland-based sports technology company appointed Edo Haitin, former CEO of Playtech Live, to lead its iGaming business. Haitin brings over 20 years of experience in iGaming operations and live casino development.

Playradar will offer three main products: a Live 24/7 Experience Centre allowing players to watch sports streams while gaming on the same screen, hybrid content that transforms sports moments into casino-style gameplay using live and historical sports data, and traditional casino games including slots and table games.

The new brand will operate exclusively in regulated markets, with game releases scheduled throughout 2026. Initial rollout will cover the UK, North America and Latin America.

"iGaming represents a natural and scalable extension of our business, and a strategic acceleration of our long-term growth roadmap," said Carsten Koerl, Founder and CEO of Sportradar.

Haitin stated the company aims to "create hybrid content and gaming experiences to capitalize on the rising popularity of sports casino consumption" by leveraging Sportradar's sports data and streaming capabilities.

Sportradar currently serves sports organizations including the NBA, NHL, MLB, UEFA and FIFA, covering over one million events annually. The company's existing client base operates across both sports betting and casino verticals.