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GR8 Tech is upgrading its flagship ULTIM8 Sportsbook ahead of the FIFA World Cup, aiming to help operators convert tournament traffic into sustained player activity through improved navigation, expanded betting options and integrated promotions.
The company noted that attracting traffic during major tournaments is relatively straightforward, but retaining users depends on the in-platform experience.
“The World Cup will move a lot of money regardless of what any single operator does. The real question is how much of it sticks,” said Dinos Doxiadis, Head of Sportsbook Business at GR8 Tech.
“Operators who treat this as a traffic event and not a product moment will see the numbers in their retention data three months later. A player who has a good experience finding and placing a bet during the group stage is a player you have a chance of keeping. That’s what we’re building toward.”
The overhaul focuses on reducing friction in the betting journey, a key factor behind lost wagers. The redesigned sportsbook separates live and pre-match flows, introduces dedicated sport and tournament lobbies, and adds multiple entry points to help users reach betting markets faster.
GR8 Tech has also extended its widget-based architecture across the navigation layer, allowing operators to manage layouts, campaigns and featured markets through a content management system without developer input.
In football betting, the firm has expanded its Bet Builder product to include additional markets such as corners, cards and player props, increasing the number of possible combinations per bet slip and potentially boosting margins.
The company is also embedding promotions directly into the sportsbook through its Bet Booster feature, which enables operators to offer boosted odds on selected markets without relying on bonus-driven campaigns. The tool can support both acquisition and reactivation strategies, particularly when combined with player segmentation.
To balance competitive pricing with profitability, the firm is introducing a separate Enhanced Prices market for football. This will offer sharper odds without promotional features, while standard markets will remain configured for bonuses and incentives.
The rollout of the upgrades is being phased, with several features already live and the full suite expected to be in place before the tournament begins.
GR8 Tech positions ULTIM8 Sportsbook as a turnkey solution for operators seeking to capitalise on peak event-driven traffic without increasing operational complexity, as competition intensifies ahead of the global football event.