Betby has secured a new partnership with Abelson Sports aimed at significantly expanding its football coverage by integrating a broader and deeper range of player-specific betting markets.
The collaboration is a strategic response to the evolving behavior of modern bettors, where engagement is increasingly driven by individual player performance rather than solely focusing on team outcomes.
Under the agreement, Abelson’s comprehensive player statistics and props will be seamlessly integrated into Betby’s sportsbook platform.
This integration will empower operators utilizing Betby’s technology to offer a rich variety of outcomes, including detailed selections such as first and anytime goalscorer, and card markets across all major global leagues and tournaments.
The addition is intended to enhance the overall sportsbook offering, allowing Betby’s partners to incorporate these highly engaging new markets alongside their existing extensive event coverage and trading tools. The ultimate goal is to improve crucial performance metrics like user retention and time-on-site by catering directly to the preferences of modern football fans.
Abelson Sports is widely recognized for its expertise in player data and soccer markets, making it an ideal partner for Betby, a supplier known for pushing the boundaries of sportsbook innovation.
The integration is designed to be delivered efficiently through Betby’s existing sportsbook APIs, providing partners with the flexibility to configure market availability according to specific competitions and regulatory jurisdictions.
In addition to goalscorer and card markets, the partnership unlocks a wider catalogue of performance-based selections backed by Abelson’s extensive player database.
This added depth on the player side comes shortly after Betby’s September 2025 deal with Broadway Platform, demonstrating a continued push to enhance its platform ahead of upcoming global football cycles.
Sergey Tsukanov, Chief Sportsbook Officer at Betby:
“We’re thrilled to partner with Abelson, a company widely recognised for its expertise in player data and soccer markets… By integrating Abelson’s player props, we’re enabling our partners to offer markets that reflect how users actually watch and enjoy soccer.”
Simon Temple, Abelson Sports COO:
“Betby is one of the few suppliers truly pushing the boundaries of sportsbook innovation… They recognised the value of our player markets immediately and we’re excited to see how they elevate them within their product ecosystem.”
