Sportradar Becomes Exclusive Programmatic Advertising Partner for PlayOJO and SkillOnNet Brands

Sportradar Cements Marketing Services Role with SkillOnNet Programmatic Deal

Sportradar has expanded its partnership with online casino operator group SkillOnNet, becoming the primary programmatic advertising partner for PlayOJO, PlayUZU, and BacanaPlay in what represents a significant evolution of the relationship beyond sports data supply.

What Happened

Sportradar and SkillOnNet confirmed the expanded partnership around April 1, 2026. Under the new agreement, Sportradar's advertising solutions division assumes responsibility for planning, developing, and executing digital programmatic advertising campaigns across SkillOnNet's three flagship casino brands — PlayOJO (UK, Canada, Sweden, Finland), PlayUZU (Spain, Italy, Mexico), and BacanaPlay (Brazil, Portugal). The remit covers both player acquisition and retention campaign types across 12 regulated markets in Europe, North America, and Latin America. SkillOnNet will integrate Sportradar's Marketing Cloud platform for campaign analytics, attribution, and ROI reporting.

Why It Matters

The SkillOnNet deal represents a second significant Sportradar iGaming move in the same week — alongside the March 24 Playradar iGaming product brand launch. Together, they confirm that Sportradar is deliberately building a multi-product iGaming revenue stream that extends its value to operators beyond data supply into both gaming content and marketing infrastructure. For SkillOnNet, the Sportradar partnership means its programmatic media buying is backed by first-party sports data signals — potentially improving targeting accuracy for players with sports engagement profiles across its predominantly sports-adjacent casino brands.

Industry Context

Programmatic advertising specialised for regulated gambling is a distinct market category — general programmatic tools and agencies often lack the compliance frameworks needed for UKGC, AGCO, and EU-regulated advertising environments. Sportradar's entry into this space with a regulated gambling-native product, backed by its sports data infrastructure, positions it to compete against specialist gambling marketing technology vendors such as Mindway AI, Xtremepush, and Optimove.