Betby Partners with Abelson Sports to Expand Player-Focused Football Markets

The collaboration will see Abelson’s extensive database of player statistics and prop markets integrated directly into Betby’s sportsbook platform. The integration will introduce a wide range of player-driven outcomes, including first and anytime goalscorer bets, as well as card and disciplinary markets across leading domestic leagues and international competitions.

Betby said the move reflects a broader shift in bettor engagement patterns, as audiences increasingly follow and wager on individual players rather than teams. By adding a richer portfolio of player-based markets, operators using Betby’s platform will be able to complement traditional match betting with more granular and interactive selections, designed to boost engagement, retention, and overall time-on-site.

Sergey Tsukanov, Chief Sportsbook Officer at Betby, described the partnership as a natural step in evolving the company’s product suite:

“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, COO of Abelson Sports, echoed the sentiment, highlighting Betby’s focus on innovation:

“Betby is one of the few suppliers truly pushing the boundaries of sportsbook development. They immediately saw the value in our player markets, and we’re excited to see how they elevate them within their product ecosystem.”

The new content will be delivered through Betby’s existing sportsbook APIs, allowing seamless deployment and flexible configuration by competition and jurisdiction. In addition to goalscorer and card markets, operators will gain access to a broader catalogue of player performance metrics and event-based selections supported by Abelson’s comprehensive player database.

The integration follows a year of significant commercial momentum for Betby. In September 2025, the company announced a deal with Broadway Platform to supply its sportsbook and Betby Games portfolio across more than 30 brands. That partnership covers over 500,000 monthly events and 8,000 markets, enhanced by Betby’s AI Labs tools for pricing and risk management.

With Abelson’s player data now integrated, Betby aims to deliver a more immersive and player-centric sportsbook experience, aligning with the growing personalization trends shaping the next generation of sports betting.