What is Time to Market in iGaming?

Definition: Time to market is the period from the decision to launch a brand, market or feature to the moment it goes live for players.

What it consists of for a new brand:

Licence application or extension for the target market.
Platform setup and configuration of the back office.
Integration of games, sportsbook, PSPs and KYC vendors.
Front-end design, localization and content.
Testing, certification where required and go-live checks.

What shortens it: a turnkey platform with ready integrations, reusable front-end templates and a provider that already operates in the target market.

Why it matters: a shorter time to market means earlier revenue and lower set-up costs per brand.

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Related Terms

Odds API (Odds Feed)

An odds API, or odds feed, is a data service that delivers sports fixtures, betting markets, prices and results to a sportsbook platform in a machine-readable format.

Localization

Localization is the adaptation of a casino or sportsbook brand to a specific market. It goes beyond translation and covers content, payments and local rules.

Gamification

Gamification is the use of game-design elements, such as levels, missions and progress tracking, inside a casino or sportsbook product.

Front-End

The front-end is the player-facing part of a casino or sportsbook: the website or app that players see and use. It sends requests to the back-end platform through APIs.

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