U.S. sports gaming company Underdog announced a collaboration with sports integrity operator Sportradar Group to improve its responsible gaming practices.
Key Takeaways
- Underdog will integrate Sportradar’s AI-based system Bettor Sense.
- The system uses AI monitoring and professional support.
- There is increasing scrutiny on bettor safety in the U.S. gambling sector.
The agreement means Underdog will adopt Sportradar’s Bettor Sense, an AI-powered tool designed to identify players who may be at risk of problem gambling, becoming the first U.S. betting company to use the technology.
Bettor Sense, which launched in July 2025, looks for early signs of gambling-related issues. The system continuously checks player activity, produces real-time risk scores, and provides insights into player behavior.
As part of the program, Underdog will also offer users access to services from Birches Health, a healthcare provider that treats gambling disorders, combining technology with professional support.
Head of integrity services and athlete wellbeing at Sportradar, Jim Brown, said the partnership reflects a shared goal of providing tools and resources to players who may be at risk and supporting safe gambling.
Underdog's vice president of responsible gaming, Adam Warrington said, “We applaud Underdog for taking this meaningful step to not only safeguard, but also to provide resources to players who exhibit potential problem gaming behavior.”
Underdog enters sports prediction sector
Underdog is also partnering with cryptocurrency platform Crypto.com to offer sports prediction markets in 16 U.S. states, mainly in areas where legal sports betting sites are limited. The platform will allow users to buy and sell contracts on the outcomes of sporting events, with prices that fluctuate based on market activity.
The contracts will be provided by Crypto.com Derivatives North America and hosted on Underdog’s platform. While prediction markets are new in the U.S., analysts believe they could generate as much as $555 million in 2025.
The markets offer an alternative to traditional sports betting and are particularly popular in states like California and Texas, where legal sports wagering is limited or restricted, and in Florida, where tribal gaming operations hold exclusive rights.
Sportradar extends Bundesliga product
Meanwhile, Sportradar extended its collaboration with Bundesliga International, introducing a range of new products for the 2025-26 German soccer season. These tools use AI and tracking technology to provide more detailed match insights and increase engagement opportunities during live games.
Key features include live player markets, which the company says offer up to 240 additional in-game options per match, 4Sight streaming, which overlays AI-driven information onto live broadcasts, and an enhanced live match tracker that displays live match data within betting apps.
“We are thrilled to further deepen our collaboration with Bundesliga, one of the most popular soccer leagues in the world. Over the course of our nearly 20-year relationship, we've worked together to develop some of the most innovative and engaging soccer solutions for fans across the globe. And we continue to work together to power new ways to engage audiences and deliver unmatched value to the global soccer ecosystem,” said Patrick Mostboeck, Sportradar’s senior vice president of fan engagement.
