nVenue President and COO Quinton Singleton highlights how artificial intelligence (AI) and micro-markets are reshaping the sports betting landscape, offering improved accuracy, faster processes, and new betting opportunities.
In an interview with AGB on the sidelines of the 2025 ASEAN Gaming Summit, Singleton explained that traditional sports betting heavily relied on manual processes, often involving Excel spreadsheets and historical regression analysis. These methods required analyzing past data to predict future game outcomes.
“We took the process of sports betting and creating the markets, and we automated it using machine learning (ML) and AI. We can do that entire process in a millisecond,” Singleton said.
By leveraging both ML and AI, nVenue can predict outcomes with high accuracy before a game even starts. More notably, the system continuously updates probabilities and outcomes throughout the game in real-time. This enables operators to offer dynamic betting options during live matches.
“Because we’re able to do it instantaneously throughout the entire game, we’re also enabling more betting markets to occur,” Singleton added. This ensures users can engage with various options throughout the game, enhancing the overall experience.
The rise of micro-markets
Micro-markets are emerging as a game-changing trend in the sports betting industry. These highly specific betting opportunities allow users to wager on detailed events, such as whether a player will score within the next minute or if the next shot will be successful.
“Enabling someone to bet on a small event or a micro event, like ‘Will the next shot be made? Yes or no?’ — that happens in 15 or 30 seconds during a game,” Singleton noted. “It’s quite an engaging experience.”
The demand for live and micro-markets is rising, with operators showing strong interest in adding these products to their portfolios. “Operators want this product because it’s a brand-new offering that never existed before,” Singleton added.
Singleton is credited with coining the term “microbet”.
Broader impact of AI in gaming
Beyond sports betting, Singleton envisions AI driving changes across various gaming operations. He highlighted AI’s potential in customer relationship management (CRM), predicting that AI-driven insights could personalize content delivery for players in a manner similar to e-commerce platforms.
“If you don’t like to play this game, then the operator should not continue to show you this game,” Singleton explained. “AI can tailor content to individual preferences, enhancing user engagement.”
AI’s ability to improve business processes in areas such as customer service, anti-money laundering (AML), and know-your-customer (KYC) protocols also presents promising advancements for the industry.
Ensuring AI reliability
During an ASEAN Gaming Summit panel titled “How to Regulate AI and Keep It Fair,” Singleton explained that his company integrates AI into sports betting operations in two key ways: understanding AI concepts and ensuring reliability.
He emphasized the need to verify AI’s capabilities, stressing that internal testing is crucial for building trust in the models.
Singleton outlined a three-step ML/AI process used by nVenue: processing trillions of raw data points, predicting live and micro event outcomes in real-time, and delivering betting markets in sub-second latency to operators and suppliers. This layered approach in applying ML/AI to sports data drives accuracy, minimizes errors and exponentially expands the number of betting markets.
