Vertical

"Vertical" is the standard term for major product categories in iGaming. The major verticals are sports betting (including sportsbook, in-play, prop bets, futures), casino (slots, table games, live dealer), poker (cash games, tournaments, networks), bingo (online bingo rooms, side games), lottery (state lotteries, instant win), and emerging verticals like esports betting and DFS. Each vertical has distinct product mechanics, player demographics, regulatory treatment, supplier ecosystems, and unit economics. Operator strategy involves vertical mix. Some operators are multi-vertical (offering most or all major product categories under a single brand or group). Others are specialists (sportsbook-only, casino-only, poker-specialist). The choice depends on operator capability, market opportunity, and brand positioning. Multi-vertical operators benefit from cross-vertical CRM (sportsbook players have a propensity to try casino, casino players sometimes try sportsbook). Specialist operators benefit from deep audience alignment with the chosen vertical. Both strategic positions have demonstrated commercial viability.