GG.BET is more than confident that its latest feature will help it stand out in a highly competitive esports betting market, a company spokesperson told SBC News.
The Kyiv-based esports betting technology firm announced Popular Bets yesterday, a segment on its website displaying ready-made bets based on popular matches and markets.
Punters using the platform can select their preferred combination which then be automatically added to their betslip. The firm believes the feature will help users make quicker decisions by seeing what selections are popular with other users.
“Popular bets was created to genuinely improve the betting experience for a broad audience,” GG.BET’s spokesperson told SBC News.
“For newer users, this feature removes the barrier of having to independently analyse markets and build bets from scratch — something that can feel challenging on a platform with such a wide range of sports and esports events as GG.BET.
“For more experienced users, it provides a convenient way to quickly place bets on popular matches without going through the full selection process.
“In both cases, the recommendation algorithm ensures that the suggested combinations reflect real platform activity. This means users see relevant, up-to-date options based on actual popularity rather than random or template-based selections.”
GG.BET is an esports-oriented platform, sharing a rapidly growing and highly competitive space with a number of other companies – though it does also offer solutions for traditional sports betting also.
The global esports sector has exploded in value in recent years, and so has betting on it.
Various industry studies have put the global value of the sports betting space in the billions, somewhere between $2.8bn-$3bn according to a 2026 report from ResearchAndMarkets.com, for example.
As with other emerging betting markets, esports has taken inspiration from more historical sectors, like football. The most notable example of this is the use of bet builders, offered by the likes of GG.BET, which can now be used on esports titles like League of Legends or Valorant in the same way they can be on the Premier League or LALIGA.
“Popular Bets and Bet Builder address different but complementary user needs,” GG.BET’s spokesperson added. “Bet Builder is designed for those who want full control — the ability to combine multiple markets within a single match and create fully customised bets.
“In contrast, Popular Bets is built for speed and discovery: users receive ready-made combinations for popular matches that can be added to the bet slip in one click.
“For example, a user may use Popular Bets to quickly join an event and then move on to Bet Builder for deeper customisation of a specific match. In this way, the two tools together cover both impulsive and more considered betting styles.”
The global growth of esports has captured a lot of attention, and with attention comes competition.
Esports is offered as a market by nearly every major operator, although some B2C firms which have focused solely on esports, or kept it as a lead product, like Rivalary and Esports Entertainment Group (EEG), have run into difficulties over the years.
Nonetheless, the sector is expected to keep growing and this will continue courting B2B activity. GG.BET finds itself competing in a sector with a number of other B2B heavy hitters, but this is not dampening the company’s confidence.
“GG.BET’s positioning is unique because the platform combines traditional sports betting and esports at an equally high level — not as an add-on, but as a core part of the product.
“Popular Bets reflects this approach by generating combinations based on popular markets across both sports and esports. The recommendation algorithm is based on real user behaviour, so the feature continuously evolves according to audience interests rather than remaining static.
“Together with the previously launched Bet Builder, which is also available for both sports and esports, GG.BET is building an ecosystem of features that fits different user interaction scenarios with the product. This is what, in our view, sets the platform apart in a competitive market.”