Amid Wimbledon and the Euros, the FIFA World Cup on the horizon, and an expected upsurge in odds placements, how do affiliates and operators reduce friction between content and placing a bet? How do different user types behave, and which journeys convert better? This panel explores how product features, smart data integration, and user experience come together to drive modern betting behavior. From stat-rich landing pages and bet builders to one-click journeys and live widgets, the discussion focuses on what really moves users from interest to action and keeps them coming back. What will increase engagement and retention? What are the best ways to connect tips, stats and previews in a seamless way — especially on mobile?