The online betting landscape has significantly evolved, transforming from a simple digital version of traditional sportsbooks into a complex ecosystem where social interaction, real-time microbetting, and personalized experiences are paramount. With the global online gambling market expected to reach $286.4 billion by 2035, success hinges on operators' ability to provide lightning-fast, personalized, and socially engaging platforms that enhance user engagement and retention. This evolution is exemplified by microbetting, which allows users to place rapid bets on short events within games, necessitating precise odds delivery and adaptive risk management to address timing gaps caused by streaming delays. The industry is moving towards "end-to-end personalisation," similar to Netflix, where users receive content and betting options tailored to their interests, supported by AI to ensure responsible gambling practices. Social betting is also on the rise, fostering communities where users can engage in real-time chats and shared predictions, expanding their reach under sweepstakes laws. These advancements demand robust technological infrastructure capable of handling real-time data processing, instant communication, and seamless integration across multiple platforms, with AWS and PubNub providing solutions for scalable and compliant operations. Ultimately, the choice of infrastructure is crucial, as it determines the ability to deliver innovative and engaging betting experiences that leverage real-time interactions to enhance average revenue per user (ARPU) while ensuring player protection and regulatory compliance.