There are a number of Sportsbook providers who offer technology services to online Sportsbooks. These platform providers offer a range of services that cover all aspects of Gaming products and allow companies to operate without the need of in-house technology. Here we will focus on Sportsbooks and analyse the providers in the industry. Any opinions expressed are melabet.com’s views from punting and industry experience.
Fine for the US market and not suited to a European or Asian Sportsbook, Aceperhead offer software that is slightly outdated but seem to do a job. Tailored for US Sport, you can get a demo of the software here: https://www.aceperhead.com
Amelco were established in 2006 and gained huge recognition when the landed a deal with Betstars (Pokerstars Sportsbook) to be their Sportsbook service provider. After they had extreme teething problems with the integration with Betstars they seem to have settled down a lot and the product runs smoothly. Aesthetically, Amelco have produced one of the better-looking products out there and are a company to look out for in the future.
Altenar are a Malta based Sports betting solution that offer trading, risk management and support services 24/7. Their platform is fully customisable allowing for excellent UX across all channels and will be a service provider to look out for in the future.
Betconstruct offer 30,000 live and 55,000 pre match events per month across 120+ sports including esports/virtuals/tv shows and cyber sports. There are some relatively big names using the software including Vbet and Royal Panda. Betconstruct have offices in Malta/Bulgaria
Odds are fair, it has a very traditional look and feel of a Sportsbook however the pre-match offer it’s extremely cluttered and unless you are a seasoned bettor you’ll struggle to get around the site with ease. The Live betting product/platform is much more user friendly and with a solid offer it makes for a top user experience.
Betgenius is a technology company that have been providing trading and marketing solutions to regulated Sportsbooks and operators for over 15 years. They have offices in London and a team of Live Sports traders in Tallinn, Estonia and Medellin, Colombia. Their Sportsbook platform is excellent, it’s fully customisable and has CRM, trading and reporting all built in. They also look after IT, Support and risk management on a 24/7 basis.
Product offer is great, over 25 sports in their prematch/live/racing/esports manager and most tier 1 UK bookmakers use or have used Betgenius at some stage of their lifecycle. Betgenius have powered more than 150 Sportsbooks in the last 15 years and won numerous industry awards. The downside is that their coverage on minor Sports could improve for better localisation.
We don’t have too much information about Betlogik however to see an example of their software in use you can visit www.betplus355.bet which use their technology. Judging by their website www.betlogik.com we would treat them with caution.
Betradar started in 2001 and is recognised as a key player in the iGaming industry providing all services to run a successful Sportsbook. Fixtures, Results, Odds Compiling, Trading Tools, Live Betting, Front End Content Solutions (Statistics, Live Scores + Data Visualisation) Live Streaming Solutions and Gaming Solutions are all provided by Betradar. They also control the entire chain of their Live betting offer from the collection of data at the venue to the compilation and delivery of odds.
Betradar are known for their accuracy and their data bank and traditionally are able to confidently trade to healthy margins for their customers. They have over 450 Sportsbook clients including 20 State lotteries using their services. The downside is that because they are so well recognised and many operators use their services the industry is perhaps looking for more fresh ideas.
Betsys boast over 60 million transactions a month and more than €600 Million annual turnover a year from their operators who are predominantly in Central and Eastern Europe. We haven’t tried their software however you can request a demo of it at firstname.lastname@example.org
Since 2009, Bettech have been providing Sportsbook software solutions to South Africa and emerging markets. We haven’t been able to get our hands on their software as yet.
BtoBet uses a Betradar feed coupled with their technology to provide an excellent Sportsbook product from CMS tool through to delivery. Neuron Sport is the name of the product and is also comes with analytics, a bonus tool and an internal notification system to highlight potential fraud. The product allows for personalization of the Sportsbook offer and the ability to respond to all the needs of a bookmaker or an operator – both from a marketing point of view and the risk strategy.
Digitain are based in Armenia and have White Label, Retail and Turnkey solutions adaptable to web and mobile channels. They also have an API solution so that any part of their offer can be integrated. Digitain currently power Betrally and a number of African Sportsbooks.
Kambi are the odds and software providers to big names such as: Unibet, 888, Mr Green, LeoVegas and 32 Red. They offer a front end user interface, odds compiling, customer intelligence and risk management. They were originally part of Unibet and then broke away to offer their services externally. Currently their headquarters are in Malta with offices all over the world.
Kambi only tend to deal with ‘tier 1’ operators and probably reject more business than they accept. The main positives for us are that they are real Sportsbetting innovators who are not afraid to make bold changes in the design of the Sportsbook – you just have to look at any Kambi operator to see that gamification is key. There is a focus on the Search bar, making it easier for punters to place bets rather than having to search or scroll and their betslip configuration is the best in the industry. From a trading perspective, yes there is a lot of copying (much less than SBTech) but they do some odds compiling too and have a decent trading team. They do have a couple of weaknesses in trading but minor issues that are not worth highlighting.
Oddsmatrix are part of the Everymatrix group and have been providing sportsbook software since 2008. Oddsmatrix can either run as a stand alone product or plug into an existing setup and run through a separate licence or through Everymatrix. Quite a few startups over the years have used Oddsmatrix and with over 20,000 events a month across 50+ sports with 250+ markets available, the product is strong.
Security and support are two of the areas that Oddsmatrix excel in from speaking to other igaming industry experts however as a provider they do not seem to be acquiring big names through the door.
Openbet was founded in 1996 and is a Sportsbook and gaming software provider with offices in London, Athens, Sydney and Montreal. Openbet has had many tier 1 partners including William Hill, Ladbrokes, Betfair and the PMU. With over 1,500 employees globally and a 24/7 operation, Openbet has market leading technology.
Openbet is highly flexible and robust and can offer fixed odds and PMU prices and everything runs through one back office. It also allows flexibility to build tailor made markets using the algorithms in place. Openbet is a 6 time winner of the EGR Magazine Sports Supplier award.
Playtech was founded in 1999 and claims to be the world’s largest supplier of online gaming and Sports Betting software. Playtech is listed on the London Stock Exchange and has over 5000 employees across offices in 17 countries. Playtech deal with tier 1 and 2 operators and have 170 global igaming licenses.
Playtech’s newest omni-channel Sportsbook product brings together BGT, Geneity, Mobenga, Betologic and a trading team of over 600 employees. Their CMS tool ‘Apollo’ is highly rated and the features of all aspects of the product are top of the range. Similar to Betradar, they have been around a long time but have a good habit of continually reinventing themselves.
SBTech have offices around the world with their main office in Sofia, Bulgaria. Their trading team is based in Plovdiv, the university capital of Bulgaria and they recruit many students who have/are graduated/ing and have a passion for sport to train up as traders. SBTech offer 55+ sports, 2,000+ Betting markets and 20,000+live matches a month – extremely impressive numbers. The flagship brand is 10bet.com which is a relatively big brand in Europe and then there are 100’s of sites and skins using 10bet. Their backoffice trading and risk management tool is called Chameleon360 and it is one of the best pieces of software in the industry.
As for the product itself, we find it quite messy. There is too much on offer and not particularly well managed. For example, fast markets are great but many times bets don’t get settled and you have to request settlement. Again on fast markets, the bet can switch on the betslip to something that you didn’t want to bet on (player point winner in tennis). UK Sports are poorly managed with frequent mistakes in sports such as Cricket. 10bet are making the most of the software available but the countless other Sportsbooks that use SBTech seem to be left behind with older versions of the technology. When you click on ‘max bet’ sometimes a figure that is unimaginable will display as a betting limit however this will be way outside any parameter that an operator would accept and betting acceptance delays for most live matches are far too long. Most of this can be tailored by individual Sportsbooks however it feels as if the ‘default’ settings of the Sportsbook have not been configured well enough.
Sirplay is a service provide whose clients are predominantly in Latin America and Africa and the company has been around over 13 years. They offer a full gaming solution across all channels with a Sports/Live Betting and Back Office focus. They don’t quite have the quality of product as some of the main players in the market.
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