Sidelines Group

What Sidelines Group does

Sidelines Group is an Israel-based sports technology company founded in 2017 by ex-Googlers that operates a B2B2C affiliate and performance marketing platform for the US sports betting and iGaming market. The company serves sportsbook operators and iGaming brands such as DraftKings, Caesars, BetMGM, FanDuel, bet365, WynnBet, and BetRivers, alongside digital publishers and mobile app developers, by directing high-intent consumer traffic and referred players to operator partners through a four-product stack: PropShop (a consumer-facing all-in-one marketplace for player props with odds comparison, AI predictions, and live bet tracking), Comparison Sites (state-specific performance marketing properties), Publishing Monetization (white-label widgets and content for publishers including Advance Local's 52M monthly readers), and Mobile App Growth (programmatic and direct mobile user acquisition integrated with Kochava, AppsFlyer, and Google DV360).

The underlying technology is a proprietary stack built on Google Cloud Platform using BigQuery, Dataflow, Cloud Composer (Airflow), and dbt for transformation, with custom connectors to Google Ads, the Meta Marketing API, and other ad platforms for attribution and analytics. The platform supports 60+ owned digital sports betting and iGaming assets with state-specific targeting and geo-location-based promotions, and operates under 15+ US licenses with a live footprint across 16 states including North Carolina as of March 2024.

Sidelines Group monetizes primarily through affiliate commissions on referred depositing players, supplemented by performance marketing services to publishers and operators, publishing-technology monetization via marketplace commissions, and transaction-fee-based mobile app user acquisition. The company is privately held and venture-backed, having closed a $25 million funding round in February 2022 from MoreTech.vc, NFX, and Natural Intelligence to fund US expansion. Headcount is reported at 11-50 employees, and the firm reports 6M+ consumer referrals and 1M+ high-quality leads delivered to partners annually.

Name

Sidelines Group

Legal name

Fantasy Advantage Ltd.

Website

https://sidelinesgroup.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Sidelines Group is an Israel-based sports-tech company that operates a B2B2C affiliate and performance marketing platform for the US sports betting and iGaming market, driving high-intent player traffic to tier-one sportsbook operators through proprietary products including PropShop, comparison sites, publisher monetization tools, and mobile app growth services.

Ownership category

akta.pro rank

Product category

Sports Betting Technology / iGaming Affiliate Marketing

NAICS

Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

Keywords

• Sports betting technology
• IGaming affiliate marketing
• Player acquisition services
• Publisher monetization solutions
• Sportsbook traffic generation

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Affiliate/Referral Traffic Revenue: Generates revenue by driving high-intent, high-quality traffic to sportsbook and iGaming partners. Operates as an affiliate network earning commissions for referred players.
2. Performance Marketing Services: Provides SEO, content monetization, and performance marketing services to publishers and partners, generating revenue through lead generation and conversion optimization.
3. Publishing Technology Monetization: Equips publishers with tools to connect users to top offers, boost click-through rates, and integrate with leading market operators, monetizing their traffic.
4. Mobile App User Acquisition: Provides mobile user acquisition for iGaming and sports betting apps, monetizing through programmatic advertising and direct partnerships with app developers.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Sidelines Group operates a sports-tech platform that uses proprietary technology to drive high-quality, high-intent traffic from consumers to sportsbook and iGaming operator partners. Its product suite includes PropShop (a consumer-facing all-in-one marketplace for player props with AI predictions and odds comparison), Comparison Sites (state-specific performance marketing sites), Publishing Monetization (white-label widgets and content for publishers), and Mobile App Growth (programmatic and direct user acquisition for iGaming apps).

Product overview

Sidelines Group operates as a sports-tech platform with four interconnected products. PropShop serves as the consumer-facing all-in-one marketplace for player props with AI predictions and odds comparison. The Comparison Sites and Publishing Monetization products serve partners and publishers by driving high-quality traffic through SEO-optimized content and interactive betting widgets. Mobile App Growth enables player acquisition and monetization for mobile apps. Together, these products generate over 6 million consumer referrals per year, 1 million annual high-quality leads, and work with 50+ top-tier sportsbook partners across 15+ US licenses.

Differentiator

Problem solved

Functional benefit

Brands

• PropShop: The industry's first legal, all-in-one marketplace for player props. An all-inclusive sports betting hub with tools for odds comparison, AI predictions, live bet tracking, and account syncing across sportsbooks.
• Comparison Sites
• Publishing Monetization
• Mobile App Growth

Products and services

• PropShop The industry's first legal, all-in-one marketplace for player props. Provides sports bettors with odds comparison across multiple sportsbooks, AI-powered predictions based on player and team data, live bet tracking, Quick Picks pre-made parlays, and multi-sportsbook account syncing.
• Comparison Sites State-specific sports betting and iGaming comparison websites that drive high-intent traffic to operator partners. Includes professional brand reviews, dedicated SEO implementation, and custom content optimized for conversion.
• Publishing Monetization White-label publisher technology solution that enables digital publishers to monetize sports betting and iGaming content through interactive widgets, live odds comparison, geo-location-based promotions, and integrations with leading sportsbook and iGaming operators.
• Mobile App Growth Mobile user acquisition and monetization solution for iGaming and sports betting app operators. Uses programmatic advertising via DV360 (PMP/PG deals) and direct partnerships with app developers, with MMP integrations (Kochava, AppsFlyer) for attribution and fraud prevention.

Quantifiable outcome

• 6M+ consumer referrals generated per year
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered flagship, core, tier 1 and tier 2.

• Advance LocalflagshipStrategic or Co-development Partner · 28 June 2023Multi-year strategic partnership to provide original sports betting content, data, and interactive tech solutions. Launched with Advance Local's digital media companies in Michigan and Pennsylvania (MLive.com, PennLive.com, lehighvalleylive.com), with expansion planned to Texas (Lone Star Live). Sidelines Group brings expertise in sports betting technology, SEO, and monetization to Advance Local's 52 million monthly readers.
• KochavacoreTechnology or IntegrationMMP (Mobile Measurement Partner) integration for attribution and analytics in mobile app growth operations. Part of the mobile growth stack alongside AppsFlyer.
• AppsFlyercoreTechnology or IntegrationMMP (Mobile Measurement Partner) integration for attribution and analytics in mobile app growth operations. Part of the mobile growth stack alongside Kochava.
• DV360 (Google Display & Video 360)coreTechnology or IntegrationProgrammatic advertising partnership through PMP/PG deals for mobile user acquisition in the iGaming and sports betting space.
• DraftKingstier 1Channel Partner/ Reseller/ DistributorOne of 50+ top-tier sportsbook partners receiving high-quality traffic and players. Featured in partner logos section.
• Caesars Entertainmenttier 1Channel Partner/ Reseller/ DistributorOne of 50+ top-tier sportsbook partners receiving high-quality traffic and players. Featured in partner logos section.
• BetMGMtier 1Channel Partner/ Reseller/ DistributorOne of 50+ top-tier sportsbook partners. Testimonial provided citing quality traffic and innovative marketing solutions across jurisdictions.
• WynnBettier 1Channel Partner/ Reseller/ DistributorOne of 50+ top-tier sportsbook partners. Testimonial provided citing high-quality traffic driving user base and revenue growth.
• bet365tier 1Channel Partner/ Reseller/ DistributorOne of 50+ top-tier sportsbook partners receiving high-quality traffic and players. Featured in partner logos section.
• BetRiverstier 1Channel Partner/ Reseller/ DistributorOne of 50+ top-tier sportsbook partners. Testimonial provided citing creative problem solving and partnership success.
• FanDueltier 1Channel Partner/ Reseller/ DistributorFeatured mobile app growth partner for user acquisition. Listed in Mobile App Growth partners section.
• Party, Parlay, Owners, BetSafe, CodeReg, FoxBet, Ocean, Resorts, Hollywood, ClutchBet, BetFred, Bally, Betway, Hard Rock, Borgata, Stars, PointsBet, Mohegantier 2Channel Partner/ Reseller/ DistributorAdditional sportsbook and iGaming brand partners in the 50+ partner network. Various logos displayed in partners section.

Scale indicators8 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Better Collective: Public Danish sports betting and iGaming affiliate operator with a portfolio of comparison sites and publishing technology. Highly comparable in business model (affiliate traffic, comparison sites, publishing tech for sportsbooks) and a relevant valuation benchmark for Sidelines.
• Catena Media: Public affiliate marketing operator for sports betting and iGaming with comparison sites and operator partnerships across the US. Directly comparable to Sidelines' PropShop, Comparison Sites, and affiliate referral model.
• Gambling.com Group: Public sports betting and online casino affiliate operator driving high-intent traffic via comparison sites and SEO-led content. Closely overlaps with Sidelines' comparison-sites and publishing-monetization product lines.
• OddsChecker: Odds comparison marketplace and sports betting affiliate with state-specific US assets. Directly comparable to Sidelines' odds aggregation and comparison-sites network, including multi-sportsbook line shopping.
• Action Network: Sports betting media, picks, and odds-comparison platform monetizing via affiliate referrals. Comparable to Sidelines on consumer-facing content, AI/data-driven predictions, and sportsbook referral economics.
• Covers: Sports betting media and odds-comparison platform with affiliate monetization. Overlaps with Sidelines' comparison-sites and publishing-monetization product lines serving sportsbook partners.
• VegasInsider: Long-running sports betting picks, odds, and affiliate platform. Comparable to Sidelines on consumer content, odds comparison, and operator referral traffic generation.
• RotoGrinders: Sports betting and DFS content community with picks, tools, and affiliate monetization. Adjacent to Sidelines' PropShop concept around player props and AI-assisted predictions.
• BettingExpert: Global sports betting tips and odds platform owned by Better Collective. Comparable to Sidelines on content-driven affiliate referrals and odds comparison for sportsbook partners.

Broad incumbents

• FoxBet / Flutter US affiliate network: Large US-facing sportsbook operators with internal affiliate and content distribution capabilities (Flutter, FanDuel, Fox Sports). Not direct affiliates, but represent the operator-side competitors whose in-housing trend is a structural risk to Sidelines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sidelines_io
• YouTubeyoutube.com/@PropshopApp
• Facebookfacebook.com/sidelines.io
• LinkedInlinkedin.com/company/sidelinesio
• Instagraminstagram.com/lifeatsidelinesgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sidelines Group