What Bettingmetrics does

Bettingmetrics is a London-based private company (founded 2016, 11-50 employees) associated with Betting.com, an online sports betting information and affiliate platform originally registered in 1994 and relaunched in 2023 with a new team of sports betting experts. The platform provides free editorial content, expert sportsbook reviews, real-time odds tracking and comparison, expert picks and predictions, and a suite of 17+ betting calculators (arbitrage, Kelly criterion, Dutching, hedge, parlay, matched betting, etc.) aimed at US adult sports bettors seeking guidance on licensed operators.

The underlying technology is a web-based content management system with integrated interactive betting tools, state-specific landing pages, and SEO-optimized editorial coverage spanning 100+ leagues and competitions (NFL, NBA, NHL, MLB, MLS, Premier League, Champions League, La Liga, Serie A, Bundesliga, etc.). The site covers 37 US states plus Washington D.C. where sports betting is legal, with dedicated pages for jurisdictions including Arizona, Colorado, Florida, Illinois, New Jersey, New York, Ohio, Pennsylvania, and others, while also operating localized country versions for the United Kingdom, Sweden, Spain, and Brazil.

The business model is a free-to-consumer, affiliate-referral monetization model. Betting.com generates revenue through commissions paid by licensed US sportsbook partners — primarily DraftKings, BetMGM, Caesars, and BetRivers at the core tier, with Betfred, Fanatics, Hard Rock Bet, and bet365 as secondary partners — when referred users sign up or place bets. GTM is product-led/content-led: SEO-driven organic search, content marketing, sportsbook reviews and comparisons, and free betting tools drive top- and mid-funnel acquisition, with affiliate links converting users to operator sign-ups. The management team is editorial-heavy (Content Operations Manager, Site Manager, content writers) and the company appears bootstrapped apart from a small Concept Ventures seed engagement.

Name

Bettingmetrics

Legal name

Betting.com

Website

https://betting.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Bettingmetrics operates Betting.com, a free US-focused sports betting content and affiliate platform providing sportsbook reviews, odds comparison, betting calculators, and expert picks to adult bettors in 37+ states, monetized via referral commissions from licensed operators like DraftKings, BetMGM, Caesars, and BetRivers.

Ownership category

akta.pro rank

Product category

Sports Betting Information & Affiliate Marketing

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

akta.pro secondary industry

SEO/Content Publishing Networks for Betting Leads (MPAEAMAG)

Keywords

• Sports betting affiliate
• Sportsbook reviews
• Betting odds comparison
• Betting calculators
• Online gambling guides

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate Marketing / Sportsbook Referrals: Betting.com earns revenue through affiliate commissions when users click through to partner sportsbooks (such as DraftKings, BetMGM, Caesars, BetRivers, Betfred) and sign up or place bets. The site promotes licensed US sportsbooks and receives referral fees for driving customer acquisition to these platforms.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Betting.com is a sports betting information and affiliate platform that publishes sportsbook reviews, betting bonuses, news, picks and predictions, odds comparison, and educational content for individual sports bettors. It also operates a proprietary suite of betting calculators and a payment-methods guide. The platform monetizes its audience by referring users to licensed sportsbook operators (DraftKings, BetMGM, Caesars, BetRivers, Betfred, Fanatics, Hard Rock Bet, bet365) in exchange for affiliate commissions.

Product overview

Betting.com operates as a single unified online sports betting guidance platform, combining expert reviews of licensed US sportsbooks, comprehensive betting tools (calculators for arbitrage, hedging, Dutching, Kelly Criterion, parlays, and more), real-time odds tracking, betting picks and predictions across major sports leagues (NFL, NBA, NHL, MLB, UFC, Soccer), and ongoing news coverage of the US sports betting market. The platform was established in 1994 and positions itself as a free resource to help bettors make informed decisions while promoting responsible gambling.

Differentiator

Problem solved

Functional benefit

Products and services

• Betting.com Platform The flagship sports betting information and affiliate website operated by Bettingmetrics, publishing reviews, guides, news, odds comparison, picks, and bonus information for sports bettors across multiple markets, with monetization via affiliate referrals to licensed sportsbook operators.
• Betting Calculators Suite A proprietary suite of betting calculators accessible via Betting.com that helps sports bettors compute odds, payouts, implied probabilities, and other wagering outcomes. Targeted at individual sports bettors seeking quick value calculations.
• Sportsbook Reviews Editorial reviews of licensed sportsbook operators, providing individual sports bettors with assessments of features, reputation, payouts, and bonus terms to inform sportsbook selection.
• Betting Bonuses & Promotions Curated coverage of welcome offers, bonus codes, and ongoing promotions available at partner sportsbooks, presented to individual sports bettors to highlight sign-up incentives.
• News & Blog News articles, analysis and blog content covering sports betting markets, operator developments, regulatory changes, and industry trends for individual sports bettors.
• Picks & Predictions Betting picks, predictions, and event previews published for individual sports bettors looking for wagering angles on upcoming sporting events.
• Odds Comparison Comparison of betting odds across partner sportsbooks, enabling individual sports bettors to identify favorable prices for upcoming events.
• Payment Methods Guide Educational guide covering deposit and withdrawal payment methods supported by partner sportsbooks, helping individual sports bettors understand banking options at licensed operators.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• DraftKingscoreGTM or Marketing PartnerDraftKings is featured as a top-rated sportsbook on Betting.com with affiliate links. Betting.com receives referral fees for driving new customers to DraftKings. The sportsbook offers betting markets on major US sports leagues.
• BetMGMcoreGTM or Marketing PartnerBetMGM is promoted as a top sportsbook on Betting.com with affiliate relationship. Betting.com earns commissions for referrals that result in new customer sign-ups.
• Caesars SportsbookcoreGTM or Marketing PartnerCaesars is featured as a leading sportsbook on the platform with affiliate partnership. Betting.com promotes Caesars bonuses and receives referral compensation for customer acquisition.
• BetRiverscoreGTM or Marketing PartnerBetRivers is listed as a top sportsbook with affiliate partnership on Betting.com. The platform drives customer referrals to BetRivers in exchange for referral fees.
• Betfred SportsbookminorGTM or Marketing PartnerBetfred is featured as a sportsbook option on Betting.com with affiliate links and promotional offers for US bettors.
• Fanatics SportsbookminorGTM or Marketing PartnerFanatics Sportsbook coverage includes news about launches in new states and promotional offers, with affiliate relationship for customer referrals.
• Hard Rock BetminorGTM or Marketing PartnerHard Rock Bet partnership coverage includes news about NHL Florida Panthers collaboration. Betting.com promotes Hard Rock Bet with affiliate links.
• bet365minorGTM or Marketing Partnerbet365 is covered on the platform for US market expansion news, particularly state launches such as Arizona. Affiliate relationship exists for customer referrals.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• RotoGrinders: Sports betting content and tools platform covering picks, projections, and sportsbook reviews. Comparable niche focus on US sportsbooks with an editor- and tool-driven user experience similar to Betting.com.
• TheLines: US sports betting media site providing odds, picks, and sportsbook comparisons. Overlaps with Betting.com on content categories, monetization model, and SEO-led GTM.
• BettingPros: Sports betting picks, projections, and odds comparison platform with sportsbook affiliate relationships. Closely comparable on tools (projections, odds comparison) and affiliate monetization.
• Covers: Sports betting media and odds platform offering sportsbook reviews, picks, and odds comparison. Directly competes with Betting.com for organic 'best sportsbook' and state-specific sports betting intent in the US.
• Sportsbook Review (SBR): Sportsbook reviews, ratings, and odds comparison site with affiliate referral revenue. Directly comparable offering: licensed-sportsbook focus, US-market depth, and editorial + tools hybrid model.
• OddsChecker: UK-headquartered odds comparison and sportsbook affiliate platform. Directly comparable business model: free odds tracking, sportsbook reviews, and affiliate referral revenue across multiple regulated markets including the US.
• Action Network: US-focused sports betting content, picks, odds, and affiliate platform (acquired by Better Collective). Closest direct competitor in the US market with a comparable mix of editorial content, tools, and sportsbook affiliate monetization.
• Bookies.com: Sportsbook comparison and review site operating across multiple US states. Directly comparable in scope (state-specific coverage, licensed sportsbook reviews, affiliate revenue).
• VegasInsider: Long-running US odds and sportsbook information site with similar affiliate-led monetization model. Overlaps with Betting.com on sportsbook reviews, odds tracking, and picks across major US leagues.

Broad incumbents

• FOX Sports (sports betting content): Major US sports media brand with adjacent sportsbook content, picks, and odds. Operates as a broader incumbent with sports betting as one of many verticals rather than a focused affiliate pure-play.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BettingGamex
• Instagraminstagram.com/betting.gamex
• Xx.com/bettingmetrics
• YouTubeyoutube.com/channel/betting.gamex
• LinkedInlinkedin.com/company/betting-gamex

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors1 record

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 Bettingmetrics