What Starlizard does

Starlizard is a privately-held sports data analytics and betting consultancy that produces match predictions and executes high-frequency bets across global sports markets. The company combines specialist sports expertise with data science and engineering, consuming information on every aspect of a sporting fixture to generate what it describes as world-leading predictions. Its core offerings span four interconnected capabilities: data aggregation, sporting predictions, bet execution, and real-time analytics, all delivered through bespoke proprietary platforms rather than third-party products.

The underlying technology stack is custom-built for scale and latency. Distributed messaging systems handle thousands of global events per second, enabling continuous, 24/7 high-frequency bet execution. Data engineers build high-performance, scalable streaming pipelines alongside querying platforms and dashboards, while data scientists work in Python on a bespoke data platform applying machine learning and statistical modelling techniques to produce agile, continuously iterated prediction and optimization models. The company maintains wholly-owned operating subsidiaries in Ireland, New Zealand, and Canada, supporting a four-country international footprint anchored by its London headquarters in Camden.

Starlizard operates a dual revenue model. The primary stream is generated through its own sports betting operations, where predictions are fed into proprietary platforms to execute high-frequency orders around the clock in the global betting market. A secondary stream derives from specialist sports data analytics and consultancy services delivered through direct enterprise relationships to participants in the sports betting industry. The company is privately held, was founded in 2014 under the legal name Star Lizard Consulting Limited, employs 251-500 staff, and is led by founder and CEO Steve Edery with Affy Sheikh serving as Head of Integrity for its adjacent integrity services line.

Name

Starlizard

Legal name

Star Lizard Consulting

Website

http://www.starlizard.com/

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

Starlizard is a privately-held sports data analytics and betting consultancy that combines specialist sports expertise with proprietary ML-driven prediction platforms to execute high-frequency bets and provide analytics services to the global sports betting industry.

Ownership category

akta.pro rank

Product category

Sports Betting Analytics

NAICS

Gambling Industries (7132)

akta.pro primary industry

Sportsbook Trading, Odds & Feed Providers (MPAEAKAB)

akta.pro secondary industries

Sportsbook Platform & PAM Providers (B2B) (MPAEACAC), Risk Management, Fraud & Anti-Collusion Analytics (MPAEAKAC), Sports Data Feeds & Integrity Monitoring (MPAEACAE)

Keywords

• Sports data analytics
• Sports betting consultancy
• Match prediction services
• Bet execution systems
• Sports betting technology

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Infrastructure, Operations

Revenue model

1. Sports Betting Operations: Starlizard generates revenue through executing high frequency bets based on their sports predictions. Their bespoke platforms enable them to execute bets around the clock in the evolving global betting market.
2. Sports Data Analytics and Consultancy: Specialist sports data analytics and consultancy services providing predictions and analysis to the sports betting industry.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Starlizard is a specialist sports data analytics and betting consultancy that produces world-leading match predictions by combining cutting-edge analytics with sports expertise. The company operates bespoke proprietary platforms that enable high-frequency bet execution around the clock across global markets, supported by real-time analytics models that process huge volumes of sporting data.

Product overview

Starlizard is a specialist sports data analytics and betting consultancy that operates as a single integrated service offering. The company provides sports predictions through a combination of cutting-edge analytics and sports expertise, supported by proprietary bespoke platforms for high-frequency bet execution. The core service encompasses data analytics, sporting predictions, bet execution, and real-time analytics.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Match Predictions World-leading match predictions produced by combining cutting-edge analytics with sports expertise. Consumes information on every aspect of a sporting fixture to provide an unparalleled view of on-pitch and off-pitch dynamics, targeting sports betting market participants.
• High-Frequency Bet Execution Bespoke proprietary platforms enabling execution of high-frequency orders around the clock in the evolving global sports betting market. Distributed messaging systems handle thousands of global events every second to facilitate constant betting operations.
• Real-Time Sports Analytics Analysis of huge volumes of data in real-time to produce agile and adaptable models that drive decisions across the business. Involves continuous iterations to maintain competitive advantage in the sports betting market.
• Sports Data Analytics Consultancy Specialist consultancy services providing predictive analytics, machine learning, and statistical modelling expertise to clients in the sports betting industry. Supports rigorous interrogation of large and varied data sets with custom data platforms.

Quantifiable outcome

• World-leading match predictions

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kambi Group: Kambi is a B2B sportsbook platform provider offering trading, risk management and odds services to operators. Starlizard's internal bespoke platforms address a similar problem space (trading, odds, risk) for its own book, making Kambi a comparable incumbent whose technology Starlizard could one day productise.
• Bet365: Bet365 is one of the world's largest proprietary sportsbooks with substantial in-house trading and pricing capabilities. It is a broader incumbent whose scale and in-house trading stack make it a structural benchmark for what a large proprietary sportsbook operation can achieve.
• Entain: Entain is a major global gambling operator with sportsbook, gaming and B2B (Bwin, Ladbrokes, BetMGM JV, Entain Platform) operations. It is a broad incumbent across the same sports betting value chain in which Starlizard operates, though at far larger scale and with a more diversified product set.

Emerging players

• StatsBomb: StatsBomb provides advanced football analytics and data, including event-level data used by clubs, federations and betting firms. As a specialist football analytics firm, it overlaps meaningfully with the prediction and modelling side of Starlizard's football-focused business, though it sits at an earlier commercial scale.
• Smartodds: Smartodds is a UK-based sports modelling and consultancy firm serving betting clients. It is closely comparable to Starlizard's sports data analytics and consultancy revenue stream, with a similarly specialised quant-and-sport-expert team serving the betting industry.

Direct peers

• Stats Perform (Opta): Stats Perform (owner of the Opta brand) supplies deep sports data feeds and AI-powered data to sportsbooks, media and teams. Starlizard's bespoke data platform and analytical depth place it in direct comparison on the data and analytics layer serving the betting industry.
• Genius Sports: Genius Sports provides sports data, technology, and integrity services to sports leagues, sportsbooks, and media companies. It is directly comparable to Starlizard in combining sports data feeds, trading technology, and integrity monitoring for the global betting ecosystem.
• Pinnacle: Pinnacle is a sportsbook known for sharp odds, low margins, and welcoming professional/quant bettors. Like Starlizard, it operates a proprietary trading book driven by data-led pricing — making it one of the closest business-model analogues for Starlizard's proprietary betting arm.
• Sportradar: Sportradar is a global sports data and technology provider offering odds feeds, trading services, and integrity monitoring to sportsbooks and leagues. Like Starlizard, it operates at the intersection of sports data analytics and the betting industry with proprietary data and integrity capabilities.
• Betgenius (Genius Sports division): Betgenius provides sportsbook data feeds, in-play content and trading tools to operators worldwide. It is a direct analogue to the data-feed and odds layer of Starlizard's proprietary betting stack, and offers a roadmap for how internal tech could be externalised as a B2B service.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/starlizard-integrity-services

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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 Starlizard