FairPlay Sports Media

What FairPlay Sports Media does

FairPlay Sports Media Ltd., formerly Oddschecker Global Media, is a London-based B2B BetTech infrastructure provider founded in 1999 that serves the global sports betting economy through a vertically integrated three-layer technology stack. The platform aggregates real-time odds data from 200+ sportsbook operators across 40+ sports, processes 125M+ daily price changes, and distributes this intelligence to sports media publishers, broadcasters, betting operators, rights holders, and federations via zero-code embeddable widgets, a managed BetTech Data API, and proprietary AI-powered prediction tools. Its flagship AI engine generates 1.1B+ annual predictions across Player Effect, Injury Impact, and Value Bets products, feeding personalization engines that drive a claimed 12x engagement uplift on integrated publisher properties.

The company monetizes through a mix of revenue-share affiliate arrangements (40-50% publisher take rates via the Confido Network of 200+ operators), data licensing ($50K-$500K+ annually for premium data sets), API and platform subscription fees, managed media services, and AI prediction licensing. Its owned media portfolio — oddschecker (UK #1 odds comparison), WhoScored (football statistics), SuperScommesse (Italian betting portal), and Confido Network — reaches over 100M monthly users, serving both as direct consumer properties and as proof points for enterprise sales. Go-to-market combines enterprise field sales for tier-1 publishers (Fox Sports, DAZN, MARCA, La Gazzetta dello Sport, The Sporting News) with self-serve API adoption for mid-market customers, and a "No Risk, All Reward" model with zero upfront costs aligned to publisher success.

Customer evidence indicates meaningful enterprise traction: MARCA generates 7-figure monthly revenue from betting-adjacent services, La Gazzetta dello Sport derives an estimated 15-20% of total digital revenue from betting integrations, and premium US sports publishers reportedly generate $5M+ annual betting revenue using BetTech-adjacent models. The platform operates across 45+ regulated markets (32+ with live deployments) and the company is actively expanding into the US, Spain, Brazil, and Mexico via strategic partnerships and a dedicated US market entry program. FairPlay's leadership comprises a Group CEO, CTO, and Director of Marketing, with the company employing 101-250 people globally.

Name

FairPlay Sports Media

Legal name

FairPlay Sports Media Ltd.

Website

https://fairplaysportsmedia.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

FairPlay Sports Media is a London-based B2B BetTech infrastructure provider operating a vertically integrated platform spanning real-time odds aggregation (200+ operators, 125M+ daily price changes), zero-code embeddable betting widgets, and a proprietary AI engine generating 1.1B+ annual predictions. It serves sports publishers, broadcasters, betting operators, rights holders, and federations across 45+ regulated markets via revenue-share, data licensing, and API subscription models.

Ownership category

akta.pro rank

Product category

BetTech Infrastructure / Sports Data & Prediction Software

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162), Other Spectator Sports (711219), Other Gambling Industries (713290)

SIC

Wholesale-Computers & Peripheral Equipment & Software (5045), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

akta.pro secondary industry

Sports FAST Channels & Free Ad-Supported Streaming (MPAKAOAD)

Keywords

• BetTech infrastructure
• Sports betting data API
• Predictive sports analytics
• Publisher monetisation tools
• Odds comparison widgets

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Revenue Share / Affiliate Referral: FairPlay earns revenue share from operator partnerships when users place bets through their platform. Publishers embed betting widgets and earn 40-50% of net revenue generated from players they refer. No upfront costs; incentives aligned with operator success.
2. Data Licensing: FairPlay licenses anonymized, aggregated betting behavior data and AI predictions to operators, leagues, and analytics vendors. Publishers can license their own audience data back to betting operators. Typical licensing fees range from $50K-$500K+ annually for premium data.
3. API and Platform Access Fees: B2B licensing of BetTech Data API and platform access for publishers, broadcasters, and operators. Revenue share or fixed platform fees depending on volume and integration complexity. Zero upfront cost model with flexible revenue share.
4. Managed Media Services: Fully-managed betting content and monetisation services for publishers. FairPlay handles compliance, optimization, and operations while publishers earn revenue from day one.
5. AI Predictions and Insights: Premium Insight AI tools generating 1.1B annual projections sold to publishers, broadcasters, and operators for fan engagement, editorial content, and second-screen experiences.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

FairPlay Sports Media provides B2B BetTech infrastructure for the global sports betting economy, combining real-time odds data feeds (BetTech Data API), zero-code embeddable betting widgets (Connect Components), and proprietary predictive AI (FairPlay AI). The platform serves sports media publishers, betting operators, rights holders, broadcasters, and advertisers across 45+ regulated markets, enabling them to capture, engage, and monetise sports betting audiences via revenue share, data licensing, and managed services.

Product overview

FairPlay Sports Media operates as a unified BetTech platform providing infrastructure for the sports betting economy. The core product portfolio consists of four main technology offerings: BetTech Data API (real-time odds aggregation across 200+ operators), Connect Components (zero-code embeddable widgets for publishers), Premium Insight AI (proprietary predictive AI engine generating 1.1B annual projections), and Managed Media Services (expert implementation support). These products are complemented by an owned media network including oddschecker, WhoScored, Confido Network, and SuperScommesse, which reach 100M+ monthly users. The platform serves publishers, operators, rights holders, and broadcasters across 45+ regulated markets, processing 125M+ daily price changes and enabling sports betting monetisation through revenue share, data licensing, and affiliate partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• BetTech Data API Real-time odds API feeds aggregating 125M+ price changes daily across 200+ sportsbook operators and 40+ sports. Provides pre-match and in-play data integration via managed feed or direct API with sub-second latency, for publishers, broadcasters, and operators.
• Connect Components Zero-code embeddable betting widgets including live odds grids, match widgets, betting carousels, prediction widgets, and betting slips. Deployable instantly via GTM or API, fully customisable and compliant across 45+ regulated markets. Designed for sports publishers and broadcasters.
• Premium Insight AI AI-powered sports predictions for fan engagement and editorial content, powered by FairPlay AI proprietary predictive engine. Includes Player Effect, Injury Impact, and Value Bets tools generating 1.1B+ annual projections. Designed for publishers and broadcasters.
• Managed Media Services Expert services including content integration, strategic optimisation around major sporting events, compliance management, and technical support for publishers implementing BetTech solutions. Includes full-service white-label offering with user account management, wallet/payment processing, compliance, and 24/7 operations support.
• FairPlay Customer Insights Self-serve analytics dashboard for UK betting operators providing data on bettor brand perception, product feature popularity, and competitive benchmarking. Powered by a verified panel of over 1,000 active UK bettors with quarterly data refresh and flash research capabilities.
• oddschecker The UK's #1 odds comparison platform providing real-time odds aggregation across multiple sportsbooks. Operated as a wholly-owned FairPlay brand.
• WhoScored Football statistics and ratings platform providing detailed match data, player statistics, and predictive ratings. Wholly-owned FairPlay brand.
• Confido Network Operator-publisher affiliate network facilitating betting revenue sharing between publishers and sportsbook operators, connecting 200+ operator partners with publisher audiences. Wholly-owned FairPlay subsidiary.
• SuperScommesse Italy's leading betting portal providing odds comparison, betting guides, and sports coverage for the Italian market. Wholly-owned FairPlay brand.

Quantifiable outcome

• 12x engagement uplift when BetTech integration is deployed correctly
• +6 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• The Sporting NewscoreStrategic or Co-development Partner · 30 July 2025FairPlay announced a strategic partnership with The Sporting News to deploy AI-powered betting technology across global markets including the UK, Spain, Brazil, and Mexico. FairPlay provides its BetTech capabilities including real-time odds, offers, and bet comparison products to enhance monetization and digital betting initiatives for The Sporting News's global audience.
• OddscheckercoreTechnology or IntegrationOddschecker is FairPlay's flagship brand and the UK's #1 odds comparison platform. It serves as both a product (reaching UK bettors) and a proof point for FairPlay's BetTech capabilities. Part of FairPlay's owned network of sports media brands.
• WhoScoredcoreTechnology or IntegrationWhoScored is FairPlay's football statistics and ratings platform. It provides comprehensive match data, player statistics, and predictive ratings that power FairPlay's AI predictions and betting insights. Part of FairPlay's owned network with global reach.
• Confido NetworkcoreChannel Partner/ Reseller/ DistributorConfido Network is FairPlay's operator-publisher affiliate network connecting 200+ operator partners with publisher audiences. It enables revenue share arrangements, player acquisition tracking, and best-in-market operator deals for FairPlay publisher partners.
• SuperScommessecoreTechnology or IntegrationSuperScommesse is FairPlay's Italy-leading betting portal and brand. It serves the Italian market with odds comparison, betting guides, and predictions. Part of FairPlay's owned network of sports media brands.
• Fox SportsflagshipStrategic or Co-development PartnerFox Sports is listed as a trusted partner brand, indicating a BetTech infrastructure partnership for real-time odds and betting engagement tools. Serves as a marquee customer reference for FairPlay's enterprise sports media solutions.
• FanaticsflagshipStrategic or Co-development PartnerFanatics is listed as a trusted partner brand, indicating a betting technology and odds integration partnership. Fanatics Betting & Gaming division leverages FairPlay's BetTech infrastructure for odds data and predictions.
• DAZNflagshipStrategic or Co-development PartnerDAZN is listed as a trusted partner, indicating live odds and betting data integration for the sports streaming platform. FairPlay provides real-time odds and betting features for DAZN's streaming environment.
• MARCAflagshipStrategic or Co-development PartnerMARCA (Spain) is a leading Spanish sports media brand using AI prediction widgets powered by FairPlay. Generates 7-figure monthly revenue from betting-adjacent services and serves as a key customer case study.
• La Gazzetta dello SportflagshipStrategic or Co-development PartnerItaly's leading sports daily with odds integrated into every match article. Betting revenue estimated at 15-20% of total digital revenue. Uses FairPlay's BetTech infrastructure for real-time odds and predictions.
• The Jockey ClubcoreStrategic or Co-development PartnerThe Jockey Club is a heritage UK racing partner with live odds grids and predictions via FairPlay's network. Represents FairPlay's capabilities in horse racing and niche sports verticals.
• SBC Summit AmericasminorGTM or Marketing PartnerSBC Summit Americas is a major industry event where FairPlay participates to showcase BetTech technology and partnerships. The event features executives from major operators including DraftKings, Bet365, Fanatics Betting & Gaming, and Seminole Hard Rock.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sportradar: Global sports data and B2B betting technology provider offering odds feeds, trading services and content solutions to operators and media. Most direct competitor to FairPlay's BetTech Data API and overall infrastructure stack.
• Genius Sports: Public sports data, trading and media technology company serving sportsbooks, leagues and media partners. Competes with FairPlay in data feeds, AI-driven content and second-screen engagement products.
• Stats Perform: Sports data and AI predictions provider (Opta, SportAI) supplying bookmakers, broadcasters and publishers. Direct overlap with FairPlay's predictive AI and odds data products.
• Kambi Group: B2B sportsbook platform and odds feed provider to operators globally. Overlaps with FairPlay's API and managed services offerings on the operator side of the value chain.
• Better Collective: Public sports betting affiliate marketing and comparison network (with assets similar to oddschecker and Confido Network). Closest direct comparable to FairPlay's owned media and affiliate business model.
• Catena Media: Public sports betting and casino affiliate marketing operator with global publisher portfolio. Competes for affiliate-driven sportsbook traffic and revenue share arrangements that FairPlay's Confido Network also monetizes.

Emerging players

• OddsJam: US-focused odds comparison and betting tools platform targeting sports bettors. Overlaps with oddschecker's comparison experience and emerging alternative in the North American market FairPlay is expanding into.
• Gambling.com Group: Public performance marketing and affiliate network for sports betting and iGaming. Adjacent competitor in affiliate-driven sportsbook traffic acquisition overlapping with Confido Network.

Others

• GeoComply: Geolocation and compliance infrastructure provider for the sports betting industry. Complements rather than competes with FairPlay's compliance layer — both are enabling infrastructure for regulated wagering.

Broad incumbents

• DraftKings: Major US sportsbook operator and digital sports entertainment platform. Both customer of BetTech data infrastructure and potential competitor if it expands in-house publisher-facing technology (e.g., DK Network).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fairplaysportsmedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 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 FairPlay Sports Media