Sporting Solutions
Sporting Solutions is a London-headquartered B2B provider of sports betting technology, supplying odds trading, player props, risk management, and bet builder services to tier 1 sportsbook operators and state lotteries across regulated markets globally, and is a wholly-owned subsidiary of Betsson Group.
- Company typePrivate
- Founded1994
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Sporting Solutions does
Sporting Solutions is a London-headquartered business-to-business provider of sports betting technology, serving tier 1 sportsbook operators and state lotteries in regulated markets globally. The company was founded in the mid-1990s (firmographic sources cite 1992, internal company history cites 1994) and employs over 150 staff, the majority based at its London headquarters at 1-3 Fredericks Place. It is licensed and regulated in Great Britain by the Gambling Commission under account number 52033. In 2024 the company was acquired by Betsson Group from its previous owner Groupe Française des Jeux.
The company's core offering is a modular platform-plus-services architecture built around four product lines: Odds Services (foundational pre-match and in-play odds pricing across 30+ years of proprietary modelling), Player Props (precision pricing for player proposition markets across Football, Basketball, NFL, NHL, Rugby Union), Risk Management Services delivered through Universal MTS with four modules (Bet Decision Engine, AI-powered Player Profiling, Risk Advisory, Automated Liability Management), and Multi-Sport Bet Builder (multi-sport bet creation with configurability and cash-out support). The underlying technology stack includes proprietary AI/ML odds and trading models, an AI-powered player profiling engine that scores customer skill per sport, real-time liability monitoring with automated odds adjustment, an event-driven cloud-native system for the Bet Builder, and the Connect platform for fixture booking, market management, and aggregated bet flow across brands and jurisdictions.
Sporting Solutions generates revenue through B2B enterprise contracts, primarily multi-year subscription and managed service agreements covering odds trading, risk management, and player props, supplemented by licensing/royalty arrangements and a self-trade capability that lets operators blend the company's models with local market knowledge. It sells both directly to operators and indirectly via sportsbook platform providers (Metric Gaming, NE Group, Playbook Engineering) that embed its technology for their operator customers. Distribution is global, with documented customers in the UK, Europe (Spain, Italy, Germany, France, Sweden, Denmark, Ireland), Australia, Singapore, and North America. The customer base spans tier 1 operators including SkyBet (Flutter), William Hill, Ladbrokes, 888, bwin, Betfred, BoyleSports, and Betsson, alongside lotteries such as Singapore Pools, OLG, Danske Spil, and TABCorp.
Sporting Solutions firmographics
Firmographics- Name
- Sporting Solutions
- Legal name
- Sporting Solutions Services Limited
- Website
- https://sportingsolutions.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Sporting Solutions is a London-headquartered B2B provider of sports betting technology, supplying odds trading, player props, risk management, and bet builder services to tier 1 sportsbook operators and state lotteries across regulated markets globally, and is a wholly-owned subsidiary of Betsson Group.
- Ownership category
- akta.pro rank
Sporting Solutions industry classification
Industry- Product category
- Sports Betting Technology
- NAICS
- Gambling Industries (7132), Other Gambling Industries (713290)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Sportsbook Trading, Odds & Feed Providers (MPAEAKAB)
- akta.pro secondary industry
- Sportsbook Platform & PAM Providers (B2B) (MPAEACAC)
Keywords
Where Sporting Solutions is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Sporting Solutions business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Sports Betting Technology Services: Provides sports betting technology services including odds trading, risk management, and player props to tier 1 operators and lotteries worldwide. Revenue generated through licensing and service agreements with sportsbook operators and platform providers.
- Odds Services: Comprehensive odds trading services covering pre-match and in-play odds across wide range of sports. Full lifecycle service from fixtures to odds to settlement.
- Bet Builder Platform: Multi-sport bet builder product offered to operators, with customisable margins and configurable features that can be differentiated between brands or jurisdictions.
- Risk Management Services: Modular risk management solutions available as outsourced managed service or off-the-shelf product for integration into existing sportsbook back ends.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | B2B enterprise pricing for sports betting technology services |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Sporting Solutions product offering
Product offeringCore offering
Sporting Solutions is a B2B sports betting technology provider that supplies tier 1 sportsbook operators and lotteries worldwide with proprietary odds trading, pricing, and risk management services. Its product portfolio includes Odds Services (pre-match and in-play odds pricing with 30+ years of modelling heritage), Player Props (precision pricing for player proposition markets across Football, Basketball, NFL, NHL, and Rugby Union), Risk Management Services delivered via Universal MTS (Bet Decision Engine, AI-powered Player Profiling, and Automated Liability Management), and Multi-Sport Bet Builder.
Product overview
Sporting Solutions is a B2B sports betting technology provider offering a modular platform-plus-services architecture. The core offering consists of four integrated services: Odds Services (foundational 30-year odds trading and pricing), Player Props (precision pricing for player proposition markets), Risk Management Services (Universal MTS with Player Profiling AI), and Multi-Sport Bet Builder (multi-sport bet creation tool). Odds Services Plus serves as an enhanced add-on module to Odds Services, providing automated risk management powered by machine learning. All services can be delivered as managed services or integrated into existing sportsbook platforms, with the Connect platform providing centralized management of odds feeds, fixtures, and liability monitoring.
Differentiator
Problem solved
Functional benefit
Brands
- Odds Services: Core odds trading service providing pre-match and in-play odds across multiple sports with 30 years of proprietary pricing expertise.
- Odds Services+
- Player Props
- Risk Management Services
- Multi-Sport Bet Builder
Products and services
- Odds Services
Quantifiable outcome
- Increased betting volumes in higher-margin player props markets, outperforming traditional match winner and totals markets
- +3 more outcomes
Companies that use Sporting Solutions
Customer profileNamed customers19 records
Segments4 records
Ideal customer profiles4 records
Sporting Solutions technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability9 records
Feature8 records
Sporting Solutions partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and flagship.
- UPCozcoreThree-year partnership with powerhouse behind Ultimate Punters Challenge in Australia. Delivers premium pricing and innovative player props services, powered by advanced proprietary models. Strengthens footprint in competitive Australian betting market.
- Singapore PoolsflagshipLong-standing partnership continued. Provides continued access to proprietary pre-match and in-play pricing services, and ongoing use of self-trade capability blending Sporting Solutions tech with Singapore Pools' local market expertise. Result is sharper pricing and stronger engagement.
- HotbetcoreMulti-year partnership with Australian operator. Sporting Solutions provides comprehensive Odds Services covering range of sports to enhance Hotbet's sportsbook offerings with world-class trading services for competitive edge in Australian market.
- NE GroupcoreSportsbook deal for odds and risk management solutions across all sports. NE Group utilises Sporting Solutions odds and unique Odds Services+ product providing automated risk management based on betting liability and customer profile. NE Group is platform provider.
- Playbook EngineeringcoreSeven-year partnership extension (active since 2017). Playbook Engineering and its brands continue to be supplied with Odds Services across pre-game and in-play sports. Partnership has resulted in number of brands expressing interest in collaboration.
- SkyBet (Flutter)flagshipRenewed partnership with UK sports betting giant, key brand within Flutter's UK and Ireland division. Collaboration surpasses 9-year milestone. SkyBet continues to benefit from comprehensive trading services including pre-match and in-play odds across extensive range of sports.
- Metric GamingcoreTwo-year renewal of longstanding partnership. Metric Gaming, multi-tenant sports betting software provider, leverages Sporting Solutions' pricing and trading services for pre-match and in-play odds across wide range of sports to all their supported partners including 888sport, Eurobet and Betfred.
- Decimal Data ServicescorePartnership with world's leading cricket data provider. Expanded cricket content from 800 to 6,000 pre-game and in-play matches annually. Decimal Data Services provides comprehensive cricket data and pricing delivered through Sporting Solutions' expert trading team.
- PandascorecoreEsports integration partnership providing coverage for CSGO, Dota 2 and League of Legends markets. Pandascore's expert dedicated trading team delivers major esports markets. Initial partnership signed in 2021, bringing market-leading esports betting product combined with best-in-class odds trading and risk management.
- Betsson GroupflagshipMajor customer and parent company. Betsson acquired Sporting Solutions in 2024 to support B2B global strategic ambitions. Sporting Solutions powers Betsson's basketball growth with enhanced Player Props coverage across EuroLeague, ACB, Serie A, BBL, LNB, CBA, NBL. AI integration in sportsbook personalisation.
- Orenes GroupcoreTwo-year extension of partnership. Sporting Solutions provides Odds Services for all sports across Orenes Group's retail brand Versus and online sportsbook and casino brand Yaass. Orenes is Spanish leisure and gaming firm.
- CSGO Empirecore3-year partnership for Odds Services Plus - bespoke pricing and risk management solution enhanced through machine learning algorithms. Service integrated across majority of sportsbook, which initially launched November 2022.
- RETABET GROUPflagshipSeven+ year partnership extended for 2 more years (will reach 9-year milestone). RETABET continues to utilise in-play pricing alongside enhanced football modelling. One of fastest growing sportsbooks in Spain.
Scale indicators6 records
Recent moves6 records
Expansion highlights7 records
Sporting Solutions competitors and assessment
Company assessmentDirect peers
- Sportradar: Global B2B sports data and content/odds provider serving sportsbooks with trading, risk, and content solutions. Directly comparable to Sporting Solutions as a leading wholesale odds/trading supplier to tier 1 operators across regulated markets.
- Genius Sports: B2B sports data, odds, trading technology, and fan engagement provider to sportsbooks globally. Comparable to Sporting Solutions as both supply wholesale odds feeds, trading services, and risk tools to the same tier 1 sportsbook and lottery customer base.
- Kambi Group: Pure-play B2B sportsbook platform offering turnkey technology including trading, risk management, and odds. Closest direct competitor to Sporting Solutions in the modular B2B sportsbook services space, particularly in Europe and the Americas.
- BetConstruct: B2B iGaming and sportsbook platform provider offering odds, trading, risk, and player props modules to operators. Comparable to Sporting Solutions as a modular sportsbook technology vendor competing for similar operator integrations.
- Pragmatic Solutions: B2B iGaming platform provider offering PAM and sportsbook modules including odds and risk tools. Comparable to Sporting Solutions as a B2B platform vendor working with tier 1 and emerging operators across regulated jurisdictions.
- Altenar: B2B sportsbook software provider delivering odds feeds, trading, and risk management to operators worldwide. Comparable to Sporting Solutions as a focused B2B sportsbook technology provider targeting the same customer verticals.
Broad incumbents
- EveryMatrix: Large B2B iGaming and sportsbook platform vendor offering comprehensive PAM, odds, risk, and content services. Overlaps with Sporting Solutions on the sportsbook trading/risk module but offers a broader portfolio including casino and PAM.
- Stats Perform: Sports data and AI provider, including odds and trading-adjacent services for sportsbooks. Comparable to Sporting Solutions as a B2B provider serving sportsbook trading and content use cases, but with a broader data-led portfolio.
Emerging players
- LSports: Specialist B2B sports data feed and odds provider for sportsbooks. Comparable to Sporting Solutions on the odds feed / trading services side, though positioned as a smaller, agile challenger to the larger incumbents.
- OddsMatrix: B2B sportsbook platform offering odds feeds, trading, and risk management solutions to operators. Comparable to Sporting Solutions as a modular B2B sportsbook vendor, with growing footprint in regulated markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Sporting Solutions social profiles
Digital presenceSporting Solutions compliance and trust
Trust signalCompliance1 record
Sporting Solutions financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sporting Solutions leadership team
Management profileNumber of profiles
Profiles3 records
Sporting Solutions funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sporting Solutions M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sporting Solutions
What does Sporting Solutions do?
Sporting Solutions is a B2B sports betting technology provider that supplies tier 1 sportsbook operators and lotteries worldwide with proprietary odds trading, pricing, and risk management services. Its product portfolio includes Odds Services (pre-match and in-play odds pricing with 30+ years of modelling heritage), Player Props (precision pricing for player proposition markets across Football, Basketball, NFL, NHL, and Rugby Union), Risk Management Services delivered via Universal MTS (Bet Decision Engine, AI-powered Player Profiling, and Automated Liability Management), and Multi-Sport Bet Builder.
Is Sporting Solutions a public or private company?
Sporting Solutions is a private company. It is classified as corporate owned and is currently operating.
When was Sporting Solutions founded?
Sporting Solutions was founded in 1994. It employs 101 to 250 people.
Where is Sporting Solutions based?
Sporting Solutions is headquartered in London, United Kingdom, in the Europe region.
How does Sporting Solutions make money?
Four revenue lines are on record. Sports Betting Technology Services are the primary driver. The others are odds Services, bet Builder Platform and risk Management Services.
Who are Sporting Solutions's main competitors?
Direct peers on record are Sportradar, Genius Sports, Kambi Group, BetConstruct, Pragmatic Solutions and Altenar. Broad incumbents are EveryMatrix and Stats Perform. Emerging players are LSports and OddsMatrix.
Does Sporting Solutions have an API?
No public API is recorded for Sporting Solutions.
What industry is Sporting Solutions in?
Sporting Solutions's product category is Sports Betting Technology. Its primary akta.pro industry code is MPAEAKAB, Sportsbook Trading, Odds & Feed Providers, with a secondary code of MPAEACAC, Sportsbook Platform & PAM Providers (B2B). Its NAICS code is 7132 and its SIC code is 7900.