Sporting Solutions

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.

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

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

• Sports betting technology
• Odds trading services
• Risk management sportsbook
• Player props pricing
• B2B sportsbook platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers19 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability9 records

Feature8 records

Partnerships

13 partnerships are on record, tiered core and flagship.

• UPCozcoreStrategic or Co-development Partner · 14 December 2025Three-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 PoolsflagshipStrategic or Co-development Partner · 14 December 2025Long-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.
• HotbetcoreStrategic or Co-development Partner · 6 March 2025Multi-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 GroupcoreChannel Partner/ Reseller/ Distributor · 30 May 2024Sportsbook 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 EngineeringcoreChannel Partner/ Reseller/ Distributor · 2 May 2024Seven-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)flagshipStrategic or Co-development Partner · 31 January 2024Renewed 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 GamingcoreChannel Partner/ Reseller/ Distributor · 30 October 2023Two-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 ServicescoreTechnology or Integration · 26 September 2023Partnership 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.
• PandascorecoreTechnology or IntegrationEsports 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 GroupflagshipStrategic or Co-development PartnerMajor 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 GroupcoreStrategic or Co-development PartnerTwo-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 EmpirecoreStrategic or Co-development Partner3-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 GROUPflagshipStrategic or Co-development PartnerSeven+ 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

Direct 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

• Xx.com/sportingsols
• LinkedInlinkedin.com/company/sporting-solutions

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Sporting Solutions