10star
- Company typePrivate
- Founded2020
- HeadquartersLincoln, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
10star firmographics
Firmographics- Name
- 10star
- Legal name
- Diez Star Holding Limited
- Website
- https://10star.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
10star industry classification
Industry- Product category
- Sportsbook Trading Software
- NAICS
- Gambling Industries (7132)
- akta.pro primary industry
- Sportsbook Trading, Odds & Feed Providers (MPAEAKAB)
- akta.pro secondary industry
- Sportsbook Platform & PAM Providers (B2B) (MPAEACAC)
Keywords
Where 10star is headquartered
LocationHeadquarters
- HQ city
- Lincoln
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
10star business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- B2B Sportsbook Services: 10star supplies B2B services to Tier 1 sportsbooks, providing pricing, trading, data analytics and risk management either as a fully integrated service or through a suite of SaaS analytic tools. Augmenting objective solutions with expert trader oversight ensures partners benefit from bespoke pricing.
- Managed Trading Service: Outsourced pricing and fully managed trading service where 10star incorporates partner risk and customer behaviour at the heart of Automated Trading Systems (ATS).
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
10star product offering
Product offeringCore offering
10star supplies B2B pricing, trading, risk management, and data analytics services to Tier 1 sportsbook operators through two interconnected products: Alpha, a fully integrated pricing, trading and risk management solution built on machine learning sports algorithms; and Neural, a suite of SaaS analytics modules providing insight into customer sharpness, market efficiency, and third-party supplier performance.
Product overview
10star offers two interconnected core products for sportsbooks: Alpha and Neural. Alpha is the fully integrated pricing, trading, and risk management solution, while Neural is the complementary SaaS analytics suite. Neural consists of four modules (Overview, Insight, Understanding, Protection) that provide sportsbook analytics, customer sharpness ratings, and supplier performance monitoring. Alpha contains four components (Sports Algorithms, Automated Risk Management, Sportsbook Analytics, Sharp Liquidity) that handle pricing, automated exposure management, and correlated risk models across in-play, SGP, and multiples. The company supplies automated, data-driven machine learning algorithms either as a fully integrated service or through the Neural SaaS tool suite, with expert trader oversight for bespoke pricing.
Differentiator
Problem solved
Functional benefit
Brands
- Neural: A suite of cutting-edge data analytic tools for sportsbooks, provided as interconnecting SaaS modules that give deep insight into sportsbook performance including customer ratings, market assessments, and third-party supplier accountability.
- Alpha
Products and services
- Alpha
Quantifiable outcome
- 25+ years of successful track record in hardest markets to lowest margins and biggest size
Companies that use 10star
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
10star technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature5 records
10star partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Pinnaclecore10star has supplied tennis prices to Pinnacle since 2016, representing their longest-standing commercial relationship. Pinnacle is one of the world's leading online sportsbooks and operates as both a customer and a platform for 10star's trading expertise.
- ICE Barcelonaminor10star attends and exhibits at ICE Barcelona annually (Fira Gran Via, 19-21 January 2026 at Stand 5J16). ICE is the world's largest gaming industry event and provides 10star with direct access to sportsbook operators and industry stakeholders.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
10star competitors and assessment
Company assessmentDirect peers
- BetGenius (Genius Sports): Sportsbook B2B trading, odds, and risk services division within Genius Sports, offering pricing feeds and trading tools to operators. Highly comparable to 10star's Alpha product on the trading/odds side, now backed by Genius Sports' data scale.
- Kambi: B2B sportsbook technology provider supplying turnkey sportsbook platforms, odds feeds, and trading services to Tier 1 operators. Direct comparable to 10star's Alpha pricing, trading, and risk management offering, though Kambi also delivers the full PAM/platform stack.
- Amelco: B2B sportsbook and trading platform supplier serving Tier 1 operators with pricing, risk, and PAM capabilities. Comparable to 10star's Alpha trading/risk offering, particularly for UK-regulated Tier 1 sportsbooks.
- OddsMatrix (EveryMatrix): B2B sportsbook odds feed, trading, and risk management solution from EveryMatrix targeting Tier 1 operators. Comparable to 10star's Alpha on trading/risk, with additional platform context from the broader EveryMatrix PAM/iGaming stack.
Others
- Catena Media: Affiliate and lead-generation network focused on sports betting and casino. Not a direct trading competitor but operates in the same sportsbook acquisition/value chain where 10star's prospective customers are evaluated and routed.
Emerging players
- PandaScore: Esports-focused odds feed and trading data provider for sportsbooks. Adjacent to 10star's sports trading IP with a narrower vertical (esports), but competing for share of sportsbook trading budgets and pushing into traditional sports pricing.
Broad incumbents
- Genius Sports: Data, technology, and sportsbook services group combining BetVision, BetGenius, and Sporttech with deep sportsbook operator relationships. Competes with 10star in B2B trading/risk for Tier 1 sportsbooks and offers a much wider portfolio.
- Stats Perform: Sports data and AI analytics provider serving sportsbooks, media, and leagues. Overlaps with 10star's Neural analytics layer and adjacent to its pricing/trading capabilities, with deeper data licensing scale and broader customer base.
- Sportradar: Global sports data and betting technology incumbent providing odds feeds, trading, risk, and content across hundreds of operators. Comparable to 10star on trading/risk and a key competitor at Tier 1 sportsbooks, with materially larger scale and resources.
Regional players
- BtoBet (EveryMatrix): Sportsbook and PAM platform from EveryMatrix historically focused on emerging and regulated markets. Comparable to 10star as a B2B sportsbook technology provider, though with stronger emerging-market footprint and a broader platform scope than 10star's pure trading focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
10star social profiles
Digital presence10star financial estimates
Financial estimateRevenue estimate
Valuation estimate
10star leadership team
Management profileNumber of profiles
Profiles3 records
10star subsidiaries and ownership
Company hierarchySubsidiaries1 record
10star funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
10star 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 10star
What does 10star do?
10star supplies B2B pricing, trading, risk management, and data analytics services to Tier 1 sportsbook operators through two interconnected products: Alpha, a fully integrated pricing, trading and risk management solution built on machine learning sports algorithms; and Neural, a suite of SaaS analytics modules providing insight into customer sharpness, market efficiency, and third-party supplier performance.
Is 10star a public or private company?
10star is a private company. It is classified as unknown and is currently operating.
When was 10star founded?
10star was founded in 2020. It employs 11 to 50 people.
Where is 10star based?
10star is headquartered in Lincoln, United States, in the North America region.
How does 10star make money?
Two revenue lines are on record. B2B Sportsbook Services are the primary driver. The others are managed Trading Service.
Who are 10star's main competitors?
Direct peers on record are BetGenius (Genius Sports), Kambi, Amelco and OddsMatrix (EveryMatrix). Catena Media is listed as an others. PandaScore is listed as an emerging player. Broad incumbents are Genius Sports, Stats Perform and Sportradar. BtoBet (EveryMatrix) is listed as a regional player.
Does 10star have an API?
No public API is recorded for 10star.
What industry is 10star in?
10star's product category is Sportsbook Trading Software. 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.