9 min read
How sports odds are made
Where a price comes from, what the margin is, and why most bookmakers no longer set their own numbers.
Sports betting
Where odds come from, how a book is managed, what official data rights changed, and why in-play betting reshaped the product.
Sports betting is the vertical that opens most new markets, because it is politically easier to legalise than casino games and because it attaches to an existing audience. Commercially it is the harder business: margins are thin, the operator carries risk on every market it prices, and much of the pricing and risk management is bought in from data suppliers rather than done in house.
Explainers on this topic
8 min read
How in-play betting changed the sportsbook
Most football betting now happens after kick-off. The shift rewrote the technology, the data market and the regulation around it.