Betting Software

betting software

You need to know how the technology behind your favourite sports betting sites works as a punter. This understanding will help you keep safe when you are gambling and add to the overall enjoyment of online betting, especially when it comes to in play betting.

While some might ignore the betting software, a strong software platform can significantly impact users’ online sports betting experience. If you are an avid casino or slots player, you would understand the importance of casino software affecting your game-play. But how about for sports betting? It is still getting overlooked even though when you think about it millions of pounds worth of transactions are being placed on all kinds of betting markets each day.

In this short article, we’re going to look at the importance of betting software providers, why so few consider it an important factor in their betting experience and how you can construct a more enjoyable all-round betting experience for yourself.


OpenBet was created to provide flexible and innovative sports betting solutions to both sportsbook and casino operators.  The platform allows for real-time bets and complex wagering options that can also be customised to individual operators’ needs. These bets are made through an online betting exchange like Betfair, meaning odds displayed to customers are updated in real time, based on live betting patterns, and allowing for various markets (including less popular ones) to be offered.

OpenBet has existed for 16 years with its registered office being located in London. The company has taken significant steps forward in this time by expanding its portfolio of products and taking a position as the leading betting software provider. Their head office is located in London and employs approximately 1500 people across the world.

As sports betting software goes, Openbet offers betting products to William Hill, Paddy Power, Skybet, Ladbrokes, Coral, and the betting exchange Betfair.


Geneity, a company specialising in Betting software development for sports betting, has designed an amazing gambling platform with advanced technology. The platform is incredibly flexible and can be used in several different systems effectively. This platform is referred to as GenBet.

Bookmakers use Genbet to build highly customised sports betting sites that encompass everything from the background colour to available bet types. Being a Playtech company, you would expect the technology used at Geneity to be world class. This platform combines fantastic design, real-time data storage and quick access to the many tools that make a betting platform perfect.

Geneity brings together the joy of sports betting and sharing in-play action betting. Some of the products offered include; in-play bets, results markets and prediction market games.


SBTech currently caters to two kinds of bookmakers: those who offer their own version of in house games (such as 10Bet, Pinnacle and Bwin) and white label solutions for other operators. The latter is the more interesting side of SBTech’s business, with many major gambling brands across Europe using them to provide their odds and technology.

SBTech provides a white label solution for bookmakers. It is one of the largest software and data solutions providers to the global sports betting industry. The company is licensed and regulated in Malta. It holds an MGA issued Class 1 licence by the UK Gambling Commission and a Category 4 Operating License from the Gibraltar Regulatory Authority.


Betradar has been heavily involved in the sports betting industry for several years and really do have an incredible amount of knowledge at their disposal. Having worked hard to secure the services of many well-known experts within the industry, they can now leverage their collective experience and knowledge to offer one of the most comprehensive and impressive live data feeds available in the sports betting world today.

Betradar is the world’s leading provider of sports content and digital data to major bookmakers, media groups, online and mobile platform operators. The company owns live event rights worldwide and has built a reputation for delivering high quality market information and odds. Betradar has more than 12,000 customers across the globe operating in both traditional and online gambling markets.

Inspired Gaming

Inspired Gaming is a virtual sport betting and live betting games developer. A thriving online betting industry has evolved over the past decade with the introduction of virtual sports. Inspired Gaming continued their passion supports success to offer players some of the best virtual sports betting games and odds available on the internet.

They are a fast-growing online company dedicated to bringing the best online virtual gaming products to the market.


Kambi was first established in 2006 and has since been one of the betting industry’s leading names. With over a decade of experience under their belt, and with more than 120,000 live events every year on track, Kambi knows what it takes to be at the top of their game.

Kambi has also signed some key partnerships with many household sporting brands such as PGA Golf, MLS Soccer, NFL Football, NHL Hockey, NASCAR Racing and many more.

Kambi Gaming is the leading European supplier of live, interactive sports betting and has powered over 600 operators, processing over 1.5 million transactions per day.

Kambi operates on a global level with gaming laws approved in Malta, Alderney and Curacao. It is also fully licensed by the UK Gambling Commission under its Remote Gaming Licence to provide remote software development services to customers on a white label basis.

How we Review the Best Betting Software, Providers

Reviewing our favourite betting software providers for their user experience is a key component of our analysis. This is how we can analyse the quality of the interface, odds and live data, provided by each provider. Key things we loom at are it user-friendly, do they offer competitive odds, is it safe to use and is the live data reliable?

We look at a lot of different things when we evaluate the gambling software platforms that we feature. Many people make videos or walkthroughs, but the software experience itself is most important to us. With so many companies in this industry, it’s easy to get lost in marketing jargon and promises that are never kept.

As you can imagine, each type of service requires a different type of focus or direction. What one provider might excel in, another doesn’t provide at all. And that’s why when we look into a particular service, we assess it from several perspectives. After all, not every betting software service is compatible with every punter all the time.

In our years of reviewing the best betting software providers, we’ve put every bookmaker and software provider through their paces. A lot can be learned about a company in that time: how fast support answers people’s queries, how difficult it is to get an account up and running, and what type of tools they give you. And because we work with all the top software providers, it’s easy for us to add bookies to our site so that you have access to them quickly. Of course, these things are important – especially if you bet regularly – but there are other metrics we look at before deciding who makes a list.

A software provider’s reputation, background and longevity are all crucial. Other factors include the betting markets available and whether some interesting odds markets will enhance our betting pleasure. For example, we like support offered to local punters, and if there’s a chance of some exotic bets on offer, we want to know that too!

Bonuses and the lastest betting promotions are hugely important for Sportsbook and Sports Betting software providers. This is because they can make a difference when it comes to your profit margins. With such a competitive market, you need to identify how effective a bonus really is and how you can use it to your advantage. The way bonuses are offered can also be different from provider to provider, so we need to look at how a bonus is gained and what wagering requirements might exist.

How Betting Software Provides Odds

It’s important to understand how betting odds are programmed into a betting platform to have a clear perspective as to why odds might vary from one operator to another. It is not unusual for two bookmakers to have completely different odds from one another on a given sporting event. This occurs because bookmakers normally use third party providers to supply the sports betting market odds for a huge range of sporting events.

This is where the quality of gambling software is crucial to you as the punter. Where possible, you want to be able to identify which bookmaker is using cutting edge technologies.

Various companies, including bet365 who are the market leader, use proprietary online gambling software, which is a good indication that it can be valuable and useful in your betting endeavours. Creating relevant odds for customers when they need them requires a comprehensive analysis of the key factors that go into making up the price, such as team news or weather patterns.

Many sites rely on a combination of software providers, along with internal bookmaker knowledge and staff to create odds. Most sites use a line betting system; others use a market type style of betting. To decide which offer to use, we have to compare betting software suppliers, the price they offer and the standard of service they can deliver. Sites that rely on In-Play betting will often take their odds directly from In-Play prices; many bookmakers don’t offer this facility.

The quality of gambling software is even more crucial for playing online gambling; many betting strategies rely on betting experts providing gamblers with betting tools that have access to the latest odds. There are more than 1,000 Betting Sites who use In-Play pricing to boost their takes. If you’re looking for a new betting site, you might want to consider it as it gives you more insight into which bookmaker or betting exchange has the most competitive price.

Live Betting Data

Sharp bookmakers are always on the lookout for ways to improve their customers’ experience. Live betting can increase the number of bets placed and the amount staked by each customer, leading to more winnings.

As with the provision of live streaming services, live data provision is one of the main reasons punters use some betting sites over others and allows one bookmaker to stand out from other sportsbook sites.

In-Play betting is one of the biggest components of online betting for most online bookmakers. Their business’s success depends on it, as punters have come to expect the same reliability and accuracy for In-Play markets as they would for their pre-match markets.

When a live event starts, the price for every single combination of that event is generated in real-time from the odds provider to all the bookmakers. The price feeds are sent using either a private live feed or an ESTA stream to ensure that bookmakers’ In-Play prices are the same. As there are market movements or if any bookmakers change one of their In-Play prices, it will also be changed automatically by the rest of them because they are receiving it from the same data streams.

A team of developers are employed to work on the betting side of the websites and apps. Plugins are used across a wide range of different sites, and one or more developers may use them. These developers are employed by the company who runs the website, and they have one main aim of making sure that all new features can easily be released into the betting market.

Live Streaming Services

Sporting events are always popular online, especially with gamblers, whether it is domestic football in the UK or a Premier League match. However, over the last couple of years, what really has taken off is the rise in hours of live sporting event streaming that bookmakers have brought to their websites. This kind of initiative has proven extremely popular with punters and has something that bookmakers can continue to build on for years to come.

At first, bookmakers viewed live streaming as an unnecessary luxury that customers had no appetite for. But times have changed, and live streaming has become ingrained in how many of us like to follow sports. This is why all online bookmakers now offer live streaming at their site.

As more bookmaker sites introduce live streaming, punters will inevitably want to know which sites have the best streaming services.

There’s no question that live streaming truly is a great service; it builds excitement around a sporting event and puts a personal aspect to your wagering.

The popularity of live streaming has risen, thanks to smartphones and tablets’ proliferation and internet connectivity improvements. Bookmakers can also take advantage of this because of its importance to sports betting; having streams available is becoming a necessary feature for any modern bookmaker website.

It’s more than common for an online bookmaker to offer a live streaming service when placing bets In-Play. This is particularly prominent at an event where lots of action is going on. Live streams and In-Play odds go hand in hand, with an operator clearly aiming for customers to remain at the bookmaker website for as long as possible to increase their gambling chances.

Although the potential for live streaming in the betting world is limitless with various partnerships already forged between leading sites and rights holders, there are still areas that need improvement.

Betting Site Layout

The betting site layout or user interface is essential and often neglected by punters who use it daily. The layout can be long-winded, convoluted and not easy to navigate. What you’re looking for is a quick way to access the categories you want. You also want a seamless experience when switching between betting on mobile and betting on a desktop.

If you like heading to the homepage, perhaps it’s good to give you an overview of the latest market prices, bookmaker odds or maybe you want in-play markets displayed right away? No matter how your bet, the design of the site needs to suit? The betting site layout is vital for punters as first impressions really count if not enough punters will look elsewhere for another bookmaker where they feel more at home.

When you are betting at a betting site, you want to see the latest odds and their prices clearly. It’s not just about the odds though, and there are other features such as live streaming which can also affect whether you like the site. To help you find the betting sites that match your needs by providing a good sports betting interface, we have reviewed all of the main bookmaker’s interfaces and placed them in one place.

The layout of a betting site is going to be important for users. They should have the ability to bet on events they are interested in and see what different bets can be made. The bet slip will contain all users’ choices when it comes time to place the wager and provide an overview of their current bets. They should also keep track of winning and losing bets and see relevant statistical information regarding selections made.

Licensing Information

Gambling in the United Kingdom is governed by the Gambling (Licensing and Advertising) Act 2014. This legislation applies to land-based operations and online gambling services and bets placed over the internet.

That means that all companies providing those services must be licensed by the UK Gambling Commission, a governmental body regulating all of these matters. Within this act, various regulations are governing the quality of betting software that companies can offer.

As part of your due diligence procedure, we recommend that you make sure you are familiar with them and check that the service provider adheres to them before making a deposit.

A license is essentially providing one of the biggest signs that the provider is legitimate and has the financial capabilities to go ahead with their strategy. The industry has been rife with start-ups over the past couple of years, and some of these companies have turned out to be complete scams!

A software provider will hold a license to offer gambling on their own website, but they may also white label their product to other businesses. If these businesses provide the odds, then it’s important that they too hold their own UK license to profit from offering casino or betting games.

Betting Software Verdict

Our expert team has looked through the various software providers out there and have given you an overview of why it’s important to bet with an operator who uses cutting edge gambling software. The larger betting companies that operate in the UK have been around as long as they have because they use the best software and their customers know and trust how to use it.

Given the cost of writing the software and the expense involved in getting it licensed, it’s unlikely that a new software provider will emerge any time soon. However, new ways of gambling may emerge that open up the market to new software providers.