State of Sportsbook Integrations Study
by iGame Media
Published: May 2026
Author: Matthew McNabb
How much time, money and potential is being drained by complex, time consuming data and odds supplier integrations?
What could you be building instead? Compare yourself to your peers by contributing to this study.
Contribute to the study - 2 mins needed
Helping sportsbooks integrate specialist content to power their sportsbook has been a significant area of expansion and focus for iGame Media in recent years.
During many frank conversations with sportsbook operators and odds and data suppliers - we’ve experienced the pain felt first hand. Frustration, friction, wasted time and missed opportunities caused by data and pricing integrations.
What is causing this?
There is no getting around the problem of fragmented supply of content and services. It's a necessity born out the vast sports calendar, a truly global sports betting industry and the value that specialist, niche content suppliers provide.
Each piece of data a sportsbook uses is provided in different formats. There are different video players. Different market mapping requirements. Different SLA’s and support channels and different technical update windows.
The pain and chaos is most felt when a sportsbook trading and product team want to innovate.
When they try to add new content into their sportsbook experience to improve the customer experience.
Sportsbooks are punished for being ambitious.
OnePlatform: unifying live streaming suppliers into a single integration
Our OnePlatform live streaming service has exploded in popularity with sportsbooks and platform providers - now in use by 150+ regulated operators around the world.
OnePlatform solves the mapping, integration and supplier management burden for sportsbooks by unifying live streaming providers into a single, managed service.
A single integration now provides access to 20+ live streaming content providers - normally it would mean access to one.
It also eliminates ongoing support requirements that sucks up hours of support time every single week.
Sportsbooks love OnePlatform because it provides freedom of supplier choice. While also eliminating the pain of multiple integrations.
The problem compounds for data and pricing integrations
Recently, we’ve turned our attention to a bigger industry problem – data and odds integrations for the sports betting industry.
Here the burden on ambitious sportsbooks and stretched teams becomes even more significant. We'll be revealing our ambitious product plans soon.
Why we're comissioning the first ever State of Sportsbooks Integrations Study?
It's important to quantify how much time, money and lost potential is being drained by data and odds supplier integrations. We hope that by demonstrating the pain being felt by the industry at large - we can help solve the problem once and for all.
I Sportsbook tech and product teams can optimise their resource structures.
I Specialist content suppliers can divert their efforts to product innovation and not integration cycles.
I Product teams, developers and engineers around the world can have happier, simpler work lives.
We look forward to helping the industry solve this problem once and for all.
Provide us your experience - 2 mins needed
When will the findings be published?
The study is open for the next 8 weeks. Contribute here.
All participants will receive an early preview of the study before it’s official publication; helping you benchmark your sportsbook against your peers in your markets.
We expect to release the study before the SBC Summit in September.
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+ hours lost to data and odds integration
