All sportsbooks and bookmakers need software in order to offer online betting to customers. Every time you are betting online, you are using some of the betting software or platforms out there. On this page, we go through what makes a good betting software and list all the most popular betting platforms.
What makes a good betting software?
Every bookmaker uses software. The need for quality betting platforms has exploded in recent years with the growth of betting online. Competition is ever tighter between betting sites and operators in the industry, and customers are already getting used to top-quality user experience. Betting platforms with poor quality don't really make it in today's world anymore.
But what are the things needed for quality betting software that users enjoy?
UX is the difference maker
User experience is the key for all sports betting platform providers. The better you can serve your users, the more you will attract them and the more loyal they will stay. When talking about UX in sports betting sites, we are usually talking about these from the player's perspective:
- General usability
- Scope of the offering (for example having both pre-match and in-play betting)
- The amount and variety of markets and games
Seamless use of the sportsbook is a must with all devices. Odds need to update quickly and reliably, and you need to get your bets in and settled with zero issues. Any problems with these things will push the user away.
Like in everything, security is one of the most important if not the most important factor with betting software as well. All betting providers, whether it's software developers or betting brands, need to be appropriately licensed in order to operate in the UK. That's why all betting software companies hold a valid license from the UK Gambling Commission. Therefore, also the betting sites themselves that use the platform and software are licensed.
The license itself assures that the company operates in a safe and trustworthy way. The UKGC has very strict criteria for who they grant their license. Players need to be provided with a safe environment to play where money transfers are safe and responsible gaming is taken care of.
List of betting software providers
These companies are the best software providers at the moment that offer bookmakers the best solutions.
- Pragmatic Play
Different platforms for different uses
There are many different types of sports betting sites and even the best betting sites sometimes have slightly different needs in regards to software and the products they use. The variety in offering to the players can be very different.
Some established sites rely on traditional sports and offer very traditional betting, but others - perhaps a bit more modern brands - might be after esports players or virtual sports players and therefore have different needs from the software provider.
The best betting software providers can offer all of these things:
- Omni-channel usability
- Pre-match betting
- Live betting & statistics
- Esports betting
- Virtuals betting
- Live streaming
- Betting offers
- Cashout feature
- Different languages
- Multiple payment methods
- Ability to customize for sites' needs
White label betting platform
Players can sometimes easily notice, that some betting sites look very similar to some other sites. Many of these sites are so-called white label betting sites. White label betting platforms are ready-made solutions that gambling companies can use to start a gambling business.
These white label packages are provided by a third-party supplier. What makes white-label solutions good is the quickness and easiness to launch new bookmakers. White label solutions include everything a betting site needs in order to operate:
- Gaming license
- Betting software
- Casino software (if needed)
- Payment processing
- Customer service (if needed)
Negative sides of white label sportsbooks
White label sportsbooks are very easy and quick to launch, but they have downsides. White labels can rarely be customized and prevent betting sites from being branded well or to have much different from other similar white labels. These include the promotions and offers, odds, variety of betting markets, and design or payment methods for players.
For example, if the platform has a fixed £10 free bet offer for new players, a new betting site can't offer anything more than that even if it wanted. Free bet promotions and other offers are very restricted.
Turnkey betting platform
Similar to white label betting platforms, a turnkey solution is also an option for those companies that wish to enter the market quickly, but have more control of the product. Usually, turnkey betting platforms require their own gaming license from the betting company, and the platform won't provide it.
The turnkey solution has all the benefits of white labels, but has way more opportunities for customizing. Possibilities to optimize the product for certain market areas and countries are there, along with more room for different design approaches, branding, and UX.
There are many different kinds of betting platforms and it depends on what your preferences are. Some of the best and most popular betting platforms are the likes of Kambi, SBTech, BetConstruct, Openbet, and many more. Check the list of different betting platforms here.
User experience is the most important thing about good betting software. User experience can be improved by offering a variety of betting markets, a good level of odds, multiple payment methods, and a solid interface that is slick to use. The best betting platforms have all of these features covered.
A white label sportsbook means a betting site that is using a ready-made platform offered by a 3rd party provider. White label betting platforms can be used as a quick way to enter the betting industry, but they're very restricted in terms of customization for a particular brand. White label betting software rarely allow promotions, betting markets or odds to be any different than elsewhere using the same system.