How to Start a Sportsbook: a Step-by-Step Guide

Sports betting businesses are gaining traction. Most of the biggest names in iGaming have noticed that when casinos and sportsbooks are combined, project performance and user engagement skyrocket. Casinos strengthen betting businesses and sportsbooks complement casinos, becoming a winning combination in the iGaming arena.

How to Start a Sportsbook in 2025: Key Takeaways

1. Always consider the brand expansion perspective when launching your sportsbook and planning the sports betting and online casino cross‑sell journeys from day one. 
2. It takes a lot of investment and sustained expertise to construct a complete team from scratch. Instead, trust a strong ready-made team and gain experience from them.
3. Consider ways to set up your brand for success from the very beginning. Invest in a strong partner that provides VIP support, gamification, and AI tools. SOFTSWISS product portfolio offers customers a one-stop solution for sportsbook software, payments, marketing tools, and support.

Quick Market Overview

Why is now a particularly good moment to become a bookie? Because the market size is increasing every year: according to some forecasts, the online market is projected to reach USD 187.39 billion by 2030. Equally important, sports betting takes up over 40% of the market. The stakes are rising.
Having aligned interests and favourable statistics, the only question remains: how do you start your own sportsbook? We share the answer in our new high-level roadmap for those who plan to launch a successful sportsbook.

Step 1: Selecting the Best Sportsbook Software

Once the decision to start a sportsbook has been made, it's time to choose professional software. Bookmakers have two basic options: 

• To develop their own platform
• To buy a complete solution from a supplier

How to Create Your Own Sportsbook Platform in 2025?

Operators who decide to start development from scratch should have exceptional experience in operating an iGaming business and complete knowledge of online gambling software requirements. When operators come up with their own solution, they are responsible for all aspects of running a sports betting business, including a full team of developers, managers, risk analysts, etc. 

Creating an in-house solution is a huge financial and resource investment, which does not necessarily lead to expected results. Getting the solution to market requires at least a year's preparation or more, depending on the case.

Purchasing a Turnkey Solution for a Sportsbook Business: is It Worth It?

If an operator possesses a strong background in iGaming, platform development can be a good way to scale the business. However, for the first online sportsbook, it is better to choose a proven sports betting solution from a reliable provider. The easiest and least expensive way to gain expertise in operating a sportsbook is to use an off-the-shelf solution.

Why is It Beneficial?

1. Cost-effective. Operators avoid costly development and maintenance of separate teams as well as long and expensive negotiations with payment systems and data providers.
2. Fast launch. The time to market for the SOFTSWISS Sportsbook, for example, can be measured in weeks. The creation of the sports betting software core can take at least a year, without factoring in other preparations.
3. Reliability. Choosing an off-the-shelf solution means you are buying more than software; you are getting a team, a history of excellence, and vetted technical know-how.

Therefore, before becoming a bookie, choosing a reliable software supplier is crucial. 

How Can You Choose the Right Sportsbook Software Provider?

• Check the solution customisation. Ensure that you are not just sold a template solution, but a flexible platform that can adapt to your needs.
• Consider the access to supporting services. A player support service, designers, risk management team, and technical specialists – these people are directly responsible for your reputation in the market. It's handy when the supplier takes care of this.
• Mind the price-to-value ratio. Choosing an off-the-shelf solution saves the operator a lot of money and time, so it makes sense not to select the cheapest solution, which could lead to overpayments and reputational damage in the future. 

You can find more factors to consider in our checklist – download it here (page 27).

Step 2: Finding a Data Provider for Your Sportsbook Business

Sportsbooks cannot function without data providers – no odds, no wagers. It is essential to choose a reliable sports data supplier who can help online bookmakers capture market share and avoid costly risks. 

Choosing a data provider for sports always involves risks. If you decide to become a bookie without previous experience and choose a non-professional provider, you may encounter incorrectly calculated odds or delayed calculations, leading to financial and reputational losses.

How to Choose the Right Sports Data Provider?

• Data integrity and accuracy. Here you risk not only time and money for data verification but also the trust of bettors if wrongful information gets to the platform.
• Methods and formats for delivering data. Most data providers offer a variety of formats and ways of implementing this data –⁠ choose the one that is right for the platform and business as a whole. Make sure the documentation is clear and transparent – it will determine how easy and cost-effective the integration itself will be.
• Risk management. The tool enables operators to identify and manage potential risks. This is an essential component of a successful business and helps to make decision-making processes transparent and supported by facts. Unless the data provider has a risk management team and solution, the operator will have to form their own.
• An opportunity to stand out. Audiences value data exclusivity. There is the option of generating unique sports data yourself, but this will add to the product's price, as will the development time and support efforts. This is why choosing a provider that gives you exclusive sports data for your bookie business is reasonable. Exclusive events and data will allow you to make an offer your players won't refuse.

If a bookmaker starts a sportsbook from scratch, the integration with a data provider falls on the operator (the integration is often a fee-based service). The contract is usually filled with caveats, which can be confusing to even experienced operators and can result in severe costs. After signing the deal, experienced operators find that it takes a while before the data from the provider can be actually used.

The SOFTSWISS Sportsbook works with several data providers, including esports providers. We have our own strong risk management team and take full responsibility for data quality. Our clients can focus on growing their sports betting businesses without being distracted by operational duties.

Which Are the Best Sports and Events for a Sportsbook?

Probably the only instance in which ‘the more the better’ rule works without fail. To be more specific, in order to start a successful sportsbook, it is necessary to offer betting on all the top sports. Current examples include: 

• Football 
• Tennis 
• Basketball
• Ice hockey
• Volleyball
• Handball
• Golf
• Rugby
• Boxing (MMA)
• e-sports

For those looking to become a bookie, the last point requires special attention. Leading esports events such as The International for Dota 2 and the Majors for CS:GO draw hundreds of thousands of views. Offering esports events and thematically-related bonuses will pull in a good number of fans, boosting sports betting traffic.

Step 3: Sportsbook Website Development

Your website is the storefront, with a branded UI, CMS pages, onboarding funnels, and SEO content that attract and convert players. The sportsbook platform is the engine: the system that prices odds, settles bets, runs the wallets and payments, handles KYC/AML and risk, integrates data feeds, and meets regulatory reporting. Design alone is not the primary criterion, but a poorly designed website may serve as a reason to change bookmakers.

How to Start a Sports Betting Website?

Keeping in mind that all players have different priorities – some come for the availability of certain events and betting in crypto, other players seek out unique bonuses – anyone who is creating a new sportsbook website should focus on:

• Performance and security: what kind of design would be good for a betting platform? Fast, secure, and intuitive – a functional one. Responsible gambling (RG) tools should also be built in: in the U.S., for example, regulators and organisations such as the National Council on Problem Gambling (NCPG) provide guidance on mandatory RG tools. In other markets, these requirements may be set by local regulators or industry bodies.
• Design: modern iGaming cannot overlook the importance of design, because the front office is the first thing players notice when they enter a sportsbook or sports betting app. 
• Promotion: ensure that the site meets business and marketing objectives, and is eye-catching and engaging as well.
• Availability: most players (around 80%) use smartphones for gambling. Today, failing to have a mobile version means losing out on a large segment of your sports betting audience. 

We offer custom-designed tech solutions for online gambling based on statistical analysis, research, and experience. Also, operators can implement their own designs via an API. The SOFTSWISS team is always willing to go the extra mile to make the website design stand out.

Step 4: Regulations, Legal Requirements and Payment Integrations 

What Do You Need to Get a Licence On Your Own? 

Essentially, there are two important things:

• A professional team with strong legal expertise and background in iGaming
• Time (licensing may take 1–12 months)

Legal setup is still one of the hardest steps to becoming a bookie. Traditionally, for all iGaming businesses, choosing a jurisdiction and gaming licence becomes the most difficult and expensive part: this is essentially the blueprint for how to start a legal sportsbook. It depends directly on the operator’s business objectives, the audience, and the legal countries the business is targeting. 

How to Choose the Best Payment Services for a Sportsbook Business?

There are similar issues regarding payments here: long and exhausting negotiations with the payment service providers (PSPs) can be the norm. A few connected systems are not enough: for a good player experience, it is important to offer a variety of payment options, e-wallets, and cryptocurrencies. Players should have the option of choosing how to deposit and withdraw their money.

Also, to run a sportsbook, operators should determine which payment systems the target audience will need. It depends directly on the markets the sportsbook will serve. 

Such details are important for players and require the operator's attention and involvement. 

Investing in a team and long bureaucratic procedures deprives bookmakers of the most valuable resource: the ability to enter the market quickly and test their strategies. In many cases, it is more profitable to take a turnkey sportsbook solution that comes with a set of payment methods already in place and delegate the tech hassle to your solution provider. 

For operators with an existing licence looking to enhance their platform, however, a sophisticated sportsbook integration can be a smart step. It simplifies offering an expanded range of betting options to players, enriching their experience and responding to changing iGaming market trends.

Overheads

What Are the Main Costs to Start a Sportsbook?

The costs will depend directly on whether bookmakers choose to develop a product from scratch or rent an off-the-shelf solution. In most cases, a ready-made software solution implies a certain set of services (e.g. the software itself, initial set-up, technical support, for example). Those who are interested in developing their own product will have to rely solely on themselves and their expert team, which will require significant investment in hiring and training.

Since it is impossible to provide a precise and universal estimate on how much money you need to start a sportsbook, we offer a generalised cost comparison for an off-the-shelf solution and a custom development.

Beyond the Launch: Easy Steps to Grow a Sportsbook

How to Scale and Expand an Online Sportsbook Business?

Scale comes from compounding small, proven levers: 

1. Go deeper on local sports: add region‑specific leagues, proposition bets, and specials to win relevance with high‑intent visitors.
2. UX on mobile must be a top priority: reduce taps to bet, speed up load times, and streamline the bet builder for one‑handed use.
3. Turn payments into a moat: prioritise instant/fast payouts and localise payment choices.
4. Personalise with smart CRM usage: segment by behaviour and value, automate lifecycle offers, and trigger real‑time rewards (e.g., odds boosts).
5. Instrument everything: track funnel KPIs (conversion, ARPU, hold, time‑to‑cash‑out) and A/B test weekly to validate uplifts.
6. Invest in top-quality partnerships: team/league and media deals amplify reach; hold affiliates to transparent, ROI‑positive terms. 

Developing Marketing and Bonus Policies

How to Market an Online Bookie Business in 2025?

The previous steps made your sportsbook a very attractive proposition but you still need to get your players on board. Hence, it's time to start creating a marketing strategy, particularly positioning. This step includes: 

• The positioning statement (a brief statement of the brand's values)
• A critical analysis of competitors and the current sports betting market position
• The development of a unique selling proposition 

In order to handle both external and internal marketing effectively, a business needs a fully experienced marketing department. Managing PR, SEO, tournaments, and bonus policies requires a very experienced team. The team behind the SOFTSWISS Sportsbook is well-versed in shaping a brand’s strategy in a continuing effort to enhance, update and complement your market presence. Regardless, attracting traffic to the project remains the operator's responsibility.

Anyone who has ever placed a bet on a sports event knows how rewarding bonuses are for players. Hence, the bonus policy of the sportsbook has a significant impact on the bettors' choice of a betting site. Pay attention to the types of bonuses you present, offer themed tournaments, think of ways to integrate individual rewards into your players’ sports betting journeys. 

A friendly reminder: bonuses create good engagement, do not forget about the powerful anti-fraud team behind the sportsbook. Obviously, the larger the brand, the more bonus hunters and other scammers it attracts. Fraudsters also pay increased attention to newly launched projects. To avoid losing money and reputation to fraud, choose a software provider with strong expertise and experience.

Almost last but not least is marketing promotion. With a fast, stylish, functional website and a well-constructed bonus system, bookmakers already have a solid foundation for promotion. If you want to make the market aware of your new business, you'll need more media space at first, so a team usually plans announcements, interviews, press releases on the main iGaming forums, reviews, and news platforms. 

Use Google Trends to map seasonal interest in sports betting, and benchmark competitors via tools such as Similarweb, for instance. Track funnels using Google Analytics, and for PR and expert quotes, try pitching via Help a Reporter Out (HARO). 

Besides SEO, banners, contextual advertising, and affiliate marketing should also be used. This is the core of iGaming. Sportsbook promotion involves certain subtleties and continuous restrictions from search engines, making affiliates even more influential every year. Choose the software provider that integrates with affiliate marketing solutions and takes full advantage of it.

Current Market Trends in Online Sports Betting

Understanding broader trends is crucial for evaluating any sportsbook model. Several key forces are reshaping the sports betting industry:

Emerging Technologies and Innovations

Modern technologies are transforming the way the sports betting niche operates and engages its audiences:

• AI-powered personalisation: Operators increasingly rely on AI to personalise odds, promotions, and user experience based on individual player behaviour.
• Gamification elements: Challenges, loyalty rewards, and engagement boosters are becoming standard tools to enhance player retention.
• Modular platform architecture: Flexibility in integrating data feeds, payment solutions, and content modules allows operators to build more agile and scalable products.
• Cryptocurrency and blockchain integration: Accepting crypto payments and exploring blockchain technologies has become an industry norm.
• Real-time data and streaming: Live stats, in-play sports betting, and integrated streaming services are now essential for attracting and retaining players who seek instant engagement.

Changing Consumer Expectation

Today's players demand more from their sports betting experience:

• Mobile-first designs and native app support
• Support for local languages, currencies, and sports markets
• Growing interest in esports, niche leagues, and live betting
• Demand for instant payments and fast withdrawals
• Greater awareness of responsible gaming tools and KYC controls

Exploring the Sports Betting Industry

What is the Difference Between a Bookie and a Sportsbook?

To fully understand how to run a sports betting business, one should understand the difference between a sportsbook and a bookie. 

What is a Sportsbook?

The answer is quite straightforward: it is the software platform that powers the sports betting business. On the front end, it looks like a website where bettors browse markets and odds, place wagers, and cash out. Behind the scenes, the system pulls in live data, updates odds, processes payments, tracks player activity. A modern online sportsbook adds live betting, bet builders, and responsible gambling controls.

What is a Bookie?

In a regulated environment, a bookie (short for bookmaker) is the operator who runs the betting business through a sportsbook. The bookie sets odds, manages risk, runs promotions, and ensures the operation complies with regulation. In today’s regulated markets, the 'booki' can be associated with a company rather than an individual, but the distinction remains: the sportsbook is the tool, the bookie is the one who uses it. 

What is the First Step to Start an Online Bookie Business? – Pro Tips

Opening a sportsbook is a serious endeavour and takes time, research, and preparation. It is not the website or the bonuses that determine the sportsbook's success, but rather the competency of those who support it. 

The experience of bookmakers shows that reaching out to a full-service team skilled in all stages of iGaming brand management is the best way to start a sportsbook. Our Sportsbook team is ready to support you on your journey.