What To Look For In a Sports Betting Data Provider

Icons depicting Speed, Accuracy, Reputation, Data Sources, Coverage, , Innovation and Customer Support
Share this article

When it comes to sports betting, there can be no denying that the internet has changed the game.

Once upon a time, placing a bet required planning – plus the physical act of getting yourself down to a betting shop. Now, it’s as easy as the tap of a screen or the press of a button. The rise of the online bookmaker has allowed gamblers to place bets on impulse – opening up in-play markets, and catalysing an enormous increase in the amount people bet. Consider this: across the course of 2021, the value of the sports betting market in the UK alone was $5.4 billion.

Of course, as the industry has grown, gamblers have gotten sharper – finding new ways to beat the bookies. Running a sportsbook has become increasingly complex: now, more than ever, data is a bookmaker’s best friend. So naturally, running a successful sportsbook relies on having an efficient, accurate and reliable sports data provider.

What exactly does a data provider do?

Ultimately, a data provider does just what the title suggests: it provides data to bookmakers, which they can in turn feed to their customers. TXODDS specialises in the aggregation of sports betting data and the distribution of fast, accurate odds.

At TXODDS, we service data 24 hours a day, 365 days a year – making sure that our clients have access to the latest, most relevant data and betting odds, no matter what sport or event they wish to follow.

Over the past 20 years, TXODDS has partnered with some of the biggest names in the betting industry – providing a wide range of services to the likes of Ladbrokes, bet365 and Betway.

Bookmakers seeking to source odds, looking for the best market analysis or requiring Application Programming Interfaces (APIs) to allow them to integrate odds into their own platform need look no further. At TXODDS, we pride ourselves on delivering extremely low latency, real-time odds and staying up to date with the latest innovations in the sports betting industry.

What to look for in a sports betting data provider

1. Speed

With in-play betting accounting for more and more of the gambling market, fast data delivery is naturally high on all good bookmakers’ priority lists. Sporting contests can turn on a knife edge, and game situations can shift very quickly: what’s the point of having accurate data if it isn’t delivered in real-time? A good data provider should pride themselves on speed of delivery – at TXODDS, we guarantee the lowest latency data delivery.

In order to ensure low latency – regardless of where you are based – we operate using multiple redundant hosting solutions across Europe and Asia. What’s more, all processing of datasets is done within the feed in real time; and all feeds are delivered using server-sent events (SSE) push technology – which helps guarantee ultra-low latency.

2. Accuracy

Of course, there’s no use in delivering quickly if the bookmaker cannot be assured of the accuracy of data. Some providers may serve up data which only tells part of the story – at TXODDS, we are proud to deliver accurate, comprehensive and complete data sets. This is vital: successful bookmaking is grounded upon data collection and analysis; we work hard to make sure you have the right data – as well as all the information that you need to be successful. 

3. Reputation and reliability

Any relationship between bookmaker and data provider has to be grounded upon trust. A data provider who feeds fast, accurate data 90% of the time, but makes errors the other 10% is not going to benefit your business. Indeed, for a provider to be of value, the bookmaker has to be able to rely their data – and feel fully confident that the data being delivered is 100% trustworthy. Of course, it can be tempting to opt for a fledgling data provider who promises the world – but there really is no substitute for track record. At TXODDS, we’ve been providing some of the biggest names in the betting industry with data for over 20 years. Quite simply, we’re the number one provider of real-time aggregated odds – using a tried-and-tested system, powered by bespoke analytics and expert human insight. You can trust us.

4. Data sources and format

Naturally, as a bookmaker, you’re only as good as the data at your fingertips. A provider might be able to deliver accurate data quickly – but that’s really only half the battle. It also needs to be comprehensive, and tailored to your specific needs. At TXODDS, that’s exactly what we deliver. The TXlab analytics suite allows bookmakers to analyse historical odds data and gain unique insights into odds movements and pricing strategies. Equally, regional pricing analysis allows bookmakers to tailor pricing strategies for particular regions. What’s more, with bookmakers regularly adding new markets, we’ve developed a new way of classifying odds markets – so clients can subscribe to the markets that they desire.

The way data is formatted is equally important. Our pre game system provides an aggregated sports odds data feed – which brings together odds from more than half a million matches. Of course, clients can choose whether to receive their data in a single, standardised XML odds feed or JSON odds feed.

At TXODDS, delivering simple, fast, reliable data is our number-one priority: our products are always accessible through ergonomic, single integration APIs.

Cross-sport coverage

Clearly, as a bookmaker, you’re going to want a data provider who can service all your needs – and meet your specific demands. A comprehensive data provider who focuses solely on soccer will be of little use to a bookmaker who wants to provide odds for a wide range of sports. With TXODDS, you never have to worry about coverage – our scope is fully global, with bespoke low-latency data on offer for over 30 sports. We cover over 5000 competitions every year, and are proud to service data 24/7, 365 days a year.


You’ve probably noticed that the sports betting industry is moving at the rate of knots. We’ve come a long way in the past two decades; who knows where the industry will be in 20 years’ time? As such, it is crucial to find a data provider who can stay at pace with the industry’s latest developments. Sure – a solid track record is vital, but so is a proven desire and capacity for innovation. TXODDS is at the vanguard of data delivery: our Fusion system sets the pace for the betting industry globally. When you partner with TXODDS, you can rest assured that you’re joining focus with a company that is constantly looking forward – searching for new, groundbreaking ways to optimize data solutions.

Customer Support

A good data provider should pride itself on reliability – data should trickle in like clockwork, and there should not be too much need for bookie and provider to communicate on a regular basis. Nonetheless, it is crucial that data providers have robust systems in place – to assist clients who may have queries and to promptly resolve any problems which might pop up. At TXODDS, our Client Services Product Support team is always on hand to provide technical support – and to ensure that any customer requests are immediately addressed. What’s more, bookmakers can rely on our customer support team to provide developmental assistance, to ensure every client is maximising the potential of our data delivery systems, and to be constantly monitoring all TX products – so that any issues can be quickly diagnosed and dealt with.

Since 2000, TXODDS has been the leading provider of sports betting data and technology supplying the betting industry with reliable, low-latency, accurate odds data across 30+ sports.

With an increasing range of live odds data and product solutions, we remain the partner of choice for sportsbooks across the globe.

Why not join up with TXODDS today? We can help to grow your business, increase your margins and improve your efficiency.