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Develop an Optimal Sports Betting Approach

Move the line odds in your favor by building and selecting the right sports betting model for your operation.

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  • Obtaining and retaining the millennial generation has been a difficult task for operators, but millennials are drawn to sports betting where offered.
  • Many operators are providing sports wagering to customers, requiring organizations to offer the amenity to stay relevant.
  • The sports betting landscape is an evolving one, making it much more critical for operators to be aware of the future of sports betting in terms of both legislation and technology.
  • Scope: Operators need assistance understanding what vendors operate in this space and how those vendors can support the organization’s intended sports wagering business model.
  • Challenge: Frequent changes are occurring in the segment as a result of governing bodies, vendors, and customer demands.
  • Pain/Risk: Not offering sports wagering to customers could prevent your organization from capitalizing on revenue and remaining competitive.

Our Advice

Critical Insight

  • Risk tolerance is one of the most important aspects of a sportsbook. Choose a business model based on the amount of risk you wish to take.
  • Select a sportsbook vendor that understands not just the sports wagering segment of the industry but also specific jurisdictional requirements.
  • The sports betting market is transforming more rapidly than ever before. Stay ahead of changes to regulations and be on the lookout for vendor mergers and acquisitions.

Impact and Result

  • Understand what will comprise your sportsbook business model and how that can impact the benefits to your business.
  • Assess the vendors in the space to make an informed decision on your sportsbook vendor partner.
  • Develop an RFP and be prepared for the negotiations that will take place during the vendor selection process.

Develop an Optimal Sports Betting Approach Research & Tools

Start here – read the Executive Brief

Develop insight into why a sportsbook would benefit your operation and what challenges are present in this segment of the gaming industry.

1. Identify the sportsbook business model that supports your operational needs

Determine the sportsbook business model that will support and align with your organization’s business goals.

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Workshop: Develop an Optimal Sports Betting Approach

Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.

Module 1: Sportsbook Business Model Understanding and Selection

The Purpose

  • Understand the characteristics that define the sports betting business models and select a business model for your sportsbook.

Key Benefits Achieved

  • Gain insight into the primary characteristics that define a sportsbook.
  • Gain awareness into how your tolerance for each characteristic will impact your business model.
  • Learn what other businesses are doing.




Assess current challenges and drivers.

  • Identification of why a sportsbook is needed and what the potential roadblocks are.

Review your organization’s tolerance toward each characteristic.

  • Clear indication of how your organization can or will support each characteristic.

Conduct a strategic analysis and use the Sports Betting Business Model Selection Tool.

  • The ideal sportsbook business model for your organization.

Module 2: Sportsbook Vendor Evaluation and Solicitation

The Purpose

  • Be prepared to go to market with an RFP and have the resources needed to get your organization through the RFP and contract negotiation process.

Key Benefits Achieved

  • Clear and objective insight into the different vendors that operate in the sports betting space.
  • A series of tools and templates that can be used to get through the process of selecting a vendor.




Review the Sports Betting Vendor Landscape and use the shortlist tool.

  • A sports betting vendor shortlist to send your RFP to.

Conduct requirements gathering.

  • Documented requirements to indicate who is responsible for each role.

Map the customer journey.

  • Detailed understanding of what the customer touchpoints are and if there are any components not yet considered for your sportsbook.

Create an RFP.

  • A completed RFP to send to the vendors on your shortlist.

About Info-Tech

Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.

We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.

What Is a Blueprint?

A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your IT problems.

Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.

Need Extra Help?
Speak With An Analyst

Get the help you need in this 2-phase advisory process. You'll receive 9 touchpoints with our researchers, all included in your membership.

Guided Implementation 1: Identify the sportsbook business model that supports your operational needs
  • Call 1: Conduct a scoping call.
  • Call 2: Assess your current challenges and drivers.
  • Call 3: Determine your tolerance towards each sportsbook characteristic.
  • Call 4: Select a sportsbook business model.

Guided Implementation 2: Assess sportsbook platform vendors
  • Call 1: Review the vendor landscape.
  • Call 2: Discuss the best solution based on stakeholder feedback.
  • Call 3: Identify requirements.
  • Call 4: Create a journey map.
  • Call 5: Prepare for contract negotiations.


Larry Fretz

Linda Arredondo

Brittany Lutes


  • Matthew Boyd, Director of IT Applications, Pearl River Resort
  • Marc Brody, Senior Vice President of Business Development, Bet.Works
  • Nick Dutton, Chief Executive Officer, FDJ Gaming Solutions
  • John Forelli, CIO, Bet.Works
  • Chris Hopwood, Sportsbook Director, Risk Management-Oddsmaker-Consultant, Pearl River Resort
  • John Humphreys, Product Owner, FDJ Gaming Solutions
  • Danny Lynn, Director of Information Technology Mohegan Sun Pocono
  • Steve Nathan, Chief Interactive Officer, Bet.Works
  • Edward Rangel, Director of IT Operations, Pearl River Resort
  • Mark Rosa, SVP - Chief Information Officer, Mohegan Gaming & Entertainment
  • Victor J. Salerno, President, USBookmaking
  • Cheryl (Steve) Smith, MBA, Executive Director of IT, Pearl River Resort
  • Stuart Viney, Head of Betting Product, FDJ Gaming Solutions
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