Odds88: Reinforcing market leadership in an increasingly competitive sports betting landscape

Back in January, sports aggregator Odds88 shared news of its inception, impending launch at ICE 2025 and its subsequent plans to redefine and dominate the sports data space. Five months on and we’re back to discuss how Odds88 is now locked and loaded to significantly elevate our product offering in Q3 and Q4 with a comprehensive range of updates designed to improve user experience, broaden operator capabilities and push the boundaries of innovation across digital wagering. 

From feature-rich tools like bet builder and cash out, to UI overhauls and third-party integrations, these enhancements mark a pivotal second half of the year for Odds88 as we continue to scale our global presence following several already eye-opening appearances at some of the igaming calendar’s keynote conferences this year.

Simplifying the game: the new pick’em product in partnership with Hub88

At the heart of this quarter’s rollout is the much-anticipated pick’em product, developed in collaboration with Hub88. Drawing inspiration from popular platforms such as Australia’s Dabble.com.au, our pick’em feature simplifies the sports betting experience by offering users a more accessible, binary-style interface to place bets.

At its core, pick’em betting revolves around events or markets where outcomes are close to 50/50 in probability. These might include ‘team A versus team B’, ‘over versus under’ or ‘yes versus no’ markets. While traditionally known as ‘coin flip’ bets, the definition is broader in practice; pick’em markets include both player and team-based selections where odds are nearly even but not necessarily identical.

The design and philosophy behind the pick’em product aims to make sports betting feel less complex and more inclusive, not only for new users but also for new and existing operators looking to attract new players (think Sports Betting for Dummies). Users can effortlessly select one of two outcomes and build multi-bets in seconds. This user-friendly approach caters to both new and casual bettors while supporting deeper engagement for more experienced users through streamlined decision making. This really is just the beginning of an exciting new maturation period for the brand’s offering.

Advanced bet builder: powered by players

Odds88 is also taking a major leap forward with the integration of bet builder functionality via its in-house framework. Previously, this feature was accessible only through a Sportcast integration with Coinsports back-office, limiting its availability across the wider Odds88 client base. This new integration democratises the bet builder experience for all existing and prospective customers. With this update, Odds88 supports:

• single bet builder bets within eligible events
• multi-bets featuring multiple bet builder selections from different matches
• combined multi-bets by mixing bet builder bets with standard singles from various events

This flexibility gives bettors more control and personalisation in their wagering ability, allowing for complex and strategic combinations tailored to individual play styles and, most importantly, individual interests across a spectrum of different sports. In addition, bet builder in-play is currently in the pipeline; an exciting enhancement that will allow live, custom-built bets as events unfold in real time.

Cash out with risk management: fully integrated into Odds88 back-office

Another game-changing update is the platform’s launch of cash out with risk management, fully operable within the Odds88 back-office for the first time. Previously, this feature was only available via bookmaker-controlled interfaces. The risk rested with the operators themselves.

Now, partners and customers using Odds88 can directly manage cash out logic and calculations, giving them more control over pricing strategies and risk exposure. The cash out feature allows players to settle bets early, even before the final outcome is decided, based on real-time odds movement and bet performance.

This functionality doesn’t just enhance user satisfaction, it can also be a profit-generating mechanism. Since sportsbooks factor in margins when offering cash out values, the feature often results in a positive profit rather than loss for operators. It’s a classic win-win: players enjoy flexibility and real-time engagement, while operators maintain control and profitability. 

Creating custom events: more control for traders and clients

Beyond pick’ems, bet builders and cash out, Odds88’s fourth major talking point of its burgeoning development phase that further enhances its market leadership, is the launch of a custom events capability directly inside the platform’s back-office. Previously, custom event creation existed in a separate back-office. Now, traders can seamlessly create and manage bespoke content, including sports, countries, competitions, competitors, markets and selections directly within the main Odds88 environment.

Once configured, these events are published to the main system via a dedicated CE feed, mimicking external providers and allowing complete mapping and lifecycle management. Utter simplicity and a move designed to remove all operational headaches for the client. This decision empowers clients to localise content, respond quickly to market trends and build niche or culturally relevant betting opportunities without relying solely on global feeds. In short, Odds88 is imploring our partners to create new, unthought-of, completely unique betting opportunities for their players.

So, let’s take a look at what’s to come in the latter part of the year…

Dashboard redesign, UI overhaul 

In addition to the upcoming Q3 releases, Odds88 is actively developing several forward-looking enhancements that will continue to be rolled out as 2025 progresses. Here’s what users and partners can expect:

• A brand-new dashboard experience is currently in development, aimed at offering streamlined analytics, KPIs and even greater operational control. While still in progress, the dashboard will serve as a central intelligence hub for performance tracking.
• A UI redesign of the Odds88 back-office is also on the horizon. While still in its conceptual phase, the initiative is intended to bring the user interface in line with modern brand aesthetics and usability standards.

Expanding the ecosystem: rapid markets and esports upgrades

Odds88 continues to diversify its offerings with the addition of Rapidmarkets by Kerogaming, a fast-paced in-play betting product that delivers quick outcomes for action-hungry users. Integrated directly with sportsbook (SB), Rapidmarkets aims to bring a new level of adrenaline to live betting.

Equally, Oddin eSports, which are already available at Coinsports backoffice via iFrame, will soon be natively integrated into the Odds88 platform. This change will allow operators to deliver seamless esports betting experiences without external interfaces, reinforcing Odds88’s commitment to high-performance verticals like gaming and competitive digital sports.

Product launches, UI/UX updates and hot integrations

With a deep commitment to its end user experience, our awareness of trading flexibility required by our partners and an unerring commitment to creating ever more modular architecture to reflect the ever changing needs of the world around it… five months on, Odds88 isn’t just keeping pace with industry standards, it’s setting them.

Mike Forslund is renowned in the igaming industry for his innovative approach and ability to create transformative solutions. As part of the founding team at FanLeague, he helped shape a social sports prediction platform that redefined fan engagement, before taking his expertise to Evolution, where he played a pivotal role in the growth and success of their live casino product. Now, as head of Odds88, Forslund drives the development of sports trading solutions that offer unmatched value to operators and deliver unforgettable experiences for players.