Pick’em88: kicking butt and taking names

As 2025 began, sports aggregator Odds88 decided to blow the doors off with its inception; its big bang moment being an ambitious ICE 2025 debut where it outlined its bold vision to reshape the sports data landscape. By June, the conversation turned to how the team was preparing to supercharge its product suite with a wave of updates aimed at enhancing UX, expanding operator capabilities and driving innovation in digital wagering.

Now, as Q4 approaches, Odds88 is marking a standout first year with the launch of Pick’em88, a fresh take on one of sports betting’s most accessible formats. Designed to thrill seasoned punters while lowering the barrier for new players, Pick’em88 blends simplicity, fairness and entertainment into a package that promises to be as engaging as it is scalable. 

EGR: In June, you spoke about developing a new pick’em product. What’s happened since then?

Mike Forslund (MF): A pick’em is probably the most straightforward form of sports betting you’ll find. In its purest sense, it’s a market where neither side is the favourite nor the underdog. Both options, whether teams, players or outcomes, are considered to have roughly the same chance of success.

In practice, that means bettors are faced with an even contest: no points spread, no handicap, just a straight-up choice between two sides. Traditionally, you see this in football or basketball when the line is set at zero and odds are equal. But the pick’em concept has since been adapted well beyond those formats.

At Odds88, we’re shaping pick’ems into a more versatile product: players make predictions such as whether an athlete will go ‘over’ or ‘under’ a projected statistic. Each decision is designed to feel like a true 50/50. Users can combine multiple picks into one wager, building accumulators with the potential for big payouts.

The key attraction lies in the simplicity and the fairness. It feels like flipping a coin but with the thrill of sports layered on top, making it perfect for both new and seasoned bettors.

EGR: Since pick’ems aim for balanced odds, what risks do operators face if the markets aren’t perfectly equal?

MF: That’s actually where it can get really interesting. If the pricing isn’t genuinely even, operators take on hidden risks. A small imbalance may seem insignificant, but experienced bettors will spot it quickly. If too many wagers pile up on one side of the market, it can expose the operator to significant losses. There’s also the trust factor to take into consideration. When a market is labelled ‘pick’em’, players expect a true 50/50 proposition. If it turns out not to be fair, it risks damaging credibility with customers.

At Odds88, we mitigate these risks with our Alternative Odds API, which ensures our partners always have the most accurate, up-to-date pricing. Any drift away from equal odds is dangerous, not just financially, but reputationally. That’s why transparency and precision are essential for pick’em products, especially our own Pick’em88, to thrive.

EGR: Why are pick’ems particularly effective at attracting new bettors?

MF: Trad betting can feel intimidating. Odds formats, spreads and bet types can be overwhelming for someone stepping into the space for the first time. Pick’ems strip that away. Instead of needing to understand complex betting structures, users face a clear, binary choice: yes or no, over or under. That simple.

This simplicity makes it ideal for first-time bettors who may otherwise avoid moving over from casino betting and placing wagers in sports verticals for the first time. The experience feels more like a game than gambling; it aligns perfectly with the habits of casual sports fans or fantasy sports players.

Add to all of this mire the rise of mobile-first apps and gamified experiences … you have a product that fits seamlessly into modern entertainment trends. Pick’ems are fast, easy and social, encouraging sharing and repeat play. It’s no surprise they’re becoming a powerful acquisition tool not just for us but for others also. We just want to get out in front of it.

EGR: Do pick’ems need to exist as a separate product or can they be integrated alongside traditional betting markets?

MF: To be honest, it really can work both ways. Many operators integrate pick’ems into their existing sportsbook as a complementary option. It’s an easy entry point for casual users while still offering a fun side game for more experienced bettors. Some players enjoy pick’ems as a ‘second-screen’ experience, much the same way as we’re seeing RNG mini table games in live casinos (Live88 being a prime example of this); something quick and light to engage with while following traditional bets. For others, it’s a standalone form of entertainment.

From an operator’s perspective, they also serve a strategic purpose. Data from pick’em participation can inform marketing, lead to personalised offers and guide players toward more advanced betting once they’re comfortable. It’s a bridge that helps widen the funnel while keeping engagement high.

EGR: Once new players are brought in through pick’ems, how can operators turn them into long-term customers?

MF: The real challenge lies in retention. Acquisition is great but, without nurturing, players won’t stick around. The solution is education and progression. Operators can, and should, provide tutorials and predictive insights that help new users understand broader betting markets. As confidence grows, so does the willingness to explore beyond pick’ems.

Engagement tools also matter. Loyalty programmes, personalised recommendations and gamified features such as streaks, leaderboards or achievement badges help sustain interest. A lot can be learned from apps outside of our industry that utilise gamification that excel at making users feel invested in progression. By creating rewarding experiences and gently introducing more complex markets, operators can convert casual pick’em players into loyal, high-value customers.

EGR: Can pick’ems realistically stand alone as a betting product?

MF: If designed with strong engagement features, then yes, why not? The appeal lies in their speed, simplicity and adaptability, especially for audiences drawn to US sports or fast-paced play, which is a market we’re seeing rapidly expanding at this time, too. With the addition of social elements such as challenges or competitions, Pick’em88 can absolutely function on its own within the wider ecosystem of our partners’ sports offerings.

For new gaming brands, a pick’em-only offering could still generate meaningful revenue and repeat engagement. But their real strength lies in flexibility. Whether embedded in a broader sportsbook or offered as a dedicated product, pick’ems are versatile enough to meet operators and players where they are.

At the very heart of it, we’re confident that Pick’em88 makes betting just that little step more approachable. They lower the barrier for entry, appeal to modern digital audiences and, simply put, creates an engaging experience that balances fairness with fun. For operators, they’re so much more than just a gateway product or low-hanging acquisition tool; they’re a way to build trust, retention and long-term value in an increasingly competitive market.

Mike Forslund is a familiar name in the igaming space, known for pushing boundaries and driving innovation.

As a co-founder of FanLeague, he helped launch one of the earliest fan-focused prediction platforms. Later, at Evolution, he played a key role in shaping the success of live casino offerings.

Today, as head of sales and business development at Odds88, Forslund is focused on building sports betting solutions that combine simplicity, fairness and entertainment to deliver value for operators and engaging experiences for players.