The role of trust and reliability when selecting an odds feed provider

Trust and reliability in odds feed providers are crucial to powering innovation, maintaining integrity and driving long-term success

The odds feed has for many years been a crucial part of the sports betting ecosystem. Every sportsbook utilises third-party odds feeds to some degree, harnessing prices from third-party sports betting providers to power pre-match markets, in-play odds and even micro betting markets. 

However, customer expectations are evolving and development shifting towards increasingly complex products such as bet builders as well as harder to price markets like player props. As such, the cracks in the traditional odds feed model – delivering more commoditised products with a primary focus on coverage and filling gaps in an operator’s in-house trading operations – are beginning to show.  

The next generation of odds feeds – Odds Feed 2.0 – are capable of providing actively traded odds with extensive combinability and consistency of pricing across singles and bet builders, delivered via a single API to alleviate the need for multiple resource-intensive integrations. These turn the odds feed from a commodity into a catalyst. 

That being said, odds feeds are nothing without trust and reliability. An operator partner needs to have total faith in the quality and dependability of supply if Odds Feed 2.0’s potential as a catalyst for growth and innovation is to be truly realised.  

Why trust and reliability matters

Trust and reliability are inseparable qualities in an odds feed provider. Without both, operators risk undermining their sportsbook operations, damaging customer confidence and facing potential financial consequences. 

Long-term stability and business continuity

Selecting an odds feed partner means establishing a foundational component of your sportsbook. Operators shouldn’t have to worry that their key supplier will be an unproven startup that might fail, or a niche acquisition target, resulting in service disruption or fundamental product changes. Long-term stability is paramount. A provider’s track record, financial transparency and market position can offer the assurance of high-quality continuity and minimal risk to business operations. This peace of mind is invaluable for building a sustainable, successful sportsbook.

Regulatory and integrity expertise

In a rapidly evolving global market, the importance of a robust regulatory compliance track record cannot be overstated. A top-tier odds provider must be a trusted partner in this regard. Operators need a supplier with proven, global regulatory expertise, licensed in numerous jurisdictions. This ensures that the sportsbook adheres to the strictest standards wherever it operates. Furthermore, a provider with a large operator network and an established reputation acts as a custodian of integrity, actively working to protect the reputation of all its partners.

Security of supply: the data agnostic advantage

Sportsbooks rely on data feed suppliers to deliver the real-time information that forms the foundation of all odds, but the supply chain is fragile, as data feed contracts can shift or be disrupted without warning. If your odds provider relies on a single source of data, your entire product is at risk when that source fails or changes. This makes a data-agnostic approach critical: a provider that is engineered to work with a wide range of data suppliers can help insulate operators from service disruptions. By guaranteeing continuity across the entire sportsbook offering, this data-agnostic flexibility safeguards your business against supplier risk, providing a vital differentiator for long-term reliability where uptime is everything.

Odds accuracy

The accuracy of the pricing provided is also crucial for building trust. Odds must reflect real-time market conditions, with no room for error. Even small inaccuracies can lead to costly payouts, especially in the bet builder era with the potential for so-called ‘black swan’ events. A reliable provider ensures that every price is correct, consistent and delivered at speed. 

Selecting an odds feed provider you can trust

Taking all the above into consideration, choosing the right odds feed partner requires careful due diligence. Operators should ask key questions before committing:

• How long has the provider been established, and what is their track record?
• Where does their data originate, and how is its accuracy ensured?
• What level of regulatory expertise do they bring to the table?
• Do they provide transparent communication and ongoing support?

Ultimately, trust in an odds provider isn’t just about the odds themselves. It’s also about knowing your partner is stable, compliant and committed to supporting your success day in, day out to fuel long-term growth.

What premium really looks like in odds feeds

While some odds feeds may be seen as a commodity, premium feeds go far beyond just delivering prices. They act as catalysts for growth, innovation and long-term success. 

In Kambi’s latest report, Odds Feed Reimagined: From Commodity to Catalyst, we explore what truly sets premium odds feeds apart, from delivering a full library of high-quality odds to taking a data agnostic approach for long-term security of supply. For sportsbooks evaluating their options, this resource provides practical insights into what to expect from a world-class odds service provider. 

Download the full report here 

The Kambi difference

Trust and reliability are the cornerstones of any successful sportsbook, and nowhere is this more evident than in the odds feed powering it. A provider that delivers accuracy, consistency, regulatory expertise and proactive support enables operators to protect their reputation, build customer confidence and grow sustainably. 

At Kambi, these principles are embedded in Odds Feed+, part of our broader product portfolio as the home of premium sports betting solutions. With proven long-term stability, a global track record of regulatory expertise, and a data-agnostic approach, Kambi has a proven track record of being the industry’s most trusted sports betting partner. 

Learn more about Odds Feed+ here.