Operators Eye In-House Odds Compiling Amid Industry Evolution, Says Smith

Operators across the sports betting sector are reassessing their reliance on third-party data suppliers and showing renewed interest in returning odds compiling operations in-house. Jonathan Smith, founder of Sportsbook Training Services and former senior odds compiler, argues that operators want greater product control in a landscape reshaped by 24/7 digital demands and decades of technological change.

How the Internet Changed Odds Compiling

Odds making was once the province of internal teams within each bookmaker, especially at UK fixed-odds and spread-betting firms. Jonathan Smith, who has spent over 25 years in the field, recalls a period when "the requirement to provide a global 24/7 service meant that operators would need wholesale help," bringing in third-party specialists such as Sportradar and Genius Sports. This shift was fuelled by the internet, which forced operators to scale their offering far beyond previous limits. While the core pricing principles remain unchanged, Smith observes that "the product’s lifecycle is so far removed from the days when I was a simple odds compiler."

Are Operators Overly Reliant on Data?

Smith challenges the assumption that modern operators are entirely dependent on external data. "Operators themselves are less reliant than you might think, as they are often not the originators of odds," he notes. Instead, B2B suppliers serve as the primary drivers of odds models, using data to refine probability estimates—a price is only as accurate as the underlying guess, Smith explains. Still, the proliferation of real-time data and betting markets has transformed expectations, especially for sports betting.

High Margin Products: Player Props and In-Play Odds

Market preferences have shifted decisively toward player props and in-play betting, which attract customers seeking immediate engagements and results. Smith points out that although these products feel like a recent innovation, their development has spanned nearly two decades. Today, "sports betting is focused around these high margin player friendly products above all else." This pivot has changed how margin, risk, and product design are managed by both operators and suppliers in regulated and emerging markets.

Localisation Challenges: Adapting Odds Methods Across Markets

Experience in multiple jurisdictions has shown Smith that market-specific odds compiling strategies are essential. UK approaches and innovations may not resonate with bettors elsewhere—adaptation is slower in some countries, and local preferences dictate what formats and products thrive. Smith offers the example of retail environments in Croatia or Nigeria, where direct application of UK models would not guarantee the same commercial results. For operators expanding internationally, assuming a licence allows simple replication of UK methods risks poor performance and customer engagement.

The Case for Bringing Odds Compiling In-House

Smith created Sportsbook Training Services to address industry skill gaps and help firms regain control over their pricing. "Nowadays, [operators] hire third parties to make those mistakes for them rather than make them in-house,” he observes, arguing there is nothing wrong with mistakes so long as lessons are learned. With an appetite for knowledge and more accessible modelling tools, Smith sees operators now aiming to internalise more of the odds compilation process.

Education and Training at SBC Summit 2026

Smith will deliver a Sportsbook Trading Masterclass in three sessions at the upcoming SBC Summit 2026 in Lisbon, one of the world’s largest sports betting events expected to draw around 40,000 attendees from 29 September to 1 October. The Masterclass will cover both theoretical and practical methods—demonstrating "how a little knowledge, some common sense and a bit of data can take you a long way." Smith stresses that understanding the function of probability within sportsbook design requires hands-on learning, something he aims to provide attendees at the event.

Looking Forward: Discussions at SBC Summit 2026

With the underlying theory of odds compilation unchanged, Smith wants to focus discussion at SBC Summit 2026 on the processes behind odds creation and the move towards in-house ownership. "Operators are now beginning to decide that ownership of more of their product in-house is a good idea," Smith says, highlighting odds compilation as a key area of future investment and capability-building. His hope is that delegates will engage with him at the Sportsbook Training Services stand about the intricacies and value of reclaiming pricing control in their business.

Event Overview: SBC Summit 2026

SBC Summit 2026 in Lisbon will bring together professionals from across betting and gaming for three days of learning and networking, featuring a comprehensive exhibition of leading brands and educational opportunities, such as Smith’s masterclass. Attendees can expect expert insight into regulatory changes, technological advances, and operational best practice influencing the b2b betting landscape.