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The OddsMarket team is packing its bags once again and getting ready to head to Lisbon for SBC Summit 2026.

As one of the biggest events in the iGaming and sports betting industry, SBC Summit is always a great opportunity to meet people from across the industry, exchange ideas, and catch up on what has changed since the last time we met. This year, we’re heading to Lisbon with a bigger team:

Sergii Mykhailenko — CPO
Allar Luks — Head of B2B
Oleksandr Korenev — CEO
Inna Reshetnyak — Marketing Communications Manager

While we’re there, we’ll be talking about what matters most to sportsbook teams: trading quality, margins, and risk management — and how OddsMarket can help improve these areas.

But conferences are about more than business. The iGaming and sports betting industry may be all about numbers, markets, and technology, but behind it are people — friends, partners, and colleagues whose lives continue between one conference and the next. Sometimes, a real connection is simply catching up, hearing what’s new in someone’s life, and sharing a conversation that has nothing to do with work.

So, if you’re heading to Lisbon too, reach out to our team and book a time to meet. We’d be happy to chat over a coffee or a drink.

See you soon in Portugal!

Having a sports betting platform is only half the battle. The real challenge for operators lies in building a truly profitable and scalable trading model behind it.

Today, operators face a critical strategic dilemma: should they build their own trading infrastructure from scratch, buy turnkey solutions, or combine both approaches to stay competitive? Making the wrong choice can cost millions in lost margins, technical errors, and missed market opportunities.

To break down the realities of sportsbook operations, risk management, and platform technology, industry leaders will gather for an exclusive LinkedIn Live Panel on 1 September at 12:00 EEST.

Key Discussion Topics:

• Trading Models: Build, Buy, or Combine? Evaluating the balance between control, flexibility, and cost when choosing your trading infrastructure and odds supply.
• The Margin & Risk Reality: How to maintain competitive pricing for players while maximizing operator profitability during major sporting events.
• Modern Products & Tech: The true value of Bet Builders, market variety, and advanced automated trading tools in today’s competitive landscape.
• VIPs & Integrity: Managing high-stakes exposure, handling bet delays, and navigating risk management in volatile environments.

Meet the Speakers:

Alex Kozachenko – CEO at Turbo Stars

Allar Luks – Product Manager at OddsMarket

Sergii Mykhailenko – Chief Product Officer at OddsMarket

Event Details: 1 September | 12:00 EEST

Format: Live Online Panel

Join us for sharp insights, case studies, and an honest discussion on what actually drives revenue for sportsbooks in 2026.

Click Here to Register

We’re excited to share that OddsMarket has been shortlisted for the Rising Star in Sports Betting Innovation / Software award at the SBC Awards 2026.

The awards ceremony will take place on 1 October at Lisbon’s MEO Arena, closing this year’s SBC Summit and bringing together more than 1,000 industry professionals.

Being shortlisted is a proud moment for the OddsMarket team, especially in such a competitive category. It recognizes the work we’ve put into building solutions that help sportsbook operators make faster, smarter decisions every day.

If you’ll be at SBC Summit, we’d love to meet you. Whether you’re looking to strengthen your sportsbook risk management processes, expand your market coverage, or gain better insights into your competitors, let’s talk.

Meet the team in Lisbon:

• Allar Luks
• Sergii Mykhailenko

See you at SBC Summit 2026 in Portugal!

Player behavior and the level of market maturity are the key factors shaping operational risks for betting operators. While both Brazil and South Africa are rapidly growing betting markets with football at their core, they represent two very different stages of development and require distinctly different marketing and risk management approaches.

Brazil is defined by high volume, emotion, frequency, and speed. In contrast, South Africa demonstrates a more mature market with larger average stakes, more calculated decisions, and structured betting behavior.

In a new joint article, Sergii Mykhailenko, CPO at OddsMarket, and Alexander Kamenetskyi, Head of Sportsbook at SOFTSWISS, give a detailed comparison of these two dynamic markets.

Key Insights from the Article

Player Profile and Betting Volume

• Brazil: Dominated by recreational bettors. The average monthly spend is around $30. Players bet primarily for entertainment and emotion. 88% of bettors wager on football, with the core audience being young men under 30.
• South Africa: A more mature market where players bet less frequently but with significantly higher stakes.

Sports Preferences

• Brazil: Football is overwhelmingly dominant (local Série A, Copa Libertadores, and European leagues). Betting is deeply connected to fan culture and club loyalty.
• South Africa: A more diversified market. Football leads, but rugby, cricket, horse racing, tennis, and basketball also enjoy strong positions.

Betting Behaviors: Live vs Pre-Match

• Brazil: Heavily driven by live betting (around 85% of experienced players) and accumulators. This is supported by instant PIX payments and highly mobile behavior.
• South Africa: Pre-match betting dominates, with a preference for single bets and doubles. The live segment is less developed due to historical ties to retail betting.

Operating Systems: Android vs iOS

In both countries, Android holds approximately 80% market share and drives mass volume. However, iOS users generate the highest value — with higher average deposits, greater lifetime value (LTV), and lower churn. Key takeaway for operators: Android is essential for scale, while iOS delivers profitability.

Sharp Betting and Market Maturity

• In Brazil, the sharp segment is growing rapidly, fueled by margin differences between operators.
• In South Africa, professional bettors operate more discreetly, individually, and with a strong mathematical approach.

To explore all the insights from the experts, read the full article on iGaming Brazil.

The math of sports betting is simple: recreational players lose over time, but sharps and arbers don’t. They catch your mispriced odds before you can fix them. If your risk team can’t see the wider market in real time, you only spot the problem after the bets settle. By then, the margin is gone.

To handle this, Turbo Stars built OddsMarket’s BetsProtector API directly into their Turbo Sports platform. The system checks every incoming bet against the live market and flags stale prices or arbs instantly—before the bet is accepted.

Here is what this integration changes for daily operations:

• Instant detection: The API spots sharp patterns in seconds. Operators can limit high-risk accounts immediately without touching casual players.
• Line protection: The system flags drifted prices in real time. You close the gap before the value walks out the door.
• Less manual work: Risk teams stop wasting hours screening bet queues. Automation handles the routine, lowering the cost of every decision.

Since the BetsProtector API is integrated into the platform, sportsbooks using Turbo Sports don’t have to build their own risk management system from scratch.

“What BetsProtector brings to the Turbo Sports stack is real-time market intelligence that runs underneath every operator we power — automatically. Lines close before value exits, and risk decisions happen in the acceptance flow rather than after settlement.” — Alex Kozachenko, CEO, Turbo Stars

“The BetsProtector API is built for sportsbook platforms that know how to fold it organically into their risk-management systems. It enriches customer data with live signals from the wider market — delivering responses in just 0.1ms and handling thousands of bets per second.” — Sergii Mykhailenko, CPO, OddsMarket

Building infrastructure like this from scratch takes years. Turbo Sports already has it built in, and we’re proud to see our technology helping sportsbooks manage risk in real time.

Read the full case study on Turbo Stars to see the technical breakdown.

OddsMarket has been shortlisted in two categories at SBC Awards Europe 2026:

• Sports Data Product
• Rising Star in Sports Betting (Supplier)

The shortlist highlights companies driving innovation and delivering impact across the European betting and gaming industry. SBC Awards Europe brings together leading operators, affiliates, suppliers, payment providers, and game developers to celebrate achievements across the sector.

The awards ceremony will take place on April 30 at Xara Lodge in Malta.

We’re proud to be among the finalists and look forward to connecting with industry peers at the event.

Sergii Mykhailenko shared his view on the major trends in sports betting today in an interview with SiGMA News.

• Risk management is no longer just about protection — it’s becoming a key factor in staying competitive. Technology and data now directly affect how profitable a platform is.
• Sharp bettors are getting better and more precise. In many ways, they’re using the same logic and tools as operators — just from the other side of the market
• Prediction markets are also gaining attention. But instead of replacing bookmakers, they’re becoming an extra way for experienced players to make profit.

There’s also a lot more in the interview about trends that will impact sportsbooks, bettors, and the industry in the years ahead.

Read the full interview here.

The Big Apple is getting ready to welcome the people driving the iGaming industry forward from around the world — and it’s the perfect place for it.

Over two days, 1,300+ decision-makers will be meeting, sharing ideas, and talking business. OddsMarket will be there too, represented by Sergii Mykhailenko, our Chief Product Officer.

If you’d like to connect with Sergii during the summit, drop him a message — he’d be happy to meet!

See you soon!

We’re pleased to be partnering with First Minute Gaming and truly appreciate the confidence they’ve placed in our team.

OddsMarket is looking forward to supporting FMG with our data and are glad to have them join our partner network.

Moving forward together!

They say sunny weather sparks great conversations — and we’re ready for exactly that.

Our Product Manager, Allar Luks, will be on site to meet industry leaders and show how OddsMarket equips sportsbooks with smarter trading and risk management tools.

Trusted by top-tier operators and providers, our solutions deliver faster insights, stronger control over risk, and improved margins.

Want to see it in action? Connect with Allar on LinkedIn to schedule a meeting and discover how OddsMarket helps operators make quicker decisions, manage risk confidently, and grow strategically.

We can’t wait to catch up with you in Dubai!