Launching sports betting website from scratch in 2023

Launching sports betting website from scratch in 2023

Are you interested in launching your own sportsbook? If the answer is yes, then you’re in the right place! TheGamblest has prepared another informative blog post, where you will find valuable insights on how to begin your entry into the iGaming business.

Operating a sportsbook is not the easiest task, because there are numerous factors to take into account. However, by approaching it with careful arrangement and skillful execution, you can prepare your path to triumph in this industry.

Success depends on doing each step with precision and care. In this article, we will share strategies that can help your betting business thrive by creating a betting website that not only attracts visitors but also retains existing players.

What is a sportsbook?

A sportsbook (synonymous with a bookmaker or bookie) is a business or platform that accepts and facilitates sports betting activities. It serves as a place where players can wager money on the outcomes of various sporting events, such as football games, basketball matches, horse races, and more. In addition to traditional sporting events, sportsbooks frequently offer betting opportunities on a diverse selection of other events, including politics, fantasy sports, esports, and much more.

Now that you grasp the concept of a sportsbook, you might be wondering if becoming a bookie is a worthwhile pursuit in 2023. With the rising need for sportsbooks, especially as more regions legalize it, you’ll tap into a growing market and expand your client base over time. Let’s now briefly discuss the modern sports betting industry and continue the basic steps to launch a bookmaker.

How has the sports betting industry developed?

Sportsbooks have got immense popularity in last years, employing a staggering number spread across more than 20,000 sports wagering organizations on a global scale. Between 2022 and 2023, the overall sports betting market experienced significant growth, expanding from $96.84 bln to $104.78 bln. This represents a CAGR of 8.2%.

The entry of up-to-date tech advancements into the game has revolutionized the whole wagering industry, enhancing its reputation and captivating a growing number of enthusiastic gamblers on a monthly basis. Today, online sports wagering has become easily accessible to virtually anyone, anywhere, due to the convenience of placing bets through personal computers, laptops, or mobile devices. A sportsbook’s overall success is greatly influenced by the design of its website, which should be intuitive, visually appealing, and capable of captivating users.

Main steps to launch a sportsbook

Launching a sportsbook is a complex endeavor that requires careful planning, compliance with regulations, and continuous monitoring of operations to ensure success. Here are the main steps you should consider as your primary guide:

Identify your niche

Finding the most lucrative sports betting niche is difficult because it depends on the player and what they like. However, if you’re considering starting a sports betting website as a bookie and want to build it from the ground up, the initial step is to narrow down your focus. This entails deciding the sports to provide on your platform and the kinds of bets you’re going to provide. It’s wise to start with a few of the most well-liked sports, particularly when finances are tight.

A significant audience of active gamblers who will be willing to make bets on your website will surely be drawn to your website if you concentrate on at least five popular sports. Below is an array of popular sports that people gamble on that you could consider thinking about putting on your platform to help you make your decision:

  • Football
  • Cricket
  • Baseball
  • Basketball
  • Tennis
  • Boxing
  • Horse racing
  • Esports

Get a license

Similar to any online gambling venture, a sports betting website must acquire an official license to operate legally. This involves obtaining authorization from the relevant regulatory body, such as the Gambling Commission or an appropriate entity in your operational region. It’s essential to be aware that this licensing process can be time-inefficient.

Typically, securing a license independently may require several months from the initial application to final approval. Therefore, it is crucial to be patient and plan ahead accordingly.

top online gambling licenses ultimate guide for operatorsOne critical aspect to consider is choosing the jurisdiction carefully. Different regions have varying regulations and requirements for obtaining a license. Therefore, it’s vital to research and select a jurisdiction that aligns with your business objectives and offers a favorable regulatory environment for online sports wagering. This prudent decision will play a significant role in the success and legitimacy of your sports betting website. To get more information about iGaming licenses, check out our latest article reviewing the best gambling commissions.

Get a platform

A sports wagering platform refers to a website, application, or any other Internet or mobile-accessible platform that allows sports enthusiasts to engage in betting on sports events. You have three options for creating your sportsbook platform: build it from the ground up, utilize white-label software, or collaborate with established platform providers such as BtoBet, Genius Sports, GIG, SIS, and others.

Integrate payment gateways

With protection, a broad diapason of alternatives, and quick transactions as key priorities, select the most suitable payment method for your sportsbook. Defend against the dangers of fraud as well as money laundering while offering your clients a transparent and safe experience. Note three vital aspects when selecting a payment provider with risk management, lower commissions, and swift transactions for both fiat and cryptocurrency payment 8 casino payment solution providers in 2023 banner.png

Also, remember that a successful sportsbook website must offer various payment options:

  • Debit/credit cards
  • Bank transfers
  • E-wallets
  • Cryptocurrency payments, including Bitcoin, Tether, Ethereum, or Dogecoin.

Choose your marketing strategy

A well-planned and step-by-step sketched marketing strategy is vital for new sportsbooks. Here are effective advertising options:

  • SEO: Drive leads through professional optimization – relevant keywords, backlinks, quality content, and much more.
  • Social Media Boost: Utilize SM communities with paid ads and constant content posting.
  • Email Marketing: Use email ads for user acquisition and retention for higher results.
  • Affiliate Marketing: Do not forget to utilize your customers and companions as marketers for easy expansion and effective promotion.

Bet options you should know before starting your sportsbook

Speaking about bet options, it is necessary for sportsbook operators to possess a detailed understanding of those. So, let’s take a moment to familiarize ourselves with these different bet options.

Win Bet

Win bet, also called Moneyline Wager or Straight bet is the most used and simple bet option in the realm of sports betting. The primary objective is to foresee the winner of the sports event. This wager’s odds are determined by how likely it is that each contestant will win. When comparing to wagering on the favorite, the wagerer will win more money if the underdog wins.

Point Spreads

Point Spreads or Spread Betting, suggest punters an amazing approach to wagering that doesn’t solely focus on predicting the winner of a game. This bet is used to level the playing field between 2 teams of differing skill levels and to encourage balanced betting action from bettors.

When a point spread is applied to a game, it means that the favored team is expected to win by a certain number of points, while the underdog is expected to lose by the same number of points. The goal for wagerers is to forecast whether the favored team will win by more points than the spread (“covering the spread”) or if the underdog will lose by fewer points than the spread or win outright.


what is micro betting micro bets in 2022 explained banner.png

Microbetting refers to a form of betting where participants place extremely small wagers on very specific and minute outcomes or events within a sports game or other activities. Unlike traditional betting, which typically involves larger sums on overall game results or broader statistics, microbetting allows for bets on specific actions, occurrences, or short intervals during the event.

While microbetting can be seen as a fun and entertaining way for some individuals to engage with sports events and other activities, it has raised concerns from regulators and advocates of responsible gambling. The main concern is that the fast-paced and continuous nature of microbetting may encourage impulsive behavior and addictive gambling tendencies. Additionally, the small bet sizes might give the illusion of low risk, leading some individuals to underestimate the potential financial consequences of their bets.

Parimutuel betting

This type of bet is usually associated with horse racing and similar sporting events. Unlike traditional wagering with set odds, there are no fixed odds established by the bookmaker. But, all wagers are gathered into a pool, and the total pool is then distributed among the winning bettors. The wagering platform facilitating the wagers usually retains a tiny percentage of the total pool as a fee for handling and processing the bets.

Parlay bets

A parlay bet, which is also referred to as an accumulator or combo bet, involves merging two or more separate bets into a single wager in the realm of sports betting. The key attraction of a parlay lies in its potential for bigger payouts compared to placing each bet independently. However, this enhanced reward comes with heightened risk, as the success of the entire parlay hinges on all the individual bets winning. If even a single bet within the parlay loses, the entire bet is considered lost, resulting in no winnings for the bettor.


Another bet option known as Totals, or Over-Unders focuses solely on the total count of goals or points scored in a game. The bookmaker sets a predetermined benchmark, and gamblers should make a decision whether the final tally will exceed (Over) or fall short (Under) of the bookmaker’s established estimate. It’s another amazing way for players to engage with the game’s dynamics, without being fixated on who emerges as the ultimate victor.

Useful tips for operators

Having discussed the main steps of starting your own sportsbook, let’s now explore some common tips that will assist you to improve your overall sportsbook offerings.

Tip 1: Work hard on your UI and UX

It’s vital to treat your betting website as a product that requires a more user-centric approach. An intricate or confusing interface leads to user frustration and, ultimately, a customer decrease. The main purpose is to maintain your audiences involved and eager to continue utilizing your offerings, so prioritize ease and enjoyment throughout. Develop and make better the overall navigation, usability, and design elements like fonts and simple color schemes.

Tip 2: Incorporate advanced filters within the product range

Operating a sports wagering website that caters to diverse sports and events means not every player will be engaged in everything you offer. In order to ensure a seamless UX, it’s essential to empower your audiences with the ability to view only what is included in their interest. By providing filters, you guarantee that they will consistently enjoy a positive practice, increasing the likelihood of them returning for more.

Tip 3: Incorporate a bonus system into your product

Such systems serve as excellent motivators to keep your users involved and enthusiastic about using your platform. They may also serve as inducements for users to share their enthusiasm with other players. By suggesting enticing rewards, such as discounts on sports events, free bets, VIP memberships, welcome bonuses, and more, you will be able to rapidly generate traffic and enlarge your betting business. This strategy not only enhances user retention but also fuels the growth and success of your platform.

Tip 4: Cultivate effective customer service

The next step toward achieving success as an online casino operator is the establishment of robust customer service protocols, aimed at securing customer contentment and driving up retention rates. Providing accurate and helpful information about products, services, pricing, and policies to customers should be the main priority, so they can make informed decisions. Make sure you offer 24/7 support, that the client’s issues are addressed accordingly, properly taken care of and resolved.


How much does it cost to start an online casino?

The initial budget to debut a sportsbook website from 0 could range from approximately $10,000 to $100,000 or more. However, keep in mind that this is a rough estimate, and the actual cost can be different based on various factors.

Is starting a sportsbook profitable?

Starting a sportsbook can be a lucrative venture, and when done correctly with sufficient capital, it stands among the most secure investment options. Nevertheless, it’s not a suitable pursuit for everyone, and its legality varies depending on the region.

Is it easy to start a sports betting website?

In any case, commencing a sportsbook platform is not an easy task and requires careful planning, dedication, and a commitment to licit and ethical practices. It’s essential to thoroughly overview the industry, consult legal experts, and have a comprehensive business plan before venturing into this space. Alternatively, you could explore partnerships with existing betting platforms or consider white-label solutions that bring pre-built platforms that you can customize to some extent.


Managing an online sportsbook presents a multifaceted endeavor. It takes careful work to adhere to a variety of norms and regulations while drawing in and retaining customers.  However, if you’ve decided to take on the task, you may find the experience to be quite rewarding, especially if you work with the best B2B for your sportsbook business.