Expanding beyond Europe’s top five leagues might seem risky for sportsbook operators, but it could be the smartest move for sustainable growth. Henry Newman, CEO of Sporting Risk and former coach at West Ham, believes the real opportunity lies in understanding local fan bases and integrating seamless data-driven solutions.
In this episode of 15M Mastery, Newman shares how to monetise smaller leagues, maintain integrity, and deliver a consistent betting experience—no matter the region.
Why Focus Beyond the Big Five?
Operators often default to the Premier League or La Liga. But Newman argues that success comes from aligning coverage with customer demand, not prestige.
“Just because the big five leagues are dominant globally, doesn’t mean they are for your audience,” Newman explains. “If you’re operating in South America, the Romanian Superliga probably isn’t relevant. But a second-tier local league might be.”
The key, he says, is building solutions that reflect both global trends and local passion. This dual-layered focus ensures the product resonates with core users, whether they’re in Lagos, Lima, or Lisbon.
Managing Player Prop Markets in Data-Limited Leagues
Handling player props in lower-profile competitions can raise concerns around data quality and potential fraud. But Newman says Sporting Risk’s approach ensures consistency regardless of league tier.
“Our data has the same granularity whether it’s the Bundesliga 2 or the Premier League,” he says. This consistency is powered by internal analysts and real-time insights from regional experts.
Operators also play a role. “If a South African partner knows a local hero is playing in a lesser-known league, they can flag that. It’s a two-way process where all data—public and partner-driven—is useful if filtered correctly.”
Metrics That Matter for Measuring Success
Operators dipping into new leagues need clarity on what success looks like. Newman points to two key indicators: handle and ROI.
“You want revenue to rise, and ROI to follow steadily,” he notes. But there’s more. Cross-sell activity is another strong signal. “If players bet on a prop and then move to your casino or other sports, that’s stickiness. That’s value.”
Monitoring these metrics helps determine if new markets are growing sustainably, or just adding noise.
Using Smaller Leagues to Plug the Calendar Gaps
Seasonality can wreak havoc on betting activity, especially during off-seasons in Europe. Smaller leagues offer a solution.
“Summer leagues are crucial,” says Newman. “You need to look at your calendar and see where the troughs are. Then fill those with relevant leagues and player markets.”
Even kick-off times matter. With smart scheduling across global leagues, operators can come closer to offering a true 24/7 football betting experience.
Scaling Without Overwhelming the Trading Team
For smaller sportsbooks with limited resources, adding new markets may seem daunting. But Newman insists the integration process is designed to be operator-friendly.
“It takes a couple of weeks to consume the product,” he says. “We handle the trading, from pre-match to in-play, so your team doesn’t have to.”
Sporting Risk combines modelling with human oversight to ensure accurate pricing, even during live events. And for those who can share bet flow data, there’s even more fine-tuning possible.
Why Single Source Pricing Makes a Difference
When operators cobble together data from multiple providers, the customer experience often suffers. Newman champions a single-source solution for consistency.
“Imagine you’re pricing 1X2 markets in-house but outsourcing goals, cards, and player markets separately. You’ll confuse the customer if your bet builder and pre-packed multis return different odds,” he warns.
By centralising data feeds into one output, operators not only reduce tech headaches—they also deliver a smoother, more trustworthy betting experience.
Choosing the Right Markets for Regional Expansion
When looking at expansion, where should an operator start? According to Newman, it’s all about identifying the fastest-growing markets with the highest player visibility.
“Brazil is a great example. It’s growing fast, and players there are idolised,” he says. “That fan obsession translates into betting interest.”
However, Newman also advises aligning expansion with your existing business footprint. If you’re strong in southern Europe or have traction in Africa, prioritise leagues and players that resonate with those audiences.
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