Flexibility is the key in modern sports betting trading according to Betby, which has completed a review of its online sportsbook activity and platform, assessing the discipline from the lens of the digital age.

The Malta-based B2B online sportsbook platform has published its Trading Report for 2025, examining its trading performance over this year and key trends observed. Notably, the firm processed over 20 million bets every month, and interestingly found the Club World Cup to be a particularly engaging event.

Operators like Betsson and suppliers like Kambi highlighted in Q2s that there were difficult comparatives between this year and last thanks to the Euros taking place in summer 2024.

Though the Club World Cup was still a useful betting market in summer 2025, it did not quite hit the same mark as the Euros or Copa America for many – but Betby asserts that it exceeded expectations with a 17% margin on the tournament, higher than the 10%-12% it expected.

The focus on flexibility

So what conclusions has Betby drawn from its experience of sportsbook trading? The firm’s 2025 report lays out some key objectives it has assigned itself – fewer cancelled bets, stable margins on high-quality events, keeping results close to target, smooth handling of VIP and high stakes bets without impacting the wider betting market.

Data-driven automation is evolving the sportsbook landscape rapidly, Betby believes, citing the move from manual spreadsheets to data-based systems as a key example. In today’s highly digitised, fast paced and competitive betting landscape, trading is one of the key pillars of any successful business.

“As someone who has witnessed the evolution of sportsbook trading from manual spreadsheets to data‑driven automation, I’ve come to see trading as the beating heart of a sportsbook’s success,” said Andris Backovs, Head of Trading.

“The way odds are managed, adjusted, and localised now defines not only profitability but, more importantly, player trust and operator differentiation. When I first entered the industry, trading was often viewed as a background operation, a necessary function but rarely the star of the show. But over the years, I’ve seen that mindset change.

“Today, trading sits at the intersection of technology, data, and player behaviour, influencing every strategic decision an operator makes. As I often say, “trading is about understanding it better than anyone else.”

Central to Betby’s sportsbook activity is the notion of flexibility. In turn, the firm’s idea of a ‘hybrid model’ is central to this, with it mapping out several benefits to this approach to trading.

These include addressing the limitation of feeds, ensuring adaptability, driving profitability and engagement, enabling localisation and managing risks.

“Trading today revolves around one simple belief: flexibility wins,” said Backovs.

“While many suppliers still rely on feed-driven systems, the most advanced trading teams are now embracing hybrid models that react to real traffic, regional insights, and operator-specific needs.

“This adaptability — powered by a balance of automation and trader expertise — is what allows sportsbooks to stay competitive, no matter how volatile the market becomes.”