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Automation is transforming betting operations, but not without risk – Oddsgate reveals the strategies operators need to stay fast, compliant, and commercially competitive.
While many technology providers promote one-size-fits-all automation, Oddsgate views the diverse, fast-moving, and regulation-driven iGaming industry through a different lens. Instead of generic systems, the B2B provider prioritizes practical, context-aware methods tailored to the operational realities of each partner.
Oddsgate’s COO and Co-Founder, Lusia Barseghyan, emphasizes that adaptability is not just a strategy, it’s a mindset.
“With an agile background, I’ve always approached work guided by the core principle of the Agile Manifesto: individuals and interactions over processes and tools. This philosophy is essential when operating in complex, rapidly evolving regions like Latin America. In our industry, speed matters, but precision matters more. Automation should remove repetitive tasks, reduce human error, and streamline workflows, while risk teams stay fully empowered to intervene where judgment and context are essential.”
According to Barseghyan, effective automation is rooted in smart system design, not blind reliance on software. Real-time monitoring, configurable limits, automated alerts, and pricing engines that react instantly to market changes must work seamlessly together, supported by human oversight that can interpret nuances algorithms may miss.
When operations and risk teams collaborate closely, automation becomes a force multiplier, enabling teams to gain speed and focus without compromising safety or profitability.
“Technology empowers us, but it’s the people – our local partners, internal teams, and clients – who provide the insight, context, and momentum that drive real impact,” Barseghyan reinforces. “For me, automation never meant giving up control. It means working smarter while keeping risk in check.”
Oddsgate’s systems are designed to handle repetitive tasks and enforce rules automatically, while human expertise ensures compliance, safety, and thoughtful decision-making. Real-time analytics and alerts enable proactive risk management, allowing automation to drive efficiency while providing critical oversight remains in place.
Operational efficiency is only one piece of the puzzle. Understanding the metrics that define performance in betting operations is equally essential.
Oddsgate tracks a broad set of KPIs across trading, platform performance, and player behavior to ensure stability and competitiveness.
Trading success depends on a combination of speed, accuracy, and risk exposure.
Accuracy measures how closely odds align with tangible outcomes and market conditions.
Exposure limits define the maximum potential loss for a single bet or group of bets.
Risk-adjusted margins measure profit after accounting for volatility.
Speed is measured by how quickly markets are updated when conditions change.
Together, these indicators guide trading teams in staying competitive without compromising margin protection.
Liquidity determines how smoothly funds and bets move through the ecosystem.
Market depth reflects the amount that can be wagered before odds adjust.
Fill rates indicate the percentage of bets that are matched automatically.
Bet-matching time indicates how quickly opposing bets are paired.
High liquidity helps ensure a seamless user experience and operator stability.
Payout performance directly influences player trust.
Payout ratios compare the winnings paid out versus the total bets.
Error rates track discrepancies during settlement.
Settlement speed measures how fast players receive their winnings.
A fast and fair settlement is essential for player satisfaction and brand reputation.
Churn refers to the number of players who cease engaging with the platform. To manage it, Oddsgate monitors:
Active player ratios (regular engagement levels).
Engagement frequency (the frequency at which users interact with the platform).
Lifetime value (revenue per player over time).
Identifying early churn trends enables the development of targeted retention and reactivation strategies.
Barseghyan highlights Oddsgate’s collaboration with Smartico:
“Together with Smartico, we support our clients in keeping their players not just active, but genuinely engaged and satisfied. We analyze player behavior to craft thoughtful, personalized retention strategies that go beyond generic campaigns.”
She adds: “The key is not to look at these KPIs in isolation.” Instead, Oddsgate connects these metrics into a comprehensive operational view, using data to identify trends and uncover opportunities for meaningful growth.
Beyond KPIs, effective operations rely on a coordinated structure of roles, workflows, and technologies. Barseghyan compares running a betting operation to orchestrating a complex machine; every component must work in harmony.
Across fast-moving markets like Brazil, data-driven insights guide sustainable decisions:
Casino operations teams ensure games run seamlessly.
Risk and compliance teams protect clients and platforms.
BI and analytics teams transform data into actionable intelligence.
CRM and retention teams design player engagement strategies.
Customer support acts as the trust bridge with players.
Crucially, workflows are built around local understanding.
“At Oddsgate, we use data to understand local trends and player behavior, turning insights into decisions that drive sustainable growth. We help build clients’ operations day by day, identify gaps, navigate regulatory questions, and think strategically about how they enter, stabilize, and scale. This mindset has been part of Oddsgate’s DNA from day one.”
Oddsgate’s leadership brings experience from both the operator and platform sides, having launched brands, managed markets, and navigated complex regulatory landscapes.
“That experience shaped everything about how we built Oddsgate,” Barseghyan says. “We remember what it was like to be on the operator side – facing regulatory uncertainty, scaling rapidly, managing fragmented teams, and realizing how rare genuine operational support was. That memory still shapes every client relationship today.”
Risk management and dynamic pricing remain the foundation of any successful sportsbook. The challenge is ongoing: protect margins without compromising competitiveness.
Risk teams track exposure, market movements, and player behavior in real time, while pricing engines adjust odds based on probability, not sentiment.
“Minimizing loss isn’t enough,” Barseghyan explains. “The goal is to understand patterns, anticipate volatility, and maintain an offer that is sharp, fair, and commercially strong. When executed well, risk control becomes invisible to players and incredibly visible in the bottom line.”
For betting companies expanding across multiple regions, operations form the backbone of sustainable scaling. Proper growth is not just about increasing traffic; it requires building structures that adapt to local realities while maintaining global consistency and coherence.
This entails having a comprehensive understanding of regulations, payments, player behavior, and technical constraints well in advance of entering a market.
The biggest challenge is balancing standardization vs. regionalization:
Core processes must remain stable.
Front-end experiences, risk models, content, and support must flex to each market.
Strong operational teams bridge this gap, transforming business goals into scalable workflows and anticipating bottlenecks before they appear.
Ultimately, global growth hinges on localized operations that consistently maintain quality everywhere.
