10star launches to provide a new, world-leading pricing, trading and risk management service to regulated betting markets

10star is a new, world-leading pricing, trading and risk management service for licensed sports, gaming and lottery operators. Using a bespoke suite of sports trading products, analytics and betting services, 10star is a breath of fresh air in an increasingly homogenised industry. Using a differentiating set of sports-betting methodologies and processes that use risk and customer information as an input to price generation, 10star provides operators with market-leading trading, made-to-measure pricing and optimised risk management that changes the mathematical equation on market exposure and risk appetite. This unique outlook enables 10star to generate alpha for sportsbooks, enabling them to out-perform in increasingly competitive global landscapes.

“The betting industry as a whole can no longer sustain the destructive cost of mass market engagement, especially against resounding evidence that it doesn’t deliver sustainable market share” says Magnus Hedman, Co-Founder and Chief Executive Officer of 10star. “Treating sports betting as content has set operators on an unwinnable race to the bottom, especially against the strength of macro-economic headwinds not seen for a generation. 10star is being launched in global markets to provide enlightened operators with the price differentiation and innovative risk management they need in order to drive increased profits, improved turnover, reduced volatility, operational efficiencies and tangible improvement of the bottom line.”

As 10star is built around an ethos of treating pricing, trading and exposure management as specialist functions, the brand will be going against the grain of the established trend of treating sports betting as “content”. The 10star service will embody everything associated with betting products and services designed to outperform the market to increase profits, drive turnover and grow market share. Markets are there to be made, not followed. Boundaries exist to be smashed, not to limit.