How to Start a Sportsbook in 2025: The Complete Guide
This guide was compiled by industry experts using 2024 provider data, legal reviews, and 10+ years of combined operational experience.
The global sports betting industry is booming, with the market projected to exceed $180 billion by 20301. If you’ve ever dreamed of launching your own sportsbook, now is the perfect time to dive in. Whether you want to become a bookie, start a legal sportsbook, or launch an online betting site, this comprehensive guide will show you how to get started step-by-step.
What is a Sportsbook?
A sportsbook is a platform (online or physical) where users can place bets on sports events. Operators offer odds, take bets, and pay winnings. Modern sportsbooks go beyond basic sports lines and offer features like live betting, odds customization, crypto payments, and player account management systems.
Step 1: Choose the Right Sportsbook Business Model
You have three options:
1. White Label Sportsbook
Perfect for beginners or those looking for a fast launch. The provider handles:
- Software
- Licensing
- Payment processing
- Risk management
💡 Real Example: How Marcus Launched a Profitable White Label Sportsbook in 4 Months
Marcus, a former digital marketer from the UK, launched his own white label sportsbook in mid-2023 after noticing a gap in niche football betting communities across West Africa. With a budget of $12,500, he partnered with Betdevel, a white label provider licensed in Curacao and targeted Premier League fans in Nigeria and Ghana.
Instead of trying to compete with big brands, Marcus focused on Telegram tipster groups and local influencer shoutouts. He offered generous welcome bonuses and collaborated with a few regional betting blogs. His efforts paid off: by month four, he had over 3,100 registered users, a growing base of daily deposits, and had recovered more than 70% of his initial investment.
“I didn’t need to hire developers or worry about compliance. I just focused on content, community, and conversion — the white label model let me scale faster than I imagined.” – Marcus O., sportsbook operator
2. Turnkey Sportsbook
More customizable than white label. You get:
- Full-featured sportsbook platform
- Your own license (required)
- More control over frontend and backend
3. Custom Sportsbook
Full development from scratch.
- 100% control over every aspect
- High cost and long development cycle
- Requires in-house dev team and legal counsel
Not recommended unless you’re building a next-gen betting product.
Step 2: Understand the Legal Landscape
Licensing
To run a sportsbook legally, you need a gambling license. Popular jurisdictions include:
A white label sportsbook comes with a pre-obtained license. For turnkey or custom models, you must apply yourself, which can take months and cost $10,000+.
Know Your Market
Different countries have different regulations. Some, like the UK, have mature regulated markets. Others may be gray markets where only offshore licensing applies. Always consult a gambling attorney for your target region.
Step 3: Choose a Sportsbook Software Provider
Your choice of sportsbook software provider will make or break your operation. Key features to look for:
Must-Have Features
- Pre-match and live betting
- Bet builder and odds customization
- Multi-language and multi-currency
- Crypto & fiat payment gateways
- Risk management tools
- Affiliate program integration
- Player KYC/AML
- Admin dashboard with CRM/CMS
Top Providers in 2025
- Betdevel (Sports, eSport, Horse Rasing)
- SoftSwiss
- Altenar
- EveryMatrix
- BetConstruct
- Digitain
- Oddin
Step 4: Build Your Brand & Website
Even if you choose a white label platform, you still need a strong brand presence. Key considerations:
Website Design
- Mobile-first UI/UX
- Fast loading speeds
- Clear betslip interface
- Responsible gambling prompts
SEO & Content Strategy
Use keyword clusters like:
- How to start a sportsbook
- Start your own sportsbook
- How to become a bookie online
- How to create a sportsbook site
- Sports betting business
LSI keywords: betting odds software, sports betting engine, sportsbook license, become a bookmaker, start betting site.
Step 5: Attract & Retain Players
Launching your sportsbook is just the beginning. Here’s how to grow:
Acquisition Tactics
- Paid ads (Google, Meta, TikTok)
- Influencer marketing
- Affiliate marketing
- Betting tipsters and communities
Retention Tactics
- Loyalty programs
- Risk-free bets and bonuses
- VIP management
- Push notifications and email campaigns
Step 6: Ensure Compliance and Risk Management
This is critical. A single violation can cost you your license or business.
Compliance Tasks
- Enforce KYC/AML verification
- Offer responsible gambling tools
- Restrict access by region (geo-blocking)
Risk Management
- Use trading tools or provider services to limit exposure
- Set bet limits and configurable margins
- Monitor suspicious activity and automate alerts
🚀 30-Day Launch Checklist: From Idea to Sportsbook
| Day Range | Task |
|---|---|
| Days 1–3 | Choose your business model (White Label, Turnkey, or Custom) |
| Days 4–6 | Evaluate software providers and request demos |
| Days 7–10 | Finalize brand, domain name, and web assets |
| Days 11–14 | Submit documents for licensing or activate white label |
| Days 15–20 | Customize frontend, load initial betting content |
| Days 21–24 | Set up KYC, payments, and affiliate tools |
| Days 25–28 | Soft launch + internal testing |
| Day 30 | Full launch + start paid campaigns |
💡 Want this checklist as a PDF? [Download it here.]
Cost to Start a Sportsbook in 2025
| Component | Estimated Cost |
|---|---|
| White Label Setup | $5,000 – $25,000 |
| Turnkey Platform | $20,000 – $100,000 |
| Custom Development | $100,000+ |
| Licensing | $10,000+ |
| Monthly Ops & Staff | $5,000+ |
Rookie Mistakes to Avoid
- Choosing the wrong license jurisdiction (e.g., not aligned with your target market)
- Failing to geo-block restricted regions
- Underestimating operating costs and marketing spend
- Not vetting your software provider
- Ignoring responsible gambling regulations
Pros & Cons of Each Model
| Model | Pros | Cons |
|---|---|---|
| White Label | Fastest launch, low cost, license included | Less control, limited customization |
| Turnkey | More control, scalable | Requires license, higher cost |
| Custom | Fully unique, high long-term potential | Expensive, complex, long time to market |
Final Thoughts: Is Starting a Sportsbook Right for You?
Starting a sportsbook in 2025 is more accessible than ever. Thanks to white label and turnkey providers, even newcomers can launch a legal, competitive betting site in weeks.
It all comes down to your goals:
- Want to start small and scale fast? Go white label.
- Looking for long-term growth and control? Try turnkey.
- Building the next Bet365? Consider custom development.
Whatever you choose, always focus on:
- Compliance
- User experience
- Marketing and retention
Ready to Get Started?
✅ Take our free quiz: Which sportsbook model fits your vision?
✅ Book a free consultation with a sportsbook launch advisor
✅ Download our startup checklist
Disclosure: Our recommendations are based on 100% independent research and experience.
Author: Roman K, CMO at Betdevel, 12+ years iGaming expert.