The UNITY Odds Feed API – Historical Data Access offers a rich dataset of sports betting odds, covering a global array of leagues and events. This API enables users to retrieve detailed historical odds for both pre-match and live/in-play markets. It includes specific betting metrics such as Asian Handicap, Totals (Over/Under), Corners, and Cards, with data sourced from numerous major Asian sportsbooks and exchanges.

This historical feed is particularly well-suited for:

Data scientists and analysts building predictive models

Sportsbooks improving odds-making strategies

Media platforms generating betting insights

Researchers analyzing market efficiency and odds movement

Key Features: Pre-match and In-play Odds: Track how betting lines moved before and during events.

Multi-Sport Coverage: Includes football (soccer), basketball, and tennis—spanning top leagues like the Premier League, NBA, and Grand Slam tournaments.

Market Breadth: Extensive odds data for niche markets such as corners and cards.

Bookmaker Diversity: Historical odds from a wide range of Asian bookmakers and betting exchanges with low spreads and back/lay functionality.

Structured & Filterable: Access raw or formatted data by sport, league, event, or market.

This API delivers the tools needed to extract meaningful insights from betting markets—whether you're building advanced algorithms, enhancing app features, or deep-diving into betting behavior trends.

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Sports Betting Market Size 2025-2029

The sports betting market size is forecast to increase by USD 221.1 billion, at a CAGR of 12.6% between 2024 and 2029. Digital revolution will drive the sports betting market.

Major Market Trends & Insights

APAC dominated the market and accounted for a 33% growth during the forecast period.
By Platform - Online segment was valued at USD 101.20 billion in 2023
By Type - Basketball segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 162.64 billion
Market Future Opportunities: USD 221.10 billion 
CAGR : 12.6%
APAC: Largest market in 2023

Market Summary

The market is an ever-evolving landscape shaped by technological advancements and regulatory frameworks. The integration of core technologies such as machine learning and artificial intelligence is revolutionizing the industry, enhancing prediction accuracy and user experience. However, stringent government regulations and restrictions pose significant challenges. According to recent studies, the application of machine learning in sports betting is expected to account for over 20% of the total market share by 2025. As we move forward, key companies continue to innovate, offering a diverse range of services from traditional sports betting to in-play betting and esports wagering.
Related markets such as online gambling and fantasy sports also contribute to the market's dynamics. The market's continuous evolution presents both opportunities and challenges, requiring stakeholders to stay informed and adapt to the changing landscape.

What will be the Size of the Sports Betting Market during the forecast period?

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How is the Sports Betting Market Segmented and what are the key trends of market segmentation?

The sports betting industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Platform

  Online
  Offline


Type

  Basketball
  Horse riding
  Football
  Others


Betting Type

  Fixed Odds Wagering
  Exchange Betting
  Live/In-Play Betting
  eSports Betting
  Fixed Odds Wagering
  Exchange Betting
  Live/In-Play Betting
  eSports Betting


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    Australia
    China
    India
    Japan


  Rest of World (ROW)

By Platform Insights

The online segment is estimated to witness significant growth during the forecast period.

The market is undergoing continuous evolution, fueled by technological advancements and favorable regulatory changes. Online betting segments account for a significant portion of this growth, driven by factors such as the expansion of the overall betting market, the increasing penetration of the Internet and smartphones, and the structural migration of customers from retail to online channels. Technological innovations, including geofencing technology, in-play betting data, machine learning models, and real-time data processing, have transformed the online betting landscape. Security protocols, user behavior analytics, AML compliance software, and fraud detection systems ensure a secure and reliable user experience. Betting market liquidity, customer identity verification, and database management systems enable seamless transactions and trading.

Moreover, artificial intelligence, live betting platforms, mobile app development, loyalty programs, and affiliate marketing programs cater to the evolving preferences of customers. Predictive modeling, risk management models, odds calculation algorithms, customer segmentation, player profiling, and transaction processing further enhance the user experience. Compliance regulations, data streaming pipelines, and regulatory reporting are crucial aspects of the market, ensuring transparency and accountability. Betting odds comparison, CRM integration, payment gateway integration, and statistical arbitrage are essential tools for operators to optimize their businesses and maintain competitiveness. According to recent reports, the online the market is expected to grow by 25% in the next year, and 30% in the next five years.

This growth is attributed to the increasing popularity of online betting, the proliferation of mobile devices, and the continuous innovation in technology and user experience. Furthermore, the Asia-Pacific and Middle East and Africa regions are projected to offer significant growth opportunities due to the rising adoption of digital technologies and the increasing acceptance of online betting in these markets. The market is a dynamic and evolving industry, with ongoing innovation and regulatory changes shaping its future.

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Matches were stratified into 24 subsamples defined by the value of the sportsbook total. The dependent variables are the 0.476, 0.5, and 0.524 quantiles of the true point total, as well as the expected profit of wagering conditioned on the amount of bias in the sportsbook’s total.

Horse Racing Software Market Outlook

The global horse racing software market size was valued at approximately USD 180 million in 2023 and is forecasted to reach USD 340 million by 2032, growing at a compound annual growth rate (CAGR) of 7.2%. This promising growth trajectory is driven by a variety of factors including the increasing popularity of horse racing as a sport and betting activity, advancements in technology, and the rising demand for sophisticated betting and handicapping software solutions.

One of the key growth factors of the horse racing software market is the increasing adoption of digital platforms and mobile applications. As more users shift from traditional betting methods to online platforms, the demand for reliable, user-friendly, and feature-rich software solutions is steadily rising. This transition is not only making betting and handicapping more accessible but is also attracting a younger demographic, further fueling market expansion. Additionally, the COVID-19 pandemic accelerated the digital transformation across various sectors, including horse racing, thus boosting the market's growth.

Advancements in artificial intelligence (AI) and machine learning (ML) technologies are also playing a pivotal role in the evolution of horse racing software. AI-driven analytics and predictive algorithms have significantly improved the accuracy of handicapping and betting decisions. These technologies enable users to analyze large datasets, consider numerous variables, and generate insights that were previously unattainable. As a result, both novice and experienced bettors are increasingly relying on these advanced software solutions to enhance their betting strategies and outcomes.

The growth of the horse racing software market is further propelled by the rising globalization of horse racing events. Major events like the Kentucky Derby, the Royal Ascot, and the Melbourne Cup attract a global audience, driving cross-border betting activities. This international appeal is fostering the need for software solutions that can cater to diverse markets and comply with various regulatory frameworks. Additionally, the increasing number of racing clubs and betting agencies investing in cutting-edge software to improve their operations and customer experience is contributing to the market's expansion.

Regionally, North America holds a dominant position in the horse racing software market, supported by a strong tradition of horse racing and well-established betting infrastructure. The Asia Pacific region is expected to witness significant growth during the forecast period, driven by the rising popularity of horse racing in countries like Japan, Hong Kong, and Australia. Europe also presents substantial growth opportunities, with countries like the UK and France having a deep-rooted horse racing culture. The Middle East and Africa, while currently a smaller market, are showing potential for growth due to increasing investments in horse racing infrastructure and events.

Product Type Analysis

The horse racing software market is segmented into various product types such as handicapping software, betting software, simulation software, and others. Handicapping software is designed to assist bettors in analyzing racing data and making informed betting decisions. This type of software is increasingly popular among both casual and professional bettors due to its ability to process vast amounts of data and provide statistics, trends, and predictive analytics. The demand for handicapping software is expected to grow significantly as more bettors seek to enhance their betting strategies through data-driven insights.

Betting software, which facilitates the act of placing bets, is another critical segment. These platforms offer a seamless betting experience, often integrating live odds, race schedules, and secure payment gateways. Betting software is particularly popular among betting agencies and individual users who prefer the convenience of online betting. With the growing trend of mobile betting, software developers are focusing on creating mobile-friendly platforms that offer the same functionalities as their desktop counterparts, thereby expanding their user base.

Simulation software provides a virtual racing experience, allowing users to simulate horse races for entertainment or training purposes. This type of software is gaining traction among horse racing enthusiasts who enjoy the thrill of racing without the financial risks associated with real betting. Additionally, racing clubs and training centers use simulation sof

Canada Foreign Direct Investment Position: Outward: Total: Gambling and Betting Activities: Sporting and Other Recreational Activities data was reported at 0.000 CAD mn in 2022. Canada Foreign Direct Investment Position: Outward: Total: Gambling and Betting Activities: Sporting and Other Recreational Activities data is updated yearly, averaging 0.000 CAD mn from Dec 2022 (Median) to 2022, with 1 observations. The data reached an all-time high of 0.000 CAD mn in 2022 and a record low of 0.000 CAD mn in 2022. Canada Foreign Direct Investment Position: Outward: Total: Gambling and Betting Activities: Sporting and Other Recreational Activities data remains active status in CEIC and is reported by Organisation for Economic Co-operation and Development. The data is categorized under Global Database’s Canada – Table CA.OECD.FDI: Foreign Direct Investment Position: by Industry: OECD Member: Annual. Reverse investment:Reverse investment in equity (when a direct investment enterprise acquires less than 10% equity ownership in its parent) cannot be identified but is believed to be extremely rare. Netting of reverse investment in debt (when a direct investment enterprise extends a loan to its parent) is applied in the recording of total inward and outward FDI transactions and positions. In the case of Canada, any extension of loans by the DIE to its parent is netted out from inward and outward transactions and positions, regardless of the DIE's equity ownership in its parent. Treatment of debt transactions and positions between fellow enterprises: asset/liability basis. FDI transactions and positions by partner country and by industry include resident Special Purpose Entities (SPEs), which cannot yet be reported separately. Valuation method used for listed inward and outward equity positions: Own funds at book values. Valuation method used for unlisted inward and outward equity positions: Own funds at book values. Valuation method used for inward and outward debt positions: Book value .; FDI statistics are available by geographic allocation, vis-à-vis single partner countries worldwide and geographical and economic zones aggregates. Partner country allocation can be subject to confidentiality restrictions. Geographic allocation of inward and outward FDI transactions and positions is according to the immediate counterparty. Inward FDI positions according to the ultimate counterparty (the ultimate investing country) are also available and publishable. In the dataset 'FDI statistics by parner country and by industry - Summary', inward FDI positions are showed according to the UIC. Intercompany debt between related financial intermediaries, including permanent debt, are excluded from FDI transactions and positions. Direct investment relationships are identified according to the criteria of the Framework for Direct Investment Relationships (FDIR) method. Debt between fellow enterprises are completely covered except in outward FDI positions. Collective investment institutions are covered as direct investment enterprises. Non-profit institutions serving households are covered as direct investors. FDI statistics are available by industry sectors according to ISIC4 classification. Industry sector allocation can be subject to confidentiality restrictions. Inward FDI transactions and positions are allocated to the activity of the resident direct investment enterprise. Outward FDI transactions are allocated according to the activity of the resident direct investor. Outward FDI positions are allocated according to the activity of the non resident direct investment enterprise. Statistical unit: Enterprise.