Pricing the upside:
launching Upside Football Total Goals with Betsson
How Betsson Group brought a new Total Goals proposition to market in three months — modelled and back-tested by Sporting Solutions, delivered through the Sporting Solutions Odds Feed, and rolled out across every Betsson brand.
Sporting Solutions
Sporting Solutions is part of Betsson Group, acquired specifically for its innovation and pricing expertise. That in-house pricing capability is what made it possible to design, model and back-test a new market and take it live across the group — without depending on a third-party supplier.
How it was delivered
A single, joined-up workflow across two teams within one group: Sporting Solutions owning the model and the feed, the Betsson sportsbook owning the platform and the experience.
Modelling & concept design
Sporting Solutions designed the model and the concept for Football Total Goals from the ground up.
Proposition & experience refinement
The proposition and the UI/UX were refined together with the Betsson sportsbook team to fit how players actually bet.
Platform readiness
Betsson defined and delivered the platform changes required, including in-play settlement and wallet adaptations.
Back-testing & validation
The model was back-tested across a historic database of fixtures to refine its behaviour and tune margin application before any money was at risk.
Feed integration
The market was integrated into the Sporting Solutions Odds Feed, with hands-on integration support provided to the Betsson sportsbook.
Commercial sign-off
Product sign-off was completed with Betsson’s Commercial Directors.
Trading set-up
Trading decisions were made on player staking limits and on which markets to offer in which territories.
Go live & roll-out
Launched first on NordicBet across top football competitions, then rolled out to all competitions and all brands within two weeks.
The results
Strong commercial performance paired with genuine, unprompted player adoption.