Case Study: Oddsmart — A Fully-Automated Matched-Betting Platform Built from the Ground Up

Client: Oddsmart — Matched Betting & Sports Tools Platform
Services: End-to-End Platform Development · React Frontend · WordPress CMS · OpenAI & ChatGPT Integration · Live Odds Feeds · Design & Content · CRM Automation · Email Marketing · Social Media Automation
Website: www.oddsmart.co
Location: United Kingdom

Client Overview

Oddsmart is a next-generation matched-betting platform created to help users find profitable opportunities across UK bookmakers and exchanges in real time. The brand needed a complete digital ecosystem — combining automation, live odds data, AI-powered content, and bespoke calculators — to deliver accurate betting insights and a seamless user experience.

The Challenge

  • No existing infrastructure — the platform had to be designed, branded and engineered from scratch.
  • Requirement for live sports betting feeds and intelligent matching algorithms.
  • Need for over 30 bespoke calculators and tools covering casino, sports and betting strategies.
  • Complex multi-channel automation (emails, social media, content publishing).
  • Requirement for an integrated email CRM system with hundreds of dynamic sequences.
  • Must combine performance, reliability and compliance within one scalable tech stack.

Objectives

  1. Build an end-to-end matched-betting platform capable of serving real-time data feeds.
  2. Design and write all web content, branding and user interface assets.
  3. Integrate ChatGPT & OpenAI for automated content creation and customer communication.
  4. Develop a suite of 30+ calculators for sports, casino and matched-betting tools.
  5. Build a complete email CRM with > 100 transactional and promotional messages.
  6. Deliver a fully automated social media and content marketing system.

Strategy & Approach

1️⃣ Platform Architecture & Development

  • Designed a custom React frontend integrated with a WordPress CMS for blog and admin control.
  • Engineered APIs pulling live bookmaker and exchange odds feeds into the user dashboard.
  • Implemented real-time matching logic to highlight near-guaranteed betting opportunities.
  • Optimised performance via caching layers, database tuning and modular React components.

2️⃣ Design & Content Creation

  • Delivered full brand identity, UX/UI design system and responsive layout.
  • Produced all on-site content and educational resources explaining matched-betting concepts.
  • Wrote 100 000 + words of original SEO-optimized content across calculators, guides and FAQs.
  • Added E-E-A-T signals (authorship, transparency, compliance messaging).

3️⃣ Bespoke Calculators & Tools

  • Built 30+ interactive betting calculators for:
    • Accumulator, Each-Way Bet, Extra-Place, Lay Bet, EV Simulators, etc.
  • Each calculator coded for real-time computation and seamless UX.
  • Integrated fractional, decimal and US odds formats + advanced result logic.

4️⃣ Email CRM & Automation

  • Implemented full-stack CRM using custom API logic.
  • Designed 100+ automated email sequences for onboarding, training, promotions and renewals.
  • Dynamic segmentation based on user behaviour and subscription type.
  • Integrated analytics for open/click/conversion tracking.

5️⃣ AI & Content Automation

  • Connected OpenAI and ChatGPT APIs for automatic content generation and user support.
  • Automated blog and social publishing for daily educational posts.
  • Created an internal content scheduler for WordPress, Facebook, X (Twitter) & LinkedIn.

6️⃣ Social Media & Marketing Suite

  • Built a live social media automation dashboard posting across platforms with tracking.
  • Added AI-driven caption generation, keyword tagging and performance reporting.
  • Ensured 24/7 content output with minimal manual input.

Results

  • Complete platform delivered from concept to launch.
  • Fully automated ecosystem handling content, CRM, social and marketing.
  • 30+ custom betting tools enhancing user engagement and retention.
  • Live odds integration enabling real-time matched-betting opportunities.
  • 400 %+ growth in organic visibility within the first months post-launch.
  • Seamless cross-platform automation saving hundreds of staff hours per month.

Tech Stack & Tools

  • React · Node.js · WordPress · OpenAI API · ChatGPT Integration
  • LiteSpeed Hosting / CDN / NVMe
  • Google Analytics 4 · Search Console · Email CRM API
  • Custom odds feeds · Affiliate integration · Social automation suite

What We Delivered

  • End-to-end platform build and deployment.
  • 30+ bespoke sports & casino calculators.
  • Fully automated CRM and marketing stack.
  • Live odds data feeds and real-time bet-matching.
  • Complete content, design and AI automation strategy.

Want Results Like This?

If you’re building a SaaS, betting or affiliate platform and want an automated, scalable solution, book a free consultation or learn more about our Web Development, Social Media Automation and SEO services with Milton Keynes Marketing.

Frequently Asked Questions

Would a matched-betting or sports tools business benefit from a bespoke automated platform?

Businesses that rely on real-time odds, personalised user journeys and CRM-driven retention typically benefit from a bespoke automated platform, provided reliable feed access and compliance are in place.

Is this type of solution appropriate for small businesses in Milton Keynes or elsewhere in the UK?

Yes, small UK businesses including those in Milton Keynes can adopt scaled versions of automated platforms to improve efficiency and customer engagement with scope adjusted to budget and growth plans.

How do I decide between building a custom platform or using off-the-shelf tools?

Choose custom development when you need unique workflows, real-time integrations or a differentiated user experience that packaged tools cannot reliably deliver, otherwise off-the-shelf options are faster and cheaper.

How long will it take to build and launch a platform like this?

Typical end-to-end development for a platform with frontend, CMS, AI features and live feeds takes around 12–24 weeks, depending on scope and third-party integrations.

What are the main project stages and how involved will my team need to be?

Projects usually follow discovery, design, development, testing and launch stages, with your team most involved during discovery and user-acceptance testing for several weeks.

How are ongoing updates, maintenance and automation handled after launch?

Ongoing support is provided through scheduled maintenance, monitoring of live feeds and automation rules, plus optional support retainers for updates and optimisation.

What budget should I expect for a bespoke automated platform project?

In the UK, budget for a bespoke automated platform typically starts in the mid five-figure range and increases with complexity, integrations and ongoing automation needs.

Do you offer phased delivery or payment plans to spread the cost?

Yes, projects are commonly structured in phases with milestone payments or monthly retainers to spread cost and reduce initial investment.

Can you provide examples or client references from similar projects?

Yes, we can provide case studies and client references that demonstrate platform builds, AI integrations and automation outcomes for UK businesses on request.

How do you ensure data security and regulatory compliance for betting-related platforms?

We implement secure hosting, encryption, role-based access, GDPR-compliant data handling and provide guidance on relevant gambling regulations to meet legal and security standards.