G&M News - Mike Forslund: On a mission to redefine the whole gaming experience

TradeArt rebranded to Odds88. What was the motivation behind this transformation, and what does it signify for the company’s future?

The rebrand to Odds88 was driven by a need for stronger brand recognition, better integration within the Yolo Group ecosystem which naturally includes Hub88 and Live88, as well as the desire to leverage synergies with existing partners. Yolo Group decided to overhaul its existing sports aggregation platform, transitioning from TradeArt to Odds88, in a move designed to boost profitability and capitalise on untapped potential within the sports betting market. Primary this renovation involved looking at the diversity of sports and markets on offer, as well as adjustable risk management, gamified content, an enhanced settlement service, adaptable and customisable data feeds and more. It means we can cater for a wide range of operators of all different sizes and scales ion different markets.

Dynamic “precision” odds are a key feature of Odds88. How do they enhance the player experience, and what benefits do they bring to operators?

An Alternative Odds API is one of the key ingredients of Odds88. What it does is enable our partners to access high-staking VIPs who want to bet their desired wagers with some sizeable divergence to odds offered. In a lot of cases for some Sports operators, maximum betting limits for their players are capped at €100,000 approximately. With Odds88’s clients’ VIPs wanting a little more action in their betting so to exceed standard sports book limits, creating additional margins to accept the bet. The benefit for our partners’ players is that they get to take the action they want to take! Meanwhile, the benefit for our customers is that precision risk management solutions empowers them to concentrate their own strategies. These tools are essential for effectively managing and prioritising risk with precision. From player props to multis, our platform offers a comprehensive and sophisticated suite of betting options, designed to cater to a diverse range of player preferences. Real-time monitoring and dynamic odds adjustments effectively mitigate abuse and maintain integrity.

Customisation seems to be a major focus for Odds88. How do you see personalisation shaping the future of sports betting?

Personalisation is set to revolutionise sports betting by enhancing user engagement and retention. AI-driven algorithms will analyse player behaviour, preferences and betting history to offer customised odds, promotions and betting markets. Dynamic interfaces will tailor content in real-time, providing personalised recommendations and live updates. Designed for exceptional user experiences, our templates are dynamically adjustable to align with evolving market trends and consumer demands. Additionally, personalised risk management tools will promote responsible gambling. As operators leverage big data and machine learning, bettors will enjoy a more immersive, relevant experience, ultimately increasing satisfaction and driving long-term industry growth. Our fully customisable trading templates empower our partners with unprecedented control and flexibility, including the seamless removal of halftime/quarter break restrictions. Smart defaults are pre-configured for ease of use, but full customisation is always available to tailor everything to your exact operational needs.

As Head of Sales, what are your key priorities for expanding Odds88’s market presence? What types of strategic partnerships are you looking to develop to enhance Odds88’s offerings?

As we continue to develop only quality content, Odds88 will pursue strategic partnerships that only enhance our visibility and market reach. We can’t say much about who we’re set to be collaborating with in 2025 but we’re already getting to work with major sports book operators that will help us integrate our many varied data feeds into high-traffic platforms. Partnering with specific data providers has already helped us improve odds accuracy and market coverage in our earliest stages. As we look toward the longer term future, sponsorships with sports teams, leagues and even (and especially) esports organisations will doubtlessly boost our stature in this space. Additionally, working with our partner media outlets and betting tipster platforms can aid our expansion and reach newer audiences through content marketing and expert analysis.

Are there specific regions or markets where Odds88 sees the most growth potential in 2025?

Odds88 isn’t just expanding; we’re on a mission to redefine the gaming experience. We’re strategically targeting high-growth markets like LatAm and Asia, where we see a real hunger for innovation. Our approach is simple: put players first. We’re going beyond  the traditional translations with deep localisation, crafting unique content tailored to each region. We’re partnering with strong local players to build an experience based on their insights, ensuring we meet their needs and exceed their expectations. Data-driven personalisation and robust risk management are the foundations of our scalable growth.

Odds88 was present at ICE Barcelona 2025. What were the key takeaways from the event for your company?

What was of clear importance from our conversations with potential new partners was the tandem requirement for enhancing user experience whilst maintaining operational control. So, as we’ve said previously, we introduced them to BetRank. Fully automated risk management tools are one of our most important ingredients. Our betting algorithms evaluate dozens of factors to deliver a sophisticated assessment of betting activities without the need for manual intervention allowing partners to allow or restrict player activity keeping our operators firmly in control of risk. But it’s the scalability that’s the key selling point – We’re giving operators of all sizes the chances to get into the game with max control and customisation that can grow at the same pace as they do.