Building Oddschecker US: data-driven decision making for sports analytics
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Summary
How Momentum transformed Fair Play Sports Media's sports analytics platform for the US market by developing core features that prioritize informed decision-making through statistical analysis, AI-powered predictions, and comprehensive data visualization.
Setting the scene
When Fair Play Sports Media decided to bring their Oddschecker+ platform to the US market, they needed to transform their existing analytics solution to resonate with American users while promoting responsible, data-driven engagement.
The US sports landscape—dominated by NBA and NFL—demanded specialized analytics that their original platform lacked. Fair Play needed a partner who understood both the technical challenges and the unique needs of users who rely on statistical insights.
Momentum developed an MVP that would set the stage for their US market entry, focusing on three core features: the Expected Value (EV) Tool for statistical analysis, Trends visualization for historical patterns, and AI-powered probability predictions—all designed to help users make better-informed decisions about sports.
What we were up against
The Oddschecker US app faced several technical hurdles that needed systematic resolution:
Complex Regulatory Environment
The US has a patchwork of state-by-state regulations regarding sports analytics. Creating a platform that could adapt to these varying requirements while maintaining a consistent user experience was a significant hurdle.
Statistical Complexity Made Accessible
Advanced metrics like Expected Value (EV) and predictive models are powerful but overwhelming for average users. Making these sophisticated tools intuitive required thoughtful UI/UX design.
Data Integrity and Performance
Processing millions of data points across multiple sports leagues in real-time without compromising app performance presented considerable technical challenges.
Five things that had to work perfectly
After analyzing the app's performance data and user feedback, we established five primary goals:
Create an intuitive Expected Value (EV) Tool that empowers users to make data-informed decisions by visualizing statistical probabilities in an accessible format.
Develop a comprehensive Trends feature that contextualizes historical data, helping users identify patterns and make more informed predictions.
Implement AI-powered probability analysis for major US sports leagues, with a primary focus on NBA and NFL data for the MVP launch.
Ensure full compliance with all relevant US regulations while promoting responsible usage through educational resources.
Build a scalable foundation that could accommodate future growth and more advanced analytical features in subsequent releases.
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How we got it done
Improving app stability required more than quick fixes—it demanded a comprehensive strategy focused on both immediate improvements and long-term reliability.
User-Centered Design Process
We conducted research to understand how American sports fans consume statistical information, ensuring the platform would be intuitive for newcomers to sports analytics.
Agile Development with Rapid Iteration
Our CI/CD pipeline enabled us to rapidly prototype, test, and refine features, responding quickly to feedback and ensuring the platform evolved with user needs.
Cross-Functional Collaboration
Our team worked closely with Fair Play's data scientists to ensure the platform accurately represented complex statistical concepts like Expected Value.
Regulatory-First Development
We adopted a "compliance by design" approach, building regulatory requirements into the architecture from day one.
Performance Optimization
Efficient data processing and caching strategies ensured the app remained responsive even when handling complex calculations for AI probability predictions.
Under the hood
To achieve the desired improvements, we utilized the following technology stack:
React Native
React Native provided the perfect balance of development efficiency and native performance. Using a single codebase for both iOS and Android accelerated development while ensuring consistent data visualization across platforms.
Java Backend Services
For compute-intensive statistical processing, we utilized Java backend services. Java's performance made it ideal for handling complex predictive models, while its mature ecosystem provided reliable libraries for statistical analysis.
CI/CD Pipeline
Our comprehensive CI/CD pipeline automated testing and deployment, maintaining quality while developing at speed and catching potential issues early.
What it took to get there
Expected Value (EV) Tool
We transformed complex statistical formulas into an intuitive interface that helps users understand potential outcomes based on probability. The tool uses clear visualizations and plain language to make statistical concepts accessible.
Trends Analysis
The Trends feature aggregates historical data to reveal patterns. We developed custom visualization components that present information in context, helping users identify meaningful trends while filtering out statistical noise.
AI Probability Predictions
Our AI probability system uses machine learning to generate predictive models for game outcomes, focusing initially on NBA and NFL data. The interface presents predictions with appropriate context and confidence intervals.
Educational Resources
Throughout the app, we integrated educational content that explains statistical concepts, helping users become more informed consumers of sports analytics.
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The complexities beneath the surface
Statistical Complexity vs. User Accessibility
Making complex concepts like Expected Value intuitive without oversimplification required iterative design and extensive user testing. We developed interfaces that progressively reveal complexity—allowing casual users to grasp basic concepts while giving enthusiasts access to deeper insights.
Data Processing Performance
The AI probability feature required processing enormous amounts of data. We implemented a hybrid approach leveraging backend processing for heavy calculations while using efficient local algorithms for real-time interactions.
Regulatory Compliance Across States
Rather than developing state-specific versions, we created a dynamic compliance system that adjusts functionality based on user location, ensuring appropriate features are presented without multiple codebases.
What we achieved together
- The Expected Value (EV) Tool has become one of the platform's most-used features, with users spending an average of 7 minutes per session—significantly higher than industry standards.
- User feedback shows that 78% of users report making more informed decisions after using the platform's analytical tools.
- The AI probability feature has demonstrated increasing accuracy over time, with current prediction accuracy averaging 61% across supported leagues—exceeding the baseline by 11 percentage points.
- Educational content has seen strong engagement, with users who interact with these resources showing 40% higher retention rates.
"Working with Momentum to develop our OC+ product has been a pivotal step in our expansion strategy. Their commitment to quality, speed, and responsible innovation has set our flagship product up for success, and we look forward to continuing our partnership as we grow in the US market."
What comes next
Fair Play Sports Media is now exploring the addition of more US sports leagues to the platform. The modular architecture we created will facilitate this expansion with minimal rework.
Plans are underway to enhance the AI probability system with more granular predictions, potentially extending to player-level statistics and performance metrics.
The educational component will continue to grow, with interactive tutorials that help users become more sophisticated consumers of sports data.
Throughout this evolution, Momentum remains committed to supporting Fair Play Sports Media's vision of making sophisticated data analysis accessible to everyone, empowering users to make more informed decisions through technology.
Reliable platforms don’t just deliver data—they unlock action.
By rebuilding Oddschecker US from the ground up, we made it faster to ship, easier to scale, and ready for smarter decision-making across the board. Because when teams move fast, the tech behind them can’t slow them down.
If your platform is holding your business back from real insight and impact—we can help you change that.
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