iGame Media launches OneData to simplify specialist sports data access

iGame Media has announced the launch of OneData, a new odds and sports data gateway designed to give sportsbooks, platforms and prediction markets access to specialist data and pricing suppliers through a single integration. The company positions the solution as a way to reduce the technical workload associated with connecting and maintaining multiple feeds while making it easier for operators to explore new sports and betting products.

The launch expands iGame Media's technology proposition beyond its established work in sports video and content delivery. With OneData, the company is targeting a practical issue faced by sportsbook technology and product teams: the time and resources required to integrate separate suppliers, maintain data connections and support changes across multiple external feeds.

iGame Media introduces a unified approach to specialist data

According to iGame Media, OneData has been developed to address the operational pressure created by individual feed integrations. Sportsbooks seeking specialist odds or less widely distributed sports data can face additional development work every time a new supplier is considered.

OneData is intended to place those suppliers behind a single technical connection. The model means an operator can gain access to multiple specialist sources without having to establish and maintain each integration independently.

The company says the platform's commercial model is also designed to simplify supplier access. Customers retain the ability to choose which odds and data sources they consume while partners can request additional supplier integrations as their requirements evolve.

That approach could be particularly relevant for operators pursuing differentiated betting experiences. Specialist sports, alternative markets and emerging betting concepts can be commercially interesting but may not always receive priority when development teams are managing larger integration roadmaps.

Platform designed to reduce technical pressure

One of the central arguments behind OneData is that integration work extends well beyond the initial connection. Supplier documentation, technical changes, feed updates, testing and ongoing support can all require internal resources.

iGame Media says its technical team manages supplier feed updates within the OneData environment without requiring operators to devote time to every individual change. The company describes this as an extension of an approach already used across its live streaming proposition.

The wider principle is straightforward. Rather than asking sportsbook development teams to become responsible for every supplier relationship at the technical level, OneData is intended to create a managed layer between the operator and specialist providers.

This can potentially free teams to focus on areas such as product development, user experience, market configuration and localisation. It also creates a more consistent technical process for businesses that want to expand their supplier mix without continually increasing integration overhead.

OneData covers multiple betting formats and sports

At launch, iGame Media says the OneData ecosystem spans more than 30 sports and over 1 million events per year. The company also states that the platform supports four betting formats: fixed odds, expectancies, bet builder and live event data.

According to the company, data can be delivered in under 100 milliseconds. For sports betting businesses, speed is an important consideration because pricing and event information often needs to move through several technical layers before reaching an end user.

The platform's stated coverage also reflects the wider shift towards greater product differentiation in sports betting. Operators are increasingly looking beyond the most established competitions and markets as they seek additional opportunities for engagement.

For technology teams, however, adding more sports can also mean adding more data sources, event structures and technical requirements. OneData is positioned as a way to make that expansion more manageable.

OneMap provides the technical identity layer

A significant component of the offering is OneMap, iGame Media's unified ID engine. The technology is designed to map teams, leagues, markets and events from different suppliers to provider event creation IDs.

Data integration becomes more complicated when different suppliers use different identifiers for the same sporting event. Without a reliable mapping process, the operator may need additional workflows to ensure data is correctly connected to the relevant event within its sportsbook infrastructure.

OneMap is intended to simplify that process by providing a common identity layer. This means operators can work with different suppliers while maintaining a more consistent approach to event creation and technical configuration.

The same concept also supports future changes. A sportsbook may change an event creation provider or add another source without necessarily rebuilding its entire internal workflow from the ground up.

For product teams, that flexibility can be important because it reduces the technical dependency between supplier selection and the underlying architecture of the sportsbook.

Building on iGame Media's existing technology strategy

The launch of OneData follows an established direction for iGame Media, which has developed technology focused on reducing complexity around sports content and live streaming.

The company has previously positioned its OneVideo and OneMap technologies around the integration and management of multiple live streaming suppliers. OneData applies a similar concept to the data and odds side of the sports betting ecosystem.

Mike Cobain, founder and CEO of iGame Media, said: “iGame Media has spent over 10 years as the Swiss army knife of video to this industry, with 150+ direct integrations with the world’s leading operators. We look at problems and build solutions and we are the only company globally that is truly provider agnostic in this space. OneData is the next organic step in that evolution. A single integration providing access to an ecosystem of laser focused odds and data providers.”

The statement underlines the company's view that OneData is part of a broader technology strategy rather than an isolated product release.

Specialist suppliers form the initial ecosystem

The specialist odds and data providers named for the OneData launch include 10Star, Abelson Sports, ALT Sports Data, Betinvest, Huddle, Oval Insights, Sail GP, Sporting Solutions, Sporting Risk, SWA and Twenty First Group.

The range of providers reflects a mix of trading, pricing, sports data, analytics and specialist content capabilities. Their inclusion is intended to give operators greater choice within a single technical framework.

For sportsbooks, supplier diversity can be useful when developing niche markets or looking for differentiated betting products. For suppliers, an aggregated integration model can create an additional route into operator technology environments without requiring every customer to implement a separate direct connection.

iGame Media has also indicated that additional suppliers and sports are expected to be added as the platform develops.

A focus on product development and operational efficiency

OneData's value proposition ultimately centres on reducing friction between an idea and its implementation. Sportsbook teams often have to balance commercial ambitions with finite engineering capacity. Every new integration can compete with projects that may have a more immediate impact on the customer experience.

By consolidating specialist sources through one connection, OneData is designed to reduce some of that trade-off. Operators can potentially evaluate more suppliers without committing to the same level of individual integration work.

The approach may also be relevant to prediction markets and other sports-focused platforms where event data, pricing and real-time information need to be handled consistently across a broad range of sources.

As competition in online sports betting becomes increasingly technology-driven, the ability to introduce new content and betting products efficiently can be as important as the products themselves.

OneData to be demonstrated at SBC Summit

iGame Media will demonstrate OneData at booth C101 in Hall 3 at SBC Summit. The event provides the company with an opportunity to present the platform directly to sportsbook operators, technology providers and other businesses involved in the sports betting ecosystem.

The timing also places the launch within an environment where supplier connectivity, data infrastructure and sportsbook efficiency are likely to remain important areas of discussion.

Rather than focusing solely on adding more feeds, OneData represents a broader proposition centred on how those feeds are accessed, managed and mapped. The emphasis is on simplifying the technical layer so that operators can spend less time managing integrations and more time developing differentiated betting experiences.

Conclusion

The launch of OneData gives iGame Media a broader role in the infrastructure supporting modern sports betting. By bringing specialist odds and sports data providers together through a single integration, the company is addressing an operational challenge that can become increasingly complex as sportsbooks expand their coverage and product ambitions.

Its combination of supplier choice, managed feed updates and the OneMap identity layer is designed to make specialist sports and innovative betting formats easier to consider without automatically creating another major development project. The success of the proposition will ultimately depend on provider coverage, data quality, technical performance and how effectively operators can turn that access into commercially valuable products.

For now, OneData marks a notable expansion of iGame Media's technology portfolio. The company is moving from simplifying access to sports video and content towards a wider infrastructure proposition in which data, odds and event mapping can also be managed through a more unified technical framework.

FAQs

What is OneData from iGame Media?
OneData is an odds and sports data gateway from iGame Media that is designed to connect sportsbooks, platforms and prediction markets with specialist suppliers through a single integration.

What problem is OneData designed to address?
OneData is designed to reduce the development effort and ongoing maintenance associated with managing multiple individual odds and sports data integrations.

How many sports does OneData cover?
According to iGame Media, the OneData ecosystem spans more than 30 sports and more than 1 million events per year.

Which betting formats are supported by OneData?
The platform is described as supporting fixed odds, expectancies, bet builder and live event data.

What is OneMap?
OneMap is iGame Media's unified ID engine. It is designed to map supplier teams, leagues, markets and events to event creation IDs used by operators.

Can operators choose their data suppliers on OneData?
Yes. iGame Media says customers have full choice over which odds and data suppliers they consume through OneData.

Can additional suppliers be added to OneData?
iGame Media says partners can request integrations with additional suppliers as the platform expands.

What is the stated delivery speed of OneData?
iGame Media states that OneData can deliver data in under 100 milliseconds.

Which companies are named as OneData suppliers at launch?
The launch announcement names 10Star, Abelson Sports, ALT Sports Data, Betinvest, Huddle, Oval Insights, Sail GP, Sporting Solutions, Sporting Risk, SWA and Twenty First Group.

Where will iGame Media demonstrate OneData?
iGame Media will demonstrate OneData at booth C101 in Hall 3 at SBC Summit.