TX Odds: The London Sports Data Agency Supplying Live Odds and Scores to the Betting World
TX Odds, usually styled TXOdds or TxODDS, is a London sports data agency that specialises in the least visible and most consequential part of sports betting: the odds themselves. For around twenty-five years the company has collected and distributed betting market data used by operators, trading teams and technology start-ups across the industry. It does not take bets and it is not a bookmaker. Instead it supplies the continuously updated prices, scores and market information on which bookmakers build their products, together with monitoring tools designed to spot irregular betting activity. Its founder and chief executive, Einar Knobel, has described data infrastructure as the foundation every betting product depends on — an apt summary of a business whose customers notice it most on the rare occasions when fast, accurate information fails to arrive.
A Quarter-Century in Betting Data
TX Odds' history stretches back about twenty-five years, placing its origins at the turn of the century, when online betting was displacing the telephone and the betting shop as the industry's main channel. In that environment the value of a price depended on how current it was: an odds feed that arrived minutes late was a liability rather than an asset. The company built its business collecting market data from across the betting industry and redistributing it in structured form, so that operators could see how prices were moving across the whole market rather than only in their own books. Knobel, who founded the firm and remains its chief executive, has spoken of retaining a start-up mindset despite that longevity, working closely with early-stage companies as well as established operators. Longevity in this niche is itself significant, because data suppliers are replaced quickly when their information proves unreliable on a busy Saturday or a major final.
What an Odds Data Feed Actually Is
To understand TX Odds it helps to understand the product category. A modern sportsbook may offer prices on hundreds of thousands of fixtures, and during a match those prices change constantly in response to scores, chances, injuries, time remaining and weight of money. No single trading team originates every price from scratch; instead, operators draw on specialist data companies that aggregate odds and event information from many sources, normalise it into consistent fixture and market identifiers, and stream it with minimal delay. TX Odds operates in that layer. Its feeds cover pre-match and in-play markets, and its customers use them to price their own books, to compare their position against competitors, to manage risk and to decide when a market should be suspended. The company has been characterised in industry discussion as pursuing a Bloomberg-style ambition for sports betting: a standard market-data infrastructure that professionals treat as a reference point.
Fusion Odds Data and the Trading Front End
Among the company's named products is Fusion Odds Data, a fused feed bringing together odds information for use across sports markets, tournaments and fixtures. In November 2023 TX Odds worked with The Unit, a betting and gaming product development company, which built a bespoke front end for the business, following an earlier collaboration on the front end of Fusion Odds Data. Trade coverage of that launch described a high-performance feed processing pre-game and in-play odds changes, with tools allowing users to customise thresholds, observe volatility fluctuations and set synthetic pricing across major betting markets. The emphasis on interface design is telling. Raw speed is only useful if traders can interpret movement quickly, so the presentation layer — alerts, thresholds and visualisations of volatility — is part of the product, not decoration. Paddy Casey, co-founder of The Unit, said the work was intended to cement TX Odds' position as a leading odds data provider.
Zero Latency: The TIBCO StreamBase Project
Latency — the delay between something happening and a system reacting — has been a defining theme of the company's technology choices. In April 2014 TXOdds announced that it had selected TIBCO StreamBase, an event-processing platform, to power a new generation of odds analytics described as zero-latency. At the time the company was analysing fluctuations in betting lines across more than fifty betting markets in real time, looking for movements that represented either opportunity or trouble for subscribers. Knobel argued then that most of the world's betting decisions were already being made in real time, and that a streaming business needed a stream-based analytics platform. He also noted the practical benefit that the analytics were deployed in months rather than the years a traditional development route might have taken. The episode captures the company's engineering posture: buy or build processing technology that treats odds not as periodically refreshed web pages but as a continuous event stream.
Integrity Work with Perform
TX Odds' data has a second use beyond pricing: protecting sport from corruption. The company entered an integrity partnership with Perform, the sports content group, under which the two collaborated on projects to protect the integrity of competitions and betting markets for rights holders and governing bodies. The partnership produced a proprietary betting-market monitoring system used by Perform's Integrity Unit, powered by a bespoke volatility alerts feed designed to highlight potential irregularities across a range of competitions. That feed combined Perform's fast data service, RunningBall, which supplied real-time sports data to the betting industry, with TXOdds' betting market data compiled from global operators. Ross MacEacharn, Perform Content's chief executive, described TXOdds as the leader in betting odds data and said access to its insight was a major advantage in developing the monitoring system. Knobel, for his part, framed the aim plainly: a trusted data source that understands the industry should help protect it from suspicious activity. TX Odds also planned to support the roll-out of further integrity products for the betting sector.
Scale in 2025: Thirty-One Billion Updates
The clearest public measure of the company's current scale came in its review of 2025, which reported thirty-one billion odds updates processed across one hundred and ninety-three countries during the year. The accompanying analysis ranked countries by fixture volume. Poland led with 90,816 fixtures, driven overwhelmingly by table tennis, which accounted for about ninety-four per cent of activity there. The United States followed with 29,197 fixtures, where basketball was the densest sport at thirty-seven per cent; Spain processed 14,175 fixtures with football taking a seventy-six per cent share; Germany recorded 12,326 fixtures, football leading at fifty-one per cent; and Australia completed the top five with 11,559 fixtures, football again dominant at seventy per cent. The figures illustrate two truths about the modern betting market: volume is generated as much by high-frequency, lower-profile sports such as table tennis as by marquee leagues, and a data supplier's infrastructure must absorb relentless small updates, not merely cope with famous matches.
Marquee Events and In-Play Pressure
TX Odds regularly uses major events to explain where data quality is tested. Its commentary around the 2025 season highlighted dramatic late price movements, including an NFL comeback in which the Dallas Cowboys overturned a deficit against the Philadelphia Eagles on 23 November, flipping the market after trailing since the first quarter. Looking towards the 2026 football World Cup in Canada, the United States and Mexico, Knobel described it as the largest and most demanding event the industry has faced, with unprecedented volumes of pricing and in-play activity expected. Ahead of Super Bowl LX, the company forecast close to four billion dollars in total betting handle across all markets on the game, arguing that such scale puts direct pressure on pricing, uptime and in-play performance, and determines how long operators can safely keep markets open. These interventions position TX Odds as an industry commentator as well as a vendor, supplying journalists and trade publications with estimates and analysis drawn from its view across the market.
TxLINE and the 2026 World Cup
Ahead of the 2026 World Cup, TX Odds launched TxLINE, a product intended to simplify access to enterprise-grade odds data. Industry reports described two core elements: StablePrice snapshots, providing continuous consolidated market monitoring through stable pricing blocks designed to protect trading margins, and Tx Scores, live scoring and match-state updates engineered for sportsbooks. Knobel presented the objective as frictionless access, arguing that teams should be able to scale operations in minutes using infrastructure of the kind that powers top-tier sportsbooks, while blockchain systems engineer Aidan Rolfe said the product was built to remove the weeks of legal and technical negotiation that previously defined enterprise data onboarding, allowing an operator to activate high-level odds streams in minutes. A related initiative discussed by Knobel involved a blockchain-powered pricing feed publishing a stable market price every sixty seconds across all tournament matches — an attempt to make a single verifiable reference price available throughout the tournament.
Opening the Data Through Marketplaces
The company has also experimented with distributing its data beyond traditional enterprise contracts. Through a partnership with the Spartera marketplace, TX Odds made World Cup odds and scores available as structured, on-demand data pulls: after each fixture, users could obtain that match's information as a clean dataset covering match winner, totals, handicaps and player-prop markets, with prices captured across bookmakers for comparison. Each record links fixture and market metadata, allowing filtering and analysis by bookmaker, market type and fixture, aimed at users backtesting strategies, training artificial-intelligence models on historical odds and scores, or monitoring pricing without managing raw feed ingestion themselves. Spartera's founder Tony DiLoreto welcomed the addition, while Knobel argued that a tournament moves too fast for traditional delivery and that filtered, immediate access was the point of the partnership. The experiment reflects a wider shift in sports data, from bespoke feeds for a few large operators towards packaged data products for a broader technical audience.
Position in the Industry and Outlook
TX Odds occupies a specialist position that larger, better-known sports data groups do not exactly replicate: it is centred on odds — the market's own prices — rather than primarily on the underlying event data of who scored and when. That focus underpins both its trading products and its integrity work, since unusual price movement is often the first visible sign that something about a match deserves scrutiny. Its challenges are structural. Prices must be comprehensive, correctly matched to fixtures and delivered faster than competitors, while the biggest events concentrate a year's worth of risk into a few hours. The company's recent trajectory — a redesigned trading front end, marketplace distribution, a simplified World Cup product and public analysis of thirty-one billion annual updates — suggests a business trying to widen access to infrastructure it has operated for a quarter of a century. For media and industry readers, TX Odds is a useful window on the betting market's plumbing: unglamorous, highly technical, and fundamental to how modern sportsbooks function.
