SportBet Platform Update: New Sportsbook API Integration, Expanded Betting Coverage & New Communication Extensions
The online sports betting industry moves fast. Operators who want to stay competitive need platforms that can keep pace — flexible enough to adapt to different markets, powerful enough to handle real-time data at scale, and equipped with the right tools to keep users engaged. ATNM Digital Solutions has released a significant platform update for SportBet, its white label sports betting solution, and this one covers a lot of ground.
Here's a full breakdown of what's new.
A Second Sportsbook Data Provider Is Now Available
Until now, SportBet was built around a single odds data source. That changes with this update.
Operators can now choose between two sportsbook data providers:
- The Odds API
- Sportsbook API
This is a meaningful shift. Choosing a data provider isn't a trivial decision — it affects which leagues you can cover, which bookmakers you can pull odds from, how much the feed costs, and ultimately how competitive your platform looks to bettors. Having a single option meant operators had to accept whatever that provider offered. Having two means you can actually evaluate what fits your business.
Whether you're launching a regional sportsbook focused on a specific market or building a platform with broad international coverage, you now have room to compare and choose accordingly.
Broader Sports Coverage Across Leagues, Markets, and Bookmakers
The addition of Sportsbook API brings with it a wider pool of betting content. Operators gain access to an expanded selection of sports leagues, supported bookmakers, and available betting markets — spanning football, basketball, baseball, hockey, MMA, tennis, esports, and a range of other international competitions.
For operators, this translates directly into more options when configuring their platform. You can tailor your sportsbook around the leagues and betting types that matter most to your audience, rather than working around the limitations of a single data feed.
More Control for Operators
Every sportsbook business has its own shape. Some focus on a handful of markets and do them well. Others are built for volume, covering dozens of sports and hundreds of leagues simultaneously. The right data infrastructure looks different depending on which direction you're heading.
Multi-provider support gives operators the ability to:
- Compare feed pricing and ongoing operational costs
- Prioritize specific bookmaker ecosystems
- Access different market structures depending on target regions
- Scale coverage as the business grows
- Optimize odds delivery for the audience they're actually serving
This is especially relevant for operators entering emerging markets, where betting preferences can vary sharply from one region to the next and where local bookmaker coverage often matters more than global brand recognition.
Meta Pixel Integration, Built In
On the marketing side, SportBet now includes a native Meta Pixel extension.
Advertising on Facebook and Instagram has always required some form of pixel implementation to work properly — tracking registrations, measuring conversions, building retargeting audiences. Previously, that meant custom development work or workarounds. Now it's handled directly through the admin panel.
Operators can use the integration for conversion and registration tracking, retargeting and remarketing campaigns, and audience building for paid social. For any operator running paid acquisition, this removes a step that previously required technical resources to set up and maintain.
Telegram, Discord, and WhatsApp Widgets
Communication matters in sports betting. Whether it's customer support, VIP account management, promotional announcements, or community building, the channels operators use to stay in contact with users have a direct impact on retention.
SportBet now includes built-in widgets for three of the most widely used messaging platforms: Telegram, Discord, and WhatsApp. All three can be enabled or disabled from the admin panel, giving operators the flexibility to activate only the channels relevant to their audience.
For markets where messaging apps have largely replaced email as the primary communication channel, this kind of native integration makes a practical difference. Users can reach support instantly, operators can push updates to engaged communities, and the whole setup requires no custom development.
What SportBet Is Built For
ATNM Digital Solutions positions SportBet as a white label platform for operators who want to run a sportsbook under their own brand without building the underlying infrastructure from scratch. The platform handles the core technical layer — odds feeds, wallet systems, bet processing, user management, payment integrations — while giving operators full control over branding and configuration.
The latest update continues that direction: more provider options, more market coverage, more built-in tools for marketing and communication, and less reliance on custom development to get things working.
Summary
This SportBet update is primarily about flexibility. A second data provider means operators are no longer tied to a single feed. Expanded market and league coverage means more options when configuring what users actually see and bet on. And the new Meta Pixel, Telegram, Discord, and WhatsApp integrations reduce the friction of setting up tools that most serious sportsbook operators need anyway.
For operators currently running on SportBet or evaluating white label sportsbook solutions, these additions represent a concrete improvement in both platform capability and day-to-day operational control.