The sports betting business is one profitable part of the gambling industry. There are thousands of sporting and e-sports events that attract bets from millions of punters every single day. If there aren’t many bookmakers where you’re from, on the high street, or online, and you want to open your own successful new betting business, this comprehensive guide will provide you with advice and an overview of the steps involved in setting up your betting shop and becoming a bookmaker.
To get your business off the ground and running well, you need to put in the time and effort into organising things beforehand. The following are the most fundamental things to keep in mind if you are interested in learning how to launch a betting business in any country around the world:
- Pick the right provider, software, or franchise company.
- Determine your plan of action: whether you plan to work remotely or are interested in learning how to launch a sports betting business on the Internet.
- Obtain and submit the necessary valid licenses and verify that your registration site allows for the legitimate operation of sports betting organisations.
- You’ll also need to either create or buy a website (for online work) or lease a physical location (for in-person work) where gamblers can come and wager. Make sure that you provide betting facilities to fit the needs of a wide variety of punters.
- Prepare the site (if it’s a physical location) and staff it (any type of venue). Betting and slot machines are a must for a successful betting company if you plan to operate a physical location, either solely as a bookmaker or with some casino elements added.
- Get your business off the ground or become a legal company so you can pay your taxes and take reservations.
Bare in mind that the above points are the minimum number of legal things required by any gaming and gambling commission for you to sort out before you launch your business.
Exploring the World of Betting Shops
The worldwide betting and lottery industry is worth 195 billion USD as of 2023. In some capacity, more than 25,000 businesses engage in bookmaking activities. Using current patterns as a whole, we may project a growth rate of almost 86% from 2021 to 2028 or about 12% per year. The sports betting market is expanding at a rate that ranks among the highest among all of gambling’s subsectors. Annual growth rates in emerging nations are twelve percent to fifteen percent or greater, in contrast to nine to ten percent in industrialised nations like the United States, Canada, the United Kingdom, and France.
Since more than 80% of today’s bettors use mobile or desktop devices, it stands to reason that you would be more interested in learning how to start an online betting business than a residential and physical one. Whether you choose to do so, however, ultimately depends on the state of the Internet in your country and city.
Carrying Out Market Analysis
It is critical to do thorough marketing research before starting a firm like this. To complete your research report, you must first determine the potential of your market, create a profile of your ideal client including their financial situation, then gather and analyse actual data from various sources by relying on figures rather than assumptions. Gather information from a variety of sources, both online and offline, and conduct fieldwork if necessary. Get in touch with expert marketing research firms when you need to. However, if you prefer to handle it independently, the most well-known and effective methods for marketing research are surveys, focus groups, interviews, and observations.
Most franchises that are already established as big names within the betting industry already have all the information you need if you’re planning to start under their name. If you’re looking for the quickest and easiest way to launch a betting business, sticking with a franchise brand of sports betting is much easier. Check out the market to see which well-known organisations offer white label solutions and in-box services; they could be offering franchises.
Dealing with the Legal Obligations of Bookmakers and Licenses
There is a lack of regulations on the legality of both online and offline sports betting worldwide. Over twenty countries have made some form of legalisation for this practice, and there are likely hundreds more that are leaning in that direction. Running a betting business is serious stuff, therefore, you should talk to lawyers and legal representatives in your area before entering this industry, as the law is always changing. It is important to keep in mind that land-based and online venues typically have different needs and legal frameworks.
Depending on the betting regulations of your chosen path, you will typically need to apply for and obtain a legal license before being granted permission to become a betting operator. This license can be awarded to either a formal entity or individual entrepreneurs. Therefore, launching a new company is likely to be an additional step before establishing the firm.
This required formal registration with governing bodies, recruitment of employees, lease of an office if you plan on not being remote, payment of taxes, maintenance of financial records, and all the related tasks. Depending on the jurisdiction and the application fees of your local authorities, the cost of obtaining permission can range from hundreds of dollars to millions of dollars, and the time it takes to receive the authorisation can be anything from weeks to years. So don’t expect to be making any revenue quickly.
For a betting license and other business permissions, there is a set of regulations that you must follow, which vary, so, it is in your best interest to familiarise yourself with these regulations in advance so that you can plan accordingly. Keep in mind that you will likely face fines and jail time if you choose to work without the necessary licenses.
Finding the Appropriate Spot – Online or on the High Street?
The most important choice that you need to make is whether to launch an online business or a physical one. Just like whether you’re thinking about starting a grocery store or an office for a travel agency, the most important considerations for launching a betting shop are:
- If physical, it has to be in a highly visible area of your city where many people pass by daily: in a well-lit area, with excellent street visibility (facade placement), and not on the periphery.
- A chance to brand the building appropriately and place nearby signage directing people there
- Roomy enough to hold as many customers as you anticipate serving at once
- Dividing the space into sections: one for the bettors, one for the cashier(s), and one for the back office (which includes the kitchen and restrooms for your staff) and any visitors (both inside and outside the building).
- Ready to meet all of your company’s demands with lightning-fast internet
- The bettors’ area might have self-service terminals (so they can place their wagers independently, freeing up the cashier’s time) and a big screen (or screens) to watch live sports.
You should also consider the demographics of your target market when deciding where to put your sports betting shop. You should conduct demographic research to learn who lives in a certain area, how they may reach your location, and how accessible it is for them to do so since the types of bettors in each country are different.
A great example is, suppose you discovered that the majority of your bettors are guys between the ages of 25 and 35. Additionally, you happen to live in a city with a huge factory that employs 2,000 men in the same age bracket. What are the odds that these men will stop by your betting shop after a long day of work? You should open the betting office as near to the manufacturing door as possible so you can effortlessly obtain clients every day.
The level of competition in the market is another important factor that you’re going to want to consider. Given the preceding scenario, it would be completely foolish to create a fourth betting shop near the factory door if there are already three of them (unless, of course, you have an offer that completely outstrips the competition).
Launching Your Bookie Business
If you don’t intend to buy the company’s premises, rent will definitely set you back quickly. Extra expenses related to setting it up and getting your business working are:
- Renovating the interior.
- Purchasing better betting machinery.
- Hiring staff: A minimum of one cashier and one security guard are needed; a host or helper is appreciated but not necessary.
- Establishing safety precautions.
You should also take into account the initial outlay of funds needed to establish a business, get a license, and buy a franchise. Create a comprehensive business strategy from the beginning of the planning process, which should include all of these elements.
The plan’s revenue and spending portions are its two primary parts. The initial cost of starting and running the firm is included in this. Starting a business includes several moving components, including establishing the firm, acquiring the necessary first assets (such as a website, equipment, software, license, and other costs), recruiting staff, making rent payments, and so on. Payroll costs, advertising, franchise fees, ongoing costs (Internet, utilities), monthly rental payments, software and license fees, etc.
These are the sources of income:
- The money your bettors lost, which you get back as profits when you take away their wins.
- If there are any (based on your laws), commissions that people who bet on sports pay you
- Commissions that your business owner gives you for taking bets for them and winning.
Making a Plan for Advertising
Drawing in customers is also crucial to the success of your firm. You should think about it early on in your planning process, while you are still gathering information about how to establish a betting business online.
Reviews and referrals from satisfied customers are some of the best forms of advertising there is. This is particularly the case for physcial venues, as they rely on customers physically visiting their establishment to place bets. An online bookie, where you will mostly depend on online marketing tools to attract customers, is indirectly related to this to a lesser extent.
The following are some potential customer acquisition tactics to include in an Internet marketing plan:
- Building inbound links from external resources to your website or landing page
- Paid Promotion
- Temperature-sensitive electronic mail
- Lead generating campaigns
- Marketing in the digital realm
If you want to attract customers more traditionally, you should put up advertisements in areas where people are likely to see them. Newspaper ads in your local newspaper are a great choice, and you’ll usually be required to pay an annual fee.
Ads in prominent football stadiums, physical casinos, or the locations of e-sports competitions are just a few examples of how you and your linked businesses can work together to attract customers. Membership in posh clubs like yacht clubs and golf courses allows you to mingle with the well-heeled, the vast majority of whom are gamblers (and you may even use your contacts to bring them in for a game of betting). An online betting business could be a good alternative to an offline one if you’re not the sociable type.
Promoting Responsible Gambling to Punters
You are legally obligated to uphold responsible gambling practices for the duration of your business activities, benefiting both your organisation and your clients.
When we say that your business is responsible, we mean that you should pay out winners completely, equitably, and promptly. If you take an enjoyable approach to doing business, your satisfied customers will tell others about it, which will bring in even more customers. Therefore, get on the right track to success by following the regulations.
When it comes to your clientele, you need to follow all the rules when it comes to responsible gambling. These rules include:
- Integrating Know Your Customer (KYC) Self-Withdrawal Systems
- Links to groups that help people who gamble
- Individuals seeking to curb their gambling addiction can set personal and other betting restrictions, among other measures.
- Not only will you avoid trouble with regulatory agencies by playing by the rules, but your reputation as a responsible bettor will grow among your clientele, which is great for word of mouth.
Managing Your Money Float and Ensuring Compliance
Cash flow planning is a crucial component of any company. What are the monthly and yearly salaries? Is cash flow or return on investment the focus? Armed with this knowledge, you may formulate an all-encompassing plan for your business. As an entrepreneur, this is encouraging and can provide a strong basis for obtaining funding to establish your firm.
Ensure that you buy or rent betting software with a suitable back office for the “boring” but essential aspects of your work, such as correct and automatic booking entries, tax computations, reporting, and so on. If you want to avoid problems from the beginning, your business must be run in
A Final Word
There are a lot of things to consider when starting a sports betting business, just as with any significant undertaking. With the correct mindset, dedication, hard work, resources, and management, everyone can have a stake in the billion-dollar booking industry. Seize the opportunity to begin a prosperous career in an industry that is growing quickly!