Breaking into the Sportsbook Business

How to Become a Bookie Agent
Breaking into the Sportsbook Business

In business, there is a right way to do things and a wrong way of doing things. I’m not saying there is a magical formula that works for everyone, but, I can assure you some common bad decisions are the perfect way to ruin your dreams of becoming a bookie agent.

The Right Way to Do It

The misconception that gambling is a business where undereducated tugs thrive is a notion that needs to disappear from people’s minds. Let us not forget that sports gambling in the United States last year was estimated to be around $150 billion, most of which came from offshore providers, with numbers like this I can assure you, dummies don’t make it in this business.

If you are wondering how to become a bookie agent, then you have come to the right place, this article is not intended to provide a definitive guide on how to do so, but it will provide you with some valuable tips to avoid the most common pitfalls new agents face.

Step 1 – Make sure you have the necessary skills

Like I mentioned before, dummies don’t do well in this business, however, this is not to say you need a master’s degree in business to succeed, but you do need to have some basic skills to be able to run your business successfully.

  • Math Skills:  Don’t worry you don’t need to be a math wizard, but, you do need to understand probabilities, sports gambling is all about numbers and probabilities, and you should be able to understand them if you expect to succeed.
  • Business Administration: There’s a lot that goes into running your own business, one very important aspect is time management, you need to prioritize tasks that provide added value to your service, and you also need to have some basic accounting skills. This last one has become an easy task for bookie agents thanks to the use of comprehensive betting software that provides great reporting, effectively cutting your work time by 2/3 at least.
  • Sports Gambling: I know this seems to be an obvious point, but, you would be surprised by the number of people who are interested in becoming a bookmaker that have no interest or knowledge of sports. You don’t need to be an active gambler, in fact, my advice is, don’t gamble unless you are laying off action, but, you need to understand how gamblers think, what they like, and what they find annoying, if you cannot do this, then you better look for another way to make money, this is not your gig.
  • Sales: Yes, you need to be good at selling yourself and your service, a critical factor in becoming successful in this industry is acquiring and retaining customers. So, you need to be an excellent sales guy and excel in customer service at the same time.

Step 2 – Secure Funding

Every business venture needs capital, and starting a sports betting service cannot happen unless you have the capital to back it up. Think of your sportsbook as you would a bank, banks must secure huge investments to operate, they cannot rely on the money their customer’s deposit to start operating, the same goes for sportsbooks. Your players need to have full confidence that you can pay them their winnings every week, now, you and I both know most bettors don’t consistently win every week, but even the worst player in the world will enjoy a winning streak occasionally. If you cannot fulfill your duties as a bookmaker then your business will go under in a matter of days.

Step 3 – Get the best Pay Per Head service available

Most bookie agents don’t have the resources to start a sportsbook on their own, this requires a lot of money and time, you need to find office space, hire experienced staff, buy hardware, set up contracts with several internet providers, and license the best software from reputable providers. Assuming you have the means and knowhow to do this, why would you when all you need to do to get this and more is register as an agent with

They have top of the line everything, line managers, IT engineers, customer service, service providers, and software platforms, and best of all, their pricing starts at just $10 per head.

Step 4 – Go Tech.

Don’t let anyone fool you, online sportsbooks rely on technology, not just to power the website and accept wagers, but, to offer features that local bookies and even sportsbooks in Vegas can’t offer their clients.

I’m talking about live betting, casino games, and even horse racing. Being able to offer your players a variety of products to bet on whenever and from wherever they may be, is what makes online sportsbooks so popular and profitable.

Sure, a lot of price per head services claim to offer all these products, and I’m not saying they don’t, but, if you had a chance to enter a formula 1 race, would you rather be driving a Ferrari or a Nissan? I’m guessing you want the Ferrari, and when it comes to pay per head’s that would be Ace Per Head.

Step 5 – Choose your clients well.

There are all kinds of players out there, some will prove to be very profitable, others will be a little less, and others will bankrupt you.

Most will want to stay away from the later ones, but, if you know how to use them you can make a profit off them too. In order to do this, you will need to lay off some action with other sportsbooks, and if your player has a particularly great winning percentage, you may decide to follow him and instead of just mitigating the blow you can make a nice profit.

You must understand your players, what makes them happy, what products are they most interested in, which betting markets are the most profitable for you, etc. Knowing this will enable you to make informed decisions as to what direction you should be moving your business, and yes, you guessed it, has a bunch of tools to help you do that easily.

Learning how to become a bookie agent, is a unique experience for each agent, some will find success right away, others will go a little slower, but, as long as you enjoy what you are doing and feel you are growing at your own pace, then you should be ok.

Future-Proof Your Bookie Career

Have you ever been frustrated by a job because you didn’t feel set up for success? Future-proof your career with these lessons from successful bookmakers.

If you are a bookie, you know that the industry is undergoing rapid change. From the proliferation of legal sports betting to the on-going COVID-19 pandemic, bookies have had to adjust the way they’ve done business in less than two years.

Innovation is the bedrock of the U.S. economic system. If you can’t keep up, your business suffers. Keeping up is not only about the latest trends. It’s about laying a future-proof foundation with a loyal clientele.

You know all the good sports betting brings your life. Here are 3 things you need to know to keep your business successful.

Online Sports Betting

The legalization of sports betting has meant an online revolution. States where sports betting is legal to continue to see an influx of interstate, commercial sportsbooks. 

There are many news stories incredulous at the huge growth of sports gambling. You’re a bookie. You’ve known for years how popular sports gambling is.

As the industry grows with online books, brick and mortar casinos also continue to go online. These books offer a whole world of exotic bets with a few finger strokes. They also offer players a safe place to play without understanding sports betting.

You have to take your sportsbook online to keep the action coming. Your players, while they may be loyal, are interested in making money as easily as possible. If they can do it from their couch on in-game action offered by online sportsbooks, they will.

The best way to keep your players playing with you is to invest in your own online sportsbook gambling platform. This sports betting software gives your players more bets. It also offers more payment methods, Bitcoins, MoneyGram, and Gift Cards, like the big guys.

Keep Your Players Happy

Even though sports betting continues to move online, it’s still a people business. If you want to weather change to the industry, you have to build a loyal clientele who will stay with you no matter what.

This is why casinos offer comps to big players. This is why online sportsbooks offer bonuses and specials. You want to make sure your players feel welcome laying action with you. You need to give them a reason to keep laying action with you.

Grow at Your Own Pace

While it is imperative to make the move online, don’t try to grow your sportsbook business too fast. Remember, you’re making this move to retain your players as well as win more. You don’t want to run the risk of alienating those already loyal to you.

It’s also important to not jump headfirst into exotic bet offerings. Do you remember those years where you took a bath when certain players got hot? If you offer bets on sports where you’re not knowledgeable, players will take advantage.

The best bookie software allows you to set the book to your needs. You’re the house. Set your bet limits where you are comfortable. Place limitations on parlays. Start slow offering bets on the sports you already took bets on.

Once the money comes in and you adjust to this new way of doing business, you can offer more to your players.

Future-Proof Your Sportsbook

As the sportsbook business changes, you run the risk of losing your loyal players to online sportsbooks. Stay ahead and future-proof your book with a pay per head bookie platform.

Do you want to move from the pencil and paper method to online wagering? can help. Sign up today for a free six-month trial.