Explainer · 6 min read
Bookmaker white labels: why some bookmakers always have the same odds
Compare a few bookmakers on the same match and you will sometimes see identical prices, down to the second decimal. That is rarely a coincidence. Many brands buy their sportsbook, and often their odds, from the same platform provider, and others belong to the same group. This explainer shows who is behind the prices, why such clones rarely give sure bets against each other, and what that means for which accounts you open.
Updated 22 October 2026
Contents
Who actually makes the odds
Behind every price are two jobs: estimating a probability, and turning it into odds with a margin on top. The guide on how bookmakers set odds explains the principle. Who does that work varies:
- Own trading. The bookmaker has its own traders and models. Large international operators such as bet365 or Pinnacle work this way, and their prices are independent.
- Platform with trading (turnkey or managed trading). A provider supplies the software, the betting menu and the prices. The brand handles marketing, customers and payments. This is often called a white label.
- Hybrids. The bookmaker buys an odds feed but adjusts the margin or individual markets itself.
For customers this is mostly invisible. The imprint names the operator of the brand, not the platform provider.
The big platform providers
| Provider | What is publicly known (as of October 2026) |
|---|---|
| Kambi | Swedish B2B provider that grew out of Kindred, the group behind Unibet. Names partners such as Kindred, LeoVegas, Rush Street Interactive, Svenska Spel and ATG. Offers a full sportsbook or an odds feed (Odds Feed+). |
| SBTech | Acquired by DraftKings in 2020. DraftKings moved its own sportsbook onto this platform and planned to offer it to other operators. |
| Altenar | B2B sportsbook provider since 2011. By its own account it supplies turnkey and white-label solutions, mainly to smaller brands. |
| Sportradar and other data providers | Supply data, odds feeds and managed trading to many bookmakers. Prices of different brands can sit close together here too. |
Sources: Kambi annual report 2025 and Q3 2025 report, DraftKings filing with the SEC (2020), Altenar “Who we are”. Which brand uses which platform changes as contracts are switched and renewed.
One example of such a switch: Kindred signed a new agreement with Kambi in 2022 running to the end of 2026, and announced at the same time that it would build its own sportsbook in the long term. From the outside you usually notice a switch only through changed prices and menus. Note that Unibet has left the Austrian market; in our feed its prices serve only as a market reference.
Group brands in Austria and Slovakia
In Austria, group brands are more common than white labels: several brands, one owner, often shared pricing.
- Tipico and Admiral. Tipico completed its takeover of Admiral Austria in 2025. Both brands keep operating online.
- bwin and Sportingbet. Both belong to Entain and run on the same platform.
- William Hill and 888sport. 888 acquired William Hill's international business in 2022; the group is now called evoke.
- bet-at-home. Majority-owned by the French Betclic group.
In Slovakia, Fortuna runs the same brand across several Central European countries, and Tipsport has a Czech sister site. Slovak brands such as Niké price their home leagues themselves, which is one reason their prices can differ from the international market.
None of this means two group brands always show the same prices. Groups can price brands differently on purpose. In practice their prices are often close, and risk decisions such as limits can be made across brands. Whether that is the case is usually impossible to verify from outside.
Why clones give no sure bets
A sure bet appears when two bookmakers see the same outcome differently. If two brands show the same prices, that difference is missing.
Brands A and B run on the same platform and both offer 1.88 on player 1 and 1.95 on player 2 (tennis, no draw). A against B: S = 1/1.88 + 1/1.95 = 0.53191 + 0.51282 = 1.04473. Above 1, so no sure bet, only the platform's margin.
An independent bookmaker C offers 2.10 on player 1. C against A: S = 0.47619 + 0.51282 = 0.98901, a margin of about 1.1%. C against B gives exactly the same sure bet.
| Pair | S | Sure bet? |
|---|---|---|
| A (1.88) and B (1.95) | 1.04473 | No |
| C (2.10) and A (1.95) | 0.98901 | Yes, about 1.1% |
| C (2.10) and B (1.95) | 0.98901 | Yes, the same one |
So you need only one of the two clone accounts for this sure bet. The second adds no extra sure bet but ties up capital.
Assumptions: decimal odds, both bets accepted at the shown odds and not voided. Real results can differ and can be negative.
A clone account is not entirely useless. If one account gets limited, the other can take the same side, as long as limits don't apply across brands. And right after a price change, not every brand updates at the same moment, although those gaps are short and the slower brand may reject or reprice the bet.
What this means for your accounts
- Count independent price sources, not brands. Five accounts at three groups are, for sure bets, closer to three accounts. How many you need is covered in how many bookmaker accounts you need.
- Mix slow and fast bookmakers. Sure bets often appear between a bookmaker that adjusts prices slowly and one that reacts quickly to the market. More on this in sharp and soft bookmakers.
- Check yourself whether two bookmakers move together. Compare ten matches on one evening. If the prices are almost always identical, treat the two as one.
- Licence first. A clone without a traceable licence is no gain. The guide to tax and legality explains what to check.
The same logic applies to line shopping in general: comparing prices only helps if the prices come from different sources.
ArbVantage compares the prices of all the bookmakers you have added and shows only combinations where the sum of the inverse odds is below 1. If two of your accounts always have the same prices, you will notice that they never appear together in a sure bet.
Frequently asked questions
Why do some bookmakers have exactly the same odds?
Often because they use the same platform provider or odds feed, or belong to the same group. The brand handles marketing and payments, while prices come from a shared source, so they can be identical down to the second decimal.
What is Kambi?
A Swedish B2B sportsbook provider that grew out of Kindred, the group behind Unibet. It supplies a complete sportsbook or an odds feed to other operators, which then run it under their own brand.
Can two bookmakers on the same platform give a sure bet?
Rarely. A sure bet needs two bookmakers to price an outcome differently. If both take their prices from the same source, the sum of the inverse odds stays above 1, and you only see the platform’s margin.
Should I open accounts at clone bookmakers?
For sure bets, a second account at a clone adds little, because it gives the same sure bets as the first. It can help as a backup if one account is limited, as long as the limit doesn’t apply across both brands.
Sources
- Kambi Group plc: 2025 annual report and accounts
- European Gaming: Kambi Group plc Q3 2025 report
- Kindred Group: new agreement with Kambi and long-term in-house sportsbook plans (2022, PDF)
- US SEC: DraftKings prospectus covering the SBTech business combination (2020)
- Altenar: who we are
- trend.at: Tipico completes takeover of Admiral (in German)
As of October 2026. The calculations are illustrations under the stated assumptions. Not betting, financial, legal or tax advice. 18+.
Betting involves risk, sure bets included: odds move, bets get voided and accounts get limited. Only stake money you can afford to lose. If betting stops being fun, our responsible gambling page lists free help in Austria and Germany.