Show Notes from Knup Sports Show

Knup Sports Show (#242): Alan Casey Talks TXOdds Growth and the Future of Sports Data

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Inside the Evolution of TXOdds with Alan Casey

In episode 242 of the Knup Sports Show, host Ryan Knuppel reconnects with returning guest Alan Casey, now serving as a key leader at TXOdds. Having appeared previously in episode 206 representing Allsported, Alan returns to discuss his expanded role and the exciting growth initiatives underway at TXOdds.

Alan shares how he transitioned from managing Allsported, a horse racing data provider, to stepping into a broader commercial leadership role at TXOdds. This shift was fueled by TXOdds’ expansion into the U.S. market, including opening a new office in Chicago and diving into live data for college sports. His mission? Helping TXOdds scale its offerings across a growing client base while modernizing its marketing and commercial operations.

What TXOdds Does and Why It Matters

TXOdds isn’t new to the game — in fact, it’s celebrating 25 years of powering betting markets. Known as one of the original odds providers, TXOdds built its foundation on pre-match and in-play odds delivery. It has long served Tier 1 operators and betting syndicates globally with a reputation for low-latency delivery, uptime reliability, and accurate pricing.

With their Fusion platform, TXOdds offers a more flexible, legacy-free infrastructure for odds delivery, including the ability to integrate third-party data and provide real-time college sports data. The company continues to differentiate itself through high standards of quality control and unmatched odds speed — essentials in a competitive and ever-evolving betting landscape.

Diving into College Sports and Underserved Markets

A major focus of TXOdds’ recent expansion has been U.S. college sports, where Alan highlighted the need for better data. Through its PX Scores product, TXOdds provides in-depth, real-time data for college basketball and football, with the first season covering over 2,500 games. That number is set to grow to over 4,000 in the next season.

This move wasn’t just reactive — it was strategic. Many U.S. sportsbooks struggle to build meaningful prop and in-play markets around college sports due to limited data availability. TXOdds filled that gap, and operators have already responded positively, with several using the product for March Madness.

Looking ahead, Alan hinted at the possibility of covering college baseball, which remains severely underserved despite strong demand — particularly when high-profile matchups air on networks like ESPN with little corresponding betting coverage.

Staying Competitive in a Crowded Field

With newer odds providers entering the market and others focused solely on U.S. expansion, TXOdds sets itself apart by leaning on its legacy of performance and a commitment to ongoing innovation. Their data delivery is lightning-fast, and they boast a 99.95% uptime SLA.

TXOdds isn’t standing still, either. They’ve partnered with Laserta Sports to deliver elite-level price management tools for soccer, American football, basketball, and cricket. These tools were designed to accept high-volume bets and adapt dynamically — a sharp contrast to the trend of limiting customers. This approach could reshape how U.S. sportsbooks view risk management and high-stakes betting.

Looking Ahead to Lisbon and Beyond

After a successful presence at SBC North America, where the TXOdds booth became a go-to networking spot (complete with a buzzing beer bar), the team is headed to SBC Lisbon. This time, they’re promising Guinness on tap — and a more focused happy hour strategy to make space for even more meaningful meetings.

Alan and his team will continue focusing on scaling client acquisition, refining PX Scores, and rolling out new sport coverage. With the FIFA World Cup and continued U.S. market expansion on the horizon, TXOdds is positioning itself for another wave of impact.

Final Thoughts from the Interview

Alan closed the conversation with a reminder of what matters most in data delivery: speed, consistency, and accuracy. He noted that while the improvements his team delivers may not always be visible to the naked eye, they directly impact sportsbook margins and user experiences.

Whether you’re an operator looking for cutting-edge college data, a syndicate in need of ultra-low latency odds, or a sportsbook seeking elite risk management tools, TXOdds is clearly doubling down on innovation, scale, and service.

Catch the full episode of the Knup Sports Show (Ep. 242) to hear Alan’s insights and stay up to date with the latest developments from TXOdds.

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Full Transcript for This Show

[Ryan Knuppel]
Hey, what’s going on everybody? Ryan Knuppel here. Knup Sports Show episode 242.

How you doing today? Hope you’re all doing great. We’re back with another show and have another amazing guest for you today.

Actually another repeat. We’re kind of going through a flow where we’re getting some repeat people back with new roles and new products and I’m excited to dive into today’s episode as well. Let’s see what do we have for some housekeeping.

Got back from SBC. SBC was an amazing show in Fort Lauderdale. Thought they put on an amazing event there.

It was really good to speak to a lot of you that listen and watch this show in person. So thank you for popping by saying hello. I always appreciate that for sure.

Hopefully you enjoyed the show and got a lot out of it. I know we did for sure. It was different not being in New York but it was nice being in Florida, especially me being in Orlando.

So that was kind of fun. Enjoying the postseason. We’re in the finals of NBA and the finals of NHL.

So we’re right at that kind of the tail end of those seasons. Then we a little wider on US facing sports, but we’ll see what happens. So all right, without further ado, let’s bring on our guest today.

Today we have Alan Casey. Alan’s back as a repeat guest with TXOdds. Alan, thanks for joining again.

Great to be back, Brian. Thanks for having me back. Absolutely.

Cannot wait to dive in here. For those of you that typically will dive into Alan’s past and talk all about him, but he’s been on the show. He’s already been there, done that.

So episode 206 and you can get all the background about Alan. So go back and watch that and make sure. But Alan, how are you doing today?

What’s up? Are you camped out in Ireland right now or where are you at? Yeah, yeah.

[Alan Casey]
Here in Dublin, Ireland. Yeah, we’re getting kind of Florida-like weather here. We’ve got sun for hours then it lashes rain for about 30 minutes and then back to sun.

So we always take that. Nice, nice. And you got to visit Florida here recently for SPC as well, correct?

Yeah, really great show. Yeah, we had our first foray back into having a stand at these conferences. So we had a travel bar open and yeah, it was a great success.

I know you tried to stop by briefly and yeah, I mean, the bar was, I don’t know, 40 deep. So it was a big success.

[Ryan Knuppel]
Yeah, that’s what I was saying. I was trying to go by and say hello to a few people and it was just like a nightmare mess. And I’m like, you know, people everywhere, which is a great thing to have at a booth.

And I was like, okay, I’ll have, I’ll do that later. You know, I’ll come by at a quieter time. So you got to go before the happy hour start, right?

[Alan Casey]
Yeah, exactly. Although I think that this one is a happy hour all the time, but we’re doing it again in Lisbon. So I think we might narrow down to that, the happy hour because yeah, it’s just, it’s a lot of beer handed out.

We wanted it to be a meeting spot. We wanted people to be able to come hold meetings there. Obviously simple enough concept.

If you hand out beer, people will come, but then, you know, we got to introduce ourselves to people. So it worked very well from kind of that networking standpoint.

[Ryan Knuppel]
Awesome. Amazing. So Alan, like I said, about a year ago, you were on the show representing Allsported.

And so I’d love for you to give us an update of kind of what has transpired since then and where TxOdds has come about and just kind of give us the backstory starting with that.

[Alan Casey]
Yeah, I’d love to. So I think when we spoke last year, yeah, it was mainly running Allsported. That’s kind of our horse racing product.

It’s a separate business out of Ireland here and still running that. But I think maybe it was, maybe it was your show that got me to promotion, but pretty stepped into TxOdds then. TxOdds were launching a new office in Chicago.

We were going in stadium, college sports, scouting, basketball and football. So with that came, you know, a whole new raft of customers to talk to, new commercials. So really I was coming in to give them an extra dig out on the commercial side and so that kind of, that Thomas, our previous CCO, he became CRO.

So he could kind of focus on America for a while. So yeah, so that’s, that’s what we’ve been doing. And then yeah, kind of stepping into, yeah, more of that kind of marketing side, helping out there, getting, you know, our first stand up and running there in SVC.

We’ve tidied up our website. Basically TxOdds used to just be a company whereby a lot of word of mouth, we had most of the tier ones already. A lot of the big syndicates knew who we were.

So we kind of just, we used to operate like that, but now we’re, we’ve got new products launched. So we kind of had to market more and tell people what we’re doing.

[Ryan Knuppel]
Yeah. So let’s, let’s talk about what you’re doing. So just for people that may not be familiar with TxOdds, I know the name, you know, kind of, kind of explains it a little bit, but let’s kind of dive in.

I’ll pull up the website, just at a high level, give us some idea of what you guys do and, you know, what some of the products are that are alongside TxOdds.

[Alan Casey]
Yeah. So TxOdds has been around, TxOdds turns 25 this year. So basically around since online gaming started.

Yeah. So we’re the OG odds provider. I think a few more have spun up in recent years in the US and that’s basically started off.

It was, you know, a pre-match odds because that’s basically all there was. And then it was just an XML2 feed. Then we added a push API for in running soccer being our main product.

And also we were the first people to bring the Asian football lines to the European markets. That’s kind of really where we saw a lot of growth. And then last few years, we’ve built our kind of legacy free platform called Fusion, which just enables us to do a lot more stuff, including, you know, it delivers all our odds data and all our live college data.

And we can integrate third parties for people. So it’s kind of this really, it’s becoming a one-stop shop for everything you need to kind of run a book.

[Ryan Knuppel]
That’s amazing. Yeah. You know, you said it, the OG of odds and all of that.

And yeah, you’re seeing a lot of odds companies and things like that pop up. How are you guys hanging in there? Right.

How are you guys seeing, because you’re seeing the industry change, you’re seeing the industry grow. How are you guys competing in this world now where there’s just so much noise and so much going on? Obviously, that’s why you’re there to help grow the business and go, but give us some idea of how you guys are doing as a business and just, you know, just the how you’re seeing changes over the years through this business.

[Alan Casey]
Yeah. I mean, from an odds provider perspective, I think we’ve been doing it and doing it well for a long time. You know, we’ve kind of experienced all the challenges that either these new guys are facing or about to face and kind of know how to handle it.

So we kind of pride ourselves and are known like the lowest latency odds speed, you know, because speed is everything in this game. But then alongside that, it’s, you know, the consistency of our pricing, you know, the accuracy of the pricing, so to make sure the prices are right, we have our own internal quality control teams. We’re not just grabbing odds and sending it down the pipe.

And then, yeah, we’re consistent. We have 99.95, I think we SLA to percentage uptime. So touch wood, we’ve never experienced that in the past.

So it’s kind of just that consistency of services, accurate odds, and they’re delivered quickly. And so that’s our bread and butter. That’s what separates us from the competition.

And then in terms of the market changing, obviously, the US opening up was was big for everyone. And there was a big rush into in there. And our US sports product was, was always strong anyway.

But I guess that’s kind of where the marketing thing came in, as you know, we won’t reference, but you know, you know, all these other odds providers kind of, you know, traditionally, it was only Don Best that people knew about the new providers came out. So I guess it’s now it’s just kind of getting our name back out there. SPC was was the first step of that.

[Ryan Knuppel]
Yeah.

[Alan Casey]
Then there was the college data, we just noticed that that was an underserved market. So it was okay, there’s no real in running data other than you know, your scoreboard stuff, there was nothing people could innovate on and build kind of player props, or, you know, kind of my pros, those kind of betting and markets. So we said we’d go in and do it.

So I think this time last year, we didn’t have the office. And now we finished our first season, we had customers live and paying for March Madness, we covered over two and a half thousand college basketball games this season, and next season, we’re going to do I think over 4000. So yeah, that’s been a really exciting project.

A lot of moves very quickly, a lot happened in a short space of time. And yeah, we kind of have a lot of big improvements already in the pipeline for season two.

[Ryan Knuppel]
Yeah, on that note, you know, of underserved markets, what other sports are you think or have you guys talked about that could potentially be underserved markets that you may want to dive into from an odd side? Are there others that you guys have targeted that maybe are in the pipeline, just not quite there yet?

[Alan Casey]
Yeah, so kind of so the tool we basically built our tool from scratch. So the big problem with some of the other providers, they were basically taking a soccer tool and then trying to rework it so that it can deliver basketball and American football data. So it just doesn’t work very efficiently.

They can make it work, but that’s why the odds that the data wasn’t great. So we started from scratch on that. Thinking about, okay, we had people who worked in soccer tools before, but also people who worked in data in the US with kind of media data providers, some of the other data providers for betting, and just okay, what’s the best way we can build these things out.

So now we’ve we’ve done that with soccer as well, just to keep everyone busy. But the reason we went into college sports was because we wanted to improve the product. Soccer has kind of been done well, but now with the tool built, that tool could transfer to ice hockey if we needed it.

But I think the big one from speaking to people at SPC that seems to be even more underserved than football and basketball is college baseball. Yeah, we had conversations there whereby, I don’t know who has a radar, someone they’re covering a game, you know, that might be the number one ranked team playing the number two ranked team on ESPN. But the only games being offered on the feed is, you know, some other yeah, not non ranked teams.

And that’s just because, you know, the unavailability of scouts. So that’s definitely one we will look at. And just because again, it’s an opportunity if we can go in and deliver a better data set, high quality data, then we think it’ll generate betting.

[Ryan Knuppel]
I love it. I love it. Yeah, that’s a great one.

I mean, that’s not one that you typically would think about, right. But I think, yeah, definitely underserved, because we’re not thinking about it. So I think that’s, yeah, yes.

If it’s on ESPN, you should be able to bet. Yeah, that’s awesome. That’s totally cool.

Um, well, awesome. So so what’s in the pipeline? What’s it?

What else are you guys doing? Besides just growing out new sports, trying to get clients? Are you guys typically only working with operators?

Or are you working with media companies as well? Talk about your client base as well, that you’re kind of looking to grow into?

[Alan Casey]
Yeah, so on the college data, or PX scores, as we call it, that’s mainly operator level. And so we’ve kind of nearly nearly everyone in the US has had a look at it. So that was kind of a big success year one is to try and get people to look at the data quality, you know, stood up, like everyone who looked at it has been impressed.

So we’ve kind of we’ve done, I would say very well there and getting kind of uptake on the product. And so that’s kind of our main on the score side. And then we’re still working away on odds is was is the bread and butter of the business.

But that’s, that’s still full steam ahead, you know, where that’s always kind of new customers onboarding. And, you know, spoke to a few syndicates, we would never have met before at SPC. And we do cater to syndicates as well.

And so that would kind of been traditional odds would have been operators, syndicates, and scores kind of pure, pure operators. And we also have done a partnership with Laserta sports and on providing kind of price management services for soccer, American football, basketball, and cricket. And so I think what they would be well, they would say it or probably most people would know kind of the background of that company would know that the kind of the kind of foremost of market making in the world and able to liability management.

So yeah, so those products are very exciting. And especially the World Cup now next year, we’ve been talking to a couple of people over there, but you know, and having, you know, a supercharged soccer product to offer the US market. So that would be really exciting to see that go live.

[Ryan Knuppel]
Keep forgetting the World Cup’s coming. That’s gonna be amazing. Yeah, always love when that comes around.

It just that I’m not a huge soccer fan, but it adds such a just different dynamic around the sport that it’s just it’s, it brings me into it, right? It’s great. Yeah.

Yeah. You haven’t gone down to see Messi yet? No.

No, I haven’t.

[Alan Casey]
I actually haven’t done that.

[Ryan Knuppel]
We almost did when we were down there. We almost thought about going to a game. But no, and they play here in Orlando some as well.

I think they play Orlando. So yeah, maybe soon, maybe soon. We’ll see.

It’s not my thing. I’m more a basketball, baseball, football guy.

[Alan Casey]
But yeah, yeah, fair. I was at the Knicks Pacers game there last week. I did a trip to New York last week.

So yeah, game five. Awesome. Game six.

Not so much.

[Ryan Knuppel]
Wow. That’d be a fun atmosphere though. That’s crazy.

[Alan Casey]
Yeah, I haven’t been in the garden for I think over 10 years. I used to go there a lot. My dad used to live there.

So I’ve been to the garden a lot, but not for a long time. And they’re obviously haven’t been competitive for a long time. So yeah, that atmosphere in there is just different when the Knicks are good.

[Ryan Knuppel]
Good for you. Good for you. Well, you know, I don’t have a lot more questions for you, but I want to open it up to you.

What else did we miss? What else did you want to talk about? What other things did you have on your mind here that you wanted to share today?

[Alan Casey]
I think we’ve hit on a lot of the big things. Look, it’s just, it’s kind of, I guess, accurate data delivered quickly and consistently. And that does make a difference.

You know, it’s not something the human eye can see, but for operators, you know, they plug us in and then they look back six months later and they go, well, margins jumped by one, two percent, you know, because it’s not making the pricing errors. It’s not making mistakes. And they’re the things that do erode your margins.

So yeah, I think people can find me LinkedIn and reach out. Those Lacerda products, as we’re calling the elite products, they’re very exciting. They’re basically, you know, built to take large volumes, like high volume bets.

So I know in the UK, what we saw was, a new book opens and they try to restrict a lot of customers and basically just keep the recreational flow. In the US, I think it’s gone a little bit that way. There’s a lot of account limiting, whereas these guys, they don’t limit down, they limit up.

So you go from whatever, 10, 20k a bet, and then they limit up, you know, into the Asian soccer market. So that’s what they’re used to is taking big bets and being able to return good margins on them. So yeah, it’s, I think I’d be very excited to see that go live in the US, because I think that could be, the popularity of that would be huge.

That’s awesome. That’s great.

[Ryan Knuppel]
Well, they can find you on LinkedIn, and they can find you at the next event in Lisbon, right? Will you be in Lisbon?

[Alan Casey]
We’re there. We’ll all be there. Yeah, Travis Beyer again.

And I think we will actually have, we’ll have real live Guinness on tap at this one. And we couldn’t, couldn’t get the right gas in Fort Lauderdale. They have the keg systems and everything, but you need a 70-30 gas for Guinness.

So I think we’ve been assured we will have that in Lisbon. But I think, yeah, those taps will be only turned on for a happy hour or a happy two hours, I think every day, because, yeah, I mean, I was in behind the bar for about two hours there at Lisbon. So I think we need to have, sorry, in Miami, need to have a few more meetings.

But no, I enjoyed it. I think my second career after retirement would be behind a bar somewhere.

[Ryan Knuppel]
I love that. Well, I’m still a game time decision for Lisbon myself, but if I may, I’ll make sure to stop by and we got to make sure to say hello again in person. And Alan, I always appreciate you being on.

Any last words, anything for the crowd before we go?

[Alan Casey]
No, I think I’ve said enough. Awesome.

[Ryan Knuppel]
Good luck with everything. And I can’t wait to have you on a third time and talk about the next evolution of the product.

[Alan Casey]
So looking forward to talking about poetry and us dominating the World Cup there in America.

[Ryan Knuppel]
Love it.

[Alan Casey]
Love it.

[Ryan Knuppel]
Absolutely. Thanks, Alan. Take care.

We’ll talk to you soon. Thanks, Ryan. See ya.

Bye. Alright, that was Alan Casey, TX Odds, one of the good ones. Second time on the show.

So make sure to go back and listen to 206. 206, you can find that. Just do a quick search on Knup Sports or on YouTube or wherever you’re listening or watching this to kind of get the backstory of Alan and kind of what he’s been up to.

Hopefully enjoyed that one. That’s 242 in the books. We have 243 actually coming out shortly after.

So we have a bunch lined up for the next couple months. If you do want to be on the show or you know somebody who wants to be on the show, please send them my way. I’m Ryan Knuppel.

You can find me on all the different channels, usually at KNUP or any of the shows locally here in the United States and maybe in Lisbon. We’ll see. Alright, that’s all I got for you today.

Take care. Stay safe. Have a good one.

Bye-bye.

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