Let’s Talk Gambling with Joe Adair

Congratulations on the move. What initially attracted you to Sporting Risk and this particular role?

Thank you. I’m thrilled to be joining at such an exciting time. What initially drew me to Sporting Risk was the clarity of vision around data-led product innovation. The company has carved out a strong niche in a competitive space by focusing on quality, not just in data science, but in how that intelligence is packaged into real-world betting products. The role itself offered a unique opportunity to help scale those offerings globally, sitting at the intersection of product innovation and commercial strategy.

Sporting Risk has built a reputation for innovation in Player Props and BetBuilder products – how do you see your role shaping the next phase of growth for these offerings globally?

Sporting Risk is already at the forefront when it comes to pricing accuracy and depth of markets across Player Props and BetBuilder. My role is about translating that technical edge into wider adoption – whether that’s through new integrations, commercial partnerships, or market-specific solutions. Globally, we’re seeing a growing appetite for personalised and genuinely dynamic betting experiences. I see a huge opportunity in helping operators move from “off-the-shelf” to “fit-for-purpose” solutions across a variety of products, powered by our models, data, and APIs.

You’ve worked across trading, product, and commercial functions. How does that cross-disciplinary experience influence your approach to sales and client partnerships at Sporting Risk?

It gives me a holistic view of how value is created, and sustained, across the betting value chain. Understanding how traders think, how product teams prioritise, and what commercial stakeholders need means I can have more strategic conversations with clients. It’s not just about selling a feed or a feature; it’s about understanding their roadmap, their customer base, and then tailoring a solution that genuinely moves the needle and adds value.

Following recent expos in Lisbon and Las Vegas, where do you see the biggest opportunities for Sporting Risk to expand its footprint – both geographically and within operators’ product ecosystems?

To be honest I don’t think there is a specific region where we are focussing our efforts. The great thing about Sportingrisk is that our foundation of data driven analytics means that we can tailor our solutions to the specific needs of each market. That adaptability is a real competitive advantage for us. Even more so now as more and more operators are looking for modular, best-in class Sportsbook products that can be seamlessly integrated into their ecosystems.

Finally, in your view, what truly sets Sporting Risk apart in a crowded betting technology landscape?

I think what truly sets us apart is that we’re not just iterating on existing ideas. We are building genuinely novel products, with features and capabilities that simply don’t exist elsewhere in the market. It’s innovation rooted in deep data science, but shaped by a clear understanding of what delivers value to operators and end users alike.