- Founded
- 2017-01-01 in London, England
- Headquarters
- London, England
- Phone
- +44 784-2757865
Algosport is a UK-based B2B supplier of sports betting trading technology, founded in 2017 and headquartered in London. The company specialises in same-game multiples (Bet Builders), providing pre-match and in-play pricing feeds and a proprietary Bet Builder product that operators can embed directly into their platforms. Its algorithms cover 12+ sports including soccer, basketball, tennis, American football, and esports (notably FIFA), and support cashout as a standard feature. Algosport’s products are used by more than 200 betting brands worldwide, and the company has secured notable partnerships with platform providers EveryMatrix and Intralot. With a lean team of between two and ten employees, the company is led by co-founders Leigh Herdman (CEO) and David Beacham (CTO), alongside managing director Marc Thomas. Algosport’s technology is designed to reduce latency and improve accuracy compared with traditional API-based solutions, and it gained early recognition for rapidly launching an esports Bet Builder during the COVID-19 pandemic.
Detailed Review
History & Founding
Algosport was founded in 2017 in London by Leigh Herdman and David Beacham, who brought deep expertise in sports betting algorithms and software development. The company was established as a privately held entity with a focus on building proprietary algorithms for same-game multiples, a product category that was rapidly gaining popularity in regulated betting markets.
Products
Algosport’s core offering is its Bet Builder suite, which enables operators to offer same-game multiples pre-match and in-play, with cashout included. The technology is platform-agnostic and can be deeply integrated into existing infrastructure, reducing reliance on external feeds. Key products include: - Bet Builder – covers 12+ sports (soccer, basketball, tennis, American football, esports such as FIFA) both pre-match and in-play. - Pre-Match & In-Play Pricing Feeds – managed and user-configurable odds generation. - Sports Modelling Software – a recently launched tool for advanced statistical modelling and risk assessment.
Market Position & Partnerships
Algosport has secured several high-profile B2B agreements. In 2024/2025 it signed a Bet Builder agreement with EveryMatrix, enabling OddsMatrix clients to offer same-game multiples. In 2025 it partnered with Intralot to provide Bet Builder products for retail and digital channels. The company’s products are used by over 200 betting brands. Algosport regularly sponsors SBC events and participates in industry webinars, positioning itself as a specialist in Bet Builder innovation.
Leadership
The company is led by co-founders Leigh Herdman (CEO) and David Beacham (CTO), together with Managing Director Marc Thomas. The small team (2–10 employees) reflects a lean, high-impact engineering and sales focus.
Key Products
Bet Builder (Same-Game Multiples)
Flagship product allowing operators to offer same-game multiples pre-match and in-play across 12+ sports, with cashout included. Covers soccer, basketball, tennis, American football, esports (FIFA), and more.
Pre-Match & In-Play Pricing Feeds
Managed and user-configurable algorithms that generate odds for live and upcoming events.
Sports Modelling Software
Recently launched tool for advanced statistical modelling and risk assessment, aimed at operators and traders.
Offices & Headcount
5 employees (approx.)
Key Persons
- Leigh Herdman
Co-Founder & CEO