Who really controls sportsbook pricing in the data-driven era?

As sportsbook technology continues to evolve, the conversation is no longer about operators versus models, but about where operators choose to retain strategic control.

Speaking to SiGMA World, CBDO Andy Phillips discussed how pricing, trading and risk management are changing, why technology is taking on more of the execution, and where operators can still create meaningful competitive advantage. Read the full interview below

https://sigma.world/news/who-controls-sportsbook-pricing-data-driven-era/