A powerful Sports Data Feed is about much more than odds and market coverage. In this interview, B1 (Be One) CTO Michael Cheremuhin explains why seamless integration, rock-solid reliability, and an operator-first mindset are becoming the real competitive advantage.
How customizable is B1 Sports Data Feed to an operator’s existing setup?
The configuration part is the easy answer: an operator decides which content is switched on, and can adjust margins on the fly for both pre-match and live. That’s the feed. But honestly, if customization only meant “toggle some sports and move a margin slider,” we’d be a settings page, not a partner.
The real customization starts before a single line of code is written. We sit down together with sales and the operator and ask the boring but important questions: what do your members actually bet on, what are they asking for that you don’t have, and where is the revenue leaking?
Sometimes the answer is adding partner content to fill a gap. Sometimes it’s switching on a bet builder. And sometimes it’s a slightly awkward conversation about moving to a proper risk management setup, because the current one is held together with hope and a spreadsheet. We’ve seen it. We don’t judge. We just fix it.
Where does customization bring the most value to operators?
In three places, and none of them are the margin slider.
First, content gaps. Every operator has them, and their members have usually noticed before the operator has. If your members keep searching for a league you don’t cover, they will find it somewhere else, and they’re not coming back to tell you.
Second, engagement. The question isn’t “how many markets do we have” but “how many of those markets does a member actually look at on a Tuesday evening.” Customization is about putting the right content in front of the right member at the right time, not shipping a bigger catalogue and hoping.
Third, and this is the one people forget: members want to be entertained. Properly entertained. A sportsbook that is technically correct but boring is like a restaurant with a perfect health inspection score and no customers. The value of customization is making members happy to be there, and happy members tend to stay.
How does reverse integration work within B1 Sports Data Feed?
We start by asking what the customer already has, and then we don’t make them throw it away.
If they run a seamless wallet, we integrate into it. If they already have APIs for a sports feed, we adapt to their existing infrastructure instead of asking them to rebuild it around ours. Some customers want a black-box solution running inside their own environment, and that’s fine too. The feed goes where the customer needs it, not where it’s convenient for us.
We’re an AI-native company, which means we don’t block ourselves or the customer with “our system doesn’t do that” arguments. If it’s technically possible, we figure it out. The goal is a result the customer can measure in revenue, in the shortest possible time. An integration that is architecturally beautiful but launches in nine months isn’t a success story; it’s a cautionary tale.
What is the biggest technical challenge when integrating client-owned content?
The client is integrating based on their own experience and their own needs, which is exactly how it should be. The challenge is that their experience and ours don’t overlap perfectly, and the gap is where the surprises live.
So the technical team’s main job isn’t writing code; it’s preventing pain. That means building proper communication with the client’s tech team early, keeping the integration timeline short, and walking through the “what can go wrong” scenarios before anyone actually faces them. Settlement edge cases, event mapping conflicts, that one market that behaves differently in one sport only. We’d rather have the uncomfortable conversation in week one than the 3 a.m. phone call in month three.
On the product side, the challenge is different: finding out what the client actually needs versus what they wrote in the brief. Those two things are related, but they’re rarely identical.
How do you approach integrations when every operator’s setup is different?
We stopped looking for a silver bullet a long time ago. There isn’t one. What we have instead are well-tuned processes built on the team’s experience, and internal tools that we invest in and reuse across integrations, so we’re not reinventing the wheel every time. Just occasionally repainting it.
We treat every integration as a small startup product. It starts with product planning, then an integration plan, then execution and testing. Then conformance testing, where we go through the operator’s member-facing site the way a real member would, because that’s the only view that matters. And when it’s live, our reliability engineers take over to observe the integration properly in production. Launch day isn’t the finish line; it’s the first day the thing actually has to work.
What makes an integration truly ready to scale?
Scalability isn’t something you add later. Our infrastructure is built to scale from day one, and our team carries a lot of technical scar tissue from previous jobs, which is the polite word for experience.
We allocate that experience to our clients to make sure they’re ready for the moments that break things: Saturday afternoon football, a derby going into extra time, or our massive coverage of virtual and AI sports, which never stops for the night. An integration is ready to scale when nobody on the operator’s side feels the need to refresh the dashboard every ten seconds on a Saturday. That’s the test.
What will define a truly advanced Sports Data Feed in the next few years?
Looking at where the industry is going, four things.
Content diversity. Bet builders and player props are already among the fastest-growing parts of the business. Operators treating the feed as “just odds” are leaving money on the table. Add 24/7 virtual and AI sports, and the feed becomes a content engine, not just a fixture list.
Reliability, which is boring until it isn’t. The 2026 World Cup was a 39-day stress test for the industry. The operators that won weren’t those with the flashiest promotions, but those whose platforms stayed up. Nobody remembers a great feed. Everybody remembers the one that went down during the final.
Working with members, not just serving them. Personalization, live streaming inside the sportsbook, and content that adapts to how people actually bet. The feed needs to provide enough context for operators to deliver that experience, not just send prices.
And AI, used carefully. Smarter trading, better content, and features that make betting more entertaining. But AI shouldn’t mean unsupervised support bots or piles of auto-generated content nobody has reviewed. Members can tell the difference. The advanced feed is one where AI works for the member, and a human remains accountable for the result. Ideally, a human who’s had coffee.