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Launch Your Sportsbook Fast or Build It Your Way? Turnkey vs Custom Explained

A turnkey sportsbook platform provides you with all the resources in one place so that you can enter the market faster. In contrast, a custom-built platform is one where you can modify every aspect of the platform as per your needs.

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October 16, 2025
11:41 am
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Both of these have their upsides and downsides. So, if you plan to enter the sports betting market, carefully study both of these choices before making your pick. To make it easier for you, we have compiled this guide. Let’s match turnkey vs custom-built sportsbook platforms with each other.

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What is a Turnkey and Custom-built Sportsbook Platform?

Since sports betting has become legal in some states of the US and many other nations across the globe, operators are looking for a faster way into the sports betting market. Turnkey sports betting software development is the way that operators take.

Turnkey Sportsbooks Platform

A turnkey sportsbook platform is an all-in-one solution that allows an operator to launch their business in a matter of weeks. These platforms include all the crucial elements of a betting tool, such as software, payment processing, regulatory compliance, staff training, risk management, PAM, back office, etc. Besides, a turnkey sportsbook also has some innovative features pre-included, such as

  • Cryptocurrency support
  • Real-time sports data
  • CRM tools
  • Advanced betting options
  • Live-betting options
  • Odds management system

And more! In contrast to this, a custom-built software focuses on detailing and customization of platform elements.

Custom-built Sportsbook Platform

While turnkey software is a ready-to-use sports betting solution, custom-built software can be created to meet the unique needs of a business. These platforms offer a unique betting experience to the bettors, and with some specialized features, they can set your business apart from the competitors.

For example, a custom-built software can have all the features of a turnkey, but with modifications in the user interface, specific game options, admin dashboard, etc. A custom-built sportsbook software is developed to match the look and feel of a business. This ensures user loyalty and brand identity.

Turnkey vs Custom-Built Sportsbook Platforms: Pros & Cons

You can choose between turnkey or custom-built sportsbook platforms depending on various factors, such as

  • Business goals
  • Available resources
  • Market entry time
  • Individual preferences

Here are some pros and cons of each of them that will help you decide faster!

Type of PlatformTurnkey Sportsbook PlatformCustom-Built Platform
Pros
  • Faster time to market: With all the
    important features already integrated in the turnkey software, you can get a head start
    as compared to other businesses. A turnkey software saves you the time required to build
    the platform from scratch and enter the market faster.
  • Low cost: As compared to a
    custom-built sportsbook platform development, turnkey platforms are much cost-effective.
    The cost of a turnkey sportsbook platform can be around $35,000.
  • Instant access all the necessary features: A turnkey software has all the essential features for you to
    access, such as risk management tools, live betting odds, different sports markets, live
    game streaming, and much more.
  • Easy to expand operations: Most
    turnkey sportsbook platforms are built to scale with time. So, if you want to expand
    your operations to other regions and markets, you can do so. The software can handle
    more bets and more players and process payments in different countries.
  • Full customization: When you are
    investing in a custom-built sportsbook platform, you are free to make customizations.
    Depending on the game, you can change the user interface to make it more engaging and
    relatable. Similarly, other aspects of the platform can also be modified.
  • Specialized features: If you are going
    for a custom-built sportsbook platform, you have the liberty to add specialized features
    to it. For example, unlike a turnkey platform, you can add AI-based features and
    predictive analytics features to automate the betting process, ensure fraud detection,
    and personalization, which makes you stand out from the competitors.
  • Long-term market leadership: Instead
    of providing a quick rise in the market, custom-built software can help you establish
    long-term market leadership, ensuring long-term ROI.
Cons
  • Limited control: When working with a
    turnkey sportsbook platform, there are limitations, especially in terms of features. You
    cannot make changes to the platform, such as its UI, betting options, etc., on your own.
    You may have to hire a sportsbook software developer, which will add cost.
  • Generic User Experience: As there can
    be multiple choices for turnkey sportsbook platforms, the customer experience offered by
    them can be too generic as compared to a custom-built platform.
  • Security risks: Not with all the
    vendors, but with some low-quality sportsbook software, there can be a risk of data
    breaches or regulatory penalties, which will hurt your business and reputation. 
  • High development cost: When you are
    choosing a custom-built sportsbook platform from scratch, you have to invest in its
    security, software, servers, etc., which will increase the initial development cost. The
    development cost can go up to $100,000, depending on the features.
  • Longer time to market: The time
    required to build a custom sportsbook platform can be in months and even a year based on
    the individual preferences. Hence, the time to market can stretch that can delay revenue
    generation.
  • Complex Licensing & Compliance: Complying with the local and state laws is crucial to
    operating a sportsbook platform. Depending on the area, getting regulatory approvals can
    be challenging.
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Final Words

Based on the comparison of turnkey vs custom-built sportsbook platforms, it is easy to conclude that both choices are ideal, given the needs of the operator. If money is not an issue, a custom-built sportsbook platform is the best, as you are open to customizations. On the other hand, if you want to hit the market early, a turnkey sportsbook platform is the ideal choice.

Whether you go for a turnkey platform or the custom-built sports betting platform, involving a professional turnkey sportsbook software development agency is important. TRUEiGTECH is a premier sports betting platform development agency that can help you with custom-built software as well as turnkey software.

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Prish K - Trueigtech

Written by: Prish K

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Prish K, Head of Marketing at TRUEiGTECH, holds an experience of more than 10 years in the iGaming domain. Starting from strategic planning and digital marketing to team leadership and cross-functional collaboration, he is a master of his domains. For more than a decade, he has shown a promising commitment to fostering result-driven and creative work outputs. Beyond guiding newcomers and established iGaming operators with the right software solutions for their business needs, Prish also wants to share his industry expertise and knowledge through insightful blogs and articles

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