Odditt leans on data-driven storytelling in new consumer app Betflow

The news: Sports data startup Odditt has launched Betflow, a new consumer app that reimagines how fans discover and build bets. Powered by Odditt’s proprietary data feeds, Betflow surfaces personalized, data-backed wagers in a format that feels more like play than prediction—helping users explore bets through trivia, mascots, emojis, and storylines instead of spreadsheets and odds tables.

“Sports betting shouldn’t be intimidating or time-consuming,” Odditt CEO and Founder Matt Bresler told BettingStartups. Co-Founder and Chief Technology Officer Elaine Milardo added that the goal was to “design something that speaks to every type of bettor—whether you’re driven by numbers or narratives. The experience is personal, fast, and surprisingly fun.”

Zoom in: Betflow draws from decades of historical stats, contextual trends, and real-world factors—from rivalries and coaching histories to weather and player relationships—spanning more than 100 global leagues, including over a dozen women’s leagues. The app’s interactive discovery features let users browse bets through creative prompts and instantly test their own theories against data, blending analytics with narrative and humor in a way few betting products attempt.

The launch charts a new path for Odditt, which began as a B2B data provider before deciding to take its technology directly to fans. Bresler said the decision was driven by conviction that the company’s data platform could power a fundamentally new kind of consumer experience.

“At a certain point, our conviction became too strong to ignore,” Bresler said. “We felt like a lot of companies in sports betting were using the same legacy data and were building heavily quantitative products with it. We had something fundamentally different: an entertainment-first data infrastructure built for storytelling at scale.”

That storytelling-first mindset also explains why Odditt designed Betflow to appeal less to professional bettors and more to the massive audience of casual fans who feel alienated by traditional platforms.

“There are 115 million American sports fans who can legally bet, but only 33% actually do so,” Bresler said. “That’s 75 million potential bettors sitting on the sidelines—not because they don’t know sports betting exists, but because sports betting in its current form feels intimidating and transactional.”

“When platforms position betting as a financial battle between bettor and book, they’re setting up 97% of users to chase something unattainable,” he continued. “That’s dangerous. It leads to gambling problems, doubling down on losses, and a toxic and unsustainable relationship with the product.”

Instead, Betflow frames betting as entertainment—an honest and safer entry point. “When we reframed betting as entertainment, the product suddenly became accessible without the false promise of guaranteed profits,” Bresler said. “It’s honest, it’s safer, and it unlocks a massive audience that’s been completely ignored.”

Why it matters: Odditt’s shift from infrastructure provider to consumer app mirrors a broader pattern across the industry, as startups apply proprietary data stacks to build direct relationships with fans. Bresler believes the model also creates a flywheel for future growth: “Now we have a Data → Product → Proof flywheel,” he said. “Odditt’s proprietary content powers Betflow’s consumer experience that is very difficult to replicate. Betflow’s engagement and revenue validate Odditt’s B2B technologies and close enterprise deals faster.”

Betflow is now live in the U.S., with expansion plans and a new seed fundraising round underway.