This week: ALT Sports Data taps into combat sports with new data platform

The new AXS data platform is built to fuel regulated betting and fan engagement across MMA, boxing, wrestling, and other combat sports, PokerLab on driving the innovation cycle, and Outlier’s new CTV commercials.

Author

Cody Luongo
October 30, 2025

ALT Sports Data taps into combat sports with new data platform

The news: ALT Sports Data has launched AXS, an end-to-end combat sports data platform built to power regulated betting and fan engagement across MMA, boxing, wrestling, and more. The California-based company, already a data provider to FanDuel, DraftKings, bet365, and Stake, says AXS unifies ringside data capture, API distribution, market creation, and trading support into a single, subscription-based system for leagues and sportsbooks.

Zoom in: Combat sports have a massive global following but remain fragmented from a data standpoint, the company says. The new AXS platform addresses that gap by giving every promotion—from regional cards to global tours—the tools to become sportsbook-ready. “The AXS platform integrates structured data capture, market modeling, streaming, sportsbook distribution, and partner marketing in one scalable solution,” said Chief Product Officer Michael Jordan, adding that its AI Vision module classifies strikes, submissions, and other granular analytics in real time to enhance betting markets and storytelling opportunities.

Why it matters: Combat sports are one of the most watched yet least standardized categories in betting. ALT Sports Data is looking to give rights holders a direct path to regulated monetization by consolidating data and betting infrastructure under one roof. For operators seeking new audiences and content diversity, AXS positions alternative sports as an emerging acquisition channel where every fight, strike, and grapple is a bettable, data-rich event.

PokerLab co-founder: “Poker ​​deserves its own innovation cycle”

The news: PokerLab is rebuilding online poker from the ground up. Co-founded by Scott Wilson, a veteran of Paradise Poker and WSOP.com, the Vancouver-based startup is developing a modern B2B platform designed to bring poker technology in line with the sophistication of today’s sportsbook and casino systems. The company’s first major milestone came this summer when it assumed operations of the Canadian Poker Network, which includes BCLC’s PlayNow, Loto-Québec, and Manitoba Liquor & Lotteries, ahead of launching its new platform within the next year.

Zoom in: Wilson’s decades in poker have given him a front-row seat to both the rise and stagnation of poker technology. “Looking around the world for software that we can license—what I learned is it doesn’t exist,” he said on The BettingStartups Podcast. That insight shaped PokerLab’s vision: a purpose-built poker engine that meets the same technical and operational standards as leading sportsbooks. It also attracted VP of Product Warren Dombowsky, who spent two decades in sportsbook and casino development but never had the chance to build poker from scratch. “Nothing borrowed, nothing purchased,” he said. “Building it from the ground up is another dream for a product person”

Why it matters: Poker is overdue for an innovation cycle. As operators grapple with high acquisition costs and stricter marketing rules, poker offers a loyal player base, low-cost retention, and near-endless engagement. “We’re getting oversaturated with marketing and sports advertising and the cost of acquisition has gotta be through the roof,” Dombowsky said. “Poker is another great vertical for that to actually attract and acquire users.” Wilson agrees: “Poker’s a living, breathing thing that goes on forever,” he said. “It deserves its own innovation cycle—and that’s what we’re here to build.”

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Applications are being accepted until November 23. Non-horse racing companies are encouraged to apply if their solutions fits the criteria. Learn more and apply here. 

Outlier takes to Connected TV with a slate of 30-second commercials

The news: Outlier has rolled out a slate of 30-second Connected TV commercials built around its core message: “empowering bettors of all experience levels to do their own research.” The campaign marks the company’s first foray into CTV, positioning Outlier where fans watch, not just where they wager.

Zoom in: Founded as Colorcast and rebranded as Outlier in late 2022, the Austin-based betting analytics platform has expanded rapidly, adding major new product verticals like soccer research and a dedicated WNBA tool in 2024. Outlier integrates data from multiple sportsbooks, pulls in odds, trends, injury info, and helps users make research-driven picks. 

Why it matters: As rivalry for audience attention grows and bettors demand smarter tools, Outlier’s shift into CTV reflects a strategic push from analytic backend to brand frontend—meeting users at the intersection of entertainment and utility. Elevating its message through mass-media also enhances legitimacy and expands its reach beyond the sharp crowd and into mainstream sports-fan territory.

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