Sports data firm TxODDS will power gameplAI’s newly launched automated pricing and modelling product for the U.S. college basketball market.
TxODDS specializes in ultra-low-latency real-time sports data and odds pricing. AI sports analytics and forecasting company gameplAI will use the Tx ODDS Scores high-accuracy scores and data engine to add intelligent automation, modelling accuracy and high-speed market creation to its own AI technology.
gameplAI works with European operators such as Betsson and Flutter brand Dibz. Now, TxODDS Scores will be the core data driver of the company’s automated pricing and modelling solution for college basketball.
TxODDS Scores’ granular and low-latency capabilities enable high-frequency modelling, player-prop automation and dynamic micro-market generation. The companies noted that the collaboration will help to meet growing demand from consumers for college sports betting by providing operators with deeper and more varied markets and more accurate and responsive player-centric pricing.
“We’re excited to see TxODDS Scores powering gameplAI’s breakthrough product for U.S. college sports,” said TxODDS Chief Revenue Officer Thomas McGrath. “College sports is one of the most dynamic and fast-growing categories in the U.S., and our best-in-class data is perfectly suited to support the modelling precision and automation gameplAI is bringing to market.”
“TxODDS Scores gives us the reliability, speed and data granularity we require to develop a suite of sports betting products for college sports, commensurate in quality with those available for professional U.S. sports,” added gameplAI Chairman Donal Barron. “This partnership enables us to offer operators a powerful automated solution, at a time when the popularity of betting on college sports betting is accelerating rapidly.”
TxODDS strikes deal with OpenBet
gameplAI and TxODDS said the collaboration with gameplAI will power the most advanced college-sports-focused automated betting product to enter the U.S. market.
The deal also represents TxODDS’ latest expansion in the U.S. market. TxODDS is headquartered in London, England, and has an American office in Chicago, which it expanded by 50% in 2025.
The company recently partnered with OpenBet to enable operators that use OpenBet technology to integrate the Tx Fusion engine into their sportsbook offering, and teased that more “significant announcements” are coming early in 2026.
