OddsNow: Building a Modern, Scalable Betting Insights Platform
1500+
Permanent redirects were handled (AI-Assisted)
500%+
Increase in MAU
1500+
Articles migrated
Industry
Sports
Tech Stack
NextJS | Sanity CMS
Timeline
3 Months
Simplifying Content Migration and SEO for a Growing Betting Insights Hub
OddsNow is a fast-growing UK-based betting insights hub covering football, horse racing, boxing, darts, and more with expert tips, analysis, and daily video content. As their audience scaled past 1,000+ daily users, the platform faced challenges with content migration, performance, and rising infrastructure costs.
SoluteLabs partnered with OddsNow to modernize their platform using Next.js + Sanity CMS, enabling real-time publishing, AI-assisted migration of 1,500+ articles, and 1,500+ SEO-friendly redirects. By cutting API calls from 2.5M+ to ~200K and delivering a mobile-first UI, we created a cost-efficient, scalable platform that boosted user engagement and editorial productivity.
Our Solution
We implemented a Next.js + Sanity CMS stack with a mix of engineering, AI, and design-driven enhancements.
AI-Assisted Migration
Sanity Live Updates
Performance Optimizations
Cost & Efficiency Gains
Modern UI/UX
Deliverables
Scalable & Modern Website
- We built a robust Next.js–based web platform with a modular architecture and Incremental Static Regeneration (ISR). The new setup ensures that OddsNow can seamlessly handle growing traffic, publish new content quickly, and scale effortlessly as user demand increases.
Seamless Migration
- Over 1,500 articles from the legacy PostgreSQL database were successfully migrated to Sanity CMS. Using AI-assisted scripts, missing fields were auto-populated, and 1,500+ redirects were set up to maintain SEO equity and preserve user bookmarks from the old site, as the newer site had a improved modern URL structure.
Enhanced Performance
- The platform was optimized to deliver lightning-fast experiences. Heavy video elements were replaced with compressed visuals, layout shifts were minimized, and skeleton loaders were added for smoother transitions. This resulted in faster page loads and a more reliable user experience across devices. This was identified with the help of tools like “Page Speed Insights by Google”.
Optimized Infrastructure
- By integrating Sanity’s CDN APIs and leveraging NextJS’s ISR, we are delivering content as fast as possible to the end user. It also helps us keep the infrastructure usage minimum.
Improved User Engagement
- A fresh, mobile-first design was implemented using Figma prototypes and shadcn/Radix UI components with TailwindCSS. The new interface improved readability, navigation, and accessibility, driving higher engagement from over 1,000 daily active users and strengthening brand credibility.
AI Tech Stack
Implementation Highlights
Discovery Phase ~70% of requirements completed upfront.
Architecture Designed for scalability and future-proofing.
Agile Approach Final 30% refined iteratively in the first 2–3 weeks.
Timeline Delivered in 11–12 weeks, including design, development, testing, and deployment.
Key TakeAways
Next.js + Sanity CMS delivers scalability, speed, and cost efficiency.
AI-assisted migration simplifies large-scale data handling.
Strong discovery and architecture ensure smooth delivery despite evolving requirements.
With the right stack and design, startups like OddsNow can scale fast without sacrificing performance or costs.
