“So you’re a classic sports consultancy, of which there are thousands on the internet?”
That question – posed by someone who would later become our first client back in 2016 – perfectly captures the skepticism we’ve faced from day one. And honestly? I don’t blame him. The sports betting landscape has long been cluttered with self-proclaimed “experts” offering little more than glorified hunches dressed up as analysis.
But our journey at 69Advisory began much earlier, back in 2007, with a simple yet revolutionary idea: What if we approached sports betting not as gambling, but as a methodical investment opportunity driven by data and stripped of emotion?
When we first started developing our simulation system in 2012 (affectionately named “Optimus”), many thought we were overthinking a simple pastime. Sports betting was supposed to be fun, spontaneous – not a field for complex algorithms and data mining.
Those early years weren’t easy. I still remember the skeptical looks when I’d explain that we were building an AI system to predict baseball outcomes. “Just watch the games,” they’d say. “Trust your gut.”
But we persisted, and by 2013, we were confident enough to invest our own capital in MLB opportunities. Not because we had some magical ability to predict who would win every game, but because we had built something fundamentally different:
The results weren’t spectacular overnight – true investments rarely are. But they were consistent enough for us to expand into NHL opportunities by 2015, and to launch our service to clients the following year.
What separates our approach from traditional sports analysis isn’t just the technology – it’s the philosophy.
Sporting events are inherently emotional experiences. We cheer for underdogs, we develop biases toward certain teams, we overreact to recent performances. These natural human tendencies are precisely why sports betting markets are often inefficient.
Our simulation software (now evolved into “Optimus II” after major improvements in 2017) doesn’t get excited about a team’s winning streak or disappointed by a star player’s injury. It simply recalculates probabilities based on all available information – much of which flies under the radar of conventional analysis.
Take this example from last season: Our system flagged a particular MLB game where the market had overreacted to a starting pitcher’s recent poor performance. Diving deeper than standard ERA or WHIP statistics, Optimus II identified that the pitcher’s underlying metrics suggested he had been more unlucky than ineffective. The recommended position returned a solid 15% when his performance reverted to his true skill level.
The 2020 pandemic presented a unique challenge to the sports investment world, with many major leagues suspended. Rather than pause our operations, we saw an opportunity. While others scrambled, we had already been quietly collecting data on Korean and Japanese baseball leagues for months.
“We were analyzing KBO games when most bettors couldn’t even name three teams in the league,” our lead analyst often jokes. This expansion wasn’t just about finding action during a slow period – it was about discovering less efficient markets where our analytical edge could be even more pronounced.
The data patterns we uncovered in these leagues were fascinating. The KBO, for instance, showed significant inefficiencies in how the market priced total runs in games involving certain pitching matchups – particularly involving foreign pitchers facing teams with specific offensive profiles.
After nearly two decades in this field, perhaps the most important lesson we’ve learned is the value of patience. As we tell all new clients: “For our success, it is necessary to consider a long time period.”
In an industry obsessed with tonight’s games and this weekend’s action, maintaining a long-term perspective is both our greatest challenge and our strongest competitive advantage.
Our historical performance reflects this philosophy. Since 2013, we’ve maintained an average ROI in the low double digits – not spectacular compared to the occasional headline-grabbing parlay win, but remarkable when compared to traditional investment vehicles over the same period.
What’s most telling isn’t the overall number, but the consistency. While we’ve certainly experienced downturns – every investment strategy does – the variance has remained within calculated parameters. As our system has evolved and incorporated more data points, this consistency has only improved.
Despite our emphasis on data-driven decision making, we’ve never lost sight of the human element. Our team includes not just data scientists and programmers, but also traditional sports analysts who understand the intangibles that numbers alone might miss.
This combination of quantitative rigor and qualitative insight gives us a unique perspective. As one client put it: “You folks give me the confidence of a math professor and the insights of a veteran scout.”
We also recognize that technology alone isn’t enough. The psychological aspects of investment remain crucial:
As we continue to refine our systems and expand our client base in 2025, we’re particularly excited about three emerging areas:
First, the integration of real-time data feeds that allow for more dynamic in-game positioning. While pre-game analysis remains our core offering, the ability to adjust positions based on live developments represents a frontier with significant potential.
Second, the application of our methodologies to emerging sports markets. The growing popularity of esports, for instance, presents unique opportunities for data-driven approaches, especially given the wealth of performance metrics available.
Finally, the development of more customized client experiences. With our upgraded website and members section launched in 2024, we’re now able to provide tailored recommendations based on individual risk preferences and investment goals.
We’ve never pretended that our service is for everyone. If you’re looking for the adrenaline rush of a last-second cover or the bragging rights of hitting a 10-team parlay, our methodical approach might feel too restrained.
But if these descriptions resonate with you, we might be speaking the same language:
After many years of development, including our share of setbacks and breakthroughs, we’ve built something we’re genuinely proud of. As our tagline asks: “We know the future. Will you be with us?”
Interested in exploring how our approach might fit your investment strategy? Take a look at our service offerings or reach out directly – we’re always happy to discuss our methodology with like-minded investors.
Back to blog
