Sports Gaming was founded in 2001 as a management consultancy to the online gaming industry. Over the past decade Sports Gaming has advised some of the world's largest companies on strategy surrounding online gambling and helped in the execution of many major projects.

Specialist areas in gaming include feasibility studies, market sizing (both by geographical territory and by product), financial planning including fund raising, mergers and acquisition, regulatory supervision, technical specification of projects, marketing plans (including SEO, PPC optimisation, social networking integration, conjoint analysis of databases, data mining etc) and software contract negotiations.