In New York’s first 12 hours of legal online sports betting, the state recorded an estimated 5.8 million transactions. That’s a lot of demand… and data. How are books using this data to set odds, ideate around new products, and reach new fans? Given betting is inherently risky, what does “safe betting” mean and how are companies using data to promote it? Where do analytics come into play as books partner with regulators to monitor the integrity of markets? And what can gamblers learn from the way books and players use data to manage risk? Go behind the scenes with FanDuel, Caesars, and member of the infamous MIT Blackjack Team, Jeff Ma, to understand The Numbers Behind the Books.