Effective Management of Sub-Agents When Running a Bookmaking Business

An agent is one of the most essential roles when it comes to a bookmaking business.  An agent is essentially the middleman between the bookie and player.

Bigger operations employ what is known as sub-agents, and they do provide a critical role. 

By assigning and effectively managing sub-agents through the matching up with specific players and giving said customers tailored commission structures, you can increase your reach and streamline your bookmaking business.

Note that AcePerHead.com currently offers ONE FREE WEEK PER MONTH with as low as $3 per player per week.

Assigning Commission Types to Sub-Agents

You will assign the appropriate commission structure (split, profit, or redline) based on your operational needs. When setting up these structures, it is important to consider the following:

    Player Risk Profile: If a sub-agent primarily handles high-stakes players, consider using the Split or Redline model for shared risk.
    Revenue Goals: For consistent revenue from player losses, the Profit commission model may be more suitable.

Inform your agent support representative of your chosen commission structure, so they can implement it accurately within the system.

Types of Commission Structures

1. Split Commission

The Split commission model divides wins and losses between the master agent and the sub-agent based on a predetermined percentage. For example, if you set a 20% commission for a sub-agent:

    If the players lose $100, the sub-agent receives $20.
    If the players win $100, the sub-agent must cover up to $20.

2. Profit Commission

With the Profit commission structure, sub-agents only earn a commission on player losses. For instance:

    If the agreed percentage is 20% and players lose $100, the sub-agent earns $20.
    If the players win, the sub-agent does not incur any losses.

3. Redline Commission

In the Redline structure, a “red figure” (or negative balance) is applied when players win. The sub-agent only receives commission once this balance is cleared by player losses. Here’s how it works:

    If the percentage is 20%, and players lose $100, the sub-agent gets $20.
    The next week, if players win $100, the sub-agent’s red figure becomes -$20, with no commission.
    If players lose $50 the following week, the red figure reduces to -$10, and the sub-agent receives no commission until the balance clears.

Why AcePerHead

You control your competition at AcePerHead.com.

A sub-agent is usually a small-time guy that has a few players on his sheet, at least that is how most start out, some, however, grow their business to where they can actually be considered dangerous competition for you.

By having them work for you, you can keep an eagle eye on their proceedings, how they are conducting business, you can even learn a thing or two from them, and if they grow enough as to where they want to branch out and go solo, then you are in a position to offer them a better deal and make them stay with you.
Increased Profits

With the ability to have second and third-tier agents under you, you can make profits without breaking a sweat.

After you have acquired a few sub-agents on your own, you will start seeing that these guys are referring their friends to work with you as well. This works well for all involved, as you make a profit from all agents under your package, but, the sub-agent who referred the new guy also makes a cut.
Lower Costs

It is no secret that pay-per-player companies offer discounts on their services to agents with large player sheets, and the annual savings are considerable.

Having sub-agents means you have more players in your package, which gives you the leverage you need to re-negotiate the terms of your service contract.

Lower monthly costs mean more profits for you, you can choose to pass these savings on to some or all your sub-agents or not, the payments to the pay per head company are done by you as the master agent, so your sub-agents will not know about the price reduction unless you tell them.

Now clearly having sub-agents entails much more work than you are accustomed to, or at least that is what a lot of bookies think because they are used to handling everything on an excel sheet. This is where the choice of pay per player software provider comes into play.

Some price-per-head sportsbook services have a very primitive sub-agent capability, one which is prone to errors, omissions, and other problems, which is why agents still keep track of everything the old-school way. But, other companies like AcePerHead.com have a much more advanced agent interface, one where keeping track of the activity of their sub-agents is virtually hassle-free.

I say virtually hassle-free because agents will still need to coordinate with their sub-agents every week to pay and collect players and split profits and other details. But as far as having all the information necessary at the tips of their fingers, the software does it all.