What is a JSON feed
A JSON feed is a payload delivered in JavaScript Object Notation, typically over HTTPS, that carries structured data between two systems. The schema is defined by the publishing system and consumed by one or more clients. In iGaming, JSON has largely replaced XML and CSV for new integrations, although legacy feeds in those formats are still common.
Feeds can be polled on a schedule, streamed via long-poll or WebSocket, or pushed to a webhook endpoint. The right choice depends on the data type. Game catalogues are usually polled daily. Odds feeds are streamed in near real time. Result feeds are pushed when an event settles.
Common use cases
Affiliate networks publish JSON feeds of operator data, including bonus offers, terms, jurisdiction availability, and tracking links. Game providers expose JSON catalogues with game metadata, RTP, volatility, demo URLs, and asset locations. Sportsbook trading providers publish JSON odds feeds with event states, market lines, and price changes. Compliance vendors return JSON payloads for KYC and AML checks.
The Gamblers Connect iHub directory ingests JSON feeds from operator partners as one of the inputs to its listing data, alongside editorial review and the RGI scoring framework.
Why JSON feeds matter in B2B
JSON feeds are the most common integration pattern in modern iGaming and the cheapest to consume. Engineering effort to build a JSON consumer is small relative to legacy SOAP or proprietary binary protocols. For B2B vendors, publishing a clean, versioned JSON feed materially shortens partner onboarding time. For operators, JSON feeds are the standard mechanism for keeping game catalogues, odds, and partner data synchronised across multiple downstream systems.
Feed quality is a procurement criterion in itself. Clear documentation, stable schemas, predictable update cadence, and accessible test environments separate strong B2B partners from weaker ones, and most operators evaluate feed maturity during vendor selection.
Frequently asked questions about What Is a JSON Feed in iGaming?
A REST API is the broader pattern of request and response endpoints. A JSON feed is typically a specific endpoint or set of endpoints that publishes a structured dataset. Most JSON feeds are served from REST endpoints, but not all REST APIs are feeds.
For in-play sportsbook odds, updates run multiple times per second per active market. For pre-match odds, updates run every few seconds. For results data, updates fire on event settlement, typically within a minute of the final whistle.
There is a published JSON Feed specification used in blog syndication. iGaming JSON feeds usually do not follow that specification and instead use vendor-defined schemas. The term in iGaming context refers generally to JSON-formatted data exchange.
By HTTPS with token authentication, mutual TLS, IP allowlisting, or signed request payloads. Sensitive feeds covering payment or KYC data carry the strongest security expectations.