Tipico Sportsbook Case Study
Client's challenge
Managing content uniquely for each US state with a shared common document pool
Developing a multi-stage publishing flow beyond the standard model
Ensuring state and environment-specific content fetching for frontend teams
Facilitating efficient document handling across multiple datasets
Tailoring specific frontend features like custom game tile grids
Implementing an audit log for regulatory compliance and operational transparency
Projects in Numbers
Our Solutions
We provided a tailored Sanity CMS solution, emphasizing flexibility and scalability
Our sophisticated label system was designed for managing content specific to each US state
We extended the publishing flow to include five unique stages.
Custom tokens were developed for efficient content consumption across states and environments
A focus on security and efficiency ensured the smooth handling of complex content relationships
Project Tech Stack
Sanity
A real-time, API-first headless CMS known for its powerful content modeling, live collaboration, and developer-friendly customization.
GROQ
Sanity's open-source query language. With GROQ you can describe exactly what information your application needs, join information from several sets of documents, and stitch together a very specific response with only the exact fields you need.
GraphQL
A query language for APIs and a runtime for fulfilling those queries with your existing data.
How we work
Governed and Scalable, by Design
We design content models, editorial workflows, and governance into the architecture from day one to make you CMS clean and usable as your team, markets, and channels grow.
Editorial UX boosts your marketing team's speed and freedom. They can build pages, launch campaigns, and manage content without needing developer help.
Performance & AI SEO by Default
Each project includes a complete SEO + LLM optimization. Performance baseline as standard: Core Web Vitals, structured data, rendering strategy, and AI SEO setup.
Already live? Our Next.js SEO audit gives you an actionable, dev-ready assessment of where you stand.
Predictable & Efficient Delivery
90% of our projects fit the initial budget. That comes from the time we invest upfront — understanding exactly what we're building before a single line of code is written.
Our CMS Kit has page builders, navigation, localization, content models, and SEO settings. It boosts every engagement. Plus, it won’t limit your choices. It's a smart starter refined across dozens of production deployments, not a constraint.
Key Features
Labels system
Implemented a flexible label system allowing editors in each US state to manage their documents, with a shared 'White Label' for common documents accessible across states
Environments
Enhanced the publishing flow with five stages - Production, Regulator, Staging, Integration, and Draft - to cater to diverse client requirements
Migration Tool
Developed a custom plugin for document processing in Sanity Studio, enabling seamless migration and management of documents across datasets
List Layouts
Crafted various list layouts to manage documents efficiently, including singletons and sorting/grouping features for improved navigation and organization
Audit Log Plugin
Implemented an audit log plugin to log all CMS operations, supporting transparency and compliance for management and regulators
Custom Grid Input
Designed a custom input for game tiles, enabling flexible organization on websites and mobile apps, with specific layout requirements
What our client says
We needed a headless CMS solution to enter the highly regulated US sports betting and online casino market. We chose Focus Reactive to develop it using Sanity. Because of them, today we have a tailor made, flexible and high-quality CMS Studio on deadline. Impressed by the quality of work and transparency throughout the process.
Team behind a project
Oleg Proskurin
Eugene Boruhov
What we write about Sanity
Think headless CMS are not customizable? We disproved this using Sanity
Sanity vs Storyblok
Your project, our CMS craft
- Respond within a day
- Intro call to sync
- Proposal within 2-3 days