Tipico Sportsbook Case Study

Client's challenge

01

Managing content uniquely for each US state with a shared common document pool

02

Developing a multi-stage publishing flow beyond the standard model

03

Ensuring state and environment-specific content fetching for frontend teams

04
05

Tailoring specific frontend features like custom game tile grids

06

Implementing an audit log for regulatory compliance and operational transparency

Projects in Numbers

122
Sanity users
75M
monthly requests
98
document types
165K+
managed documents

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 CMS logo

Sanity

A real-time, API-first headless CMS known for its powerful content modeling, live collaboration, and developer-friendly customization.

Geometric octagonal logo with pink and green triangular shapes

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 logo with pink hexagonal graph nodes and connections

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

1 6

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

2 6

Environments

Enhanced the publishing flow with five stages - Production, Regulator, Staging, Integration, and Draft - to cater to diverse client requirements

3 6

Migration Tool

Developed a custom plugin for document processing in Sanity Studio, enabling seamless migration and management of documents across datasets

4 6

List Layouts

Crafted various list layouts to manage documents efficiently, including singletons and sorting/grouping features for improved navigation and organization

5 6

Audit Log Plugin

Implemented an audit log plugin to log all CMS operations, supporting transparency and compliance for management and regulators

6 6

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

Daniel Eordough
Daniel Eordough

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

Oleg Proskurin

TechLead at FocusReactive
Eugene Boruhov

Eugene Boruhov

Solution Architect, Tech Lead

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What we write about Sanity

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Your project, our CMS craft

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