I think they are doing both, it'll be possible for people to use the token directly but also the herosphere site is like a more traditional setup with set odds for games.  Its probably a good idea to do both initially but of the two the former has the bigger potential especially internationally possibly.    House odds are often ending up indirectly related to betting by the majority anyhow.  I've done 'lay away' type betting on mainstream sports also, I understand the interest is not small in that either

  Ive been on sites where the bet started off blank all open and the odds swung wildly as bets of various sizes came in, that setup led to a 'sniping' kind of relationship where the biggest bets swung in the last closing seconds.  It made for some interesting games, I got over 40x return on one surprising game someone big had too much confidence in the overdogs team of just a short game and my team had a few rough diamonds (unknown talent) on there who came through for me, fun bet
House odds are good for encouraging regular usage though