The BetBuilder Suite includes Sporting Risk’s Self-Build BetBuilder product, which enables customers to create their own combinations of pre-match and in-play betting markets within the same event, and its Pre-Canned BetBuilder product, which delivers curated single-click combinations based on popular BetBuilder market logic.
Sporting Risk’s technology calculates correlated odds across same-event selections by running large-scale simulations of each fixture, helping operators offer richer, and more engaging BetBuilder experiences across football, basketball and ice hockey.
The expanded agreement further strengthens Sporting Risk’s position as a specialist supplier of player-centric and same-game betting products to leading global operators. It also reflects the continued demand for deeper, more flexible BetBuilder content across regulated European markets.
Andy Phillips, CBDO at Sporting Risk, commented: “Entain is one of the world’s leading betting and gaming groups, and we’re delighted to be expanding our relationship in the Nordics and Central Europe. BetBuilder has become a core part of the modern sportsbook experience, and our focus is on helping operators deliver more engaging, accurate and flexible products across both pre-match and in-play.”
Hendrik Ahuna, Director of Sportsbook – North and Central Europe, Entain NCE, added: “We are pleased to be working with Sporting Risk on the continued development of our BetBuilder offering across the region. Their modelling expertise and product flexibility make them a strong partner as we continue to improve the depth and quality of the betting experiences available to our customers.”
About Sporting Risk
Sporting Risk is a sports analytics company that specialises in building predictive models to generate market leading pricing and betting content. The business’s foundations originate from an intimate knowledge and understanding of player based modelling. The company’s predictive models are built using the most granular raw data available in the marketplace, and this is complemented by the founders’ experience in professional sport, which previously included recruitment and tactical consultancy services on behalf of leading top tier clubs in the UK, Europe and USA. Today Sporting Risk’s focus is leveraging this IP for sports betting operators.