Entain launches Racing Bet Builder for Ladbrokes and Coral

Entain has unveiled an innovative expansion of its betting product line with the launch of the Racing Bet Builder across its Ladbrokes and Coral brands in the United Kingdom and Ireland. This strategic initiative extends the established “Bet Builder” concept from mainstream sports such as football and tennis into horse racing, making the sport’s betting options more accessible to a broader range of customers and aligning the offering with modern preferences for personalised, flexible wagering. The product is available across online platforms and in retail shops, marking a first for Entain’s high street presence.

This expansion reflects Entain’s ongoing commitment to product innovation and its broader omni‑channel strategy that aims to unify and elevate customer experiences across digital and physical environments. It responds to rising customer expectations for intuitive tools and enhanced choice in betting markets.

Background on Bet Builder products and Entain’s strategy

Bet Builder tools have become a prominent feature in sports betting markets over recent years, driven by demand for customisable wagering experiences. These products allow bettors to combine selections across multiple markets into a single bet with aggregated odds. While the concept has been particularly popular in football, where customers can link outcomes such as match result, goalscorers and booking counts within one stake, horse racing’s product offerings have historically remained more traditional and segmented.

Entain’s new Racing Bet Builder represents a deliberate effort to bring the familiarity of multi‑leg betting to horse racing, a move that is expected to appeal to recreational and casual bettors as well as more seasoned enthusiasts. The launch comes at a time when the operator continues to invest in product and retail innovation across its portfolio, including upgrades to user interfaces and loyalty programmes.

Racing Bet Builder product overview

The Racing Bet Builder enables customers to construct a single bet by combining multiple selections from a single race into one consolidated price. Markets available include conventional outcomes such as the winning horse, place positions and winning distances. As each selection is added, the odds update in real time, offering customers potential payouts that can grow significantly as more options are included up to a maximum of 100,000/1. This structure creates a small‑stakes, high‑return profile that mirrors the appeal of similar Bet Builder products in other sports.

The interface is designed to be intuitive, allowing users to build and modify bets within a single screen on mobile and desktop platforms. The product is live on both the Ladbrokes and Coral websites and uniquely, customers can access it through self‑service betting terminals in retail shops across the UK and Ireland. According to Entain, this marks the first time such a product has been offered in a retail estate, reflecting the company’s focus on bridging digital and in‑shop experiences.

Availability in retail and online channels

One of the notable features of the Racing Bet Builder launch is its broad availability. Every licensed race in the UK and Ireland is covered and the product is integrated into the existing digital and physical infrastructure of Entain’s Ladbrokes and Coral brands. Online customers can access the tool via the dedicated betting platforms of both brands while retail customers can use it through modern self‑service betting terminals installed at shops nationwide. These terminals allow users to place custom bets without needing assistance from shop staff.

This dual channel strategy reflects Entain’s effort to unify the customer experience and retain relevance in a market where digital offerings are becoming a core factor in customer choice. Having consistent features across online and retail formats is central to the operator’s long‑term plans for omni‑channel growth and customer retention.

Planned enhancements and festival markets

Entain has signalled its intention to further develop the Racing Bet Builder offering, with plans to introduce additional markets ahead of major racing festivals. These enhancements are set to provide customers with even greater customisation options around events that typically attract high volumes of bets and public interest. By expanding the range of markets available within the Betting Builder, Entain hopes to draw more participation during marquee racing moments and compete more effectively with alternative betting experiences.

In addition to standalone horse racing bets, the Racing Bet Builder can integrate with Entain’s broader accumulator tools, including Bet Builder+. This feature allows customers to combine racing selections with outcomes from other sporting events into a single accumulator, offering more complex betting strategies and potential returns.

Industry context and customer expectations

The introduction of Racing Bet Builder reflects broader trends within the global sports betting industry. Personalised betting options have grown in demand as customers seek greater control over how they structure their wagers. Tools that let users tailor bets to their own insights and predictions can increase engagement and differentiate operators in a competitive marketplace.

Entain has reported growing popularity of its Bet Builder tools in other markets, particularly in football, where personalised wagers account for a significant share of total bets. While horse racing remains a cornerstone of British sporting culture and wagering activity, the sector has faced pressure to adapt to modern consumer behaviours and preferences. Enhancing product offerings may help maintain racing’s relevance and vibrancy within a landscape increasingly shaped by digital innovation.

Commentary from Entain leadership

Entain’s leadership has emphasised the importance of innovation in strengthening customer engagement. Jamie Crossfield, Sportsbook Director at Entain UK who oversees operations for the Ladbrokes and Coral brands, highlighted the appeal of the new product. Crossfield said: “The beauty of race day is the variety of outcomes from underdog stories to photo finishes. Racing Bet Builder captures that excitement and gives customers more freedom to back their instincts. It’s a smarter more satisfying way to bet on racing.”

This statement underscores the company’s position that enhanced betting tools can deepen customers’ connection with the sport by allowing them to express their predictions across multiple aspects of a single race.

Potential impact on the retail estate

The launch of Racing Bet Builder in retail settings marks a significant milestone in Entain’s evolution of its physical footprint. Betting shops have faced challenges in an era of rapid digital adoption and shifting consumer behaviour. By equipping retail locations with advanced self‑service terminals and integrating digital‑style products in‑shop, Entain seeks to revitalise customer interest and foot traffic.

This strategy aligns with previous investments in digital retail technologies designed to make shops more engaging and relevant in a digital‑first era. Retail modernisation efforts have been part of Entain’s broader omni‑channel transformation, aimed at marrying the convenience of online tools with the familiarity of high street presences.

Regulatory and market considerations

Operating in the UK and Ireland means compliance with stringent regulatory regimes, including licensing and consumer protection standards set by the UK Gambling Commission and the Irish regulatory authorities. Products like Racing Bet Builder must meet rigorous requirements for transparency fairness and responsible gambling features.

Entain’s expansion of its betting tools, including Racing Bet Builder, takes place within a landscape where regulators and policymakers have been scrutinising gambling products with increasing attention to consumer welfare. Ensuring responsible usage and clear communication around risks remains central to any betting innovation and operators are expected to provide safeguards for customers choosing how to place wagers.

Conclusion

The introduction of Racing Bet Builder by Entain for Ladbrokes and Coral in the UK and Ireland represents a meaningful shift in how horse racing betting is presented to the public. By bringing a betting tool familiar from other sports into the racing domain the company hopes to broaden appeal enhance customer engagement and support its omni‑channel growth objectives.

Through its availability in both online and retail channels and planned enhancements ahead of key racing events, the product aims to meet evolving customer expectations and position horse racing wagering on par with other interactive betting experiences.

With careful attention to product design customer experience and responsible gambling considerations, Entain’s initiative could influence how the industry approaches horse racing betting in the years ahead.

FAQs

What is the Racing Bet Builder and how does it differ from traditional horse racing bets?
The Racing Bet Builder is a tool that lets customers combine multiple selections from one race into a single bet with one price offering more personalised and flexible wagering options than traditional single‑market bets.

Which brands offer the Racing Bet Builder in the UK and Ireland?
The product is available on Ladbrokes and Coral betting platforms and at self‑service terminals in retail locations across the UK and Ireland.

Can customers use the Racing Bet Builder in physical shops?
Yes using self‑service betting terminals Entain has enabled Racing Bet Builder access in retail shops for the first time in its estate.

How are odds generated when using the Racing Bet Builder?
As customers add selections the system updates the combined odds in real time to reflect the aggregated probability of the combined choices which can result in high potential payouts.

Are additional betting markets expected for major racing events?
Entain has indicated it will introduce more markets ahead of major festivals to expand customer choice and engagement.

Is it possible to combine racing picks with other sports outcomes?
Yes the Racing Bet Builder can feed into broader accumulator products allowing integration with outcomes from other sports.

What regulations apply to products like the Racing Bet Builder?
Operators must follow requirements set by regulatory authorities such as the UK Gambling Commission and the relevant Irish regulators to ensure fairness transparency and responsible gambling practices.

Will this launch affect customer experience in retail betting shops?
Entain expects the product to modernise retail experiences by providing digital‑style tools in shops and enhancing customer choice.

Does the Racing Bet Builder work on mobile devices?
Yes customers can access the product through mobile and desktop versions of the Ladbrokes and Coral platforms.

Why is Entain expanding into personalised betting tools for horse racing now?
The company aims to align its offerings with evolving customer preferences for interactive personalised betting across sports and to strengthen its omni‑channel engagement strategy.