Sporting Risk expands BetBuilder Suite partnership with Entain

Sporting Risk has strengthened its commercial relationship with Entain by extending the deployment of its BetBuilder Suite across selected brands operating in the Nordics and Central Europe. The expanded agreement reflects the continued demand for advanced sportsbook features that allow players to personalise their betting experience while giving operators access to sophisticated pricing technology.

The announcement, made on 30 June 2026, confirms that Sporting Risk will provide its BetBuilder Suite to several Entain brands in the region, supporting the group's ongoing efforts to enhance its sportsbook offering with more flexible betting options and accurate odds modelling.

As competition in the online sports betting sector continues to increase, operators are investing in technologies that improve customer engagement while maintaining pricing integrity. Bet builders have become an established part of many sportsbooks, allowing users to combine multiple selections from the same sporting event into a single wager.

Sporting Risk expands BetBuilder Suite deployment

Under the latest agreement, Sporting Risk will deliver its BetBuilder Suite to selected Entain brands including Optibet, Klondaika, Laimz and Bwin. The rollout extends an existing relationship between the two companies and broadens Sporting Risk's presence within Entain's operations across Northern and Central Europe.

The agreement covers multiple sportsbook products that are designed to improve the customer experience before matches begin as well as during live events.

The package includes Self-Build BetBuilder, enabling customers to create personalised bets by combining both pre-match and in-play selections from the same event. Alongside this feature, Pre-Canned BetBuilder provides ready-made betting combinations that customers can place with a single click, offering a quicker option for users who prefer curated markets.

These products are intended to give sportsbook customers greater flexibility while simplifying the process of creating more complex wagers.

Advanced modelling supports accurate pricing

A key feature of the BetBuilder Suite is Sporting Risk's proprietary odds modelling technology.

According to the company, the platform calculates correlated odds across multiple same-event selections by running large-scale simulations for every fixture. This approach is designed to generate pricing that reflects the statistical relationship between combined selections rather than treating each market independently.

The technology currently supports several major sports including football, basketball and ice hockey, three disciplines that continue to generate significant betting activity across European markets.

By modelling thousands of possible match outcomes, the system aims to improve pricing accuracy while supporting a wide range of customer betting combinations.

Accurate correlation modelling has become increasingly important as bet builder products continue to grow in popularity. Modern bettors increasingly expect the ability to customise wagers while operators require reliable pricing models that help manage trading risk.

Bet builders remain a key sportsbook feature

Bet builder functionality has become one of the most widely adopted sportsbook features across regulated online betting markets.

Instead of placing separate wagers on different outcomes, customers can combine several selections from a single match into one bet. Typical examples include combining the match result with total goals, player statistics, bookings or other event-specific markets.

The ability to create personalised wagers has become an important driver of customer engagement for many operators.

Live betting has further increased demand for flexible bet builder products. Customers increasingly expect to modify betting strategies while matches are in progress, creating additional opportunities for operators to offer dynamic betting markets throughout an event.

The inclusion of both pre-match and in-play capabilities within Sporting Risk's BetBuilder Suite reflects these broader developments across the sportsbook industry.

Partnership supports Entain's regional strategy

The expanded deployment also supports Entain's ongoing strategy of strengthening its sportsbook offering across different regulated markets.

The agreement applies to brands operating within Entain's Nordics and Central Europe business, including established names that serve customers across several licensed jurisdictions.

By integrating additional sportsbook technology across multiple brands, Entain can provide a more consistent betting experience while benefiting from scalable solutions across its regional operations.

Technology partnerships remain an important element of sportsbook development as operators seek to introduce new features without building every component internally.

Executive comments on the expanded agreement

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 at 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.”

The statements underline both companies' intention to continue enhancing sportsbook functionality while supporting customer demand for increasingly personalised betting experiences.

Technology partnerships continue shaping sportsbook innovation

The online sports betting industry continues to evolve as operators invest in specialist technology providers to strengthen their digital offerings.

Features such as live betting, personalised markets, automated pricing models and same-game betting combinations have become increasingly important in attracting and retaining sportsbook customers.

Rather than relying solely on internal development, many operators work with specialist suppliers that provide advanced trading tools, pricing engines and customer engagement products.

For technology providers such as Sporting Risk, partnerships with large international operators represent opportunities to expand the deployment of proprietary products across multiple regulated markets.

For operators, these collaborations can accelerate product development while allowing internal teams to focus on broader commercial and operational priorities.

As customer expectations continue to evolve, advanced modelling systems and flexible betting products are expected to remain important components of competitive online sportsbooks.

Conclusion

The expanded agreement between Sporting Risk and Entain marks another step in the wider adoption of sophisticated sportsbook technology across regulated European markets. By extending the rollout of the BetBuilder Suite to selected brands in the Nordics and Central Europe, the partnership aims to enhance the range and flexibility of betting options available to customers while supporting accurate odds calculation through advanced statistical modelling.

As personalised betting products continue to play a larger role in the online sportsbook experience, partnerships between operators and specialist technology providers are likely to remain an important part of product innovation. The latest agreement demonstrates how both companies continue to invest in delivering modern sportsbook features that align with evolving customer expectations and the ongoing development of regulated online betting markets.

FAQs

What is BetBuilder Suite?
BetBuilder Suite is Sporting Risk's sportsbook solution that allows operators to offer customers customised same-event betting options using advanced odds modelling.

Which companies are involved in the agreement?
The agreement is between Sporting Risk and Entain, extending their existing commercial relationship across selected regional brands.

Which Entain brands will receive the technology?
The agreement includes selected brands such as Optibet, Klondaika, Laimz and Bwin.

What is Self-Build BetBuilder?
Self-Build BetBuilder enables customers to combine multiple pre-match and in-play selections from the same sporting event into a single wager.

What is Pre-Canned BetBuilder?
Pre-Canned BetBuilder provides ready-made betting combinations that customers can place with one click without building their own selections.

Which sports are supported by the technology?
According to Sporting Risk, the technology supports football, basketball and ice hockey.

How does Sporting Risk calculate bet builder odds?
The company states that it uses large-scale simulations to calculate correlated odds across multiple selections within the same sporting event.

Why are bet builders popular?
Bet builders allow customers to personalise wagers by combining multiple selections into one bet, creating a more flexible sportsbook experience.

What does the agreement mean for Entain?
The expanded partnership supports Entain's efforts to enhance sportsbook functionality across its Nordics and Central Europe operations.

Why are technology partnerships important in sports betting?
Technology partnerships enable operators to introduce advanced betting features, improve pricing accuracy and enhance the overall customer experience.