Sporting Risk expands Bet Builder Suite with two new products for operators

Sporting Risk has expanded its Bet Builder Suite with the introduction of FlexBuilder and Same Game Pick ’Em, two products designed to provide sportsbook operators with additional ways to present player-focused betting markets. The company specialises in sports analytics, predictive modelling, pricing and betting content for gaming and media businesses. Its current product portfolio includes player proposition pricing, content solutions, in-play betting prompts and data provision.

The latest additions reflect a wider effort within sportsbook technology to make Bet Builder products more adaptable to different types of customers. Rather than relying on a single format, Sporting Risk is positioning the new products around two distinct approaches. FlexBuilder gives customers greater control over how much risk they take while Same Game Pick ’Em is intended to make the selection process more straightforward.

The announcement is particularly relevant to operators seeking to expand player proposition content without making the betting interface unnecessarily complicated. By using different formats for the same underlying market environment, operators can potentially address customers with different levels of experience and different preferences for managing selections.

How FlexBuilder changes the traditional Bet Builder format

FlexBuilder is designed to provide a more flexible alternative to a conventional Bet Builder. In a standard Bet Builder format, customers generally need every selected leg to be successful for the bet to produce a return. FlexBuilder introduces a structure in which customers can select how many legs need to succeed.

This changes the way customers can approach a multi-selection bet. Instead of treating the entire combination as an all-or-nothing proposition, the format gives users an opportunity to define a preferred threshold for successful selections.

A configurable payout slider is another central feature of the product. According to the announcement, customers can adjust the balance between the potential return associated with a perfect Bet Builder and the possibility of receiving payouts across multiple winning outcomes.

The approach is intended to accommodate different risk preferences. A customer seeking a higher potential return may prefer a structure that places greater emphasis on completing the full combination. Another customer may value greater flexibility and prefer a format that can provide a return when fewer selections are successful.

For operators, this creates another way to present Bet Builder functionality without requiring customers to use the same risk profile. It also gives sportsbook brands an additional product feature that can be incorporated into their broader player proposition strategy.

Sporting Risk has previously developed its Bet Builder technology around player markets and correlated selections. The company's broader technology proposition uses predictive models and extensive sports data to generate pricing for player proposition and event-based markets.

Same Game Pick ’Em focuses on simplicity

Same Game Pick ’Em takes a different approach. Rather than adding more controls to the betting process, the product is designed to reduce complexity.

Customers choose how many selections they want to make and then select their preferred payout multiplier. They are subsequently presented with a series of player propositions and answer each proposition with a Yes or No response.

One of the distinguishing characteristics of the format is that odds and conventional pricing information are not displayed as part of the selection process. This creates a more recreational presentation that can be easier to understand for customers who may not want to navigate a traditional Bet Builder interface.

The product remains supported by Sporting Risk's underlying Bet Builder technology. Behind the interface, the system accounts for relationships between markets and selects propositions based on the customer's chosen number of picks and desired payout.

Correlation is an important consideration when multiple outcomes from the same sporting event are combined. For example, several player propositions can be influenced by the same match circumstances. A technology platform therefore needs to account for these relationships when generating suitable combinations and pricing.

Sporting Risk has established its product offering around predictive models that are applied to sports data to generate pricing. The company says its technology can react to team lineups and relevant events during live play, supporting both pre-match and in-play applications.

Two formats for different customer preferences

The introduction of FlexBuilder and Same Game Pick ’Em gives operators two noticeably different ways to approach the Bet Builder category.

FlexBuilder is centred on control. It gives customers more influence over the conditions attached to their selections and allows them to make a more deliberate decision about the relationship between potential returns and the number of successful legs required.

Same Game Pick ’Em is centred on accessibility. Its Yes or No format removes some of the terminology and pricing decisions associated with traditional betting interfaces. Customers can concentrate on making player predictions rather than manually constructing a conventional multi-selection bet.

This distinction could be useful for operators that want to segment their Bet Builder offering according to customer behaviour. Experienced sportsbook users may appreciate greater control while less experienced or more recreational customers may prefer a simpler interaction.

The products also fit into Sporting Risk's broader focus on player proposition markets. The company has previously introduced Bet Builder products that combine player selections with statistical insights and has continued to develop solutions designed to make same-game betting more accessible.

Sporting Risk continues to develop player-led betting

The latest launch follows a series of product developments from Sporting Risk in the Bet Builder and player proposition space. In 2025, the company announced a Player-Led Bet-Builder designed to allow customers to create customised combinations from player markets across more than 120 competitions. The company has also introduced in-play pre-canned multis designed to help customers discover curated combinations during live events.

More recently, Sporting Risk has expanded its commercial activity with sportsbook operators. In June 2026, the company announced an agreement with Entain covering selected Nordics and Central Europe operations, with its BetBuilder Suite being supplied to brands including Optibet, Klondaika, Laimz and bwin. The reported agreement includes self-build and pre-canned BetBuilder functionality across selected sports.

These developments indicate that Sporting Risk is continuing to build around a product model in which pricing technology, player markets and user-facing betting formats work together. The company also recently announced a partnership with BoyleSports covering player props and BetBuilder products, further demonstrating the commercial relevance of its sportsbook technology.

Andy Phillips comments on the product strategy

Andy Phillips was quoted in the supplied announcement discussing the reasoning behind the new products. Sporting Risk's current website identifies Phillips as an Investor & Betting Expert while recent industry announcements have identified him as CBDO. This distinction is worth noting because executive titles can change over time and the company's own current website provides the most recent published title.

Phillips said: “The popularity of Bet Builders continues to grow, but not every player wants to bet in the same way. FlexBuilder and Same Game Pick ‘em have been designed to offer different routes into the same experience, whether that’s giving customers more control over risk or removing complexity altogether.”

He added: “By offering multiple ways to engage with player markets, operators can appeal to a wider audience, increase engagement and deliver a more personalised sportsbook experience.”

The comments underline the central distinction between the two products. Sporting Risk is not presenting FlexBuilder and Same Game Pick ’Em as identical tools with minor interface changes. Instead, the products are designed around different customer interactions within the wider Bet Builder environment.

What the launch means for sportsbook operators

For operators, the commercial value of a Bet Builder product depends on more than the number of markets available. Presentation, pricing, correlation management and ease of use can all influence how customers interact with the feature.

FlexBuilder addresses the risk-management side of the customer experience by allowing users to define a preferred success threshold. Same Game Pick ’Em approaches the issue from the opposite direction by reducing the number of decisions required before a bet is constructed.

The combination may therefore provide operators with greater flexibility when designing their sportsbook interfaces. Rather than relying exclusively on conventional Bet Builder mechanics, operators can potentially use different formats for different customer segments or promotional campaigns.

The technology behind these products is also significant. Sporting Risk's stated focus is on predictive modelling and data-driven pricing, with its systems designed to generate pricing from sports data and adapt to changing match conditions.

As sportsbook competition continues to place greater emphasis on player markets and personalised experiences, the ability to combine extensive market coverage with accessible interfaces is likely to remain an important area of product development.

A broader direction for Bet Builder technology

The development of FlexBuilder and Same Game Pick ’Em illustrates how the Bet Builder category is moving beyond the basic concept of combining multiple selections from one sporting event.

For some customers, the attraction lies in creating increasingly detailed combinations. For others, complexity can become a barrier. Sporting Risk's latest products attempt to address both sides by offering a control-focused format alongside a simpler pick-based experience.

The underlying technology remains important because player markets cannot simply be combined without considering how outcomes interact. A reliable Bet Builder system needs to account for correlations and produce suitable combinations that reflect the underlying sporting event.

Sporting Risk's wider product history suggests that the company is continuing to invest in this area. Its offerings have expanded from predictive pricing and player proposition markets into a broader collection of Bet Builder, content and engagement tools.

Conclusion

Sporting Risk's launch of FlexBuilder and Same Game Pick ’Em represents another step in the company's development of its Bet Builder Suite. The two products approach the same broader objective from different directions. FlexBuilder gives customers more control over risk and potential outcomes while Same Game Pick ’Em focuses on making player-based selections easier to understand and use.

For sportsbook operators, that distinction could be valuable as customer expectations become more diverse. A single betting format may not suit every user, particularly as player proposition markets become a more established part of the sportsbook experience.

The significance of the launch ultimately rests on how operators deploy the products and how customers respond to the different formats. From a technology perspective, however, the expansion demonstrates Sporting Risk's continued focus on combining predictive analytics, correlated pricing and user-friendly betting experiences.

As the company continues developing its Bet Builder Suite and expanding relationships with sportsbook operators, FlexBuilder and Same Game Pick ’Em add two distinct approaches to an increasingly competitive product category. The launch therefore reinforces Sporting Risk's broader strategy of giving operators more tools to build personalised player-market experiences while keeping the underlying technology focused on data, pricing and market correlation.

FAQs

What is Sporting Risk?
Sporting Risk is a sports analytics company that develops predictive models, pricing technology and betting content for businesses operating in gaming and media. Its portfolio includes player proposition pricing, data provision and Bet Builder-related products.

What is FlexBuilder from Sporting Risk?
FlexBuilder is a Bet Builder product designed to give customers greater flexibility over how many selections need to succeed. It also includes a configurable payout mechanism intended to balance potential returns with different successful outcomes.

What is Same Game Pick ’Em?
Same Game Pick ’Em is a simplified player proposition format in which customers select the number of picks and a desired payout multiplier before answering Yes or No to a series of propositions.

How does FlexBuilder differ from a traditional Bet Builder?
A traditional Bet Builder generally requires all selected legs to succeed for the bet to win. FlexBuilder allows the customer to choose a required number of successful legs, creating a more flexible structure.

Does Same Game Pick ’Em display conventional betting odds?
According to the supplied product announcement, Same Game Pick ’Em does not display odds or conventional pricing during the customer selection process. The format instead uses player propositions and a selected payout multiplier.

What sports markets can Sporting Risk support?
Sporting Risk has developed pricing and betting products across multiple sports. Its current website highlights football and US sports while recent BetBuilder agreements have also referenced football, basketball and ice hockey.

Why is market correlation important in Bet Builders?
Selections within the same sporting event can influence one another. Correlation management helps a Bet Builder system account for relationships between outcomes when generating combinations and pricing.

Who is Andy Phillips?
Andy Phillips is a senior Sporting Risk executive with experience across sports data, technology, betting and media. Sporting Risk's current website identifies him as an Investor & Betting Expert while recent industry announcements have used the CBDO title.

Is FlexBuilder available to sportsbook operators?
The announcement states that FlexBuilder is available as part of Sporting Risk's Bet Builder Suite. Availability for a particular operator can depend on commercial arrangements, integration requirements and the markets supported.

Why are Bet Builder products important to sportsbooks?
Bet Builder products allow operators to offer combinations of related selections within the same event. New formats such as FlexBuilder and Same Game Pick ’Em can give operators additional ways to serve customers with different preferences for complexity, control and risk.