Sportradar launches Custom Bet for global cricket betting

Sportradar has announced the launch of Custom Bet, a new bet builder feature integrated into its Premium Cricket Services. The introduction of this product comes at a strategically significant moment for the global cricket betting market, coinciding with one of the most anticipated international tournaments of the year. The Men’s T20 World Cup, co-hosted by India and Sri Lanka, is expected to attract millions of viewers worldwide and generate heightened interest from betting operators and fans alike.

The release reflects a broader trend within regulated sports betting toward greater personalization, deeper engagement and more sophisticated wagering tools. As cricket continues to expand its commercial footprint across international markets, technology providers such as Sportradar are increasingly focused on delivering scalable solutions that align with both operator needs and evolving consumer expectations.

A new approach to cricket bet customization

Custom Bet is designed to give bettors greater control over how they structure wagers on cricket matches. Rather than relying solely on predefined markets, users are able to combine multiple selections into a single bet slip. These selections can span player-specific performances, team-based outcomes and key match events.

This approach allows for a more tailored betting experience, enabling fans to reflect their individual insights and preferences when engaging with a match. For operators, the feature provides an opportunity to offer a richer and more flexible betting portfolio without requiring the development of bespoke in-house systems.

The complexity of cricket has historically presented challenges for bet builders due to the sport’s layered formats, innings-based structure and wide range of statistical variables. Custom Bet aims to address these challenges through a structured yet adaptable framework that supports multiple market combinations while maintaining operational reliability.

Expanded market coverage for T20 formats

Alongside the launch of Custom Bet, Sportradar has confirmed the addition of sixteen new cricket betting markets within its Premium Cricket Services. These markets are designed to capture both traditional performance indicators and more nuanced match dynamics.

New options include top batter and top bowler across individual innings as well as across the full match. Additional markets focus on early-match momentum and scoring intensity, such as the highest first over and the highest opening partnership. Aggregate scoring markets such as total match fours and sixes have also been introduced, reflecting the fast-paced nature of the T20 format.

These additions are particularly relevant for short-format cricket, where rapid shifts in momentum and frequent boundary scoring play a central role in match outcomes. By expanding the available market set, Sportradar aims to support a more comprehensive wagering experience that aligns with how modern audiences consume T20 cricket.

Availability and live betting roadmap

At launch, Custom Bet will be available for pre-match betting across all top-tier men’s T20 fixtures worldwide. This global scope ensures that operators serving diverse jurisdictions can deploy the feature consistently across major leagues and international competitions.

Sportradar has also indicated that live betting integration is planned ahead of the next Indian Premier League season, scheduled to begin in March. The IPL remains one of the most commercially influential cricket leagues globally, making real-time betting functionality a critical component for operators seeking to remain competitive during the tournament.

The phased rollout reflects a cautious and structured approach, allowing for performance validation and operator feedback before expanding into in-play markets where data accuracy and latency are particularly critical.

Built on established cricket data infrastructure

Custom Bet is built using Sportradar’s existing cricket APIs, which form the foundation of its Premium Cricket Services offering. These APIs are already used by numerous licensed operators to power pricing, settlement and live data feeds across cricket competitions.

By leveraging this established infrastructure, Sportradar enables operators currently using its cricket solutions to integrate Custom Bet without significant technical disruption. This compatibility reduces implementation timelines and lowers operational risk, particularly for operators managing multiple sports and jurisdictions.

The reliance on existing APIs also supports scalability, ensuring that increased betting volume during major tournaments can be handled reliably. For regulators and compliance teams, this consistency is an important consideration when assessing product stability and consumer protection safeguards.

Industry perspective from Sportradar leadership

Will Winzor, head of Premium Cricket Services at Sportradar, highlighted the significance of the launch in the context of cricket’s inherent complexity. He said, “Cricket’s complexity has historically made it challenging to deliver a comprehensive betting portfolio. By leveraging our Premium Cricket Services and advanced APIs, Custom Bet ensures operators can deliver these complex, data-driven betting options reliably and at scale, while providing fans a more entertaining experience.”

This statement underscores the dual focus of the product strategy. On one hand, the emphasis is on technical reliability and scalability for operators. On the other, there is a clear objective to enhance user engagement by making betting more interactive and personalized without compromising structural integrity.

Market implications for operators and bettors

For licensed betting operators, the introduction of Custom Bet represents an opportunity to differentiate their cricket offerings in an increasingly competitive landscape. As player acquisition costs rise and regulatory scrutiny intensifies, retaining existing customers through product quality and engagement has become a strategic priority.

Custom Bet aligns with this objective by allowing operators to present a broader range of betting options without overwhelming users with disconnected markets. The ability to combine selections within a single wager simplifies the betting journey while encouraging deeper interaction with match data.

For bettors, particularly those with a strong understanding of cricket statistics and player form, the feature offers greater autonomy. It allows informed users to express specific views on how a match may unfold rather than relying on generic outcomes alone.

Responsible deployment and regulatory context

While Custom Bet expands betting flexibility, its deployment occurs within the framework of regulated gambling markets. Operators using the feature remain responsible for ensuring compliance with local laws, responsible gambling requirements and consumer protection standards.

From a technology provider perspective, Sportradar’s approach emphasizes reliability and transparency. By offering standardized markets through a controlled API environment, the company reduces the risk of errors or inconsistencies that could undermine trust among operators regulators and end users.

This balance between innovation and control is increasingly important as regulators evaluate the complexity of modern betting products and their potential impact on consumer behavior.

Conclusion

The launch of Custom Bet within Sportradar’s Premium Cricket Services marks a notable development in the evolution of cricket betting technology. By introducing a flexible bet builder supported by expanded market coverage and established data infrastructure, Sportradar positions itself to meet growing demand for personalized wagering experiences during high-profile tournaments.

The timing of the release ahead of the Men’s T20 World Cup highlights a strategic focus on major global events where engagement and betting volume are at their peak. At the same time, the planned rollout of live betting functionality for future IPL seasons suggests a long-term commitment to refining and expanding the product.

As cricket continues to grow as a commercial sport across regulated markets, solutions that combine technical robustness with user-centric design are likely to play an increasingly important role. Custom Bet reflects this direction, offering operators and bettors a structured yet adaptable way to engage with one of the world’s most complex and popular sports.

FAQs

What is Custom Bet in cricket betting?
Custom Bet is a bet builder feature that allows bettors to combine multiple cricket selections into a single wager.

Which company launched Custom Bet?
Custom Bet was launched by Sportradar as part of its Premium Cricket Services offering.

When will Custom Bet be available?
The feature is available pre-match across top-tier men’s T20 fixtures worldwide.

Will Custom Bet support live betting?
Live betting integration is planned ahead of the next Indian Premier League season.

What types of markets does Custom Bet include?
Markets include player performance outcomes team milestones and match event selections.

Is Custom Bet limited to specific tournaments?
It is available across global top-tier men’s T20 competitions rather than a single event.

Can existing Sportradar clients use Custom Bet?
Operators already using Sportradar cricket solutions can integrate Custom Bet using existing APIs.

Why is cricket betting considered complex?
Cricket involves multiple formats innings structures and detailed statistical variables.

Does Custom Bet change regulatory responsibilities?
Operators remain responsible for compliance with all local gambling regulations.

How does Custom Bet benefit bettors?
It provides greater flexibility and personalization when creating cricket wagers.