Entain, the global sports betting and gaming giant, has taken another step forward in its innovation strategy by rolling out a series of new features to its Sportsbook across key markets, including the UK, US, and Brazil.
The highlight is the upgrade of its next-generation BetBuilder, which now allows customers to create bets during live matches with real-time tracking powered by Opta data. This improvement makes the betting experience more immersive, dynamic, and fully aligned with the demands of today’s players.
Key innovations introduced by Entain
Faster withdrawals: 90% of withdrawals are now processed within one minute, ensuring a faster and smoother experience.
Next-Gen BetBuilder: has driven an 80% increase in pre-match turnover and doubled its share to 12% in available markets. The new In-Play BetBuilder now enables bet creation during live games.
US market with BetMGM: live same-game parlays launched for MLB and NFL (NBA coming soon), along with real-time tracking, Live Player Props, in-app research tools, and cash-out functionality.
Quacca Bar for Ladbrokes and Coral: a breakthrough feature allowing players to build and edit multiples without leaving the app, already used in over 60% of bets.
Brazil localization: Fantasy Markets, AccaBoost, in-play football BetBuilder, and Stats Pro hub with advanced metrics such as xG and live bet progression.
Gaming expansion: 150 new games per month, with 20% exclusive or early-access titles, plus over 40 million reward coins redeemed to date.
Satty Bhens, Entain’s CTO, commented:
“Our Sportsbook has never been stronger. We’ve moved from catching up to leading the way. With features like In-Play BetBuilder and live same-game parlays in the US, we’re upgrading player experiences while modernising our trading back office.”
These innovations are powered by Entain’s core technology stack, which supports major brands across the UK, US (BetMGM), Brazil, Spain, Greece, Austria, and Canada. Built around sports, gaming, marketing, and player account management, the platform enables rapid innovation and global scalability.
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