Entain Reports Record Growth in Customised Betting
Entain has reported record popularity of its customised football betting product, Bet Builder.
What is Bet Builder?
Bet Builder is a feature that allows players to combine multiple outcomes from a single match into one bet, for example: match result + total goals + shots on target. This enables a personalised bet with boosted odds and high engagement.
Record Growth in 2024–2025
Bets using Bet Builder have become a breakthrough in football betting. Growth was recorded amid major tournaments — EURO 2024 and Copa América.
- In September 2024, all Entain brands launched their own version of Bet Builder.
- The share of customised bets doubled in the first half of 2025.
- In 2024, there was a twofold increase in Bet Builder usage during major international tournaments.
Key Events
- The EURO 2024 final England vs Spain was the most popular match for using the feature.
- The Champions League final Inter vs PSG was the leader among club matches.
- The Argentina vs Brazil match in March 2025 was the biggest event in terms of Bet Builder volume this year.
Global Expansion and Favourite Markets
Entain’s innovative product has quickly gained traction across Europe and South America. It is especially popular among players who prefer frequent small-stake bets with high odds.
Top 5 Markets by Share of Customised Bets (2025):
| Country | Share of Bet Builder Bets |
|---|---|
| Spain | ~20% |
| Brazil | up to 40% on key matches |
| Canada | – |
| Belgium | – |
| Greece | – |
Highlights from Popular Markets:
- In Spain, customised bets account for around 20% of all football bets.
- In Brazil, the share reaches up to 40% in matches like Corinthians vs Palmeiras and national team games.
Most Popular Bet Builder Options
Players can combine multiple events within a single match. Below are the most frequently used markets:
- Match result
- Total goals
- Shots on target
- Corners
- Both teams to score
The shots on target market stands out — it has become one of the most popular, especially in South America.
Who is Bet Builder For?
The feature has become especially popular with recreational players who prefer:
- Frequent betting
- Small stakes
- High odds
This flexibility makes Bet Builder an especially attractive way to engage fans during matches.
The Future of Bet Builder
The next step will be the introduction of in-play customised betting across all Entain platforms. This will provide even more flexibility and user engagement.
Conclusion
Bet Builder by Entain has become one of the leading products in football betting, offering players a convenient and interactive way to make predictions.
Its popularity continues to grow, especially in Spain, Brazil, and other key markets, confirming the effectiveness and relevance of the solution.