Entain has reported that bet builders’ share of total football bets placed with the operator has doubled in the first five months of 2025 compared to last year.
The London-listed operator said it had noted record-breaking growth over the past two years for the product.
In 2024, tournaments such as the Euros and the Copa América in the summer helped double total stakes on bet builders versus 2023.
In September last year, the Ladbrokes, Coral and bwin parent company completed a transition to its in-house bet builder product for all of its digital brands.
Bosses said that following the migration, the first five months of 2025 have seen bet builder share of bets double.
Entain noted that bet builders are resonating particularly strongly with recreational and low-spending customers.
For example, in Brazil, where Entain is live with its Sportingbet brand, almost 40% of all wagers on key domestic fixtures were bet builders, as well as Brazil’s major international games.
In Spain, around 20% of all football bets are now bet builders, the company added.
It is expected that this weekend’s Champions League final between Inter Milan and Paris Saint-Germain to be the most popular club match ever for bet builders for Entain.
Entain’s largest-ever bet builder match to date was the Euro 2024 final between Spain and England, with the bet type accounting for 38% of wagers across Entain’s global network.
In the UK, the figure shot up to 44% across Entain’s Ladbrokes and Coral brands.
In 2025, the biggest bet builder game was between Argentina and Brazil in March, with the percentage of bet builders sitting at 43%.
The operator is hoping to deploy in-play bet builders across all of its brands in the near future to take advantage of the growing popularity of the product.
Tom Ritzema, Entain group trading director, said: “Bet builders have quickly become one of the most influential innovations in modern sports betting.
“In an otherwise low-scoring sport, customers can create bets that align with their predictions for the flow or story of a game.
“They offer fans customisation, interactivity and the chance to leverage niche insights in a strategic way.”
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FTSE 100 firm points to continued uptake of product, including stronger engagement in Spain and Brazil, with upcoming Champions League final expected to set new records
The post Entain says bet builders’ share of wagers has doubled in 2025 first appeared on EGR Intel.