Bet Builders Boom: Entain Reports Record Growth in Customised Football Betting

Bet Builder bets are taking the global football betting world by storm, with Entain’s Global Sportsbook reporting record-breaking growth in 2024 and 2025. Thanks to major tournaments like EURO 2024 and Copa América, Bet Builder stakes more than doubled last year, and the momentum shows no signs of slowing.

In September 2024, all Entain digital brands completed the transition to an in-house built Bet Builder product. It is being improved and developed by the product and technology teams constantly to great effect with Bet Builder share of bets doubling in the first half of 2025. This Saturday’s Champions League Final between Inter Milan and PSG is on track to become the most popular club match ever for this type of bet.

“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,” said Tom Ritzema, Group Trading Director at Entain.

Highlights:

• The Argentina vs. Brazil World Cup qualifier in March was the biggest Bet Builder event of 2025 so far.

• England vs. Spain in the EURO 2024 Final remains the largest Bet Builder match ever recorded.

• Spanish football leads globally, with around 20% of all football bets now being Bet Builders, while it is also hugely popular in the Brazilian market.

• Shots on target has surged as a top market, especially in South America, alongside match result and total goals.

The trend is especially strong among recreational bettors who prefer frequent, lower-stake bets with higher returns. In Brazil, nearly 40% of all wagers on key domestic fixtures like Corinthians vs. Palmeiras were Bet Builders, as well as Brazil’s major international fixtures.

With increasing global adoption, especially in Europe and South America, Bet Builders are reshaping how fans engage with football betting, offering unprecedented personalisation and control. The next step will be to offer the bet builder product In-Play across all Entain labels.

Top Bet Builder Markets (2025):

Spain

Brazil

Canada

Belgium

Greece

Most Popular Bet Builder Selections:

Match Result

Total Goals

Player Shots on Target

Total Corners

Both Teams to Score.