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

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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.

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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.

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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

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Canada

Belgium

Greece

Most Popular Bet Builder Selections:

Match Result

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Total Goals

Player Shots on Target

Total Corners

Both Teams to Score.

The post Bet Builders Boom: Entain Reports Record Growth in Customised Football Betting appeared first on European Gaming Industry News.

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Sports Betting

Playtech Agrees Deal to Exit Happybet German Betting Operating

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Playtech PLC has struck an agreement to exit its Happybet online gambling and retail betting unit in Germany.

The gambling software company had closed the Austrian Happybet business in the second half of 2024 and in March of this year, said it kicked off a process to sell the remainder of the unit in Germany.

The move was in line with its aim to sharpen its focus as a “predominantly pure-play business-to-business operator”.

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It has now struck a deal with NetX Betting Ltd, a subsidiary of Frankfurt-listed betting group pferdewetten.de AG.

Dusseldorf-based pferdewetten.de will have the chance to contact franchise partners of Happybet shops in Germany.

“As part of this agreement, pferdewetten.de will also assume ownership of certain associated hardware,” Playtech said.

“There will now be a transition period to allow pferdewetten.de to negotiate with the relevant franchise partners and for the relevant regulatory approvals to be sought from the competent authorities in Germany. It is intended that any remaining Happybet assets not transferred to, or assumed by, pferdewetten.de will cease operations and, where relevant, will be wound up.”

Playtech shares fell 0.8% to 319.85 pence each in London on Wednesday morning.

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At the end of last month, Playtech completed the sale of Snaitech Spa to Flutter Entertainment PLC for EUR2.30 billion.

The Isle of Man-based firm said the completion of the deal allowed it to focus on its technology-led offering in high-growth business-to-business gambling markets.

The post Playtech Agrees Deal to Exit Happybet German Betting Operating appeared first on European Gaming Industry News.

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Century Casinos Announces Sports Betting Partnership with BetMGM in Missouri

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Century Casinos Inc. announced that its subsidiary, Century Casino & Hotel Cape Girardeau (Century), has entered into a long-term agreement with BetMGM to bring BetMGM’s sports betting platform to the Missouri market.

Under the terms of the agreement, BetMGM will operate an online and mobile sports betting application under Century’s license in Missouri. The agreement includes a percentage of net gaming revenue payable to Century, with a guaranteed minimum, as well as retail sportsbook options to be exercised at Century’s discretion.

“We are excited to partner with BetMGM, a leading online sports betting and gaming entertainment company with a dynamic and innovative brand. This partnership is another step forward in leveraging our Missouri licenses and delivering premium entertainment experiences for our customers,” said Erwin Haitzmann and Peter Hoetzinger, Co-Chief Executive Officers of Century Casinos.

The post Century Casinos Announces Sports Betting Partnership with BetMGM in Missouri appeared first on Gaming and Gambling Industry in the Americas.

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Press Releases

AI has transformed the art of buying a race horse, with records smashed at 2025 breeze up sale events

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2025’s breeze up sales are completed, with last Friday’s Tattersalls Ireland sale at Fairyhouse concluding the events for the year. 

Breeze up sales are a vital part of the horse racing industry. Data is essential for punters to make informed sports bets and is equally important when assessing the potential of a race horse.

At a breeze up event, race horse trainers, buyers and journalists get to watch two-year-old horses literally “breeze up and down” the track, showing off their pedigree, canter, gait, and hundreds of other data points that go into predicting  a horse’s future performance on the racetrack.

Not only have the sales broken all the 2024 records in many metrics, they’ve also surpassed some all-time records since breeze up sales began in Great Britain in the 1970s – from top-selling lots to the total sales figures.

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One notable facet of this year’s events was the contribution of Pythia Sports’ new proprietary technology, which combines artificial intelligence, machine learning, and historical breeze up sales data to improve the accuracy of performance predictions.

The Highlights

Stephen Davison, head of commercial operations at Pythia, said: “The video content captures some brilliant highlights of everything that goes into creating a complete data set at the 2025 sales. The breeze up continues to be an ever-popular sale for buyers seeking top two-year-old talent, and it’s a testament to the hard work of all the consignors and buyers who helped drive this year’s record-breaking results. We hope the insights provided through our data have played a small part in supporting their success.  

“From our point of view, we’re really pleased to have been involved in 18 purchases, with the combined purchase prices exceeding £1.4 million. We’re very much looking forward to seeing them on the track and hope they prove very lucky for their owners.”

Davison continues: “It’s also fantastic for those who want an inside look into some of the hard work that happens behind-the-scenes in horse racing. We’re really pleased at how successful the sales have been, and we love how the sector has responded to our breeze up technology.

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“Incorporating more than 100 essential factors, the innovative tech is a proprietary model which evaluates time, stride and biomechanics for every horse at the breeze ups. These individual factors  then generate a comprehensive rating for each horse,” said Davison.

Breeze up sales – by the numbers 

2025 was a banner year for breeze ups across Europe, with YOY changes increasing greatly and some historic records smashed.

  • Total turnover from all sales: c£70.2m

  • Craven YOY increase: +25.7%

  • Goffs UK YOY increase: +12.4%

  • Arqana YOY increase: +24.8%

  • Tatersalls Ireland YOY increase: +21.5%

In addition, at the Craven sale, the record purchase price for a breeze up horse was broken on consecutive days:

  • £1.4m Acclamation colt – purchased by Godolphin

  • £1.75m – Havana Grey colt purchased by Amo Racing,

Further records broken:

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  • The horse that won the 2,000 Guineas, Ruling Court, was a breeze up horse that sold for €2.4m at 2024’s Arqana Sale

  • The first-ever Goffs sale of a £1m breeze up horse occurred this year, with a Mehmas colt selling to Godolphin.

  • 2025’s Tattersalls Ireland sale was the first time trade has exceeded the €10m euros mark – the first time in Tattersalls Ireland history the 8-figure mark was reached.

  • Top lot was a Night of Thunder colt sold to Stroud Coleman Bloodstock for 580,000 EUROS.

“Tattersalls Ireland provided a fantastic finale to the breeze up season, with average prices rising and yet more records falling. It’s clear that breeze ups have become an essential part of the sales calendar, offering buyers both quality and confidence. It’s an exciting time for the sector — and now, with the sales behind us, the spotlight shifts to the track. I’m sure, like me, everyone is eagerly anticipating how these horses perform, especially with some already making a strong impression,” Davison explained.

The post AI has transformed the art of buying a race horse, with records smashed at 2025 breeze up sale events appeared first on European Gaming Industry News.

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