Key points:
- Bet Builder share of football bets has doubled across Entain’s sportsbook brands
- The Spanish and Brazilian markets lead global Bet Builder engagement
- The Champions League Final between Inter Milan and PSG is projected to become the most popular club match for Bet Builder activity
Entain has reported record-breaking growth in Bet Builder usage across its sportsbook brands, highlighting the increasing popularity of personalised football betting.
The group’s internally developed Bet Builder product, which was rolled out across all Entain digital platforms by September 2024, has seen its share of total football bets double in the first half of 2025.
Driven by major football events like Euro 2024 and Copa América, Bet Builder stakes more than doubled year-on-year in 2024, and the upward trend has continued into 2025.
According to Entain, this Saturday’s UEFA Champions League Final between Inter Milan and PSG is poised to become the biggest club-level Bet Builder event to date.
Commenting on the development, Tom Ritzema, Entain’s Group Trading Director, stated: “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.”
Data from Entain’s network reveals that Bet Builder usage is particularly strong in Spain and Brazil, with Spanish football accounting for roughly 20% of all such bets.
Good to know: In Brazil, key domestic and international fixtures regularly see Bet Builder usage near 40% of total stakes
The format’s appeal is especially notable among recreational bettors seeking flexible, low-stake options with potentially high returns.
Shots on target has emerged as one of the top Bet Builder markets, especially in South America. Other popular selections include match result, both teams to score, total goals and total corners.
Entain plans to expand the functionality of its Bet Builder offering by introducing in-play options across all brands.
