Bet Builder betting is exploding across global football markets. Entain’s sportsbook data shows just how quickly this feature has taken hold. With EURO 2024 and Copa América in full swing, bettors are getting more hands-on than ever.

  • In September 2024, Entain rolled out its in-house Bet Builder product across all digital brands. The product is still being developed and upgraded by internal tech teams, helping Bet Builder’s share of bets double again in early 2025. The shift was timed perfectly for a packed international football calendar.

  • The Champions League Final this weekend between Inter Milan and PSG is shaping up to be the biggest club-level Bet Builder event ever. It’s expected to beat previous club match records for this betting format. Entain is already seeing sharp increases in user engagement for the match.

  • According to Entain’s Group Trading Director Tom Ritzema, “Bet Builders have quickly become one of the most influential innovations in modern sports betting.” He highlighted how they give players tools to match bets to the rhythm of a game.

  • The biggest Bet Builder match ever was England vs. Spain in the EURO 2024 Final. Earlier in 2025, Argentina vs. Brazil also saw record numbers during a World Cup qualifier. These high-profile games are magnets for custom multi-leg bets.

  • In Spain, around 20% of all football bets now come through Bet Builders. Brazil is another hotspot, with nearly 40% of all bets on fixtures like Corinthians vs. Palmeiras coming through this format. It’s particularly popular with casual punters.

  • Player-focused markets are booming. “Shots on target” has emerged as a favourite Bet Builder selection, especially in South American markets. Other common choices include total goals, match result, and both teams to score.

  • The trend is most visible among recreational bettors, who tend to go for lower-stake but higher-return combinations. Customisation and control appear to be driving forces behind Bet Builder’s rapid adoption worldwide.

  • Entain plans to roll out In-Play Bet Builder options across all brands. This next development could further accelerate its uptake during live games. Entain’s roadmap suggests deeper integration into all major football betting moments.

  • The top countries for Bet Builder activity this year include Spain, Brazil, Canada, Belgium, and Greece. Engagement is growing across all major leagues and tournaments.

  • Bet Builder betting is set to keep growing throughout 2025 as football fans look for more tailored and dynamic ways to bet. Entain is aiming to stay ahead by investing in custom features and regional insights.

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