Surging Demand for Bet Builders Reshapes Football Betting
June 2, 2025 Publisher
more than doubled in 2024, and that trajectory has continued well into 2025.
Following the full rollout of Entain’s proprietary Bet Builder system across all its digital brands by September 2024, the company has seen record levels of engagement. The in-house product, enhanced continuously by Entain’s product and tech teams, is now a core part of the football betting experience across key regions like Europe and South America.
With the UEFA Champions League final between Inter Milan and PSG set to take place this Saturday, Entain is anticipating the highest volume of Bet Builder wagers ever for a club-level match.
Key Matches and Markets Fuel the Trend
While the EURO 2024 final between England and Spain still stands as Entain’s biggest Bet Builder event, 2025 has already seen major milestones. The standout fixture so far has been Argentina’s World Cup 2026 qualifier against Brazil in March—an event that captured bettor attention across Latin America.
Tom Ritzema, Entain’s Group Trading Director, described the impact of the format: “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.”
Among the most favored Bet Builder selections are match result, total goals, shots on target—especially individual player props—total corners, and both teams to score. South America has shown particular enthusiasm for the “shots on target” market, which has rapidly risen in popularity.
Spain and Brazil Lead the Global Adoption Curve
Although major European leagues like the Premier League are widely followed, it is La Liga that tops the list for Bet Builder usage. Spanish football now s for approximately 20% of all Bet Builder wagers, while Brazil has become a hotspot for customized bets—with some domestic and international matches seeing nearly 40% of total stakes placed via Bet Builder options.
In addition to Spain and Brazil, countries like Belgium, Greece, and Canada have also embraced the feature. Recreational bettors, who prefer frequent, lower-stake bets with potentially high rewards, are driving much of this growth.
In-Play Bet Builders and Broader Expansion on the Horizon
Looking ahead, Entain is planning to roll out in-play Bet Builder functionality across all its brands, targeting availability ahead of the 2025/26 Premier League season. This next phase is expected to further fuel interest by allowing s to customize bets live as matches unfold.
As major tournaments like EURO 2024 and Copa América continue to shape betting behavior, Bet Builder’s rise underscores a growing appetite for personalization in sports wagering.
Source:
“Bet Builders Boom: Entain Reports Record Growth in Customised Football Betting” realmoneyaction.casinowinning.net. May 29, 2025
