Entain Sees Record Bet Builder Growth Ahead of Champions League Final

The group’s in-house Bet Builder product, fully launched across all Entain digital platforms by September 2024, has doubled its share of total football bets in the first half of 2025. This surge comes on the back of heightened interest during major tournaments like Euro 2024 and Copa América, with Bet Builder stakes more than doubling year-on-year in 2024 and maintaining strong momentum into 2025.

The format’s popularity is especially evident in Spain and Brazil, two of Entain’s most engaged markets for Bet Builder activity. Spanish football alone accounts for roughly 20% of all such bets, while in Brazil, Bet Builder usage during key domestic and international fixtures regularly approaches 40% of total stakes. These figures underscore a rising appetite among recreational bettors for flexible, low-stake options that offer higher potential returns.

Ahead of the UEFA Champions League Final between Inter Milan and Paris Saint-Germain this Saturday, Entain projects the match to become the most active club-level event for Bet Builder usage in the company’s history. With star-studded lineups and high anticipation, the fixture is expected to attract a flood of customised bets tailored to individual predictions.

Tom Ritzema, Entain’s Group Trading Director, highlighted the significance of the product, noting: “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 popular Bet Builder selections are shots on target—a standout market in South America—alongside match result, both teams to score, total goals, and total corners. This level of customisation has resonated strongly with users looking for more immersive and personalised betting experiences.

Looking ahead, Entain plans to build on this success by rolling out in-play Bet Builder functionality across all brands, enabling real-time custom bets as the match unfolds. This next evolution is set to further enhance engagement, making Bet Builders a cornerstone of football betting strategy.