Sporting Risk has extended its commercial agreement with Entain North and Central Europe to supply the BetBuilder Suite across the region. The updated arrangement delivers both self-constructed and pre-configured same-event betting markets for football, basketball and ice hockey.
Product Structure and Pricing Models
The BetBuilder Suite operates through two separate modules. The Self-Build option allows users to merge pre-match and live selections from a single fixture, while the Pre-Canned module provides ready-made combinations generated from established market patterns. Sporting Risk calculates correlated odds for these multi-leg selections by running large-scale fixture simulations, enabling operators to maintain accurate pricing across complex same-game combinations.Regional Expansion and Analytics Focus
Andy Phillips, Chief Business Development Officer at Sporting Risk, stated that the expansion supports Entain’s ongoing development of same-game offerings in the Nordics and Central Europe. He noted that the company’s focus remains on delivering flexible pricing structures for both pre-match and live environments. Hendrik Ahuna, Director of Sportsbook for Entain NCE, confirmed that the partnership will continue to enhance the depth of available markets, citing the analytics provider’s modelling capabilities as a key factor in the decision.Sporting Risk operates as a sports analytics firm that develops predictive models for betting content and market pricing. The company’s methodology relies on granular performance data combined with the founders’ background in professional sports recruitment and tactical consultancy for top-tier clubs across the UK, Europe and the United States.
The firm currently directs its intellectual property toward sportsbook operators seeking player-focused and same-event betting solutions.