Stockholm-listed online gambling group Betsson AB has moved to strengthen its World Cup Russia 2018 betting proposition, integrating the Betgenius and Sportcast developed ‘BetBuilder’ product.
Seeking to deliver its football betting customers more control and further depth of market inventory during Russia 2018, Betsson has launched BetBuilder across its lead sportsbook properties; Betsafe, Betsson and NordicBet.
Nick Maurice, Director of Sportsbook at Betsson Group, commented on the launch of BetBuilder: “We are delighted to announce the release of BetBuilder and further extend our fantastic football offering. We expect the World Cup to be the action-packed event of the summer, and the ability to predict the various incidents in any game as part of a single bet is a brand new experience for our customers.”
Developed by sports betting data specialist Betgenius in partnership with forecasting software Sportcast, the BetBuilder product seeks to deliver the best single-match accumulator prices, combined with a deeper range of bet and market types for bookmakers.
The BetBuilder product was initially launched in September 2017, with Betgenius and Sportcast seeking to develop the ‘most compelling and user-friendly’ pre-match accumulator tool.
Updating stakeholders, Betsson has designed its own front-end for the product, which will offer unique multiples within the same game, including ‘how a player will score’ and ‘will the woodwork be hit’ market inventory which is unique to BetBuilder.
Ryan Coombs, Commercial Director at Sportcast, “We’re delighted to be launching with a fantastic operator in Betsson and excited to see them take customisation to the next level by creating their own interface on the Sportcast API suite. It’s great news for Betsson’s customers to get a little bit of magic added to their betting experience in time for the World Cup.”
BetBuilder has become a significant commercial proposition for Betgenius, who to date have integrated the accumulator tool with several bookmakers including; BetFred, Bwin and Nairabet.
Backing Betsson as the latest BetBuilder partner, Sam Hill, Business Development Director at Betgenius, said:
“By giving operators control of their own margins, odds ladders and pricing down to a granular level, BetBuilder is not only a fantastic engagement tool but a perfect way to differentiate from others on the market. We are excited to see its performance for Betsson this summer and beyond.”