Te real challenge, as I see it, is how to better manage any correlated risk that this next, open-world, stage of BetBuilders bring. During the 2026 World Cup we saw
exactly how risky correlated parlays can be for operators. Just two heavily recreational parlays wiped out player prop profits for the entire month of June.
wiped out player prop profits for the entire month of June.
How important is live BetBuilder to the next stage of the product, and what additional demands does it place on data, modelling and trading technology?
Live is critical to any BetBuilder and gone are the days where a pre- match only offer would suffice. Tat said, we still see much higher volumes pre-match, but this does disservice to the inherent value in being able to offer a cash-out function.
Live pricing is much more complicated, not necessarily mathematically, but from a data source(s) point-of-view and trying to map a number of different providers. A (preferably) stadium-based scout feed needs to align with your core market pricing and your off- tube player stats feed. Scout feeds will ensure you are suspended swiftly but won’t provide the rich data that is required to understand which player has, for example, taken a shot.
Trying to sync all these external data sources into a free-flowing product with high uptime and readily available cash-out is a challenge.
JEEVAN JEYARATNAM Chief Betting Officer, Abelson Sports
Where does BetBuilder go next? Are we heading towards a sportsbook where almost any combination a customer can imagine can be priced instantly?
If you believe the AlgoSport guys, then yes, this is exactly where we are headed. I’m still unsure as to what cohort that approach appeals best to though. I’m a big fan of being presented with a narrative for a match along with a relevant BetBuilder to capture that narration. bet365 has added “steam indicators” to its pre-canned builders, allowing bettors to see the most popular bets.
Looking at the Prediction Market scene (hard to miss it) we have seen huge growth in Request for Quote (RFQ). Tis is allowing traders (not bettors…) to come up with complex or unique parlays that market makers are racing each other to quote.
In order to price these accurately the market makers also need solid core and prop inputs and accurate algorithmic solutions. Sportsbook BetBuilders currently offer a nicer UI, but RFQs are essentially allowing users to request prices for whatever they might have in their head; similar to the LLM approach we have spoken about.
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