Instead of choosing selections and seeing what price they collectively produce, the customer starts by deciding the type of return they want. What do you


want to get paid out? Do you want to be paid 10x your stake? How many legs do you want in that BetBuilder? ANDY PHILLIPS


Chief Business Development Officer, Sporting Risk


Instead of choosing selections and seeing what price they collectively produce, the customer starts by deciding the type of return they want. "What do you want to get paid out?" explains Phillips. "Do you want to be paid 10x your stake? How many legs do you want in that BetBuilder?"


A player could request three selections for a 10x return, for example, and Sporting Risk generates combinations matching those requirements. Tose combinations can be refreshed or further refined according to whether the customer wants player, team or match selections. "It comes at it from the reverse angle. You start with what you want and then we're giving you the selections, rather than you trying to create the selections to arrive at what you want."


Phillips doesn't expect the format to appeal to every bettor. "If you're


the only operator who offers that, then you've potentially got a big niche. Anyone who's using that product is a good customer from the operator perspective. If you can service and own a niche like that, then we think it could be very powerful."


MORE WAYS FOR A BET TO SURVIVE FlexBuilder approaches BetBuilder from another direction. Rather than requiring every selection to land, the customer can choose how many legs are allowed to miss. Te additional probability of winning is reflected in the potential return. Phillips says the concept emerged partly from operator feedback about customer frustration with near misses. "Ten also if you take a first goalscorer or an under market in that BetBuilder, early on in the game you might see the whole thing crash out because you've got one selection wrong. Te milestone markets are great because they are generally achievable for the full 90.


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