Sportsbook tech provider Huddle has partnered with Entain to bring its trading solutions to some of Entain’s regional brands.
Sportsbook tech provider Huddle has partnered with Entain to bring its trading solutions to the operator’s Central and Eastern Europe (CEE) brands.
The deal will see Huddle lend its modelling and automation capacities to Entain CEE brands including STS in Poland and SuperSport in Croatia.
Football and tennis are noted as the areas of primary focus, though the bespoke partnership also covers betting markets on basketball.
Following a testing period, Huddle’s trading architecture is now fully integrated and live on the brands’ sites.
Huddle CEO Francesco Borgosano has praised the deal, identifying it as a significant milestone for the supplier.
He identified the collaboration as an opportunity to “demonstrate our ability to build beyond our off-the-shelf solutions with a deeply-integrated and collaborative trading development initiative.”
A tier one opportunity for Huddle
Through Entain’s CEE brands, Huddle has a chance to exhibit its solutions for a tier one operator.
For instance in football betting, key areas in which Huddle aims to help Entain differentiate its offerings include prop bets, micro markets and bet builders.
As the FIFA World Cup 2026 draws nearer, and as these forms of betting increase in popularity, it becomes ever more important for brands to offer them through high-performance, intuitive and engaging user interfaces.
Entain CEE is confident that this strategic move will meet expectations on those counts.
Chief sportsbook officer Ivan Gojic said: “This allows us to significantly improve uptime, pricing and cash-out performance, while expanding one of the strongest player prop and BetBuilder offers in the region.
“Our ambition is to be the home of player props in CEE and to compete at the highest level, and this partnership is a key step towards that.”
Tennis and basketball markets
Tennis and basketball each have their own history of deep-rooted popularity in both Poland and Croatia.
For these markets, pricing accuracy is the key commitment put up by Huddle. On tennis, the supplier has promised “unmatched pricing accuracy across all formats”.
Borgosano added: “The depth and complexity of sports like tennis and basketball require highly specialised, automated solutions.
“By combining our cross-vertical know-how in trading solutions with STS and SuperSport’s strong footprint, we are empowering a superior, more varied offering that delivers more value for the bettor and the operator.”
A chance to regain market share
STS has traditionally been the biggest player in the Polish online sports betting ecosystem.
Over the past five years, however, the domestic brand has had its market share diminished by the likes of Betclic and Superbet.
Entain stepped in and bought STS in 2023 for £750m, just one year on from the 2022 acquisition of SuperSport for €920m, which at the time held a 54% market share in Croatia.