Huddle Technology has launched a B2B football pricing product, and with the World Cup three days from kick off, the timing is no accident.
Huddle Technology has launched a B2B football pricing product, and with the World Cup about to kick off, the timing is no accident.
Having built its expertise in US sports, the tech supplier has launched its new offering for operators to “meet the surging global demand for bespoke and high-frequency betting experiences.”
With a combination of automated pricing engines and human input, Huddle hopes its clients will benefit from sharper pricing and greater uptime.
Speaking to NEXT.io, Huddle co-founder and CEO Francesco Borgosano stressed the importance of this summer for sports betting operators, saying: “This World Cup is a convergence of betting cultures, with the now-open US market increasingly dictating the betting trends into Europe and elsewhere. Bettors now want that level of personalisation that has led to the global explosion in player props and bet builders in recent years.”
More complex markets
Meeting customer demand is a far less complicated objective if the types of bets users want are simple.
However, consumers increasingly trend towards prop bets and micro bets, and trying to compete on these fronts while ill-equipped for the task could be a real danger, according to Borgosano.
This can cause issues for companies with what Huddle would call “legacy trading approaches”.
Borgosano stresses the need to have “the necessary automation and trading expertise in place to handle serious risk positions on what can be volatile markets.”
For instance, lesser-known players away from the big European leagues can require a finely tuned pricing process that “can manage for sharp, syndicate behaviour or viral betting information before it leads to damaging market suspensions or removal.”
Personalisation
Increased capacity to support complex prop and micro bets goes some way to addressing the consumer desire for personalised betting experiences.
Pricing is one part of being able to support that, but effective cash-out functionality is crucial as well.
Huddle’s new product also allows for a ‘Super Sub’ offer, allowing users to continue their wagers when players get taken off.
Borgosano told NEXT.io how important these practices are for brand trust, suggesting that the most successful operators at the World Cup will be those that “can cater for the growing audiences that want to combine every bet going, and cash out of it when they like.”
Adaptability
Huddle’s expertise has been built away from football, but the company is banking on being able to apply best practices in those areas to a new sport.
There are also ways in which the company has had to adapt to launch this new offering.
For instance, Borgosano notes the more “fluid” nature of football compared to other sporting events.
He assures operators that the new product has taken this into account, saying: “We have adapted our expertise in US sports to the more fluid nature of soccer, building in hundreds of parameters to account for all game states, while integrating our automation models with the sharpest data feeds so that markets stay up for those additional seconds around penalties, potential goal situations and end game scenarios.”
Indeed, while this is Huddle Tech’s first product that can be integrated into any operator’s sports betting product, the supplier has some prior experience within the sport, having announced a partnership with Entain for the operator’s CEE brands in April 2026.
This deal covers tennis and basketball as well as football, and Huddle Tech’s trading architecture is already fully integrated with operators like STS in Poland and SuperSport in Croatia.
Differentiating
Competition for customer acquisition will be fierce throughout the World Cup. This represents an opportunity, but failure to capitalise on the chance also presents a significant risk of being left behind.
Borgosano is clear how pivotal these next couple of months could turn out to be, saying: “Every brand is under the microscope, and those that put trading hurdles in place of the customer experience will be found out, with bettors generally willing to jump ship for competitors much faster during these periods of high engagement.”