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Huddle has entered into a strategic partnership with Entain CEE to develop and deploy bespoke trading and pricing solutions, with an initial focus on tennis, football (soccer), and basketball. The partnership, which has now gone live following a testing period, is intended to bolster the trading capabilities of Entain CEE‘s regional brands, including STS in Poland and SuperSport in Croatia.
The collaboration leverages Entain CEE‘s proprietary trading expertise and Huddle‘s advanced modeling and automation technologies. This joint effort aims to scale Entain CEE‘s proprietary trading IP and support complex pricing models for products such as player props, micro markets, and same-game parlays (bet builders). The partnership also seeks to enhance uptime and improve the customer betting experience.
In tennis, the solution covers a wide range of competitions, from ATP Tour singles and mixed doubles to Futures Series events. Basketball integration includes detailed player-minute distribution models for major leagues like the EuroLeague, NBA, and domestic competitions. The partnership is also preparing to expand into soccer ahead of the 2026 FIFA World Cup, aiming to drive increased engagement in player props and micro markets.
Francesco Borgosano, CEO at Huddle, said, “This bespoke collaboration with Entain CEE represents a significant milestone for Huddle as we demonstrate our ability to build beyond our off-the-shelf solutions with a deeply-integrated and collaborative trading development initiative that enhances our already strong in-house pricing capacity while delivering value to our partners.”
Ivan Gojic, Chief Sportsbook Officer at Entain CEE, added, “We’re very pleased to be partnering with Huddle on a bespoke trading initiative that combines our proprietary trading expertise with their modeling capabilities to deliver a truly differentiated product. 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.”
The implementation of these tailored trading solutions is poised to strengthen Entain CEE‘s market position, particularly as they prepare for significant sporting events like the upcoming FIFA World Cup. This partnership highlights the industry’s shift towards customized trading solutions tailored to specific markets and sports.
