Entain, the global leader in sports betting and gaming, is helping to redefine the horse racing experience with the launch of its Racing Bet Builder, a first-of-its-kind innovation available online and in retail shops across the UK and Ireland through its Ladbrokes and Coral brands.

Horse racing is a cornerstone of British sport, but to thrive in the modern era, it must evolve to attract more recreational punters. This pioneering product marks a major step forward in making horse racing more engaging to existing and new betting audiences.

A Bet Builder lets customers create their own personalised bet by combining multiple selections from the same event into one wager. Instead of using pre-set accumulators, they pick the outcomes they want—such as who will win or how a competitor will perform. It has become popular across sports because it is simple, flexible and gives customers more control over their bets.

Customers increasingly expect the same personalised, intuitive betting experience they enjoy across football, tennis and other sports. Racing Bet Builder brings that familiarity into racing – helping fans connect with the sport in a way that feels modern, simple and tailored to how they already like to bet. The product is fully interactive, with customers building their own bet through a bespoke betting interface that makes the experience smoother and more engaging.

Racing Bet Builder gives customers freedom, flexibility and fun, allowing them to build personalised bets on a single race, combining markets such as win, place in various positions and winning distance into one price. Odds update in real-time as selections are added and can reach up to 100,000/1, delivering a small-stakes big-win experience on a race like never before. Entain will also launch new markets ahead of the big racing festivals, giving customers even more ways to tailor and enhance their betting experience during the sport’s marquee moments.

Jamie Crossfield, Sportsbook Director at Entain UK, responsible for Ladbrokes and Coral, said: “The beauty of race day is the variety of outcomes – from underdog stories to photo finishes. Racing Bet Builder captures that excitement and gives customers more freedom to back their instincts. It’s a smarter, more satisfying way to bet on racing.”

Racing Bet Builder is live on all UK and Irish racing with Coral and Ladbrokes, accessible online and via in-shop self-service betting terminals – a first in retail. Customers can also combine Racing Bet Builder selections with other sports markets through Bet Builder+, creating multi-sport accumulators for even bigger thrills.

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Bragg Gaming Group has announced the extension of its existing Player Account Management (PAM) agreement with Entain Plc, one of the world’s largest sports betting and gaming groups, for BetCity.nl, a leading Dutch market operator.

Pursuant to the latest PAM agreement extension, BetCity.nl will continue to utilise Bragg’s proprietary PAM platform, exclusive and aggregated online casino content, and sports betting delivery products in the Netherlands for a period of at least five (5) months, until May 31, 2026. While the companies anticipate that they will continue to discuss potential further agreements beyond that date, there can be no assurance that any such new agreements will occur.

Matevž Mazij, Chief Executive Officer at Bragg Gaming, said: “We’re proud of Bragg’s role in the launch and subsequent successful growth of BetCity.nl, which has become a market leading online sports betting and casino operator in the Netherlands, built on the Bragg PAM, and acquired by Entain in 2023. After the acquisition, we agreed to work with the BetCity.nl team on a potential migration of the brand to Entain’s proprietary platform. The latest PAM extension agreement is intended to support that, and while it is premature to predict what our partnership with BetCity.nl and Entain will look like over the longer-term, we are pleased to report that we expect this to materially contribute to reported revenues as regular services and migration services are delivered over the next few months.”

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