1st April, 2025: If there’s one feature that truly defined the past few years in the sports betting industry, it’s Bet Builder.

What started as a way to give bettors more control over their wagers has become one of the most in-demand tools in sportsbook offerings, and the data BETBY gathered over the past year backs that up.

We saw remarkable growth in Bet Builder bets compared to 2023, with a 481% increase in traditional sports and 485% in esports. But these aren't just strong numbers, they signal a real shift in player behaviour towards more personalised, flexible betting experiences.

“The past year has proven that Bet Builder’s popularity has risen in a substantial way among users,” said Kirill Nekrasov, BETBY’s Head of Sportsbook Product. “It’s become an indispensable tool for sportsbooks aiming to drive player engagement and retention, with the numbers clearly showing that users are not only embracing it but making it central to how they bet.”

Part of what fuelled this performance was a series of key upgrades BETBY rolled out throughout 2024. We expanded Bet Builder’s market coverage and introduced greater flexibility, allowing players to go beyond classic statistics like corners and bookings — standard across most platforms — and explore a wider range of data-rich options. These include offsides, shots on target, throw-ins, and total shots at goal, granular metrics that provide players with more tools to bring their own insights and strategies into each wager.

“With these enhancements, we gave operators an even more powerful way to differentiate their offering, and bettors were more than happy to leverage that,” commented Nekrasov. “We’ve elevated what Bet Builder can do, underlining that this feature is now a must-have for any sportsbook looking to offer player-centric solutions.”

If we analyse all traditional sports, American football led the charge with a 1,043% increase in Bet Builder bets, while its share of total bets climbed by 579%. Soccer also experienced remarkable growth, with a 752% surge in bets and a 236% increase in share. When it comes to esports, Valorant stood out with a staggering 2,013% growth in total bets and a 588% rise in share, proving that this kind of customised betting is just as appealing to iGaming audiences.

“Seeing such numbers in American football and esports, particularly Valorant, really validates our approach,” Nekrasov explained. “It proves we’ve built a product that resonates across a wide range of sports and player types. Whether it’s fans of tactical sports or fast-paced esports, Bet Builder is meeting their demands.”

Beyond the number of wagers, the way users bet is changing too. In 2024, players built more complex wagers using Bet Builder, with the average number of selections per bet rising from 5 to 6, and the median jumping from 4 to 5. These aren’t one-click bets, they’re multi-leg, carefully planned combinations, often involving different markets within a single event.

But it’s important to underscore that this complexity came with increased confidence. The average stake per Bet Builder bet grew by more than 6%, suggesting players weren’t just experimenting but doubling down on the format.

“What this tells us is that users aren’t just playing around with Bet Builder,” remarked Nekrasov. “They’re relying on it as part of a broader, more strategic betting approach. The complexity is intentional as it reflects a deeper level of engagement.”

Another interesting trend was the spread between live and pre-match usage, with Bet Builder proving its versatility here too. Live betting via Bet Builder jumped by 477%, with its share in total bets increasing by 214%, while pre-match usage surged by 649%, with a 252% increase in its share. Whether players are planning their bets in advance or reacting to the action as it unfolds second by second, Bet Builder has clearly become their go-to option.

“What stands out here is how adaptable Bet Builder has become to different betting styles,” Nekrasov added. “We’re seeing players integrate it seamlessly into live decisions and pre-match strategies, meaning that Bet Builder is ideal for both types of betting.”

It’s clear that Bet Builder has moved beyond being a tool and it’s now part of the core sportsbook experience for both players and operators. And if 2024 was any indication, it’s just getting started.

That’s because in 2025, these numbers are expected to grow even further. After the great results of BETBY’s upgraded Bet Builder in 2024, this year we’ve once again expanded its capabilities. The new version delivers even greater flexibility, with an expanded selection of markets, including advanced metrics like expected goals (xG), and full coverage across 100% of football matches.

This year’s FIFA Club World Cup — taking place during the traditional off-season — will serve as an ideal testing ground for the feature, providing continuous football content and an opportunity to showcase Bet Builder’s full potential when user attention is at its highest.

Moreover, the new version offers the ability to combine Bet Builder wagers not only within a single event but also with combo bets from other matches or even other sports. This opens up new ways for users to build personalised betting narratives and strategies, an experience that’s as dynamic and creative as the players themselves.