Unibet and 888 launch Kambi-powered Bet Builder

Unibet, 888, and ATG have begun rolling out Kambi’s new Bet Builder product that the provider claims is “smarter and faster” than existing products on the market.

The product has been soft launched by Kambi operators in Sweden and Denmark, with further launches planned in the UK and other markets in the coming weeks.

Kambi said the product offers a slicker UX than rivals, with cash-out and in-play versions also due to be rolled out shortly.

“There are basically two types of Bet Builders in the market right now; easy-to-use products with severe limitations in functionality or fully-functioning products that are cumbersome to use,” said Kambi CPO Mattias Eriksson

“We’ve spent a lot of time with players over the last year trying to understand how to make a better Bet Builder and the result is a Kambi product that is more capable, a little smarter and a lot faster than what is out there right now.

“Along with a selected few solutions on the market, we support both pre-match, live and cash-out for all major football leagues but without compromising on a really fast and intuitive bet placement flow.”

Operators can also build their own innovations on top of the Kambi API.

Bet Builders have become increasingly important to bookmakers, with GVC’s head of commercial, Jamie Mckittric, saying the group now took more bets on its Sportcast-powered bet builder product than it took on correct score.

“Its been incredibly successful and it appeals to a really good recreational customer,” Mckittric said at a Betting on Football panel, adding that the average bet size was a little under £10.