Entain, a leading force in international gaming and sports betting, has rolled out a wave of new features aimed at boosting user experience across several major markets—including the UK, US, and Brazil. This multi-market upgrade reinforces the company’s dedication to offering faster, smarter, and more localised sportsbook solutions for its global customer base.
The latest updates include rapid withdrawal capabilities, enhanced BetBuilder tools, live same-game parlays, and an array of market-specific innovations. The strategic enhancements not only mark a shift from catching up to leading innovation but also reflect Entain’s focused investment in proprietary technology across its brands.
Rapid Withdrawals and Real-Time Performance Enhancements
A core feature of Entain’s latest update is a significant improvement in app and site performance. Customers across supported platforms can now enjoy withdrawals processed within one minute in 90% of cases, streamlining the user experience and reducing wait times during peak activity.
Meanwhile, overall app responsiveness and reliability have also been optimised, offering smoother navigation and gameplay, especially during high-traffic events.
Upgraded BetBuilder and Live In-Play Features Drive Growth
Entain’s Football BetBuilder, which enables customers to craft complex pre-match bets, has generated an 80% increase in pre-match turnover in active markets. Its share of overall turnover has also doubled to 12%, demonstrating strong user engagement with the feature.
A standout addition is the In-Play BetBuilder, which now gives users the flexibility to build customised bets during live matches, backed by Opta-powered data. This real-time capability provides a richer, more immersive betting experience and positions Entain at the forefront of in-game innovation.
Live Same-Game Parlays and App Enhancements in the US
In the United States, Entain’s joint venture BetMGM has debuted live same-game parlays for major sports leagues such as the NFL and MLB, through a partnership with Angstrom. The NBA will be added shortly, further expanding the product’s reach.
The updated BetMGM app now includes Live Player Props, real-time bet tracking on Apple devices, cash-out functionality, and integrated research tools. According to the company, this is BetMGM’s most responsive app to date, designed to support growing user demand as the NFL season ramps up.
In the UK, Entain’s brands Ladbrokes and Coral have seen rapid adoption of the Quacca Bar—a feature that allows users to build, edit, and place multiple bets without leaving the app. Over 60% of all bets on these platforms are now placed through this tool, demonstrating its strong uptake.
Meanwhile, in Brazil, Entain has localized its offering with Fantasy Markets, AccaBoost, and Stats Pro—a comprehensive live statistics hub that includes metrics like expected goals (xG) and dynamic bet tracking tools to enhance football betting.
Technology Investment Powers Expansion and Innovation
Entain’s continuous innovation is driven by its core technology stack, which supports markets in the UK, US, Brazil, Austria, Spain, Greece, and Canada. This infrastructure is built around four pillars—sports, gaming, marketing, and player account management (PAM)—providing a flexible, scalable base for rapid feature deployment and global growth.
Source:
“Entain Unveils New Sportsbook Features Across Global Markets”, entaingroup.com, Sep 16, 2025.
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