Sportradar launches Custom Bet for global cricket event
Sportradar has expanded its Premium Cricket Services further, through the launch of Custom Bet, the innovative bet builder product, which offers cricket fans a way to indulge in a more personalised experience.
The deal comes just prior to the start of the Men’s T20 Cricket World Cup, which is co-hosted by India and Sri Lanka, and is considered one of the most popular cricket events worldwide. Therefore, operators are able to offer better betting capabilities just at the right time for cricket enthusiasts.
What Custom Bet Delivers
Custom Bet enables users to build wagers by combining multiple selections across player performance, team outcomes, and specific match events. The feature supports a wide range of cricket-specific markets, including top batter and bowler in an innings or match, highest opening partnership, highest first over, and totals for fours and sixes.
According to Sportradar, the expansion introduces additional betting markets designed to increase flexibility while maintaining clarity across complex match scenarios.
Built for Scale and Reliability
Cricket is a highly complex sport and one that up until now has traditionally been difficult to provide deep and flexible betting portfolios around. However, Custom Bet using Sportradar’s class-leading cricket APIs does just this.
Crucially, this feature is also available pre-match for all top-tier men’s T20 fixtures globally. Additionally, the integration of live betting for upcoming events ahead of the next season of the Indian Premier League has been planned.
Seamless Operator Integration
Custom Bet can be achieved through operators already leveraging Sportradar’s cricket betting products. As such, it would involve minimal disruption to operations while making available new engagement avenues.
This is important as this approach enables sportsbooks to improve product depth without increasing technical complexity, while also allowing for faster time-to-market during major tournament events.
Company Perspective
Will Winzor, who is the Head of Premium Cricket Services at Sportradar, explained this noting that cricket has traditionally been a challenge to bookmaking services due to its unique structure. This is now addressed with Custom Bet, which offers cricket fans a more engaging experience while also allowing scalability for bookmakers.
Strengthening Cricket Betting Offerings
As global cricket audiences continue to grow, demand for personalised betting experiences is rising. Sportradar’s Custom Bet feature reflects a broader industry shift toward player-driven wagering and deeper market customisation.
Looking Ahead
With live betting integration planned and additional markets already available, Custom Bet positions Sportradar to support operators throughout major cricket tournaments in 2026 and beyond.
Ultimately, the launch reinforces Sportradar’s focus on innovation, scalability, and delivering premium betting experiences in one of the world’s most data-intensive sports.
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