Huddle has signed a strategic trading partnership with Entain’s CEE division to develop and run bespoke pricing and trading capabilities, with an initial focus on tennis and football (soccer) and basketball integration. The project is now live following a testing period and is intended to support Entain’s regional brands including STS in Poland and SuperSport in Croatia.
The companies said the work follows a joint development model, combining Entain CEE’s proprietary trading expertise with Huddle’s modelling and automation, aimed at scaling Entain CEE brands’ proprietary trading IP. Huddle said the architecture is designed to support complex pricing requirements across products such as player props, micro markets and same-game parlays (bet builders), alongside improvements to uptime and the customer betting experience.
On tennis, the jointly developed solution covers singles through mixed doubles across men’s and women’s competitions, from the ATP Tour down to the Futures Series level, according to the companies. Basketball was tested in parallel, with Huddle highlighting player-minute distribution models for content including Euroleague, NBA and domestic competitions.
The partnership is also set to continue work on a soccer product ahead of the 2026 FIFA World Cup in North America, which the companies expect will increase engagement in player props and micro markets.
Francesco Borgosano, CEO at Huddle, said: “This bespoke collaboration with Entain CEE represents a significant milestone for Huddle as we demonstrate our ability to build beyond our off-the-shelf solutions with a deeply-integrated and collaborative trading development initiative that enhances our already strong in-house pricing capacity while delivering value to our partners.”
Ivan Gojic, Chief Sportsbook Officer at Entain CEE, added: “We’re very pleased to be partnering with Huddle on a bespoke trading initiative that combines our proprietary trading expertise with their modelling capabilities to deliver a truly differentiated product.
“This allows us to significantly improve uptime, pricing and cash-out performance, while expanding one of the strongest player prop and BetBuilder offers in the region. Our ambition is to be the home of player props in CEE and to compete at the highest level, and this partnership is a key step towards that.”
