Rather than describing that philosophy in abstract terms, Betby’s recent product roadmap offers clear, tangible examples of how it is applied in practice. 

Removing the limits from bet builder

One of the clearest cases of this approach is Betby’s Bet Builder. While bet builders have become a standard feature across sportsbooks, most remain constrained by rigid combinability rules and limited market depth. 

Betby identified this limitation early and chose to push the concept further. Its enhanced Bet Builder allows players not only to combine a wide range of in-match selections – from traditional outcomes to advanced statistical markets such as corners, throw-ins, VAR decisions and expected goals (xG) – but also to combine those selections across multiple matches and even different sports. 

This cross-match and cross-sport combinability fundamentally changes how bettors construct wagers. Instead of being confined to a single event, players can build highly personalised bets that reflect broader strategies and preferences, creating their own betting narrative. Real-time odds recalculation ensures pricing remains accurate even for complex combinations, while support across all sports, including multiple esports disciplines, positions Betby’s Bet Builder as an engagement driver rather than a cosmetic feature.

The first AI-powered entertainment feed

Another structural gap Betby has addressed lies outside traditional sports altogether. As user behaviour increasingly mirrors on-demand digital entertainment, sportsbooks have struggled to offer compelling betting content during off-peak sporting hours. 

Betby’s response was the development of its AI-based Entertainment Feed – an industryfirst solution designed to generate and manage betting markets around non-sporting events such as movies, TV series, games and breaking news. Instead of relying solely on manual market creation, the system uses artificial intelligence to generate, filter and price markets based on publicly available information, while maintaining trader oversight. 

Recently, the feed evolved beyond marketgeneration. It now actively monitors live developments, updates odds dynamically, and automates settlements, transforming it from a novelty product into a scalable engagement layer. For operators, this opens the door to fully localised, highly responsive content that sits alongside traditional sports without competing for the same attention windows.

Betting tips as an educational tool

Betting tips provide the third example of Betby’s focus on underdeveloped sportsbook features. While tips are widely available across the industry, they are typically designed to direct bettors toward specific selections, often with little context or explanation. As a result, they function more as prompts than as tools for understanding. 

Betby has taken a different approach. Its expanded Betting Tips solution is built around the idea that tips should help bettors make sense of markets rather than simply point them toward outcomes. Instead of telling users what to bet on, the system delivers data-driven insights that explain why certain markets may be relevant, allowing bettors to assess information and make their own decisions. 

Betby’s Betting Tips solution now covers 40 sports and esports disciplines – the widest coverage in the industry – delivering tips for tens of thousands of events per month in more than 30 languages. Crucially, coverage is not fixed. Operators can request tips for any event, in any sport, tailored to their specific audience or regional preferences, often within a single business day. 

Besides this, live tips for football remain a key differentiator. The ability to deliver timely, context-aware insights helps bettors understand market dynamics as they evolve, turning tips into an educational engagement layer that builds confidence and familiarity over time.

Turning chess into a 24/7 betting vertical

If betting tips and bet builders address engagement within existing structures, Betby’s chess product demonstrates its willingness to create entirely new ones. 

Chess has long attracted betting interest, but irregular schedules and long inactive periods have historically limited its commercial viability. Instead of working around this constraint, Betby chose to eliminate it by launching the industry’s first 24/7 live chess content. 

Built around structured chess engine tournaments and supported by a proprietary live betting model, the product delivers uninterrupted, high-quality content with a predictable seasonal framework. Developing live markets for chess required overcoming significant technical challenges, from modelling probabilities across nearinfinite move combinations to supporting meaningful in-play market depth. 

The result is a continuous chess betting ecosystem that complements major global tournaments while remaining fully active outside official match hours, effectively transforming chess into an always-on vertical for the first time ever.

Why these innovations matter

Taken together, these products follow a clear pattern: Betby innovates by identifying where sportsbook experiences break down – whether through limited combinability, inactive periods, static content, or inflexible tools – and rebuilding those areas with scalability and continuity in mind. 

By expanding what bet builders can do, redefining tips as a live and ondemand layer, introducing AI-driven entertainment markets, and creating a 24/7 chess ecosystem, Betby is turning structural weaknesses into scalable product strengths.