Sportradar launches Custom Bet feature for cricket ahead of T20 World Cup

Sportradar has expanded its Premium Cricket Services (PCS) portfolio with the launch of Custom Bet, a bet builder feature designed to offer more flexible and personalised wagering options for cricket betting. 

The announcement was made ahead of the Men’s T20 World Cup, which will be co-hosted by India and Sri Lanka and is expected to draw significant global betting interest.

The Custom Bet feature enables bettors to combine multiple selections within a single wager, including player performances, team milestones and specific match events. 

Alongside the new bet builder, Sportradar has introduced 16 additional cricket betting markets. These include top batter and bowler across innings and matches, highest first over, highest opening partnership and cumulative match fours and sixes.

Initially, Custom Bet will be available pre-match across all top-tier men’s T20 fixtures worldwide. Live betting functionality is expected to be rolled out ahead of the upcoming Indian Premier League (IPL) season, which begins in March. 

The feature is built using Sportradar’s existing cricket APIs and can be implemented by operators already using the supplier’s cricket betting solutions.

Commenting on the launch, Will Winzor, Head of Premium Cricket Services at Sportradar, stated: "Cricket’s complexity has historically made it challenging to deliver a comprehensive betting portfolio. By leveraging our Premium Cricket Services and advanced APIs, Custom Bet ensures operators can deliver these complex, data-driven betting options reliably and at scale, while providing fans a more entertaining experience.” 

The launch follows Sportradar's recent agreement to upgrade Betfred's retail platform technology across its 1,300 UK locations. Additionally, in January, Brian Josephs was appointed VP of the Americas, marking his fourth VP role since joining Sportradar in 2016.