Entain’s Central and Eastern Europe (CEE) division has partnered with Huddle for a landmark bespoke development project.
Huddle will be responsible for creating trading solutions focused on tennis, football and basketball.
The technology provider will balance pricing challenges against player props, micro markets and same-game parlays.
This will empower Entain’s CEE brands, including STS in Poland and SuperSport in Croatia.
Francesco Borgosano, Huddle CEO, 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.
“The depth and complexity of sports like tennis and basketball require highly specialised, automated solutions.
“By combining our cross-vertical know-how in trading solutions with STS and SuperSport’s strong footprint, we are empowering a superior, more varied offering that delivers more value for the bettor and the operator.”
The tennis trading solution delivers accurate pricing across all formats, including singles, doubles, men’s and women’s competitions.
Entain CEE will be equipped with unique player-minute distribution models for regional bettors of basketball, including the EuroLeague, NBA, and other domestic basketball content.
Finally, the two companies will continue to develop a football product in time for the 2026 FIFA World Cup in North America.
Ivan Gojic, Entain CEE Chief Sportsbook Officer, said: “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.”
Last month, Entain invested £7.5m ($9.94m) into refurbishing its Gibraltar offices.
The 2026 World Cup is projected to run from 11 June until 19 July
