The rise of bet builders and parlays: A transatlantic betting phenomenon

The rise of bet builders and parlays: A transatlantic betting phenomenon   

The sports betting landscape is constantly evolving, with innovative features emerging to capture the attention of bettors. However, few innovations have had as significant an impact as bet builders in the United Kingdom and parlays in the United States.  

These features have transformed how bettors engage with sportsbooks, providing greater flexibility, personalisation, and excitement. With their rapid adoption, operators that fail to offer these features risk being left behind in an increasingly competitive market. 

Bet builders: A UK game-changer 

Introduced around 2018, bet builders quickly became a must-have feature for UK sportsbooks. The concept is simple yet powerful: bettors can combine multiple selections from the same event to create customised bets, increasing potential payouts. Unlike traditional accumulators, which require selections from different games, bet builders allow users to craft unique bets within a single match. 

This innovation has proven particularly popular in football betting, where punters can mix markets such as goal scorers, corners, bookings, and match outcomes into a single wager. The level of engagement and control this offers bettors has made it one of the most sought-after features in sports betting today. 

Further advancing the concept, Bet365 recently introduced bet builders for horse racing, a move that could reshape how racing fans interact with betting markets. This allows punters to combine selections such as win and place, match-ups, and winning distances—not only within a single race but across multiple events—demonstrating continuous innovation in the industry. 

Parlays: An American staple 

While bet builders are relatively new to the UK, parlays have been an integral part of the US sports betting scene for decades. Since Nevada legalised sports betting in 1949, parlays have offered American bettors the chance to combine multiple wagers for larger payouts. 

However, FanDuel revolutionised the space by introducing online same-game parlays (SGPs) in 2019. These bets quickly gained traction, becoming one of the most popular ways for Americans to wager on sports—adding a new layer of excitement to the game. 

The appeal of SGPs was evident during Super Bowl LIX, where Caesars Sportsbook reported that, for the first time, more game parlays were placed than traditional straight bets. Popular legs included anytime touchdown props for players like Jalen Hurts and Travis Kelce, showing how bettors are leveraging this feature to create high-reward, narrative-driven wagers.  

The surge in parlay betting contributed to record-breaking wagering numbers for major sportsbooks, with Caesars and BetMGM reporting that Super Bowl LIX was their largest sporting event ever in terms of the number of bets placed. 

Why they are here to stay 

These features drive engagement and increase hold percentages for sportsbooks, making them a crucial part of any modern betting offering. For bettors, they provide an exciting and interactive way to wager, enhancing the overall experience. The personalisation aspect is key, allowing users to craft bets that align with their predictions rather than being limited to preset markets. 

Moreover, as competition intensifies in both the UK and US markets, operators must continue innovating within the bet builder and parlay space to maintain customer loyalty. Whether through improved market variety, better odds boosts, or new sports integrations, the evolution of these products is far from over. 

The future of bet builders and parlays: What’s next? 

So, what does the future hold for bet builders and parlays? Here are a few potential trends to watch: 

• Increased customisation: Expect even more granular control over bet builder options, with the ability to create highly personalized wagers. 

• Advanced analytics: Data-driven insights will play a larger role, helping bettors make more informed selections for their parlays and bet builders. 

• Cross-sport parlays: The ability to combine selections from different sports into a single parlay could become more prevalent. 

The rise of bet builders and parlays has reshaped the way bettors interact with sportsbooks, creating more dynamic and engaging experiences. As the industry continues to evolve, those who stay ahead of the curve will reap the rewards. As experts in the space, Receptional can help guide you through the latest trends and innovations. Get in touch today.