European sportsbook giant, Betsson Group, has put BetBuilder at the forefront of its World Cup 2018 engagement strategy, giving its customers maximum control of what they bet on via the industry’s premium same-game accumulator product.

Betsson has built its own front-end for the product, which offers multiples made up of dozens of different markets within the same game, including the ‘how a player will score’ and ‘will the woodwork be hit’ markets which are unique to BetBuilder. The product is now live Betsson’s Nordicbet, Betsson and Betsafe sites.

Nick Maurice, Director of Sportsbook at Betsson Group, said: “We are delighted to announce the release of BetBuilder and further extend our fantastic football offering. We expect the World Cup to be the action packed event of the summer, and the ability to predict the various incidents in any game as part of a single bet, is a brand new experience for our customers.”

Delivered to Betsson via a partnership between Betgenius and Sportcast, BetBuilder is leading the way in the single event accumulators space by offering by far the widest range of events and market types, along with the most intuitive and slick UX.

BetBuilder is currently available across all major domestic and international football competitions. Exciting enhancements are in the pipeline, with additional sports including a comprehensive U.S. offering set to be launched in the coming months.

Ryan Coombs, Commercial Director at Sportcast, said: “We’re delighted to be launching with a fantastic operator in Betsson, and excited to see them take customisation to the next level by creating their own interface on the Sportcast API suite. It’s great news for Betsson’s customers to get a little bit of magic added to their betting experience in time for the World Cup.”

Sam Hill, Business Development Director at Betgenius, said: “By giving operators control of their own margins, odds ladders and pricing down to a granular level, BetBuilder is not only a fantastic engagement tool but a perfect way to differentiate from others on the market. We are excited to see its performance for Betsson this summer and beyond.”