Entain, the global sports betting and gaming company, has accelerated its product innovation strategy, rolling out a series of new features and enhancements across the UK, US, and Brazil.

These include faster withdrawals, next-generation BetBuilder tools, live same-game parlays, app performance upgrades, and localised features tailored to specific markets. These developments underscore Entain’s commitment to delivering the most engaging, seamless, and localised experiences for customers worldwide.

Key Highlights of Recent Innovations: Enhanced Speed and Reliability: Site and app performance have been significantly improved, with 90% of withdrawals now processed within one minute, delivering a faster, more frictionless experience for customers.

Live Same-Game Parlays in the US: Through BetMGM and in partnership with Angstrom, Entain has launched live same-game parlays for MLB and NFL, with NBA to follow. BetMGM’s latest app is its most responsive yet, with Live Player Props being released, real-time bet tracking on Apple devices, in-app research tools, and cash-out functionality during games.

Quacca Bar for Ladbrokes and Coral: A game-changing feature enabling customers to build, edit, and place multiples and BetBuilder bets without leaving the app. Adoption has surged, with over 60% of bets now placed via the Quacca Bar.

Localized Features in Brazil: Entain has introduced Fantasy Markets, AccaBoost, in-play football BetBuilder and Stats Pro, an integrated Stats hub giving customers deeper insights (including stats like xG) as well as live tracking to show how their bet is progressing.

Gaming Expansion: Entain continues to release 150 new games monthly, with 20% as early-access or exclusive titles, while its rewards system has seen 40 million coins redeemed to date.

Satty Bhens, Chief Technology Officer at Entain, commented: “Our Sportsbook product has never been stronger. We’ve closed the gap and are now pivoting from catching up to going beyond. From live single-game parlays in the US to in-play BetBuilders in Europe and Brazil, we’re upgrading player experiences while modernising our trading back office. This is just the beginning of what we can achieve as we continue to lead the industry in product innovation.”

At the heart of these advancements is Entain’s investment in its core technology stack, which powers brands across multiple markets, including the UK, BetMGM in the US, Brazil as well as Austria, Spain, Greece, and Canada. Built around four pillars—sports, gaming, marketing, and player account management (PAM)—this platform enables rapid innovation, localisation, and strategic expansion, with a global operating framework.