Entain has announced a strategic igaming trading partnership with Huddle, focused on developing tennis-led trading solutions across its Central and Eastern Europe (CEE) operations.
The collaboration involves Entain’s regional brands, including STS and SuperSport, and is centred on enhancing trading capabilities across tennis and football, with additional integration covering basketball markets. The project has been delivered through a joint development approach, combining Entain CEE’s internal trading expertise with Huddle’s modelling and automation systems.
The igaming partnership is now live following a testing phase and is designed to support more advanced pricing and market coverage, particularly in areas such as player propositions, micro-markets and same-game parlays. These product types have seen increased demand across igaming sportsbooks, particularly in markets where in-play and granular betting options are expanding.
Within tennis, the solution is structured to cover a wide range of competitions, from ATP Tour events through to lower-tier tournaments, including both men’s and women’s formats. The development also includes basketball models aimed at supporting pricing across competitions such as the EuroLeague and NBA, reflecting broader growth in multi-sport igaming engagement in the region.
The agreement forms part of Entain’s wider igaming strategy to strengthen its proprietary trading capabilities and differentiate its sportsbook offering in competitive regulated markets. For Huddle, the partnership highlights ongoing demand from tier-one operators for customised trading infrastructure that can support high-volume, complex pricing environments.
Further development is expected to focus on football products ahead of the 2026 FIFA World Cup, with an emphasis on expanding player-focused markets and real-time betting options. The partnership reflects a wider trend within igaming, where operators are investing in proprietary trading systems and supplier collaborations to improve pricing accuracy, product depth and operational performance across regional markets.
Francesco Borgosano, CEO at Huddle, commented on the Entain CEE partnership: “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 specialized, 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.”
Ivan Gojic, Chief Sportsbook Officer at Entain CEE: “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.”
