Bwin boosts World Cup strategy with Build A Bet launch

Bwin has launched BetGenius and Sportcast’s Build A Bet product ahead of the World Cup, pledging to make the same-game accumulator feature a key part of its World Cup strategy.

The automated BetBuilder software was integrated into the GVC-owned sportsbook and will appear on a dedicated tab on the brand’s desktop and mobile sites.

The software allows players to build single accumulators with markets like total goals, corners and handicaps.

Bwin will offer Build A Bet across all major football competitions with further sports set to be added to the product later this year.

Build A Bet from bwin

GVC’s head of product, Raja B-Sheikh, said: “The World Cup is a crucial time for the business as we ramp up efforts both on acquisition through brand awareness campaigns but also retention by delivering product improvements and CRM mechanics.

“June and July will see more eyes on the consumer proposition and I wanted to create a headline feature that not only drives good margin but also brings excitement for our customers in the World Cup games.

“Build A Bet is that product and I’m very much looking forward to giving them an unparalleled level of control in building personalised bets,” he added.

Betgenius MD Matt Stephenson said: “It’s fantastic to see an operator of bwin’s scale and quality launch with BetBuilder.

“The product is proven to give an instant boost to sportsbook performance, and bwin’s reputation and marketing prowess makes this is a hugely exciting deal for all involved.”

Bwin also added a MyBets tab to its sportsbook product in April to enable customers to monitor their in-play bets alongside live streams and cash-out offers.

The sportsbook has also released a Hollywood-style marketing campaign featuring Diego Maradona in the build-up to the tournament.