Global gambling giant Entain is equipping its two flagship brands in the Central and Eastern European markets—Poland's leading online betting brand STS and Croatia's SuperSport, which once held a 54% market share—with a new pricing engine. The company has entered into a customized transaction technology cooperation agreement with sports betting technology provider Huddle, and the new system is now officially operational after the testing phase. Ivan Gojic, Entain's Chief Sports Betting Officer for Central and Eastern Europe, stated in a press release that this collaboration combines proprietary trading experience with Huddle's modeling capabilities, aiming to create a truly differentiated product that enhances operational stability, pricing accuracy, and cash-out functions, while building the strongest player performance markets and BetBuilder combinations in the region. Francesco Borgosano, CEO and co-founder of Huddle, positions this deal as an important milestone for the company's shift from standard solutions to deep integration and collaborative transaction development.
From Warsaw to Zagreb, the two regional brands share a technological upgrade
This technological collaboration focuses on Entain's acquisition of two top regional operators. In 2023, Entain acquired the Polish local brand STS for £750 million, and a year earlier, it acquired the Croatian market leader SuperSport for €920 million. These transactions have established a solid foothold for Entain in the Central and Eastern European markets, and the agreement with Huddle aims to simultaneously enhance the sports betting competitiveness of both brands.
The competition in the Polish market has intensified in recent years, with brands like Betclic and Superbet steadily eroding market share. STS needs to leverage technological upgrades to defend or regain lost market share. The newly deployed products will focus on the growing demand for more refined and interactive betting markets, covering player performance markets, micro-markets, and BetBuilder-style combination bets. These products are rapidly expanding in the global sports betting market, especially favored by players who prefer in-play betting and customized options.
From football to tennis and basketball, pricing accuracy becomes a core competitive advantage
Football and tennis are the initial focus of this technological upgrade, with the basketball market also included in the layout. Huddle emphasizes that pricing accuracy is a core advantage of this collaboration in tennis products, with the new system design covering a wide range of events from top ATP and WTA tournaments to lower-tier championships. In basketball, the model targets key events such as European leagues and the NBA.
Borgosano points out that sports like tennis and basketball, which are highly complex and require highly specialized and automated solutions, are where Huddle is combining its cross-vertical transaction technology expertise with STS and SuperSport's strong market coverage to create greater value for both players and operators. Both parties also revealed that football products will continue to be iteratively upgraded before the 2026 World Cup, by which time real-time data and individual player focus are expected to significantly boost related demand.
PASA official website continues to track the upgrades and integration dynamics of the global sports betting technology supply chain, noting that this Entain transaction reveals a trend: in increasingly mature regulated markets, sports betting brands are moving from relying on standardized third-party data sources to investing deeply in proprietary trading systems and professional suppliers. Speed, accuracy, market depth, and unique betting experiences have become key variables in regional market competition.
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