Sportradar AG (NASDAQ: SRAD) announced the launch of Custom Bet, a new feature integrated into Premium Cricket Services (PCS). This new feature arrives ahead of the Men’s T20 World Cup, which India and Sri Lanka will host next month. The tournament is among the most watched cricket events of the year.
With this, the company expands its offering of personalized bets for operators and fans. Custom Bet functions as a flexible bet builder. It allows you to combine individual performances, team milestones, and match events into a single ticket. In this way, the bettor gains more control over their choices.
In addition, Sportradar has added 16 new markets to its portfolio. These include best batter and best pitcher in each inning and in the game. Also included are options such as highest first over, highest opening partnership, and game totals of fours and sixes.
Initially, the feature will be available pre-match for all major men’s T20 matches worldwide. However, the company already anticipates integration with live betting. This functionality is expected to be operational before the start of the next Indian Premier League (IPL) season in March.
Sportradar developed Custom Bet based on its leading cricket APIs. Therefore, operators already using the company’s solutions can implement the feature directly. This ensures scalability, reliability, and continuous data delivery.
Will Winzor, Head of Premium Cricket Services at Sportradar, highlighted the impact of the new feature. According to him, “the complexity of cricket has always made it difficult to create a complete betting portfolio.”
However, the executive stated that Custom Bet solves this challenge. “The solution allows us to offer data-driven betting, reliably and at scale, and makes the experience more engaging for fans.”
About Sportradar
Founded in 2001, Sportradar Group AG is a global sports technology company. The company operates at the intersection of sports, media, and betting. Furthermore, it provides solutions for federations, media outlets, digital platforms, and sports betting operators.
Currently, Sportradar maintains partnerships with organizations such as the ATP, NBA, WNBA, NHL, MLB, MLS, PGA TOUR, UEFA, FIFA, CONMEBOL, AFC, and Bundesliga. The company covers more than one million sporting events per year. In parallel, it also works to protect the integrity of sport through its Integrity Services division.
