Entain has launched its Racing Bet Builder product across its Ladbrokes and Coral brands in the UK and Ireland, extending a popular football-style bet format into horse racing for both online and retail customers. The launch forms part of the group’s wider igaming and omni-channel strategy, aiming to make racing more accessible to recreational bettors who are already familiar with personalised, multi-leg bets in other sports. Available on all UK and Irish racing, the product is live on Ladbrokes and Coral websites and via in-shop self-service betting terminals, which Entain says is a first for its retail estate.
Racing Bet Builder allows customers to combine multiple markets from a single race into one price, including outcomes such as win, place in different positions and winning distance. Odds update in real time as selections are added, with prices capable of reaching up to 100,000/1, creating a small-stakes, high-return profile that mirrors other Bet Builder products commonly seen in igaming and sports betting. The interface is built to let users construct and adjust their bet within a single screen, aligning the horse racing experience with the intuitive tools already used in football, tennis and other sports.
Entain plans to add further markets ahead of major racing festivals, giving Ladbrokes and Coral customers additional options to customise their betting around marquee events. The Racing Bet Builder can also feed into Bet Builder+, which allows customers to combine horseracing selections with other sports in a single accumulator. For Entain, the roll-out is intended to support racing’s relevance within a competitive igaming landscape by matching the product design to evolving customer expectations across both digital and retail channels.
Jamie Crossfield, Sportsbook Director at Entain UK, responsible for Ladbrokes and Coral, said: “The beauty of race day is the variety of outcomes – from underdog stories to photo finishes. Racing Bet Builder captures that excitement and gives customers more freedom to back their instincts. It’s a smarter, more satisfying way to bet on racing.”