As bet builders continue to shape the future of sports betting, Abelson Sports is raising the bar with a user-first approach. In this exclusive Q&A, Jeevan Jeyaratnam, Chief Betting Officer at Abelson Sports, explains how their latest Bet Builder product combines intuitive design, deep player market integration, and operator-friendly features to drive engagement and meet the evolving expectations of today’s bettors.
What makes Abelson Sports’ bet builder stand out from existing products in the market, particularly in terms of player engagement and operator value?
Our bet builder focuses on the most relevant betting opportunities for customers and presents them in an easy-to-use format. We know customers like to place pre-built bet builders to reduce time to bet placement and we have given these prominence throughout the product. We also know engagement with player-based markets is high within bet builders and so we have created a UI which shows all of a player’s available betting options in a single screen. By making it simpler and more intuitive for customers to place bet builder bets we believe it will stimulate engagement and turnover on what is already a high margin product.
Can you elaborate on how user experience and market presentation were prioritised in the development process?
User experience and market presentation are central to the product and guide every stage of its development. While these priorities are most visible through the front-end design, they also shape the back-end architecture. For example, the system uses operator-provided input markets to align bet builder odds closely with those already offered by the operator. It also adopts the operator’s naming conventions for teams and players to ensure consistency for customers. The aim is to deliver a product that is simple for users to navigate, while seamlessly integrating into an operator’s existing sportsbook.
How does the Bet Builder leverage your Football Player Markets feed, and what advantages does that integration offer to sportsbook operators?
With player props at the heart of the product, it’s only logical to rely on the highest quality data feeds. Abelson’s Football Player Markets feed, trusted by many of the industry’s leading operators, is the ideal solution to showcase the full potential of a bet builder.
Football Player Markets now delivers up to 56 markets per player, per match, offering unmatched selection accuracy, advanced squad management, and a proven track record of high-margin returns. Integrating Abelson’s feed enables operators to maximise value across player props, whether in a standard sportsbook, bet builder iframe, or API-driven solution.
Beyond being a premium-tier props feed, Football Player Markets also provides streamlined access to an expanding portfolio of sports, pricing, and settlement data via a curated group of third-party partners, including ALT Sports Data, nVenue, Pro League Network, Rimble, and SailGP.
Why is it important for operators to prioritise and promote player-first Bet Builder products?
Operators have consistently told us that player-focused markets are a hit with customers, especially within bet builder products. The ability to combine these markets with others that feel realistic while generating higher combined odds is a core part of the bet builder experience.
We’ve enhanced this on the front-end by introducing dedicated player screens that display all available betting options for a single player. This streamlines the process of building multi-selection bets focused entirely on one player. It’s a simple, intuitive experience for customers who want to create player-centric bets, while still accommodating those who prefer to include team-level markets.
From a marketing perspective, individual players are now often just as popular, if not more so, than the teams they represent. This shift makes player-first betting an effective promotional tool, offering brands a compelling way to engage customers and deliver a product experience that aligns with how fans follow the sport today.
How do you see the Bet Builder evolving in terms of functionality or market expansion?
We’re committed to continuously evolving and expanding our product offering by analysing data, listening to our partners, and staying ahead of industry trends. In particular, we see strong opportunities in the growth of stats-based markets, across events, teams, and players as these become more prominent in both data feeds and media coverage.
A core focus for us will remain the smart management and presentation of an increasing number of markets, ensuring they stay relevant and easy to navigate for users. From a technical standpoint, we’re actively exploring the use of machine learning and AI, especially in generating pre-built bet builder options. By leveraging the data we collect, we aim to keep these suggestions timely, engaging, and personalised. We also have a number of innovative features in development that we’re excited to unveil later this year.
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