Cricket’s biggest betting spikes tend to arrive in short, high-traffic windows. Sportradar is trying to give sportsbooks a new product hook ahead of the ICC Men’s T20 World Cup in India and Sri Lanka (Feb. 7–Mar. 8, 2026).
The company has launched Custom Bet, a bet builder feature inside Premium Cricket Services, aimed at making multi-selection cricket wagers easier to package and settle at scale.
Custom Bet folds more cricket selections into one slip
Custom Bet lets bettors combine selections across player performances, team milestones, and match events into a single bet slip, using Sportradar’s existing cricket APIs.
Sportradar also added 16 new cricket markets into the same service layer, including “top batter” and “top bowler” variants across innings and match, plus event totals such as match fours and sixes.
Why cricket needs a structured bet builder approach
Cricket offers depth, but it can be messy to present. Operators often end up with long lists of markets that casual bettors do not browse, even during major tournaments. A bet builder reduces that friction by guiding users into combinations without forcing them to scroll through the full menu.
For trading teams, the key issue is consistency. Bet builders increase the number of unique combinations that still need clean settlement logic. Sportradar is pitching Custom Bet as a way to expand choice while keeping tagging, pricing inputs, and settlement paths predictable for operators already on its stack.
IPL live integration will be the real scale test
At launch, Custom Bet is pre-match only, and Sportradar says it will be available across top-tier men’s T20 fixtures globally.
The next milestone is in-play. Sportradar says live betting integration is expected ahead of the next IPL season beginning in March, which will test latency, uptime, and whether operators roll it out widely or keep it limited to select brands and markets.
