Huddle Review
5.4/10Huddle prices player props, micro-markets, and same-game parlays on six sports for Betr, Entain CEE, Superbet, BetVictor, and Rivalry, an odds-making boutique formed by the June 2022 merger of Zagreb's Huddle Gaming and Las Vegas in-play house Deck Prism Sports, carried inside Sportradar's Unified Odds Feed since July 2024 and supplier-licensed in 14 US states by end-2023.
Our read
- Sportradar, a direct competitor in odds services, distributes Huddle player props inside its own Unified Odds Feed (Jul 2, 2024) and expanded the micro-markets carriage in April 2025, so UOF operators can switch the content on with no development work.
- Entain CEE runs Huddle trading and modeling live on STS in Poland and SuperSport in Croatia (Apr 27, 2026, after a testing period), football and tennis primary with basketball also covered.
- Supplier-licensed in fourteen US states by December 2023, New York included.
- Betr's entire sportsbook has run on licensed Huddle technology through two NFL seasons (license announced Aug 22, 2024, live from the 2024 season in Ohio and Virginia), covering props, micros, SGP and SGP+ on a hybrid quant-and-human trading model built from Deck Prism's Las Vegas odds-making.
- Total commercial opacity: no price, fee, revenue share, or minimum has appeared anywhere from 2022 through 2026, and the Sands investment, the Betr license, the Sportradar UOF carriage, and the Entain CEE engagement all closed without a single disclosed term.
- The widest lane to operators is Sportradar's Unified Odds Feed, a rail owned by a direct competitor in odds services.
Operators and platforms that already run a primary feed and want props, micros, and SGP depth on US sports without building a quant desk, switched on through Sportradar UOF with no development work, taken as a direct feed, licensed whole the Betr way, or co-developed the Entain CEE way.
Anyone shopping for a primary data supplier: raw official feeds, league rights, event-count breadth, and racing and esports coverage are not part of this product.
Markets & licensing
Huddle built a US state supplier stack through 2023 as the Betr-era deployment demanded it. Ohio's Casino Control Commission license came first on July 20, 2023, Arizona, Pennsylvania, and Massachusetts followed on August 30, the count reached ten on September 12 (Colorado, New Jersey, Virginia, Tennessee, Kentucky, Ohio, Arizona, Massachusetts, Iowa, Pennsylvania), 13 on October 31 with New York the newest, and Indiana closed the year at 14 on December 1, 2023. No MGA or UKGC leg exists because none is required, since pricing supply rides the client operator's license in most markets, which is exactly how the Entain CEE, Superbet, and BetVictor deployments run.
Fourteen state supplier licenses by December 2023, including New York, built as Betr's relaunch put Huddle technology inside licensed books from the 2024 NFL season.
Huddle content has run in the UK since BetVictor took its NBA pricing live on November 13, 2023, under the operator's own license, the normal shape for pricing supply. A London office has existed since the 2022 merger, and no UKGC license is required because the product is not license-gated.
- US state supplier licenses (14 states)United States
- Sports-betting supplier and vendor registrations accumulated through 2023 as the Betr-era buildout demanded them · OH Jul 20, 2023 · 10 states Sep 12 · 13 states Oct 31 (NY newest) · IN Dec 1, 2023
- Ohio Casino Control Commission supplier licenseOhio
- The first of the 2023 state supplier grants · Jul 20, 2023 · OCCC
- European and rest-of-world supplyEU / UK / LatAm
- No gambling license held or required, with Entain CEE, Superbet, and BetVictor running Huddle content under their own operator licenses
Licensing tier: Fourteen US state supplier licenses, and nothing needed in Europe where supply rides operator licenses.
Outside the US supplier states, every deployment runs on the client operator's license.
The model is technology supply to licensed operators.
Sportsbook & verticals
A vendor's lineup often mixes its own builds with other companies' products plugged in. When the sportsbook is third party, a second company stands behind your contract.
Integrations & engineering
One contract and one API instead of a separate deal per studio, feed, or PSP. Here's what connects, how fast, and on what stack.
Four ways in, one engine underneath. Operators already on Sportradar's Unified Odds Feed switch Huddle props and micro-markets on with no development work (props since Jul 2, 2024, micros expanded Apr 10, 2025). Direct clients take the plug-and-play feed and API, with Huddle OS as the back office over markets, pricing, and trading. Betr shows the third lane, a full technology license covering odds-making, risk and trading tooling, and the whole market-content range. Entain CEE shows the fourth, co-developed trading and modeling that went live on STS and SuperSport after a testing period.
A matter of weeks for the feed, with the deepest engagements running through testing periods on the Entain CEE pattern.
Products & tools
One engine, four surfaces: the Odds Feed that prices player props, micro-markets, and SGP on six sports, a World Cup-timed soccer product, Huddle OS with bespoke trading of the Entain CEE class, and distribution lanes running from Sportradar UOF carriage to the full-stack license Betr operates on.
Odds Feed
The flagship: a fully automated odds feed with main-line accuracy on core markets plus hundreds of contextual player props and micro-markets per game, with SGP and SGP+ engines on top and a boutique human trading desk supplementing the algorithms.
- SGP and SGP+ engines: delivered to Rivalry's NBA same-game parlay product (Jul 16, 2024) and inside the Betr license scope
- Source-agnostic architecture that prices on top of third-party data feeds, since Huddle collects no raw data of its own
- Hybrid human-machine trading: automated pricing engines plus a boutique trader outfit rooted in Deck Prism's in-play odds-making
- Minimal suspension times through volatile moments
Football Pricing
The sixth sport, launched June 10, 2026 ahead of the World Cup: automated pricing engines with human trading input, built for props, micros, and bet-builder demand and engineered to keep markets open through the volatility that usually suspends them.
- Markets stay up additional seconds around penalties, potential goal situations, and end-game scenarios
- Hundreds of parameters accounting for game states
- Built to absorb sharp and syndicate behavior on lesser-known players before it forces damaging suspensions or market removal
- Super Sub: wagers carry on when a player is substituted off, an alternative to voiding the ticket
Huddle OS
Above the Huddle OS back office sit co-developed trading and managed modeling, the shape Entain CEE runs on STS and SuperSport.
- Huddle OS: the operator-facing control layer over markets, pricing, and trading
- Entain CEE deployment live Apr 27, 2026 after a testing period: football and tennis primary, basketball also covered
- Props, micro-markets, and bet builders are the focus of the Entain CEE engagement
- The operator keeps the book risk, since Huddle sells pricing and automation without any risk-transfer service
Distribution
The distribution side: the content ships as a direct plug-and-play feed or comes as the entire technology stack under license, the way Betr took it in August 2024.
- Sportradar UOF carriage: player props featured Jul 2, 2024 and micro-markets expanded Apr 10, 2025, after the Oct 3, 2023 partnership
- Instant access with no development work for Sportradar's customers
- Direct feed: plug-and-play architecture with integration in a matter of weeks
- Full technology license: Betr's relaunched sportsbook runs Huddle odds-making, risk and trading tooling, and market content from SGP and SGP+ to micros, props, futures, and exotics (Aug 22, 2024)
- No public developer docs or sandbox
Platform & capabilities
Everything the product does out of the box. If a feature isn't listed, the vendor either doesn't offer it or doesn't say.
Risk maturity
Operators check this capability first, and depth varies enough between vendors to grade it.
The history
Longevity in this industry usually comes with a change of owner somewhere in it.
Two companies made this one. Huddle Gaming launched in Zagreb in late 2020 on a $3M seed round, an odds-as-a-service startup founded by Francesco Borgosano (ex-Kambi, ex-Stars Group) with Leo Gaspar and Jesse Wachtel. Deck Prism Sports was the Las Vegas side, an in-play odds specialist for NFL, NCAA football, NBA, NCAA basketball, MLB, and NHL co-founded by gambling author Ed Miller. The merger was announced June 9-10, 2022 with a Las Vegas Sands strategic investment of undisclosed size and about 80 combined staff, and the structure persists: Huddle Tech Inc. in Henderson, Nevada, with engineering, product, and operations mostly in Zagreb and an office in London. Total raised runs to roughly $18M, with CEAS Investments and EMMA Capital alongside Sands. What followed the merger: 14 US state supplier licenses through 2023, Sportradar carriage from 2024, the Betr license, Superbet, Entain CEE, and the June 2026 soccer launch.
Brands & clients on the platform
Corporate
Leadership
Milestones
- 2020
Huddle Gaming launches in Zagreb in late 2020 with a $3M seed round, an odds-as-a-service startup led by Francesco Borgosano (ex-Kambi, ex-Stars Group).
- 2022
Merges with Deck Prism Sports, the Las Vegas in-play odds specialist for NFL, NCAA football, NBA, NCAA basketball, MLB, and NHL, announced June 9-10 with a Las Vegas Sands strategic investment of undisclosed size and about 80 combined staff.
- 2023
The US buildout year: Ohio's supplier license lands in July, ten states by September 12, thirteen by October 31 with New York the newest, and Indiana closes the year at 14 on December 1, while BetVictor signs in August, Betr partners in September, ShotQuality joins in August, and the Sportradar strategic partnership arrives October 3.
- 2024
The production year: CEBL and SIS appoint Huddle official betting technology partner (Feb 8), the SBC Awards North America Rising Star win lands May 10, player props enter Sportradar's UOF July 2, Rivalry launches Huddle-powered NBA SGP July 16, Betr licenses the full stack August 22, and Superbet signs September 5 with the full basketball suite live December 13.
- 2025
Micro-markets carriage in Sportradar's UOF expands April 10, with award shortlists running through the year.
- 2026
Entain CEE goes live on STS and SuperSport April 27 after a testing period, football pricing launches June 10 ahead of the World Cup, and the EGR B2B Awards shortlist Huddle three times, including Sports betting supplier.
Where they're pushing next
- Soccer through the 2026 World Cup, the first live stress test of the June 10 launch
- CEE props depth behind Entain's ambition to be the home of player props in the region
- Micro-markets reach through the expanded Sportradar UOF carriage
Awards & recognition
Longevity and ownership
Switching vendors is expensive, which makes the company's staying power part of the purchase. What the contract says about your data decides how expensive an exit gets.
Huddle vs alternatives
Most buyers in this market shortlist three or four vendors long before they take a single sales call.
| Attribute | Huddle | Sportradar | OpticOdds | Genius Sports |
|---|---|---|---|---|
| Founded | 2020 | 2001 | 2023 | 2000 |
| Team | — | 3,900+ | — | 2,600+ |
| Sportsbook | Yes | Yes | Yes | Yes |
| Licenses | Ohio, Arizona, Pennsylvania +3 | — | — | Tennessee, Massachusetts, Ohio |
| US market | Available | Available | Available | Available |
| Pricing | — | — | On request | — |
| Trading model | Hybrid | Managed via MTS or tools-only | — | Managed |
| Bet builder | Own SGP and SGP+ engines | — | — | Own engine |
| Sports | 6+ | — | — | — |
Pricing & terms
Huddle quotes pricing per project. Here's how the model and the terms are structured.
Quoted per engagement across the feed, license, and co-development lanes
Turnkey
Every commercial event in company history closed dark: the Las Vegas Sands investment (Jun 2022), the Betr technology license (Aug 2024), the Sportradar UOF carriage (2023-2025), and the Entain CEE engagement (Apr 2026) all came with amounts and terms undisclosed. The one structural read available is that a Betr-class license transfers capability to the client, which trades recurring feed revenue for one-off depth.
Path to launch
- 1Pick the lane: UOF switch-on, a direct feed or API build, a full technology license, or co-developed trading
- 2Map US state requirements against the 14 supplier licenses held by December 2023
- 3Scope the content: which of the six sports, props and micro-markets depth, and SGP and SGP+
- 4Plan the integration through sales, with UOF carriage needing no development and the direct feed a matter of weeks
- 5Run a testing period before go-live, the path Entain CEE took ahead of its April 2026 launch