Huddle Review
5.4/10Henderson-and-Zagreb odds-making boutique built from the June 2022 merger of Huddle Gaming and Deck Prism Sports, pricing player props, micro-markets, and same-game parlays on six sports for Betr, Entain CEE, Superbet, BetVictor, and Rivalry, carried inside Sportradar's UOF since July 2024, supplier-licensed in 14 US states by end-2023, and running with zero published performance numbers and no deal term ever disclosed.
Our read
Six priced sports with soccer live only since Jun 10, 2026, depth sold as hundreds of props and micro-markets per game, and zero event counts or latency figures anywhere, including the vendor's own 2024 year-in-review.
No rights portfolio exists by model, and the CEBL official betting-technology seat (Feb 2024) is a role built on SIS data rather than a rights holding.
Betr's whole book has run on licensed Huddle tech through two NFL seasons, Entain CEE went live after a testing period (Apr 2026), and Sportradar carries the content in UOF, while every uptime claim stays adjectival.
No public docs or sandbox, offset by the zero-development UOF lane (props Jul 2024, micros Apr 2025), the full-stack license mode, bespoke co-development, and a matter-of-weeks integration claim.
The SBC North America 2024 Rising Star win, three EGR B2B 2026 shortlists, and a clean legal and regulatory record, against concentration on a competitor's rail, a European reference base concentrated in one commercial circle, and scale risk at about 80 staff (2022 figure).
Every commercial event closed dark: the Sands investment, the Betr license, the UOF carriage, and the Entain engagement, with no filings and not even the shape of the pricing model public.
Methodology. Our own score, a weighted average of six dimensions, tilted toward coverage and official rights. The sports data weights decide this one: coverage and latency at 0.25 and official rights at 0.20 price what the segment sells, reliability, integration, and trust follow at 0.15 each with commercials at 0.10, and a pricing layer that deliberately owns neither coverage nor rights starts 0.45 of the weight behind. Read the full methodology
- The strongest third-party endorsement available in this niche: 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 zero 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, and Entain's own chief sportsbook officer framed the goal as becoming the home of player props in CEE.
- A real US register trail rare for a pricing boutique: 13 state supplier licenses by Oct 31, 2023 including New York, Indiana added Dec 1, 2023, with the Ohio grant search-indexed on the regulator side and every leg dated and named.
- Full-production proof at stack depth: 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 DNA.
- 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. A company that sells pricing keeps its own prices the darkest in our six-vendor data roster.
- Every quality claim is adjectival. No latency figure, no uptime percentage, and no event count exists on any page, the vendor's own 2024 year-in-review carries zero quantitative metrics, and a buyer has nothing measurable to hold the product to before a trial.
- Distribution concentration: the widest lane to operators is Sportradar's Unified Odds Feed, a rail owned by a direct competitor in odds services, with carriage terms undisclosed across all three announcements (Oct 2023, Jul 2024, Apr 2025), so a UOF policy shift would hit the feed business at its widest point.
- Both flagship European wins sit inside one commercial circle: Entain CEE is an Entain and EMMA Capital joint venture, and the Superbet and Entain CEE engagements share executive history, so the European reference base is concentrated rather than spread across independent groups.
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 zero development, 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, racing and esports coverage, and published rate cards all live elsewhere in this segment.
Markets & licensing
Huddle's register story corrects the reflex assumption about pricing boutiques: a real US state supplier trail exists, built through 2023 as the Betr-era deployment demanded it. Ohio's Casino Control Commission license came first (July 20, 2023, with the grant search-indexed on the regulator side), Arizona, Pennsylvania, and Massachusetts followed on August 30, ten states were named on September 12 (Colorado, New Jersey, Virginia, Tennessee, Kentucky, Ohio, Arizona, Massachusetts, Iowa, Pennsylvania), the count reached 13 on October 31 with New York the newest, and Indiana closed the year at 14 on December 1, 2023. Every leg is dated and named, the Ohio grant is indexed on the regulator side, and two states from the October count were never named. 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, one of the most demanding registers in US sports betting, is real regulatory substance for a company of this size, and it exists because Betr's relaunch put Huddle technology inside licensed books from the 2024 NFL season. Every leg is dated and named, and the Ohio grant is the one entry indexed from the regulator's side.
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 entry exists 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 · two states from that count never named
- Ohio Casino Control Commission supplier licenseOhio
- The first grant of the wave and the one leg indexed from the regulator's side · Jul 20, 2023 · OCCC grant indexed regulator-side
- 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 · Jul 11, 2026 · Ontario carries no named entry despite the CEBL role
Licensing tier: A 14-state trail most pricing boutiques never build, with one grant indexed on the regulator side and the rest dated and named, and nothing needed in Europe where supply rides operator licenses.
Outside the US supplier states, every deployment runs on the client operator's license.
No restricted list is published, and the on-record 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 feed and API, sold as plug-and-play, 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, football and tennis primary with basketball also covered.
A matter of weeks for the feed (Jul 2026), with no public docs or sandbox to check it against, and the deepest engagements run 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 zero-development Sportradar UOF carriage to the full-stack license Betr operates on.
Odds Feed: Props, Micros & SGP
The flagship: a fully automated odds feed selling 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.
- Hundreds of contextual player props and micro-markets per game across core and derivative markets (Jul 2026)
- 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 integrates with any data provider, since Huddle collects no raw data of its own
- Hybrid human-machine trading: automated pricing engines plus a boutique trader outfit, the Deck Prism in-play DNA
- Minimal suspension times sold as the handle driver, with no uptime or latency number behind the claim (Jul 2026)
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 (as described at launch)
- Hundreds of parameters to account for all game states (CEO interview, Jun 10, 2026)
- 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 & Bespoke Trading
Huddle OS is the centralized back office for complete control of the product, and above it sits the engagement depth beyond off-the-shelf: co-developed trading and managed modeling of the kind 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 stated focus of the Entain engagement
- Entain CEE's chief sportsbook officer on the goal: "significantly improve uptime, pricing and cash-out performance"
- The operator keeps the book risk, since Huddle sells pricing and automation without any risk-transfer service
Distribution: UOF, Direct Feed & Full-Stack License
Three lanes to one engine: switch the content on inside Sportradar's Unified Odds Feed with no development work, take the direct plug-and-play feed, or license the entire technology stack the way Betr did 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, the vendor's own framing of the UOF lane (Jul 2024)
- Direct feed: plug-and-play architecture with integration in a matter of weeks (Jul 2026)
- 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 exist, the gated contrast to LSports and OpticOdds (Jul 11, 2026)
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
Sales decks get rewritten for every deal. A dated record doesn't.
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, whose stated ambition was to change the way the industry does its odds-making and managed trading. 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. Past the seed the funding picture is thin, roughly $18M total raised with CEAS Investments and EMMA Capital listed alongside Sands on third-party trackers. What followed the merger is the actual record: a 14-state US supplier trail through 2023, Sportradar carriage from 2024, the Betr license, Superbet, Entain CEE, and a soccer launch one month before this review.
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 stated ambition to be the home of player props in the region (Apr 2026)
- Micro-markets reach through the expanded Sportradar UOF carriage (Apr 2025)
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
No two vendors describe themselves the same way, which makes their own claims hard to line up. Every name here answers the same fields, so you can see where this one sits against the closest alternatives.
| 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 | Not published | Not published | On request | Not published |
| Trading model | Hybrid | Managed via MTS or tools-only | — | Managed |
| Bet builder | Own SGP and SGP+ engines | — | — | Own engine |
| Sports | 6+ | — | — | — |
The take: Sportradar is simultaneously the segment anchor and Huddle's biggest distribution channel, which tells you the shape of things: coverage and rights live there, derivative pricing depth lives here. OpticOdds is the closest overall score and the opposite build, an aggregated odds board with public docs against Huddle's original pricing behind a fully gated surface. Genius Sports sells BetBuilder and managed trading off an NFL rights moat Huddle never bids against. Pick Huddle as the specialist layer on top of a primary feed when props, micros, and SGP depth decide the buy, and take the total absence of published terms into the negotiation.
Pricing & terms
Huddle quotes pricing per project. Here's how the model and the terms are structured.
Not even the shape of the pricing model is public: no fee, revenue share, or minimum has ever been published (Jul 2026)
Turnkey
Support & account management
You can't demo service before you sign, so what a vendor puts in writing is the only floor you can hold it to.
Frequently asked
The things operators actually ask before signing.
Should Huddle be my primary data feed?+
No, and Huddle's own architecture says so: it collects no raw game data, holds no league rights, and prices on top of third-party feeds, so a book still needs a coverage supplier of the Sportradar, Genius Sports, or LSports class underneath. Where it earns its slot is the derivative layer, hundreds of contextual player props and micro-markets per game plus SGP and SGP+, the margin-rich content most primary feeds do less well. The lowest-friction trial is the Sportradar UOF lane, where props have shipped since July 2, 2024 and micro-markets since April 10, 2025 with no development work. Size the dependency too: this is a company of roughly 80 staff at the 2022 merger, the last public figure, carrying tier-1 deployments.
Did Betr buy Huddle?+
No. Betr acquired a license to Huddle's technology stack, announced August 22, 2024, covering odds-making, risk and trading tooling, and market content from SGP and SGP+ to micros, props, futures, and exotics. The operating record shows an independent supplier: Huddle signed Superbet two weeks later (September 5, 2024), went live with Entain CEE in April 2026, launched soccer pricing in June 2026, and sits on three EGR B2B 2026 shortlists. Read Betr as a license client rather than an owner.
Which sports does Huddle actually price?+
Basketball, American football, tennis, ice hockey, and baseball, pre-match and in-play, the Deck Prism heritage set. Soccer joined June 10, 2026 as a World Cup-timed launch built for props, micros, and bet-builder demand, with markets engineered to stay open through penalties, goal situations, and end-game scenarios and a Super Sub feature that keeps wagers alive when a player is substituted off. Two caveats carry dates: the homepage still listed five sports without soccer on July 11, 2026, and the World Cup will be the soccer product's first live stress test. No racing or esports coverage exists.
What does Huddle cost?+
Nothing is public, and that holds for the company's entire commercial history: the Las Vegas Sands investment (June 2022), the Betr technology license (August 2024), the Sportradar UOF carriage (announced across 2023-2025), and the Entain CEE engagement (April 2026) all closed with amounts and terms undisclosed. No fee, revenue share, or minimum has ever appeared in coverage from 2022 through 2026, so expect a bespoke quote in every lane and price the asymmetry into the negotiation. One structural point worth raising: a Betr-class license transfers capability to the client, and Betr's CEO framed the result as being "no longer reliant on third parties in a significant way", a different economic shape from a feed subscription.