Entain has entered a new trading technology partnership with Huddle to strengthen sportsbook performance across its Central and Eastern Europe operations. The agreement covers key regional brands STS in Poland and SuperSport in Croatia, with the new systems already live after a testing phase.

The collaboration combines Entain CEE’s internal sportsbook expertise with Huddle’s modelling and automation tools. Both companies said the project is designed to improve pricing quality, uptime and cash-out functionality while broadening betting options across several major sports.

Football and tennis are the main focus areas under the initial rollout, while basketball markets are also included.

For Entain, the move forms part of a broader effort to sharpen its product offering in competitive regulated markets. For Huddle, the deal represents an opportunity to supply tailored trading infrastructure to a major international operator.

Huddle CEO and Co-Founder Francesco Borgosano said: “This bespoke collaboration with Entain CEE represents a significant milestone for Huddle as we demonstrate our ability to build beyond our off-the-shelf solutions with a deeply-integrated and collaborative trading development initiative that enhances our already strong in-house pricing capacity while delivering value to our partners.”

STS and SuperSport at Center of Rollout

The partnership centers on two established regional operators. STS has long been one of the most recognized online betting brands in Poland, while SuperSport has held a leading market share position in Croatia.

Entain acquired STS in 2023 for £750 million. That followed the 2022 purchase of SuperSport for €920 million, when the Croatian operator reportedly held a 54% share of its domestic market.

Those acquisitions gave Entain a stronger foothold in the region, and the Huddle agreement now aims to improve sportsbook competitiveness across both brands.

Industry competition in Poland has intensified in recent years, with brands such as Betclic and Superbet gaining ground. The latest technology investment may help STS defend or recover share in a market that has become more crowded.

The companies said new products will target growing demand for more detailed and interactive betting markets. These include player proposition bets, micro-markets and BetBuilder-style combinations.

Such offerings have expanded rapidly across global sportsbooks, especially among customers looking for in-play betting and customized selections.

As reported by NEXT.io, Ivan Gojic, Chief Sportsbook Officer at Entain CEE, said: “We’re very pleased to be partnering with Huddle on a bespoke trading initiative that combines our proprietary trading expertise with their modelling capabilities to deliver a truly differentiated product.”

“This allows us to significantly improve uptime, pricing and cash-out performance, while expanding one of the strongest player prop and BetBuilder offers in the region. Our ambition is to be the home of player props in CEE and to compete at the highest level, and this partnership is a key step towards that.”

The companies also indicated that football products will continue to develop ahead of the 2026 FIFA World Cup, when demand for real-time markets and player-focused betting is expected to rise.

Tennis and Basketball Included

Tennis holds strong popularity across parts of Central and Eastern Europe, particularly in Poland and Croatia. Huddle said the new setup is designed to cover a wide range of competitions, from leading ATP and WTA events to lower-tier tournaments.

The supplier emphasized pricing precision as a core strength of the partnership’s tennis product.

Basketball is another key vertical in the region, with models intended to support competitions such as the EuroLeague and NBA.

Borgosano said: “The depth and complexity of sports like tennis and basketball require highly specialized, automated solutions. By combining our cross-vertical know-how in trading solutions with STS and SuperSport’s strong footprint, we are empowering a superior, more varied offering that delivers more value for the bettor and the operator.”

The deal reflects a broader trend among operators investing in proprietary trading systems and specialist suppliers rather than relying solely on standard third-party feeds.

As regulated markets mature, sportsbook brands increasingly compete on speed, accuracy, market depth and unique betting experiences. Those factors are especially relevant in regions where customers are already familiar with sports betting products.

For Entain, the partnership is another step in strengthening its CEE portfolio through locally recognized brands supported by upgraded technology. For Huddle, success with STS and SuperSport could serve as a reference point for additional tier-one partnerships elsewhere.