Stockholm-listed betting and gaming operator Betsson has launched BetBuilder, an accumulator-building product developed by Betgenius and Sportscast.

A customised variant of BetBuilder has gone live across the company's Betsson, Nordicbet and Betsafe brands, using Sportscast's API to build a custom front end.

"We are delighted to announce the release of BetBuilder and further extend our fantastic football offering," Betsson Group director of sportsbook Nick Maurice said. "We expect the World Cup to be the action-packed event of the summer, and the ability to predict the various incidents in any game as part of a single bet, is a brand new experience for our customers."

Sportscast commercial director Ryan Coombs added: "We're delighted to be launching with a fantastic operator in Betsson, and excited to see them take customisation to the next level by creating their own interface on the Sportcast API suite.

"It's great news for Betsson's customers to get a little bit of magic added to their betting experience in time for the World Cup."

Developed through a partnership between sports betting solutions supplier Betgenius and platform provider Sportscast, BetBuilder was first launched in September 2017.

It offers multiples comprised of different markets within one game, including unique markets such as betting on how a player will score and whether a shot will hit the post or crossbar during a match.

"By giving operators control of their own margins, odds ladders and pricing down to a granular level, BetBuilder is not only a fantastic engagement tool but a perfect way to differentiate from others on the market," Betgenius business development director Sam Hill said. "We are excited to see its performance for Betsson this summer and beyond."

Shares in Betsson AB (STO:BETS-B) were trading up 1.04 per cent at SEK55.17 per share in Stockholm Thursday morning.

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