UltraCup has been developed for sportsbook operators to keep players engaged during the 39-day tournament
Sportsbook technology provider FIRST.bet is introducing a new World Cup-focused engine to help operators maximise player engagement during the tournament.
UltraCup is designed to give operators a complete tournament destination that keeps players engaged from the opening group match through to the final.
“The World Cup is the one moment when every football fan is watching, betting and hunting for somewhere to follow it all – and most sportsbooks lose that player to a dozen rival apps,” said FIRST.bet founder and CEO Tom Light.
“UltraCup keeps the entire tournament in one place: live standings, knockout brackets, Outrights, automatic boosts and Blind Bets on matchups that haven’t even been drawn yet. Operators capture that attention from the opening whistle and hold it all the way to the final.”
At the heart of UltraCup is a dedicated World Cup hub that mirrors how fans follow the competition. Players can track group tables, move through the knockout bracket, bet on tournament-wide markets such as Champion and Top Scorer, and engage with odds that shift dynamically as the tournament unfolds.
The product also introduces Blind Bets, allowing players to bet on future World Cup matches before the final matchup is confirmed, as well as Auto Boost Builder, which applies automatic odds boosts to qualifying Bet Builders directly inside the bet slip.
UltraCup is being launched with a clear World Cup focus but will be extended to other major league and tournament formats across football and other sports.