Huddle Grew Its In-Play Competitions 270% in a Year, With LSports as Its Market Benchmark

Challenge: Every Operator Wants More Than a Trading Floor Can Cover

Huddle supplies sportsbook operators with an Odds Feed and a Bet Builder, both built in-house. The bet builder is its core differentiator. Operators that sign with Huddle expect every sport, every tier of competition and a deep range of markets, player props included.

Huddle began with basketball. As operators asked for more, tennis made the problem plain. Somewhere in the world a tennis match is always in play, from UTR events to ITF Challengers to ATP and WTA. The economics ruled out a trader per tournament, and Huddle's trading team, about 25 people across Croatia and Las Vegas, was never going to scale to cover every match.

The answer was automation. Huddle built its own pricing models for six sports, and each model runs on a set of parameters. Moving those parameters automatically takes two things: match state from official live data, and an external market price to benchmark against. The benchmark shows how the wider market is moving, so it had to come from a partner Huddle could rely on, and one that could keep up as Huddle's ambitions grew.

Solution: A Price Huddle Can Build On, and a Partner That Keeps Pace

Huddle has worked with LSports since 2021. When it moved to TRADE, two things changed: speed and control. Integration got faster, and Huddle could book specific markets for pre-match and in-play separately and work with the raw odds directly. Huddle now takes pre-match, in-play and Player Props Premium Markets from LSports.

The flow is simple. One part of Huddle's platform follows the match through live data from official data providers. LSports odds arrive alongside it as a view of the market. Huddle's proprietary models produce the price, and LSports odds show where that price sits against the market. Where Huddle positions each price stays between Huddle and each operator. It depends on the jurisdiction, the operator's competitors and the action on the market. The process is the same for a main line, a micro market, a game prop or a player prop. From this season, Huddle prices player props across more than 100 basketball competitions with its own models, benchmarked against LSports.

The partnership proves itself when a model needs something new. When Huddle extends its models to a new market LSports does not yet cover, such as cards or corners in football or shots and saves in hockey, Huddle asks and LSports adds a benchmark for it, usually in three or four days and a week at most.

“When we take our models into a new market, LSports adds the benchmark in days. That partnership is why we chose LSports, and why we are still here.”

Dejan Čondić, Product Lead, Huddle

Impact: Nearly 4x the Competitions, the Same Trading Team

In September 2025, Huddle traded 123 in-play competitions with LSports as its market benchmark. By September 2026, it traded 459, growth of more than 270% in a year.

Tennis led the way. Huddle went from 30 tennis competitions to nearly 300, and in September alone it priced more than 10,000 tennis fixtures with no one on the desk. Outside tennis, competitions grew 74%, and football competitions doubled. Across all sports, Huddle priced about 9x the in-play fixtures it did a year earlier.

The trading team did not need to grow to deliver it. The competitions grew, and LSports coverage kept pace. For Huddle, LSports is the market benchmark for its automated trading, checked on every market its models move.

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