How to optimise your football pricing for the player betting era

For trading teams, inconsistent pricing and unwanted suspension time across player markets and betbuilder is an all-too-common headache. For the 2026/27 season, James McKiernan, Commercial Director at Genius Sports sets out why quality of your modelling is the foundation for success in the player market era.

It’s that time again. The 2026/27 Premier League season is here and after a short turnaround following a record-breaking World Cup, the growth of player betting and betbuilder isn’t slowing down.

Today, football customers expect constant live betting opportunities. That includes in-play betbuilder markets, player shot markets, cash out, Subs Play On and so much more.

Yet, for operators, the engine beneath this experience has become complex, involving pricing from multiple suppliers for core markets, betbuilder and player markets – each reliant on varying data sources and trading models, often on the same fixture.

For trading teams, this presents the risk of inconsistent pricing, error-ridden resulting, unwanted suspension time, and ultimately frustrated customers.

Until today. For the 2026/27 season, Genius Sports is delivering everything you need for the player betting era across hundreds of football leagues, through one consistent pricing model, in one place.

Forget pricing inconsistencies

With Genius Sports, traders now have access to optimised, consistent pricing across pre-match, in-play, betbuilder and player markets, with the highest market and cash-out uptime, and promotional markets like 2-Up and Subs Play On.

Haaland to Score First as a pre-match bet, and then Haaland Shots on Target within an in-play betbuilder? You pricing is totally aligned, consistent and settled in the same way.

Want to provide in-play betbuilder and cash out offers, without any suspension time after a corner, goal-kick, or during stoppage time? We’re at the stage where 100% availability is essentially possible.

Bet delays, market suspension and slow, inaccurate payouts are big disruptors to the in-play football experience. Removing them is key for operators this season – and that’s exactly what Genius Sports is helping you do.

Official “source-of-truth” resulting

During a busy Saturday of football, customers want to bet able to place bets as goals go in, see them settled quickly, and cash-out right up until the final whistle.

Operators need speed from their in-play products. If you leave customers waiting great lengths of time to find out the result of their bet, you risk losing them to a competitor for the next big game.

Of course, one of the big benefits of choosing Genius for your football pricing is that your markets are priced and settled with official “source-of-truth” data on the biggest football leagues, including player markets and betbuilders.

Through our robust data collection protocols, you get total peace of mind that even your most complex and granular markets are settled with maximum accuracy.

Remove friction during stoppage time

Historically – and still even today – many operators close markets in the final moments of the game. In 2025/26 Premier League season, a record 95 goals were scored in second-half stoppage.

But that doesn’t need to be the case. For operators this season, extra margin gains will be found in removing unwanted downtime when you and your customers don’t need it, like when the ball goes out for a corner, during a card, or in the dying embers of the game.

Through our official data and modelling technology, we continue to provide the industry’s highest market and cash-out uptime. For example, last season we averaged over 5 minutes more Premier League market availability than alternate suppliers.

During the off-season, we even expanded our High-Availability Cash Out (HACO). It operates independently of trading state and enables over 3-minutes of extra cash-out availability per fixture, whether that’s a player shot market or five-leg betbuilder.

PreBuilt for contextual live betting

Surging in popularity for the 2026/27 season, our PreBuilt betbuilder feed automatically curates relevant pre-match and in-play betbuilder markets. Again, it’s powered by the same single pricing model.

Surfacing betting markets that relate to the live game is becoming a real point of differentiation. PreBuilt provides the narrative-driven, player-driven, betbuilder markets you need.

If a player hits the post, can you immediately serve a relevant bet builder or boost around them scoring next? That’s what PreBuilt makes possible.

Think Arsenal to Win 2-1, Gyokores to Score First and Over 10.5 Corners, just after the Arsenal striker has a goal disallowed for offside.

The player markets displayed in BetVision? They’re powered by the same pricing feed, too.

Get ready for the 2026/27 season

On the biggest leagues this season, player markets and betbuilder will be a key battleground. The art lies in delivering this content in the most engaging way – and doing so requires the pricing quality and consistency behind it.

With the right foundations in place, greater profit margins, more market and cash-out availability, and a better in-play experience will quickly follow.

Check out what’s available to help you win the player betting era.