> ## Content Index > Fetch the complete content index at: https://www.igamingnews.biz/llms.txt > Use this file to discover other available public pages before exploring further. # T5C's Bet Builder Engine Now Serves Betfred and Paddy Power - URL: https://www.igamingnews.biz/t5c-bruno-betfred-bet-builder-engine/ - Published: 2026-08-20T12:00:00.000Z - Updated: 2026-08-20T15:56:41.000Z - Description: T5C's BRUNO bet builder engine now powers Betfred's online sportsbook and a white-labelled Paddy Power tool, the same technology sold to direct rivals. - Author: iGamingNews Editorial Desk - Tags: Product, Sports Betting, T5c *Image credit: Source: company and trade-press disclosures.* **Betfred has extended its partnership with T5C, a UK sportsbook engineering studio, to run T5C's BRUNO bet builder engine across its online sportsbook ahead of the 2026/27 football season, the companies confirmed this week.** BRUNO now reads Betfred's live prices, available markets and match statistics, then surfaces pre-configured multi-market combinations a customer can add to a slip in one tap instead of building a wager leg by leg. Betfred keeps everything that decides the price. "We retain full control of our pricing, markets and risk," said Mark Hartley, Betfred's head of product and commercial, describing BRUNO's job as surfacing "relevant, ready-made combinations" rather than setting them. Andrew Grimshaw, T5C's commercial director, called the online rollout "a natural extension" of a retail deal struck months earlier. That retail deal is the reason Betfred trusted T5C with its digital Bet Builder at all. Ahead of the 2026 World Cup, T5C loaded its Smart Accas, Trending Accas and Trending Bet Builders onto [roughly 1,250 self-service betting terminals](https://g3newswire.com/betfred-deploys-t5cs-full-acca-and-bet-builder-suite-across-ssbt-estate/?ref=igamingnews.biz) across Betfred's shop estate. Chris Collier, then Betfred's head of SSBTs, said the deployment gave customers "smarter ways to engage with the World Cup, while keeping pricing and risk fully under our control," [EGR Global reported](https://www.egr.global/intel/news/this-week-in-b2b-news-everymatrix-reveals-dedicated-lottery-division/?ref=igamingnews.biz) at the time. The online extension carries that proof of concept onto the channel that matters most. ## The bet builder engine works both sides of a rivalry BRUNO is not exclusive to Betfred. By [T5C's own account of its business](https://www.t5c.co.uk/t5c-bruno?ref=igamingnews.biz), the same engine also sits inside: - **Paddy Power's Mix N' Match**, a white-labelled accumulator builder for a Flutter Entertainment brand that competes directly with Betfred for UK punters. - **FootyAccums**, an affiliate site T5C describes as the UK's biggest accumulator brand, running end to end on BRUNO. - **ITV7 Football**, a free-to-play prediction game ITV built with Flutter. - **Telegram bots** that push automated tips and trending accumulators to social channels. One engine, four completely different customers, including two sportsbooks that would never share a trading desk. T5C says BRUNO spans six product suites and more than 20 live deployments generating over 500 million monthly impressions, figures the company reports itself rather than an independently audited total. That is the more interesting story than the Betfred deal alone. Sportradar, Genius Sports and Kambi have already shown that [pricing and risk can be unbundled and rented out](https://www.igamingnews.biz/sportsbook-trading-managed-services/) to operators that never hire a trader. T5C's bet builder engine shows the same thing happening one layer up, in bet discovery and content, the part of the product that decides what a customer sees on the way to the slip. ## Why rivals can share it without losing their edge The two layers do not compete for the same margin, which is what makes sharing one vendor safe. A [same-game parlay](https://www.igamingnews.biz/same-game-parlay-sportsbook-margin-engine/) earns a sportsbook its hold through how it prices correlated markets, not through which combinations get suggested first. An engine that only recommends what to combine leaves the actual pricing, and the actual profit, entirely with the operator buying it. Betfred can watch BRUNO drive discovery on a rival's app and still learn nothing about how that rival prices its book. T5C's own path into the business follows the same logic as the [managed-trading suppliers](https://www.igamingnews.biz/igaming-platform-build-vs-buy/) before it: build the tool to serve one demanding customer, then sell it to everyone else. T5C began as Checkd Dev, the internal technology unit of UK gambling affiliate Checkd Media, built to automate the tipster content and accumulator picks that drove Checkd's own traffic. Once that tooling worked well enough to license, the group spun it out as a standalone studio in July 2026 and started selling it to the operators its old affiliate business used to send traffic to. That is a shortcut open to any content-heavy affiliate with years of accumulator data sitting in its own systems, and it explains why a bookmaker as established as Betfred still went outside for something as ordinary-sounding as a bet builder engine. Assembling relevant combinations from live markets, stats and prices in real time is a content-and-data pipeline problem, closer to what an affiliate spends years building than a feature a sportsbook's developers bolt on before a season starts. The [micro-betting arms race](https://www.igamingnews.biz/micro-betting-sportsbook-product-race/) is pushing operators to add more markets faster than ever, which only widens the gap between the sportsbooks that build discovery tools in house and those that rent them. ## The same vendor sits on both sides of the rivalry Betfred is not walking away from its own trading desk, and neither is Paddy Power. What both have outsourced is the much smaller decision of which combination to show first, and that decision turned out to be valuable enough, and neutral enough, to buy from the same vendor as a direct competitor. If bet discovery keeps unbundling from the sportsbook the way pricing already has, the next operator's platform build-versus-buy call will not be one decision made once, but a running list of layers, priced and rented separately, on channels its own developers were never going to reach first. **Related:** [Sportsbooks Rent the Trading Brain They Cannot Build](https://www.igamingnews.biz/sportsbook-trading-managed-services/) | [Same-Game Parlays: The Sportsbook Margin Engine](https://www.igamingnews.biz/same-game-parlay-sportsbook-margin-engine/) | [The iGaming Platform Is an Operator's Biggest Bet](https://www.igamingnews.biz/igaming-platform-build-vs-buy/) | [Micro-Betting Is the Sportsbook Industry's Next Arms Race](https://www.igamingnews.biz/micro-betting-sportsbook-product-race/)