This is relatively new and only a handful of bookmakers currently offer this service, although I do expect to see others following suit in a short while. This is where you can pretty much build your own bet exactly as you want. Some bookmakers allow you to do everything on their website, others ask you to request your bet through Twitter and other social media platforms.
This kind of betting is right at the front when it comes to state-of-the-art punting, and I can see it having a big future. Instead of the bookmaker giving you options on what you can bet on, you choose exactly what you want to happen in the game and you ask for a price on it.
Player A to score at any time, over 2.5 goals in the game, Team B to win and Player B to be carded.
This gives you a unique betting experience that is tailored exactly to your needs as you are picking the selections for the bet yourself. This can transform the way you bet if used correctly, and it is a valuable tool for punters.