What is in-play betting?
Traditionally, most bets are placed before a sports event begins, this is known as pre-match betting. But now, in-play betting (also called live betting) is changing the game. It allows bettors to place bets while the event is happening, whether it’s a soccer match, a golf tournament, or any other live competition. A fast-growing subset, microbetting, is all about ultra-short-term props, focusing on rapid, short-term outcomes, like the result of the next serve, pitch, or play.
With in-play betting, fans can bet on many different aspects of the game as it unfolds. For example, during a football match, they can bet on:
- Who will score the first goal?
- Which team will get a red card?
- Will there be a goal in the next 10 minutes?
This opens up a whole new world of betting opportunities throughout the game. The odds keep changing based on things like player performance, team strategy, and even weather conditions. Bettors need to stay sharp, react quickly, and make fast decisions as the action evolves.
Why in-play betting is on the rise
A recent study by Optimove Insights shows that in-play betting now makes up more than half of all bets in several major markets. The research looked at data from over 3 million sportsbook users across the U.S., U.K., Greece, Italy, and Spain. It found that 54% of all bets were placed live, with Greece leading the way at 70%.
One big reason is that it gives bettors more chances to place bets during a game. Some people might feel more sure about certain moments once the game is underway. With a wider variety of betting options available in real time, it’s easier for bettors to find something they feel good about.
Another reason is the thrill. Unlike pre-match betting, where bettors wait until the end to see whether they’ve won, in-play betting delivers instant excitement. Bettors can win or lose multiple times during a single match. This keeps viewers more emotionally engaged and makes the whole experience more exciting from start to finish.
JMP Securities analysts predicted that in-play betting is growing fast, by 31% each year. If this trend continues, U.S. in-play betting could bring in $14 billion in revenue by 2030. This shows just how big the opportunity is for operators.
The opportunity: What this means for operators
The rise of in-play betting presents a major growth opportunity for operators. As more viewers become familiar with and excited by live betting options, the demand continues to grow. For operators, this means more betting moments per game and the chance to attract a broader audience, including casual fans who may not have engaged with traditional pre-match betting.
Ultimately, this increased engagement and wider reach can lead to significant revenue growth. With more frequent bets placed during each game and more users participating, operators can unlock new streams of revenue.
Every moment becomes a betting opportunity
In-play betting turns every second of a game into a potential wager. Operators can offer a wide range of dynamic odds throughout the match—on goals, fouls, player actions, and more. Even during slower moments in a game, the ability to bet on what might happen in the next few minutes keeps fans engaged and emotionally invested.
This flexibility allows operators to be more creative with their offerings, tailoring bets to the flow of the game and the preferences of different types of bettors.
Reaching new bettors
The variety and simplicity of in-play bets can also attract new bettors into the play. Some sports fans may not be interested in traditional betting, but they might be excited to place a quick bet on a favorite player or a specific moment.
For example, BetVision’s Touch-to-Bet feature lets users tap directly on a player within the live video stream to instantly see stats and place player-specific bets. This kind of interactive experience lowers the barrier to entry and makes betting more accessible and fun.
Source: The 2.0 In-play Era | Six ways BetVision is revolutionising live sports betting
The challenge: The importance of low latency streaming
While in-play betting offers exciting growth opportunities, it also brings technical challenges, especially when it comes to streaming quality, and data-video synchronization. To keep bettors engaged, it’s crucial for operators to offer live sports streams directly within their platforms. When users can watch and bet in one place, they tend to stay longer and place more bets.
Maximize betting window and fair play
One of the biggest challenges is delivering streams with low latency. Why is this so important?
Longer betting windows: In-play betting often happens in short bursts, sometimes within seconds. Lower latency gives users more time to react and place bets, making the experience smoother and more enjoyable. For operators, this translates directly into increased betting volume. Lower latency means more in-play bets, higher turnover, and ultimately, greater revenue potential.
Fairness: If there’s a long delay in the stream, someone watching the game live at the stadium could place a bet before others even see the play happen. This creates an unfair advantage and undermines trust in the platform.
Reliability and scalability are key
Imagine a bettor is about to place a bet, and the stream suddenly buffers or freezes. That kind of disruption can ruin the experience and drive users away. That’s why reliable, high-quality streaming is essential, especially during peak traffic moments.
Operators need a solution that not only delivers low-latency video, but also scales smoothly without compromising stream quality. This is where solutions like Dolby OptiView Streaming come in. It’s built specifically for low-latency streaming and syncing video with data, helping operators deliver a great betting experience without being held back by technical issues.
The future of in-play betting
As technology continues to evolve, in-play betting is being shaped by several exciting trends that are enhancing both the user experience and operator efficiency.
AI-powered odds adjustment: Operators are increasingly using AI and data-driven insights to improve the in-play betting experience. AI helps adjust odds faster and more accurately by analyzing real-time data and running millions of possible game scenarios. These AI-powered trading models make in-play markets sharper, more dynamic, and more efficient.
Personalization and gamification: Features like real-time leaderboards, challenges, and rewards can make betting feel more like a game. When combined with social elements, such as group betting or sharing picks with friends, this gamified experience can boost engagement and user retention.
Final thoughts
In-play betting is quickly becoming a central part of the sports betting experience. Its fast-paced nature, real-time engagement, and growing popularity give operators a powerful way to attract new users, keep them engaged, and increase revenue. To fully take advantage of this opportunity, operators must address key challenges such as stream latency and data synchronization.
By adopting advanced solutions like Dolby OptiView Streaming, operators can create a more reliable and exciting experience for bettors. The future of in-play betting is full of potential, and now is the time for operators to lead the way.
