Genius Sports CEO Locke Sees ‘Massive’ In-Game Betting Opportunity
Posted on: September 9, 2025, 07:28h.
Last updated on: September 9, 2025, 07:28h.
- Genius CEO says in-game data is more valuable
- Company’s BetVision product could spark domestic in-game betting growth
Genius Sports (NYSE: GENI) co-founder and CEO Mark Locke said the shift in the US towards more in-game betting could be a significant growth outlet and profit-generator the company.
In comments made Monday at the Goldman Sachs Communicopia + Technology Conference in New York, Locke noted that relative to the UK, the penetration live sports wagering is small in the US, implying a long runway for growth.
The opportunity is absolutely massive,” said Locke during a conversation with analyst Benjamin Miller. “So I mean, if you look at Europe, you look at the U.K., for example, somewhere between 60% and 80% of all bets are made in play. And on top of that, the margins on them are much higher. In the U.S., you choose your number, but call it 30%, 35% of those bets that are made in play.”
In what could be positive for the longer-ranging investment thesis of the sports wagering industry, including Genius and rival Sportradar(NASDAQ: SRAD), there’s clear demand for live betting offering and that’s evolving to include microbetting. Genius and its competitor are the dominant data providers, purveying information that’s essential for sportsbooks looking to bring more in-game wagers to bettors.
In-Game Betting Lucrative for Genius
Europe, which is home to a slew of mature sports wagering markets, stands as proof of bettors’ affinity for in-game wagering. While many of the more popular sports, such as soccer, there are conducive to live betting due to slower paces of play, that also creates margin-accretive opportunities.
Locke points out that in Europe, in-play betting drives higher margins and while that form of sports wagering is still somewhat novel in the US, it’s on the rise. Notable to Genius investors is the fact data tied to live betting is more valuable than pregame data.
“From our point of view, we also get paid roughly 3x the amount because the data is more valuable on those in-play games,” said Locke at the Goldman conference. “So we have a compounding effect in our deals with the sportsbooks whereas you move to in-play betting, not only do the margins go up but you also have — we also get paid roughly 3x the price on them.”
Sportsbook operators are compelled to spend on the live data provided by Genius because bettors that are in-game-inclined typically spend more than their counterparts that focus on pregame odds.
BetVision Another Growth Valve for Genius
Locke also discussed Genius’s BetVision product, which is a streaming platform through which bettors can place wagers. For example, a DraftKings or FanDuel customer that sees an NFL game streaming on those mobile can watch the game and wager live on it in integrated fashion thanks to BetVision.
BetVision is also a centerpiece in Genius’s expanded partnership with Hard Rock Bet Sportsbook. The companies have worked together since 2021 and in the terms of the expansion announced Monday, Hard Rock bet will have access to BetVision.
“(BetVision) becomes the interface for the sports fan to engage with that game and engage with Hard Rock on these events. And so what they’re doing there is they’re going in, they’ll be placing bets. They’ll be watching the game, they’ll be seeing adverts. There’ll be — it’s a full user experience,” added Locke.
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