In-Game Wagering Sparks Increased Spending Among Bettors

Posted on: January 17, 2025, 05:39h. 

Last updated on: January 17, 2025, 05:39h.

In-game wagering, also known as live betting, is an impetus for sports bettors to spend more cash, according to a new report.

The NFL logo on a football field
The NFL logo on a football field. In-game wagering is on the rise in the US. (Image: CBS Sports)

Optimove Insights analyzed 2024 live betting trends in Greece, Italy, Spain, the UK, and the US, noting that on average, in-game wagering accounted for 54% of sports bets placed. Greece was the top market for that form of wagering at 70% of bets place while the US was fourth at 52%. In the US, where live betting is a new phenomenon compared to more mature sports betting markets, it’s evident bettors are allocating more cash to in-game wagers.

The U.S.A. led the way with bettors averaging the highest monthly live betting amount of $1,583.90 vs. $846.20 for pre-game (match), an 87% increase,” notes Optimove.

The research firm also observes that bettors that actively play in-game wagers bet more on average per month than those that focus solely on pre-game bets.

live betting
A chart showing increases in in-game betting in various markets. (Image: Optimove Insights)

In-Game Betting Big Frontier for US Operators

The US market for in-game betting has compelling long-term potential for sportsbook operators because some American sports are well-suited for this form of betting.

For example, the frequent pauses in the action in football – the most wagered on sport in this country – and the slow-moving nature of baseball make those sports ideal for live betting. Live betting has long been popular in Europe where slower-paced sports are popular with bettors.

In Italy last year, the average monthly spend on live betting was more than quadruple of pre-game wagering and it was more than double in Greece. Spanish bettors spent nearly twice as much on in-game wagers than they did on pre-match bets.

“This analysis illuminates the growing importance of live betting in driving player engagement and revenue for sportsbook operators,” adds Optimove. “With live betting accounting for over half of total bet amounts in most markets, it is clear that real-time, dynamic betting experiences resonate strongly with players. Moreover, the higher average spend by live bettors highlights the potential for operators to enhance player lifetime value through targeted, timely personalized messages to players.”

In-Game Betting Expansion Could Spark M&A

Live wagering offers gaming companies significant profit potential, but to maximize that, technology is essential. That could spark increased consolidation activity as gaming companies look to bolster in-game betting tech capabilities. One of the primary issues facing sportsbook operators is solving for latency.

Low latency is pivotal technology for sportsbook operators looking to capitalize on in-game wagering. That technology moves faster than the traditional broadcast feed, allowing gaming companies to accurately price live bets.

Various surveys suggest Bet365, DraftKings, and FanDuel score well in terms of live betting technology, but the field is open for other gaming companies to make inroads.