New research from Optimove has found that in-play betting accounted for more than half of all sports wagers in the U.S. in 2024.
An analysis of nearly 3.8 million monthly bettors on regulated sportsbooks from January to December 2024 found that 52% of all sports wagers across the country were placed live and in-game.
The research also found that players who bet in-game spend more on average per month than those who only bet pre-match.
The data shows that the average monthly bet amount per player was higher for live versus pre-match bets in all countries assessed.
In the U.S., the average was 87% higher for live bets than pre-game wagers, at $1,583.90 vs. $846.20. That former amount was the highest average monthly pre-match bet value of all jurisdictions assessed by Optimove Insights.
“This analysis illuminates the growing importance of live betting in driving player engagement and revenue for sportsbook operators,” concluded 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-play betting is in fashion
Sportsbooks have certainly recognized the importance of having a smooth and extensive in-play betting experience to their bottom lines.
Perhaps the biggest indication of the value of live betting came when DraftKings acquired microbetting specialist Simplebet’s in-play betting and AI-assisted capabilities last August.
Simplebet is one of the most renowned B2B live betting providers, although others are available. It offers live betting odds capabilities for major sports such as the NFL, MLB, the NBA, the NHL, NCAAF and NCAAB and works with numerous operators, including bet365, Caesars, ESPN Bet, FanDuel and Hard Rock Bet.
Meanwhile, Sportradar announced in July it would start integrating live sports data and betting odds into social media video advertisements in what it called an industry first, beginning with Meta’s social media platforms including Instagram and Facebook.
Sportradar already supplies odds that are shown directly in NBA League Pass streams during games and even allow viewing sportsbook users to select bets directly within the livestreaming platform.
