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How has the Innovation on Live Betting Changed the Industry?

Alex Lowe by Alex Lowe
June 30, 2025
in Sports
0

FintechZoom > Business > Sports > How has the Innovation on Live Betting Changed the Industry?

The gambling industry has achieved much of its success through continuous improvement to create new features that make betting fun. Live betting or in-play betting was first introduced in the late 1990s when some bookies took bets over the phone while sports events were in progress. This concept has now blossomed into a popular option for many players. But has this innovation improved the betting game, or has it created new problems that make it worse?

What is live betting?

This is a betting option that lets players place bets on games or events that have already started. Bettors can make wagers throughout the entire event or match, instead of the conventional bets on matches before they begin. The odds change constantly based on how the game is unfolding. Let us take a Bundesliga match between Bayern Munich and Augsburg as an example. Say Bayern starts as heavy favorites, with odds of 1.25 to win, which means a $100 stake would return $25 in profit. However, if Bayern goes down 1–0 at halftime, their odds might jump to 2.10, which creates an opportunity for live bettors who believe Bayern will still win the match. Smart bettors can place their $100 wager at halftime with the improved 2.10 odds, and if Bayern comes back to win 3–1 as many expected, the live bettor earns $110 profit compared to only $25 for someone who bet before the match, even though both people bet on the same outcome of Bayern winning.

Kane controls the ball while being closely challenged by  two FC Augsburg opponents in white jerseys during FC Augsburg vs. Bayern Munich match, with fans visible in the stadium background. | FintechZoom
Kane controls the ball while being closely challenged by two FC Augsburg opponents in white jerseys during FC Augsburg vs. Bayern Munich match, with fans visible in the stadium background. | FintechZoom

The main benefit of live betting is that players can react to what they see happen in real time. They can place smarter bets because they have more information about the game. A team might gain momentum, or a key player might get injured, or a coach might make an important tactical switch. All these situations create new opportunities that bettors could not predict before the game started.

This type of option works especially well if players have strong knowledge about a particular sport.

How live betting innovation has changed the gambling industry

This option has changed the gambling world in several important ways that affect how people bet on sports today.

More betting options

The most obvious effect is that there are now more opportunities for bettors. Players can now place wagers on different aspects of the action as it happens in real time. Take football games as an example. Bettors can choose to wager on the final result, the score at halftime, how many goals will be scored in each half, the total number of yellow cards shown, or even which player will score next. These options give people many ways to bet throughout a single match.

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Different bookmakers offer betting markets and bonus bets for live wagering. Some may have more options than others, depending on their setup and focus. Additionally, some bookmakers provide promotional offers like free bets or deposit bonuses specifically for live betting, allowing users to maximize their wagering experience.

Better fan engagement

New data from Optimove Insights shows that live betting now makes up more than half of all wagers in key gambling markets around the world. Results from 3.8 million sports bettors in five countries—the United States, United Kingdom, Greece, Italy, and Spain—show that 54% of all bets now happen during live games rather than before they start. The research also found that people who bet during games spend more money each month than those who only bet before games begin.

This shows more people now actively watch games and bet live instead of just checking scores later. People who might have previously only followed their favorite teams through highlights or news updates now watch entire games to pay close attention to player performances and game momentum.

More frequent betting activity

Traditional betting involved making one decision before a game started and then waiting for the final result. Live betting creates multiple opportunities to wager throughout a single event.

Odds shift every few minutes based on what happens in the game. A touchdown, a red card, an injury, or even a successful drive down the field can cause immediate changes in the betting lines. These frequent adjustments give bettors many chances to find value and place new wagers during one game.

The ability to change strategy

Players can protect themselves against losses or take advantage of new chances that appear during the match. If your original bet seems likely to fail, you can place additional wagers to reduce potential losses or capitalize on unexpected developments. This strategy works especially well with specific player performance bets.

Higher risk of problem gambling

There is no doubt that live betting adds some sauce to how we place bets, but it also comes with its own drawbacks. The speed of live betting removes the natural pause that exists in pre-game wagers. Traditional betting gives people time to research, think through their decisions, and consider the potential consequences before placing a wager. Live betting eliminates this reflection period by requiring quick decisions as the action unfolds on the field.

Continuous betting opportunities throughout a single game can trap people in cycles of chasing losses. If someone loses an early bet, they immediately have chances to try to win back their money with new wagers.

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Alex Lowe

Alex is a financial writer covering forex. He is a expert financial journalist whose credits include Bloomberg, FT of London, Chicago Tribune. Contact: [email protected]

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