BETBY Puts Real-Time Fan Conversation Inside Event Pages

BETBY has launched User Chat, a real-time communication layer for individual sportsbook event pages. The feature keeps messages, reactions and operator updates alongside live betting content.

The new tool allows users following the same sporting event to communicate without leaving the sportsbook. They can send messages, reactions, pictures and stickers while browsing markets, watching a stream or placing bets.

Each chat is linked to a specific event, creating a shared feed for bettors following the same match.

User Chat includes replies and threaded conversations, making it easier to follow separate discussions during an event. Automatic translation is also available for mixed-language audiences.

The product reflects a broader shift in how fans consume live sport. Viewers regularly move between streaming services, social networks and messaging apps during a match. BETBY is trying to bring part of that activity back into the sportsbook. Kirill Nekrasov, BETBY’s Head of Innovation and R&D, said the concept reflects the way sports fans already watch, react and communicate at the same time.

For operators, the opportunity lies in keeping that interaction on their own event pages. Conversation can continue between bets or during quieter periods of a game, giving users another reason to stay inside the sportsbook.

Operators Get Their Own Messaging Tools

Operators can join conversations through administrator messages and pin selected content. That creates room for event information, campaign messages, promo codes or rewards aimed at users already following a particular match.

BETBY has also added moderation controls. They are a necessary part of a feature built around user-generated messages, images and public discussion.

The setup gives sportsbooks another engagement channel during periods when player attention is already high. At the same time, active chat introduces extra moderation and operational work. That challenge becomes larger when a sportsbook serves several markets and languages.

User Chat continues a product direction in which the sportsbook event page carries a larger share of the live experience. Betting, viewing and conversation can now sit within the same interface.

Whether players will actually use the feature regularly is less clear. Many already discuss matches on Telegram, Discord or social media. For BETBY’s clients, the real value will come from players making the chat part of their match-day routine.