In-play wagering accounted for 47% of global online sports wagers in 2024, according to BettingRanker, part of the CasinoRank network. The segment generated about $27.1 billion in gross win during the year.
In-Play Betting Moves Close to Half the Market
The report also suggests the market has not stopped shifting. If the current trends are maintained, BettingRanker expects live betting to take up more than 50% of global online wagering by 2028.
That would represent a definite shift in how sportsbook users engage in sports. Pre-game betting is still important, but it looks like the key growth comes at the time of the game itself. Rather than placing a wager before kick-off, bettors watch scorelines, momentum, and player actions and make decisions based on that.
Europe and North America Are Already Ahead
The global average is masking an even more advanced scenario in mature markets. According to BettingRanker, Europe and North America have already crossed the majority threshold when it comes to in-play betting, with 54% and 53% of total volume of bets being made through the feature, respectively.
These statistics explain why product development teams are paying more attention to speed, live data feeds, and mobile-friendly interfaces. The live betting experience relies on timely updates, reliable apps, and market variety to engage the user during the match.
Football remains the main sport behind overall betting activity. BettingRanker puts football’s share of total betting activity at 56%, with about $53bn in global gross win. These figures make the sport the primary testing ground for live products.
Micro-Markets Raise Product and Policy Questions
Micro-betting is one of the clearest growth areas inside live betting. These markets allow betting on specific outcomes like next point, next play, or next in-game action.
For operators, this means the potential for more user activity during one event. For regulators, though, it creates a challenge. Micro markets increase participation but may shorten the period between decision and result. Therefore, responsible gambling controls and integrity measures become even more relevant.
There have been proposals to regulate in-play betting and, in particular, micro-betting in New Jersey and New York. BettingRanker’s stance is that while heavy regulation won’t make users stop betting, it might drive them away to offshore operators who offer weaker consumer protection.
Mobile Use Keeps Changing the Sportsbook Model
Mobile betting represents yet another factor. BettingRanker found that mobile devices are responsible for 58% of European gambling revenues. The figure is expected to rise to 66% by 2028.
This matches well with the live betting approach. Users can watch the match, analyse data, and place wagers directly from the phone or second screen. Therefore, operators with better feed speeds and smoother mobile interfaces might get an edge over brands that are predominantly focused on pre-game odds.
Bottom Line
Sportsbook competition is shifting its focus. Live betting now unites pricing, technology, product development, regulation, and consumer protection in a single package. Sportsbook operators that view live betting as simply another tab on the site risk falling behind. Regulators, in turn, need rules that help control risk while avoiding demand leakage outside licensed markets.
