Sportsbook operators are always looking for ways to increase betting and revenue. The answer might be already in place.
In-play betting is poised to become an increasingly important part of the betting landscape in the United States – if bettors become more familiar with it.
According to Sophie Thomas, Sportradar’s VP of Group Operations, in play wagering is “applicable to any sport.”
“Certainly, you can offer a good in play experience for almost everything,” Thomas says during an interview with CDC Gaming. “Some sports are not particularly great betting sports, full stop, so I wouldn’t necessarily include them. For example, Formula One is not necessarily well adapted for betting. But in general, anything can work for in play. Again, it comes down to the experience that you’re delivering as an operator or as a supplier.”
Sportradar, in partnerships with Major League Baseball, the NBA, and the NHL, provides live data to sportsbook operators that facilitates in play betting.
In play betting is just as it sounds: wagering during the action of a sporting event. It can be between plays at a football game, pitches at a baseball game, or shots at a golf tournament. It could be the number of points scored during the second quarter of a basketball game or if a hockey player scores a goal during the third period of a contest. Basically, almost any action or outcome that occurs during the course of a game can be wagered on.
“You could offer a different market every 10 seconds in baseball, because there is enough time to actually do that,” Thomas says. “In something like basketball, where it’s much faster, it’s almost a little bit too fast to do that kind of embedding. That’s where the operator just has to be a little bit smarter around what exact experience you’re offering. So, you wouldn’t necessarily offer who will make the next basket.”
The potential to expand in play betting in the U.S. is enormous. Thomas says that table tennis – or ping pong for those with a table in their basements – has increased as a betting options. Paddle sports in general, particularly pickleball, are emerging.
“These are opportunities to have sport on when there isn’t a traditional U.S. sports being played,” Thomas says. “You can also make that content nearly (available) 24/7, especially with tennis. It’s being played in various different time zones. If people want, they can bet on it all day long. And having more sports available will obviously allow you then to have more in play opportunities.
“You also need the right environment. This is where the U.S. is still a little bit behind, but it’s getting there over time.”
Thomas feels that U.S.-based operators have the right tools in place, notably apps that can handle in play betting, and mobile functionality. But among many bettors, it’s still an “emerging phenomenon” that needs to be explained more clearly.
“They (bettors) need to have the right kind of engagement to take that step,” Thomas says, noting that in play betting has to be simplified to find favor with many gamblers.
“So rather than betting on the outcome of a game, you’re betting on something your favorite player will do, like, how many points will they score,” she says. “Or a micro market where you’re betting on the next event that will happen in that game. So, it’s more time related by appealing to either the fan’s favorite player or their favorite team, but also appealing to an instant gratification you’re more likely to get them to want to place a bet.”