Live betting: key advantages and future trends, according to inPlaySoft

InPlaySoft explains why including live betting features on an igaming platform is no longer optional but essential.

Opinion.- Since their inception more than two thousand years ago in ancient Greece, sports betting has evolved into an attraction in its own right, with analysis, statistics, in-depth studies and, thanks to technology, ever more ways to place a bet.

Within this universe, we find in-play bets or live bets which, according to the 2025 Global Sports Betting Market Growth Report, already accounts for more than half of all online wagers globally, within a market worth $108.6bn. And this trend is also true in Brazil – a H2 Gambling Capital report found that over 50 per cent of bettors prefer live markets, making it the dominant offering for any igaming platform provider in Brazil.

But what exactly is live betting? Why is it one of the most profitable features an igaming platform can offer? How does it work?

Live betting: the key to success?

According to inPlaySoft, live bets are placed while a sporting event is in progress, unlike traditional bets which are made before the match begins. They are adjusted in real time, allowing bettors to take advantage of game-changing events such as substitutions, injuries or tactical changes. However, this modality not only benefits bettors , but also sports betting houses.

Live betting relies on real-time data and dynamic algorithms. Sportsbooks receive live information, such as goals, fouls, ball possession, and instantly update the odds. InPlaySoft, for example, uses official data from Sportradar, the fastest provider in the market, to ensure its partners deliver the best possible user experience for its clients.

Typically, in-play betting works like this:

• Data collection: Automated feeds capture key game events.
• Odds adjustment: AI algorithms recalculate odds in real time.
• User bet: The bettor chooses from dozens (or hundreds) of active markets.
• Cash-out: Many platforms offer the option to close a bet before the event ends.

No live betting, no sports betting

Live betting has become so relevant in recent times that it is now essential for today’s sportsbook operators and igaming platform providers. Some of the main reasons are:

• Mobile usage: a BusinessABC industry report states that over 60% of online betting revenue now comes from mobile devices, aligning perfectly with the convenience of real-time betting. Users always have their cell phones in the palm of their hand, ready to place a new bet.
• Real-time engagement: modern users want to react to the game as it unfolds – more than half of all wagers are made live, with live bettors spending up to 87 per cent more, according to GlobeNewswire.
• AI and data-powered updates: Using machine learning, platforms adjust odds within seconds, a key feature of the best betting platform software.
• Integrated streaming: many operators offer live streaming alongside in-play markets, allowing users to follow the match, see the action, and place live bets with full knowledge of what’s happening during the game.

Benefits and advantages of offering live betting

Live betting delivers numerous benefits for sports betting websites, such as:

• Higher engagement and revenue: according to data published by SBC Eurasia, sessions with live betting average 5.7 bets, compared to just 1.8 for pre-match bets. Also, live bettors show a 47 per cent higher 30-day retention rate.
• Market differentiation: offering dynamic in-play markets helps your platform stand out from its competitors.
• Personalised player experience: AI can analyse user behaviour and offer personalized odds or betting suggestions.
• Risk control: cash-out features give bettors control, reducing operator risk.
• Cross-sell potential: live betting acts as a gateway to virtual sports, live casinos, and esports, which are key drivers for online casino player retention.

What happened in the FIFA Club World Cup Final

On July 13, 2025, Chelsea surprised everyone by defeating PSG 3-0 in the FIFA Club World Cup final, held at MetLife Stadium in New York, United States. According to inPlaySoft, the event generated significant opportunities and benefits for both bettors and sports betting platforms.

Bettors, for example, could bet on:

• Who would score the first goal: Cole Palmer opened the scoring in the 22nd minute of the first half.
• Would there be more goals in the first half? After the first goal, bettors could bet on whether the net would be found again before halftime. The answer was yes, as Cole Palmer scored his second goal of the match in the 30th minute of the first half.
• Would any player receive a red card? From which team? PSG’s João Neves was sent off in the 40th minute of the second half for pulling Chelsea’s Cucurella’s hair.

Other statistics:

Possession: PSG had 66 per cent, while Chelsea had 34 per cent.

Shots: Chelsea had 10 shots, 5 of which were on target, while PSG had 8 shots, 6 of which were on target. Fouls: Chelsea committed 15 fouls, and PSG 12.

Cards: 4 yellows for Chelsea, 2 for PSG.

Arguably the most interesting aspect about the match, however, is that the result was unexpected for the vast majority of people. Everyone expected a victory for PSG, the reigning champions of the Champions League, who had thrashed Real Madrid 4-0 in the previous semifinal match.

While live betting can benefit bettors, who had the chance to bet on the Blues after the first goal, for example, it also benefits bookmakers. This is because they had the opportunity to adjust the odds and payouts during the match, avoiding financial losses due to an unexpected result.

The future of live betting

Technology is constantly evolving, and live betting is no exception. According to inPlaySoft, the main innovations expected to transform the future of live betting are:

• Predictive AI: platforms will soon use predictive analytics to suggest bets before key moments.
• Deep personalisation: markets will adapt to each player’s history using igaming software.
• AR/VR integration: real-time odds displayed via smart glasses.
• Social/metaverse integration: virtual live betting lounges with shared stats.
• Esports and virtual sports betting: dynamic, round-by-round in-play options.
• Responsible gaming tools: real-time limits and alerts for safer gameplay.

Live betting undoubtedly adds extra spice to the user experience, turning them into active participants through analysis, data and the use of AI. This not only increases interaction with betting platforms, but also enables smarter risk management. As inplaySoft states: “Live betting is a cornerstone of the best online sports betting software.”