If you’re running a sportsbook, you already know the market is crowded — and standing out isn’t as simple as offering competitive odds. Today’s bettors expect more: engaging pre-game markets, fast and exciting in-play options, personalized experiences, and reliable data that makes every bet feel seamless.
In this article, we’ll walk you through five key features that can help your sportsbook rise above the competition, backed by real stats and industry insights. Whether you’re looking to boost engagement, attract new players, or keep your current ones coming back for more, these features are the secret sauce every operator should consider.
1. Pre-game Bets: Boost Engagement and Player Retention Before the Game.
Pre-game betting — or pre-match, as many call it — might sound like the classic side of sports betting, but it’s still where most of the action happens. And let’s be honest, there’s something special about locking in your picks before kickoff. Despite the growing popularity of live wagering, the numbers show that bettors around the world — and especially in Brazil — still love placing their bets before the whistle blows.
A 2024 report from ENV Media found that 51% of Brazilian bettors prefer to prepare and place their bets before the event starts, while 34% combine pre-game bets with in-play betting. That means roughly 85% of bettors in Brazil are making pre-match wagers part of their routine. Pretty impressive, right?
Pre-game bets are also incredibly valuable for sportsbooks. They provide predictable volume, making it easier to manage risk and margins. Bettors tend to wager larger amounts on pre-match markets [ENV Media]— whether they’re building parlays, exploring outrights, or trying creative bet combinations.
And perhaps most importantly, pre-game bettors are often more engaged and loyal [ENV Media]: they research lineups, study stats, and check trends before locking in their picks. By offering a deep, data-driven pre-match experience — with clear odds, rich statistics, previews, and even early-bird promotions — sportsbooks can attract the kind of bettor who comes prepared and keeps coming back.
2. In-Play Betting: Keep Users Hooked with Live Action.
Pre-game bets are essential, but in-play betting - or live betting - keeps users on your platform longer, increases session length, and encourages follow-on bets [Statista]. It’s fast, thrilling, and perfectly suited for bettors who love reacting to every play in real time. The ability to offer bets such as next possession, next corner, or player props, combined with fast cash-outs, live streaming, and play-by-play stats can significantly boost user engagement and retention.
And it’s not just about fun — it’s about numbers. In-play betting is taking over pre-game bets in quantity - globally, industry estimates put live betting at around 54% of all bets during major events, and the share is growing faster than pre-match bets [Mordor Intelligence].
So, if your sportsbook doesn’t offer strong in-play options yet, now’s the time to make the move (and may we be so bold to suggest InPlaySoft’s: https://inplaysoft.com/product/online-sportsbook).
3. Customization for Operators: Tailor Your Sportsbook to Your Market.
Today, operators want flexibility to control what they show and how they show it - they know that one size definitely doesn’t fit all.That means choosing which tournaments are highlighted in their platform, the order of events, banner colors, and other branding elements. Customization is not just a “nice-to-have”: companies that implement it see 10–30% revenue increases thanks to higher conversion and retention [McKinsey].
Customization is key because preferences vary widely in each region of the world. For instance, football dominates Latin American markets, whereas basketball and NFL may be more prominent in North America - and sports betting platforms should reflect that. Allowing operators to customize the user interface and highlight key events helps improve engagement and strengthens brand differentiation [Altenar]. In short, customization is what makes your sportsbook truly yours.
Well, lucky for you then - as InPlaySoft is revolutionising the iGaming platform CMS scene with an intuitive back-office that gives operators full control and puts the power of your front-end in your hands.
4. Odds Boosts: Drive Conversions with Enhanced Betting Offers.
Managing the odds and boosting them are among the most effective tools to attract attention and drive short-term engagement. Bettors recognize them as high-value offers, and smart use of boosts can increase both bet frequency and customer lifetime value. Industry insights show that operators who deploy odds boosts strategically see significant spikes in conversions and retention [OddsJam].
Not sure how to get the best out of odds boost? Here’s how you can do it:
- Use boosts on high-profile matches or rivalry games to maximize visibility.
- Limit exposure with time-boxed or capped boosts to create urgency without hurting margins.
- Personalize boosts for VIPs or dormant users to encourage reactivation [BettingUSA].
When executed well, odds boosts can transform marketing campaigns into measurable revenue growth, while simultaneously enhancing the user experience by making bets feel more exciting and rewarding.
5. Premium Data Providers: Why Quality Data Makes or Breaks Your Sportsbook.
A sportsbook’s backbone is its data. Speed, accuracy, and depth of information define how well a sportsbook can handle pre-game and in-play markets. And if your data isn’t up to scratch or, heaven forbid, is scraped (we hope yours isn’t but if it is, you really should speak with u today) then you’re at risk - not just of losing players to your competitors who use better data, but of those tech-savvy users who are specifically set-up to take advantage of your lag.
Providers like Sportradar offer not only official data that is streamed direct from stadia around the world in less than 2 seconds, but also live scores, advanced stats, player tracking, and integrity services. Key benefits of a premium data provider are:
- Low latency: Sub-second updates are critical for live markets.
- Data depth: Advanced stats enable richer micro-markets and innovative products.
- Integrity: Reputable providers help detect suspicious patterns, protecting both your license and players.
Choosing a premium data partner ensures your sportsbook can scale globally while maintaining a fast, reliable, and trusted user experience.
InPlaySoft: Sportsbook Solutions for Operators that Want to Grow.
At InPlaySoft, we create, deliver, and maintain scalable, stable, and fast-to-market iGaming platform solutions for operators who demand not just success — but sustainable growth. We’re passionate about helping sportsbooks not only launch but truly thrive in an increasingly competitive landscape.
With our sportsbook, our partners can offer both pre-game and in-play betting, and customize just about anything with just a few clicks with our revolutionary new CMS. Our intuitive management tools let operators control and boost odds — so they’re always in charge. And of course, we’ve partnered with Sportradar, the world’s leading data provider, to ensure accuracy, integrity, and a top-tier player experience.
Because at the end of the day, your success is our success too. Whether you’re looking to expand into new markets, attract new bettors, or fine-tune your platform for peak performance, InPlaySoft gives you everything you need to stay one step ahead.
