Which team will score the next goal? Which player will receive the next yellow card? These dynamic, real-time wagers, known as in-play bets or live bets, are now among the most profitable features that can be offered by an iGaming platform.
According to the 2025 Global Sports Betting Market Growth Report, live betting already accounts for more than half of all online wagers globally, within a market worth US$ 108.6 billion. And this trend is also true in Brazil - a H2 Gambling Capital report found that over 50% of bettors prefer live markets, making it the dominant offering for any iGaming platform provider in Brazil.
So if you want to be successful in the sports betting universe, having the best online sportsbook software and including live betting features is no longer optional - it's essential. And, as we are here to help you, we will explain what live betting is, how it works, why it’s now a core feature of the best iGaming software, its key advantages, and future trends.
We’ll also analyze the recent FIFA Club World Cup Final and how online betting solutions powered by real-time odds benefited both players and operators. By the end, you’ll also see that our solutions for in-play betting are more surprising - good surprising - than the victory of Chelsea over PSG.
In-play Bets: What are They and How Do They Work?
Live bets are placed while a sporting event is in progress, not like traditional bets which are made before the match begins. They are adjusted in real time, which allows bettors to take advantage of game-changing events, such as substitutions, injuries, or tactical changes. But, as we’ll see next, it also brings benefits to the 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.
Why is In-play Betting Essential?
In-play betting has become 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% 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.
Key Advantages of 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% higher 30-day retention rate.
- Market differentiation: offering dynamic in-play markets helps your platform stand out from its competitors.
- Personalized player experience: AI can analyze user behavior 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.
Case Study: FIFA Club World Cup Final.
Last Sunday, 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. As we'll see below, 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%, while Chelsea had 34%.
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.
Future Trends in Live Betting.
As the iGaming universe evolves, so will in-play betting. Key innovations that should shape its future are:
- Predictive AI: platforms will soon use predictive analytics to suggest bets before key moments.
- Deep personalization: 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.
Final Thoughts.
Live betting transforms passive viewers into active participants. Combining AI, real-time data, and immersive UX, modern betting platforms must prioritize in-play features to stay ahead. From boosting engagement to enabling smarter risk management, live betting is a cornerstone of the best online sports betting software.
Offer Live Betting with InPlaySoft.
InPlaySoft is an international software provider for sports betting sites and online casinos with vast experience in the Brazilian market. The company uses official data from Sportradar, the fastest on the market, to provide the best experience with minimal risk. Furthermore, InPlaySoft offers unique scalability to its customers, as it has a cloud-first approach, and has unparalleled stability, boasting 100% uptime to date.
