Which team will score the next goal? Which player will find the net? Who will receive the next yellow card? These and other bets, placed during a match rather than before it starts, are known as “live betting” or in-play betting, and they are currently one of the most popular and profitable features in the iGaming market.
According to the 2025 Global Sports Betting Market Growth Report, live betting already accounts for more than half of all online wagers worldwide, within a market valued at US$108.6 billion.
The same percentage applies to the Brazilian market, where a H2 Gambling Capital report showed that over 50% of Brazilians prefer live betting, making it the most dominant segment in Brazil’s iGaming sector, representing about 55% of the online market in 2025.
In this article, InPlaySoft explores what live betting is, how it works, why it has become essential for iGaming platforms, its main advantages, and the key trends shaping its future.
Additionally, we will analyze the FIFA Club World Cup final between Chelsea and PSG, held last Sunday (July 13), and how live betting provided significant benefits for both bettors and sportsbooks.
Live Betting: What is it and how does it work?
Live betting refers to bets placed while a sporting event is in progress. Unlike traditional bets, which are made before the match, live bets are adjusted in real time, allowing bettors to capitalize on game developments such as substitutions, injuries, or tactical changes.
Live betting relies on real-time data and dynamic algorithms. Sportsbooks receive live updates on goals, fouls, ball possession, and instantly adjust odds. InPlaySoft, for example, uses official data from Sportradar, the fastest provider in the market, ensuring that platforms working with the company offer the best user experience.
Typically, live betting works as follows:
1- Data Collection: Automated feeds capture key game events.
2- Odds Adjustment: AI algorithms recalculate odds in real time.
3- User Bets: Bettors choose from dozens (or hundreds) of active markets.
4- Cash-Out: Some platforms offer the option to cash out before the event ends.
Why is live betting essential?
Live betting has become crucial for sports betting platforms today, driven by:
* Mobile usage: Over 60% of online betting revenue comes from mobile devices, as users always have their phones on hand to place new bets.
* Demand for real-time interactivity: Modern users want to react to the game as it happens. According to Similarweb, which analyzed the online performance of Brazil’s top 100 websites, online betting sites in Brazil saw a 45% increase in traffic, reaching around 2 billion visits with an average of 52 million unique users per month between April and June 2024.
* Advances in AI and data: Platforms use machine learning to update odds within seconds.
* Integrated streaming: Many operators offer live streaming alongside in-play markets, enabling users to watch matches and place bets with real-time knowledge of the action.
Advantages of live betting
Key advantages that live betting offers to sportsbooks include:
* Higher engagement and revenue: Live betting keeps users active after a game starts, increasing session length and bets per event. SBC Eurasia data shows that each live betting session generates 5.7 bets on average, compared to 1.8 bets for pre-match sessions — more than three times more per event. Moreover, the 30-day retention rate among live bettors is about 47% higher than pre-match bettors.
* Market differentiation: Offering innovative live markets, such as player-specific bets or adjusted odds, helps platforms stand out from competitors.
* Personalization and retention: Real-time analysis of bettor behavior allows for tailored suggestions, enhancing user loyalty.
* Risk control with cash-out: The cash-out feature allows bettors to secure partial profits or minimize losses mid-game — and helps operators balance exposure.
* Cross-selling opportunities: Live betting opens the door to cross-selling with live casino games, virtual sports, and eSports.
Lessons from the FIFA Club World Cup final
On Sunday, July 13, Chelsea shocked the world by defeating PSG 3-0 in the FIFA Club World Cup final held at MetLife Stadium in New York. As we’ll see, the event presented great opportunities and benefits for both bettors and sportsbooks.
Bettors could wager on:
* First goal scorer: Cole Palmer opened the scoring at the 22nd minute of the first half.
* More Goals in the First Half: After the first goal, users could bet on whether more goals would be scored before halftime. The answer was yes — Palmer scored again at the 30th minute.
* Red Card Predictions: Would any player be sent off, and from which team? João Neves of PSG was sent off in the 85th minute for pulling Cucurella’s hair.
Additional match stats:
* Ball Possession: PSG 66% vs. Chelsea 34%
* Shots: Chelsea 10 (5 on target), PSG 8 (6 on target)
* Fouls: Chelsea 15, PSG 12
* Cards: Chelsea 4 yellows, PSG 2 yellows
What made this match particularly interesting was the unexpected result. Most people expected PSG to win, as they were the reigning Champions League winners and had just crushed Real Madrid 4-0 in the semifinals.
While live betting benefited bettors — for example, allowing them to bet on Chelsea after their first goal — it also benefited sportsbooks by enabling them to adjust odds and payouts dynamically, preventing significant losses from this surprising outcome.
Future trends in live betting
Key upcoming trends for live betting include:
* AI and predictive analytics: AI will predict game-changing moments and suggest bets based on behavioral data.
* Deep personalization: Platforms will offer live markets tailored to each bettor's history and preferences.
* Immersive interfaces (AR/VR): Augmented reality could display live odds over the field via smart glasses or smartphones.
* Integration with metaverse and social gaming: Virtual betting rooms with chat and real-time shared stats.
* Live virtual sports and eSports: Live betting on dynamic eSports markets per round.
* Regulation and responsible gambling: Real-time self-exclusion tools, alerts, and limits will become integral to live betting.
Final thoughts
Live betting transforms spectators into protagonists. By combining real-time data, AI, and intuitive interfaces, iGaming platforms can maximize engagement, revenue, and innovation. The future lies in delivering a seamless, personalized, and secure experience, starting with smart, responsive live betting.
Offer live betting with InPlaySoft
InPlaySoft is a software provider for sports betting and online casino sites, with extensive experience in the Brazilian market. The company leverages official Sportradar data, the fastest in the market, enabling partner platforms to offer pre-match and in-play betting with minimal risk and the best user experience.
Furthermore, InPlaySoft provides a unique scalability capability for its customers, as it uses cloud services, and has unparalleled stability, as it currently has 100% uptime.
Want to learn more? Visit the InPlaySoft website and explore our sportsbook!
Source: InPlaySoft
