The quality of a sportsbook’s in-game offering is increasingly the key differentiator between an excellent sports betting experience and a merely good one.
Looking at the U.S. betting market, the ratio of in-game wagering is steadily rising as bettors become more familiar with regulated sports wagering. The appetite was there from the onset following the 2018 repeal of the Professional and Amateur Sports Protection Act, with Kambi finding that over half of U.S. bettors placed an in-play wager within their first five bets of joining in April 2019, and overall engagement levels with Kambi’s live offering continue to rise steadily in 2021.
With the growth of in-game betting comes an accompanying rise in the number of players engaging with Kambi’s extensive range of instant markets across its U.S. partner network. These are markets where bets are placed and settled swiftly, such as the next point winner in tennis or whether the next field goal in basketball will be a two- or three-pointer.
Interest in these markets in the U.S. is growing significantly. In fact, across Kambi’s U.S. partner network in 2020, there was a threefold year-on-year increase in instant betting as a proportion of all NFL live turnover, spurred by markets such as “result of current drive.”
Furthermore, Kambi was the only sportsbook, both B2B and B2C, observed to offer instant markets on the MLB World Series in 2020. Kambi’s unique “result of pitch” market accounted for close to a quarter of the company’s live turnover throughout the length of the competition, demonstrating the potential of a sophisticated instant betting offer to drive consistent engagement with the sportsbook.
Crucially, Kambi has found that U.S. players who engage with instant betting place more wagers overall during a game, illustrating the impact a high-quality instant offering can have in not only attracting players, but having those players demonstrate higher levels of engagement.
The power and complexity under the hood required to present a comprehensive range of instant markets in a seamless manner to the bettor, with low delays, cannot be overstated; nor can the expertise this requires in proprietary pricing. The growing popularity of instant betting clearly illustrates the need for a best-in-class sportsbook, underpinned by proven, high-performance technology in meeting the demands of the modern player.
For more information, visit kambi.com.