How live betting can learn from esports for sports betting

H2 Capital estimates that live bets placed in 2024 made up 47 percent of global sports betting gross revenue, about $28.4 billion. The same firm projects a share of 51 percent for 2028, or roughly $47 billion.

Another analysis examined the behavior of about 3.8 million bettors. According to it, 54 percent of monthly betting volume across five major betting markets comes from in-play bets. Even so, delivering a consistent live betting experience remains difficult for traditional betting companies.

Oddin.gg's head of esports trading, Ota Specinger, believes esports can guide operators in this area. In a conversation with Curtis Roach, content director at iGaming Future, he explained how traditional operators could change their trading strategies and infrastructure and how they could manage risk.

According to Specinger, live and digital structure is not new in esports. The game runs on servers, the game state can be read in real time, and viewers can bet while watching the broadcast. For this reason, we can say that traditional sports are moving closer to this structure.

Live trading means pricing continuously, since the game state can change completely within seconds. Trading teams supervise the automatic price updates of the models. They step in when the model loses context, such as during technical pauses, connection drops or suspicious betting behavior.