U.S. In-Game Sports Betting Becoming More Popular As Technology, Markets Improve

• Sports Betting Dime spoke with Patrick Mostboeck, Senior Vice President of Fan Engagement for Sportradar, regarding U.S. in-game sports betting popularity
• U.S. in-game handle has increased to nearly 50% over the last 12 months, but has yet to reach the 70% to 75% handle totals seen in Europe
• Increased familiarity, new in-game markets, and advancing technology are making in-game betting more popular in U.S.

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While in-game U.S. sports betting handle has increased over the last few years, it has yet to see the handle totals that rival European markets.

However, Patrick Mostboeck, Senior Vice President of Fan Engagement for Sportradar, reported to Sports Betting Dime that the U.S. in-game markets are closing the gap with Europe, aided by advancing technology and improved in-game offerings from technology providers such as Sportradar.

Mostboeck discussed Sportradar’s role in making in-game sports betting more appealing to U.S. audiences and how in-game markets provide a significant growth opportunity for U.S. sports betting companies.

In-Game Betting Becoming More Popular in the U.S.

According to Sportradar client data, roughly 35% to 40% of all U.S. sports betting handle has come from in-game bets in the last year. However, that figure closed in on 50% near the end of 2025, but still trails more mature European markets, where in-game betting accounts for nearly 70% to 75% of all sports betting handle.

How is Sportradar making in-game betting more appealing for Americans? How is Sportradar technology making in-game sports betting more accessible for U.S. customers? Mostboeck went into detail on the leading sports technology company’s efforts to better engage U.S. audiences with in-game betting.

Is the U.S. lagging behind in in-game betting handle/popularity, or is it simply a case of market maturity?

Mostboeck: From my point of view, and in terms of looking at the data and the marketing development we have, I would not say the U.S. is lagging behind. It’s just a matter of natural market development. If you check out how things have developed in other similar, more mature markets, and Europe is always the common example, it just takes time to shift from this current market that is mainly focused on pre-match betting compared with in-play betting.

It takes time. It requires all stakeholders to be in the loop. That means ourselves, the operators, and the leagues to contribute to that and improve the experience for customers to make it as attractive and appealing as possible.

What have been the biggest hurdles for in-play adoption in the U.S.? Getting customers to embrace in-play betting?

Mostboeck: Sometimes it just takes time. When customers start to interact with an operator, they typically bet on the most simple markets. These are usually match outcomes, final results, halftime results; overall the most basic outcomes. But, the more customers become familiar with a product, the activity, the deeper they get into it and the more they become an expert. Over time, as your understanding grows, as familiarity grows, as your confidence grows, then as a consumer you become more confident to place more in-play bets.

This is where the market is learning and shifting, how we provide our products and services to customer. But, also, it’s how our operator partners present those products and services to the customers to make them more appealing.

Sportradar’s Role for In-Game Betting

How does Sportradar come into play with ensuring continued in-play growth?

Mostboeck: For us, it’s two areas we focus on. First are our offerings, the markets we offer. The task for us has been the best way to increase our offerings for these micro-markets, but then evaluating how they perform, what works, and what doesn’t. You need to adjust your offers based on customer interaction.

Clearly, just offering thousands of markets doesn’t necessarily mean you will increase your in-play handle. It’s just more offerings, it’s not actual growth you produce with this. Where the benefit lies, where the value sits, is when we connect these additional markets with accompanying visualization to educate and inform the consumer about what’s going on. They feel more engaged, they understand the game better, and are therefore more motivated to place the next in-game bet.

From Sportradar’s perspective, we value our role in providing the product and required services, but also provide them in a way to have a continuous loop to learn and adapt to consumer demands.

U.S. In-Game Market Concerns

Any worries that recent U.S. sports betting scandals may halt in-game betting growth?

Mostboeck: From a Sportradar perspective, we are fully committed to comply with all applicable regulations and all legal requirements that come into place as we continue to learn about the markets and how they develops. Clearly, for us as a stakeholder in this whole ecosystem and environment, its imperative to act responsibly and in compliance with the laws.

This is the framework we play in. We believe within this framework there is great opportunity to expand in-play coverage. But, it’s imperative to act in the regulatory and legal frameworks.

Sportradar 4Sight Becoming Popular

Anything else you’d like to note that may have a role in in-game betting growth?

Mostboeck: One solution we see working particularly well is Sportradar 4Sight. This is how we try to make our video streaming more betting specific. What we’ve launched in the last 12 to 18 months, mostly in the sport of tennis and table tennis, but also selectively with the NBA outside of the U.S. since we don’t have betting streaming rights, is our 4Sight streaming product that highlights important betting points and actions within the game. This is becoming very popular with our clients, because in the end it really helps them differentiate the offering between what a consumer can get with a broadcasting side versus what they can get with a betting side. There’s a big point of differentiation.

It also helps them to specifically promote in-play markets, it’s just one example I mentioned earlier, where we try to build compelling visualization, compelling products, to bring the growth back to in-play markets.

Disclosure: Sports Betting Dime is owned by Sportradar.