The U.S. sports betting market is undergoing a major shift — and if you’re not already betting live, you might be missing the biggest edge in the game.
In-Play Bets Now Account for Over 50% of All Wagers
According to newly released July 2025 data from the American Gaming Association and sportsbook operator filings, more than half of all sports bets in the U.S. are now placed after the game has started. That’s right — live, in-game wagering has officially become the dominant format.
And the growth isn’t slowing. The live betting market is expected to surpass $90 billion in handle by the end of 2025, driven by faster mobile apps, real-time pricing engines, and bettor demand for more control and excitement during the game.
The U.S. is Catching Up to Europe
Live betting has been the standard across the U.K. and Europe for more than a decade. U.S. sportsbooks are now following suit, with major platforms like FanDuel, DraftKings, and BetMGM rolling out streaming-integrated apps that allow users to bet while watching in real time.
Up-and-coming apps like Betr and PointsBet are also pushing boundaries, offering microbetting features that focus on outcomes like “next pitch,” “next play,” or “next possession.”
Why Smart Bettors Are Going Live
Live betting isn’t just about thrills — it can offer a tactical advantage when used correctly. Here’s how savvy bettors are using in-play markets:
- Hedging: Secure profits or cut losses based on how the game unfolds.
- Momentum-Based Edges: Capitalize on shifts in game tempo, player energy, or coaching decisions before the sportsbooks adjust.
- Line Shopping: Exploit gaps between sportsbooks before odds sync up during fast-moving games.
In-play betting rewards fast thinking, situational awareness, and calm under pressure.
Be Aware of the Risks
With great opportunity comes greater risk. Live betting is rapid-fire, emotionally charged, and often leads to:
- Impulse betting
- Chasing losses
- Over-betting due to fear of missing out (FOMO)
Smart bettors protect themselves by budgeting a separate bankroll for live action and setting strict entry and exit criteria before the game begins.
The LuckyBets Outlook
We project in-play betting to reach 65 to 70 percent of all sports wagers in the U.S. by 2026. What’s driving that?
- Expanded markets like live player props and drive results
- Enhanced AI modeling and odds engines
- Greater integration of live stats and broadcast overlays
- Regulatory frameworks evolving to match real-time betting dynamics
The game is changing — and the winning edge now happens after kickoff.
Final Word
In-play betting isn’t the future. It’s the now. And at LuckyBets, we’re watching it closely.
The most successful bettors in 2025 aren’t just placing wagers — they’re adapting on the fly, leveraging momentum, and thinking like coaches with a bankroll.
We’ll continue tracking the tools, trends, and tactics that help you make your own luck — even when the game is already underway.
Go with the flow of life, ride the current, and let the live vibe carry you where you’re meant to be.
LuckyBets.com
