Messi - would you bet against him? In-Play betting and the future

Watching Barca v Real Madrid last night gave me pause for thought about the gambling industry. A few years ago, a gambler could’ve bet on the final score and little else. Now they can bet on who will be the next to score, the next to commit a foul, or pretty much anything else. The way that game was going, it wouldn’t surprise me if you could have bet on the most likely to win an Oscar for the best diving performance, or for Messi to score a hat trick with his eyes shut and from within his own half.

In the beginning – that is to say, in the early days of online gambling - consumers had the option to bet on full time results and half time scores. This wasn’t enough; the consumer wanted more. Consumer business will evolve to fulfil demand and sports book providers were quick to give consumers a much more exciting way to engage with a game through the medium of gambling. For some, it’s just another way to enjoy the sport they love.

So in-play betting has boomed because it gives consumers instant gratification whilst watching their chosen sport – while the game itself might not be all that special. And if the game is, like Mourinho, a special one, perhaps their enjoyment of it is greatly enhanced if they can gamble on it in real time, too.

This form of betting allows the punter to feel they have an advantage: they are informed, whether about team choice, conditions, or a host of other factors – and they can place bets based upon this “insider” knowledge. The platforms that are being offered by sports book operators are able to entertain and engage punters through the full 90 minutes of a game rather than having to wait for final score as the payoff moment.

So what happens next?

Already, software development companies are developing new ways to gamble such as the innovative Zoneplay which has been specifically modelled to make the most of the “What happens next?” nature of live sport. Only time will tell whether it will become a staple in the online gaming industry or fade into obscurity…unlike Messi, in his respective universe. My money’s on him to become one of the greats.

I'd be very interested to hear any stories of technologies & ideas currently being developed to add further innovation and excitement to the in-play sports betteting space.

Mark Yates

iGaming Recruitment Consultant

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