SBC News Voice of the Sports Betting Industry
Emily Thompson, Content Writer and Researcher at CasinoRank, compares the live betting and live casino sectors to outline how operators can capitalise on the growth these products offer.
The iGaming industry is undergoing a dynamic transformation, driven by real-time interactive experiences that mirror the authenticity of traditional casino environments. This surge is primarily fueled by the rise of live gaming formats—particularly live betting and live-dealer casinos—which are revolutionising player engagement and setting new standards for user expectations.
With LiveCasinoRanker’s expert insights, this article delves into the evolution of live gaming, exploring innovation trends, user behaviour shifts, and technological advancements that shape the future of interactive casino experiences.
Key Differences Between Live Betting and Live-Dealer Casinos
While both live betting and live-dealer casinos leverage real-time technology to enhance player engagement, they cater to distinct markets and player motivations:
- Game Selection: Live betting focuses on wagering on ongoing sports or esports events, offering dynamic odds that fluctuate with the game’s progress. In contrast, live-dealer casinos provide traditional table games hosted by human dealers via live video streams.
- Interaction Type: Live betting involves observing and wagering on external events, with interactions primarily centered around betting strategies and odds analysis. Live-dealer casinos facilitate direct interaction with dealers and other players.
Audience Demographics: Sports bettors are predominantly male, driven by a passion for sports knowledge and real-time game analysis. Live-dealer casino players exhibit more balanced gender participation. - Decision Timeframe: Live betting requires swift decision-making, as odds continuously evolve during events. Live-dealer casino games adhere to traditional pacing.
- Technical Requirements: Live betting platforms prioritise rapid data processing and real-time odds computation to ensure timely betting opportunities. Live-dealer casinos emphasise high-quality video streaming and interactive interfaces.
Regional Dynamics and Player Engagement
Player preferences and adoption rates vary significantly based on cultural, technological and regulatory influences. Here are the regional trends, provided by Dataintelo:
Europe
Europe represents a mature market for both live betting and live-dealer casinos, supported by sophisticated regulatory frameworks. Live betting constitutes about 54% of total bets on average across European markets, with countries like Greece (70%), Italy (57%), and Spain (55%) leading in engagement. In the UK, online gambling contributes to 42% of total gambling revenue. However, live betting accounts for only 34% of betting activity, indicating a preference for traditional betting formats.
Asia Pacific
In the Asia Pacific region, live betting has gained substantial traction, particularly around sports like cricket and football, as well as the burgeoning esports sector. The region’s high smartphone adoption rate—exceeding 70% in many countries—has significantly contributed to this growth. Live-dealer casinos have found particular success in markets such as the Philippines and Macau, where traditional casino culture seamlessly blends with digital innovation.
United States
The United States has witnessed explosive growth in online gambling, particularly following regulatory changes. Projections suggest that by 2025, the US will be the top revenue generator in sports betting, with estimates reaching USD 18.51 billion. Live betting already comprises 52% of all US sports wagers, with average monthly live bets at USD 1,583.90, compared to USD 846.20 for pre-match betting.
The Impact of Live Betting on iGaming
Live betting has fundamentally altered the iGaming landscape by offering continuous engagement throughout sporting events. This shift from pre-match to in-play betting has led to substantial revenue increases, with operators reporting that live betting customers exhibit 2.4 times higher lifetime value compared to traditional bettors. The technological infrastructure supporting live betting has driven innovations across the iGaming sector, including advanced data analytics, instant odds computation, and reduced latency.
Live Sports Betting
Live betting on sports like football and basketball involves real-time wagering during games. Estimates show about 70 million hours played annually and 1.084 billion bets placed each year, reflecting high engagement during major events.
Live Esports Betting
For esports, live betting on games like League of Legends involves wagering on ongoing matches. Estimates suggest around 3 million hours played annually and 46.8 million bets placed, indicating a growing but smaller market compared to sports.
The Impact of Live-Dealer Casinos on iGaming
Live-dealer casinos have successfully bridged the gap between physical and online casinos by providing authentic gaming experiences. The psychological impact of human interaction has proven significant, with retention rates for live-dealer players averaging 31% higher than those for random number generator (RNG) games. The COVID-19 pandemic accelerated adoption, as land-based casinos closed, prompting enthusiasts to explore online alternatives. Operators report that over 60% of players who migrated to live-dealer platforms during lockdowns have continued their online play.
The technology underpinning live-dealer platforms has spurred significant advancements in video streaming quality, studio design, and user interface development. Leading providers have established elaborate studio operations employing thousands of dealers worldwide, creating an entirely new job category within the gambling industry. This human element has proven particularly effective in emerging markets where trust in random number generator (RNG) systems may be lower.
Player Engagement Rates
Live Betting Engagement
Live betting demonstrates exceptional engagement metrics, with session lengths averaging 22 minutes compared to just 8 minutes for pre-match betting. The continuous nature of in-play wagering creates multiple decision points that maintain interest throughout events. Data from major operators indicates that live bettors place an average of 5.7 bets per session versus 1.8 for traditional bettors.
Player retention statistics further illustrate this engagement advantage, with 30-day retention rates approximately 47% higher for customers who primarily engage in live betting. Platform data shows these users are also more likely to explore other product verticals, with 68% of regular live bettors eventually trying casino games—creating valuable cross-selling opportunities for operators.
Live betting demonstrates exceptional engagement metrics, provided by Statistika:
- Session Lengths: Average 22 minutes compared to 8 minutes for pre-match betting, indicating sustained player interest during events.
- Betting Frequency: Live bettors place an average of 5.7 bets per session versus 1.8 for traditional bettors, reflecting increased interaction.
- Player Retention: 30-day retention rates are approximately 47% higher for customers who primarily engage in live betting, suggesting enhanced loyalty.
- Cross-Product Engagement: Platform data shows that 68% of regular live bettors eventually try casino games, creating valuable cross-selling opportunities for operators.
Most Played Live Betting Games:
- Football (Soccer): Dominates live betting markets globally due to its widespread popularity and frequent in-game events suitable for wagering.
- Basketball: Offers numerous scoring opportunities, making it ideal for dynamic live betting markets.
- Tennis: With its point-by-point scoring system, tennis provides continuous live betting opportunities, attracting a dedicated betting audience.
- Esports (e.g., CS:GO, League of Legends): The rapid growth of esports has introduced a new demographic to live betting, with real-time action and frequent events.
- Cricket: Particularly popular in regions like the UK and India, cricket’s various formats offer extensive live betting markets
Live-Dealer Casino Engagement
Live-dealer casino engagement metrics reveal similarly impressive patterns, with average session durations of 36 minutes compared to 18 minutes for standard RNG casino games. The social dimension proves particularly powerful—players who use chat functions while playing demonstrate 41% longer sessions and 27% higher deposit frequencies.
The authenticity factor creates stronger emotional connections, with surveys indicating that 72% of live-dealer players report feeling “more trust” in game outcomes compared to standard online casino games. This translates to measurable business outcomes, with average bets in live-dealer environments typically 30-40% higher than in equivalent RNG games.
Live-dealer casino engagement metrics reveal impressive patterns, from iGaming Tracker:
- Session Durations: Average 36 minutes compared to 18 minutes for standard RNG casino games, indicating deeper player immersion.
- Social Interaction: Players who use chat functions while playing demonstrate 41% longer sessions and 27% higher deposit frequencies, highlighting the importance of social elements.
- Trust and Authenticity: Surveys indicate that 72% of live-dealer players report feeling ‘more trust’ in-game outcomes compared to standard online casino games, enhancing player confidence.
- Betting Volume: Average bets in live-dealer environments are typically 30-40% higher than in equivalent RNG games, contributing to increased revenue for operators.
iGaming Market Trends
Live Betting Trends
- Micro-Betting Markets: Integration of micro-betting markets allows wagers on minute-by-minute events, enhancing engagement and offering more betting opportunities.
- Personalisation: Advanced data analytics enable personalised betting options based on individual preferences, improving user experience and retention.
- Second-Screen Experiences: Companion apps and platforms enhance viewing and betting experiences simultaneously, catering to the modern multi-tasking bettor.
- Esports Growth: Esports betting is experiencing rapid growth, with live-betting formats dominating due to the dynamic nature of esports events.
- Social Features: Social betting features enable friend groups to compete and share experiences, fostering community engagement and loyalty.
Live-Dealer Casino Trends
- Game Show Formats: Innovative game show formats blend entertainment with gambling, attracting a broader audience seeking diverse experiences.
- Enhanced Streaming: Multi-camera setups provide player-controlled viewing perspectives, enhancing immersion and replicating the physical casino atmosphere.
- Localisation: Localised dealer experiences with language-specific tables and cultural adaptations cater to diverse markets, improving accessibility and comfort.
- Studio Expansion: Studio operations are expanding beyond traditional casino hubs into emerging markets, reflecting global demand and creating local employment opportunities.
The future of iGaming is poised for increasing convergence between live betting and live-dealer casino formats. Technological advancements in connectivity and computing will enable seamless experiences that incorporate elements of both segments.
