In this post, sportsbooks get insights on how to capitalize on live betting in real-time. Optimove Insights analyzed data from over 4.1 million NFL bettors and 135 million wagers from September 2023 to the Super Bowl in February 2024. In addition, 356 U.S. NFL bettors (see report) were surveyed before the 2024 season. Bettors’ intentions to place live bets before the season, outpaced the actual live betting, however, Optimove Insights sees that live betting will be the majority of bets moving forward for NFL bettors.
Key takeaways:
85% of NFL bettors PLANNED to place live bets in 2024-2025, up from 61% in 2023-2024.
However, bettors ACTUALLY made fewer live bets than they intended at 53% in 2023-24.
With in-play (live) betting growing, players are demanding seamless, fast, and dynamic live betting platforms.
Live betting creates multiple betting opportunities per game, increasing fun and engagement, and revenue potential.
Stay in touch
Be the first to know all about the latest Marketing tips & tricks, Industry special insights and more
The Surge in Live Betting: A Growing Player Preference
The chart below highlights that live betting in NFL wagering intentions is growing. For the 2024-2025 season, 85% of players intended to place live bets, compared to 61% the previous year, while actual behavior from 2023-2024 shows 53% made live bets.
The trends above indicate a clear shift towards intentions in live betting, with room for sportsbooks to bridge the gap between intent and action through education, real-time engagement strategies, and more.
The 53% actual NFL live bets for the last season, 2023-24, is consistent with the distribution of live betting we reported on in the U.S. at 52% in our January 9th post on global live betting trends.
Note: We believe that in last year’s NFL season (2023-24), bettors’ intentions outpaced actual live bets because live betting was still new for more online sportsbook players. As there is a preponderance of advertising, promotions, and education about live betting, we expect growth after the 2024-25 season.
How Sportsbooks Can Capitalize on Live NFL Betting: 3 Key Recommendations
Below are the three recommendations for sportsbook operators to capitalize on the momentum:
1. Optimize the Live Betting Experience
Sportsbooks must invest in intuitive, user-friendly platforms that offer frictionless navigation, real-time updates, and instant bet placements. For instance, a delay of even a few seconds can mean lost engagement and revenue.
2. Engage Players in Real-Time
Live sports create moments of high emotion, and operators should capitalize on them. OptiLive, Optimove’s exclusive real-time sports marketing solution, triggers personalized, in-the-moment messages when key events happen—like a goal, a touchdown, or a breakpoint. These real-time messages drive immediate engagement and higher conversions.
3. Educate and Incentivize Players
Many bettors still hesitate to place live bets due to lack of knowledge, expertise, and overall uncertainty. Offer tutorials, quick guides, and “Free First Live Bet” promotions to lower the barrier and encourage participation. Addressing these concerns through education and incentives can encourage more players to engage in live betting.
Live betting is no longer a trend—it’s the future. Sportsbooks must invest in real-time, data-driven marketing solutions like OptiLive to capitalize on growth.
Oren is a Marketing Research Analyst on the Professional Services team at Optimove. In this role, Oren focuses on extracting actionable marketing insights by researching and analyzing customer data for retail and gaming clients. Additionally, Oren is pursuing an industrial engineering and management degree at Shenkar College.
