The power and complexity under the hood required to present a comprehensive range of instant markets in a seamless manner to the bettor, with low delays, cannot be overstated, and nor can the expertise this requires in proprietary pricing. The growing popularity of instant betting clearly illustrates the need for a best-in-class sportsbook, underpinned by proven, high-performance technology in meeting the demands of the modern player.
Instant markets can provide a real point of differentiation for sportsbooks by appealing to a variety of player types and extending the lifetime of a sporting event where the result may have been decided early in the game – for example, result of pitch in baseball when the overall outcome itself has long been certain.
Kambi has consistently led the way in the roll-out of instant markets across sports including tennis, soccer and golf, and worked extensively to ensure our delivery of these markets for major US sports was market-leading prior to the repeal of PASPA.
Interest in these markets in the US is growing significantly. In fact, across Kambi’s US partner network in 2020 we experienced a threefold year-on-year increase in instant betting as a proportion of all NFL live turnover, spurred by markets such as ‘result of current drive’. Furthermore, Kambi’s unique instant markets in baseball – ‘result of pitch’ and ‘batter to record hit or walk’ – accounted for more than 20% of live MLB turnover.
Crucially, Kambi has found that US players who engage with instant betting place more wagers overall during a game, illustrating the impact a high-quality instant offering can have in not only attracting players, but having those players demonstrate higher levels of engagement with the sportsbook.
It is ultimately in-game betting that will be the key battleground where business is won and lost in the US, and a quality instant offering is fast becoming an ever-more important component.
Evan will be part of Kambi's Festival of Sportsbook lineup, presenting the NFL Review on Friday 19th March 2021. You can register for this and many other sessions here.
Originally appeared on https://sbcamericas.com/2021/02/15/kambis-state-of-the-nation-why-in-game-betting-is-the-key-battleground-for-us-sportsbooks/