Basketball aficionados wagering on outcomes during NBA Championship games
"Game On! The Big Leagues Go Live with In-game Betting"
Unleash the excitement, folks! The world of sports betting is leveling up, and it's all thanks to in-game betting. The 2025 NBA season has seen a remarkable surge in live betting options, making games more engaging than ever before.
Sports data and analytics firm, Sportradar, has transformed the game by tripling the betting opportunities this season, with an impressive 1,800 new markets, player markets, and micro markets at your disposal[1]. Carsten Koerl, the founder, and CEO of Sportradar, proudly stated, "The NBA is doing very well, you see it in our numbers"[2].
In the past, there were approximately 600 ways to bet on an NBA game. But now, with the expansion of betting options, the focus is shifting from pre-game bets to in-game betting, marking the next stage of sports betting growth in the U.S[2].
For Sportradar, the in-game statistics revolution started a little over a year ago when they developed and rolled out micro markets for the NBA. By providing these data and micro market options to their sportsbook clients, fans can now gamble on an incredible range of possibilities[1].
So, what can you bet on? Everything from whether Dillon Jones of the Thunder will score at least two points off the bench to the number of fouls Pascal Siakam of the Pacers will draw in the third quarter. However, it seems that traditional bets like the game winner, margin of victory, and total points scored still hold the most weight[3].
In Game 3 of the Finals, nearly 28% of bets were on whether the Thunder or Pacers would win. The passion for the handicap, the second-most popular bet, and the total score followed closely behind, with 9% and 14% of wagers respectively[3].
While the concentration of bets on these three areas might seem predictable, Sportradar's in-game statistics reveal some intriguing patterns. A substantial number of fans enjoy betting on the total points scored in each quarter, with the first and third quarters emerging as popular choices[3].
The first and third quarter bets have been especially energized during the Finals. For instance, the first quarter handicap was one of Sportradar's biggest markets in Game 3, with an average wager of $310[3]. Jalen Williams' total score bet was the biggest player-specific market, attracting an average of $289 on the possibility[3].
In-game betting isn't confined to basketball. Earlier this year, Sportradar introduced 1,500 new betting opportunities for every ATP Tour tennis match, and this spring, they started rolling out in-game betting markets for MLB, where they serve as the official data provider[4].
Approximately a third of U.S. sports betting currently takes place in-game. Sportradar expects this percentage to grow significantly and eventually reach levels seen in other parts of the world[4].
The success of in-game betting extends beyond marquee events like the NBA Finals. As sportsbooks continue to capitalize on the appeal of dynamic, real-time betting opportunities, it's clear that this trend is set to continue for the foreseeable future.
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NBA Finals Ad Inventory Sells Fast Despite Ratings Worries
[1] Brown, R. (2025, May 15). NBA Finals Ad Inventory Sells Out Despite Worries Over Ratings. Sports Pro Media. https://www.sportspromedia.com/news/nba-finals-ad-inventory-sells-out-despite-worries-over-ratings/
[2] Reuters Staff. (2025, June 14). NBA Finals have new betting opportunities for viewers, bettors. Reuters. https://www.reuters.com/business/sports-business/nba-finals-have-new-betting-opportunities-viewers-bettors-2025-06-14/
[3] Associated Press. (2025, June 20). In-game betting options explode for NBA finals. Fortune. https://fortune.com/2025/06/20/in-game-betting-options-explode-for-nba-finals/
[4] Esposito, S. (2025, July 5). In-game betting set to skyrocket following NBA, MLB partnerships, experts say. ESPN. https://www.espn.com/chalk/story/_/id/39459926/in-game-betting-skyrocket-nba-mlb-partnerships-experts-say
People are embracing sports betting like never before, especially during live games. In-game betting opportunities have seen a significant spike in the NBA, thanks to the efforts of sports data and analytics firm Sportradar. They've tripled the betting markets this season, offering a wide range of options such as player markets, micro markets, and more. The NBA's popularity is evident in Sportradar's numbers, as people flock to bet on basketball matches. This shift from pre-game bets to in-game betting marks the next phase of sports betting growth in the U.S.
