Emerging from a stormy winter, the global sports betting landscape takes shape as we settle into another year.
The microbetting market has grown within the sports betting industry in a lightning flash, ushered in by operators and suppliers from across the global landscape looking to capitalise on a new trend that is, by all appearances, here to stay.
Anyone who is anyone in sports betting will understand what microbetting offers players in the modern industry. To underline it briefly for everyone else, microbetting is a form of in-game wagering that offers betting on markets that were not available before the game started – drawing on data gathered from the game as it plays out. However, a key variable of microbetting is that it also involves offering wagerers the chance to bet on specific markets that will be settled quickly, hence – a microbet.
As explained to Gambling Insider by Digitain’s Chief Revenue Officer Iain Hutchison, a number of factors have contributed to microbetting’s recent explosion in popularity: “Microbetting has quickly become popular in the sports betting industry due to the growing demand for fast, dynamic and more immersive betting experiences. Based on our observations, the sports that are most suitable for microbetting are those with continuous in-game/in-play action and frequent stoppages, which allow bettors to engage in real-time events.”
It’s easy, then, to see why microbetting has become (and will likely remain) the fastest growing in-play vertical in the sports betting industry across 2024/25. It plays to the quick-fix, instant gratification aspect of sports wagering that circumvents the painstaking wait for the end of a game to find out whether a bet has come through. Further, it allows bettors to get both more creative and more involved with how they place their bets, as it can offer hyper-focused in-play markets that are highly reactive to the events happening in a game as they unfold.
A fledgling phenomenon...
Within the wider context of the gambling industry, microbetting is indeed a fledgling phenomenon, with its first occurrences being attributed by many to Cantor Gaming’s eDeck back in 2010. Players could access the sportsbook via a tablet device, to engage with in-play wagering options generated by Cantor’s solution.
Of course, at this time, the legal US sports betting market was limited entirely to the state of Nevada. Everything changed with the overturning of PASPA in 2018, however, as Delaware became the first state to pounce on the nationwide de-criminalisation of sports betting in the US, closely followed by New Jersey and, in the following years, the rest of the country.
It would seem, then, that the rise of microbetting in recent times has come hand-in-hand with the sports betting explosion currently igniting the US market. However, the phenomenon is certainly not just limited to North America.
Microbetting is sweeping through the global industry, with the increasing worldwide regulation around sports betting pairing with a technological revolution that has seen the rise of AI technologies create the perfect storm for a microbetting takeover.
The LatAm outlook
Indeed, the expansion of microbetting is a global phenomenon. With the recent regulation of the online gambling and sports betting markets in Brazil, LatAm is on everybody’s lips right now. But what is the potential of microbetting in Latin America in 2025 and beyond?
Across the region, it is fair to say that land-based wagering has largely dominated the landscape for the majority of the 21st century so far. The recent explosion in online betting in the region’s two largest markets of Brazil and Mexico has, though, coincided neatly with the rise of microbetting across the planet.
The recent regulation in Brazil has introduced an aspect of stability to what was a previously fraught legal landscape. That being said, operators will have to tread lightly and remain particularly alert to regulatory changes that may affect in-game wagering practices such as microbetting in Latin America.
This is because, despite Brazil now being regulated, there is still much legal contention around issues such as state vs federal licensing and promotional wagering, not to mention the necessary adjustment for PIX payments. These issues are also compounded further when considering the negative publicity currently befalling gambling in Brazil at the moment, following reports that recipients of the Bolsa Familia programme – which offers financial support to the nation’s poorest communities – had been spending excessively on betting on sport.
Elsewhere, legal contention in Mexico has been a pressure point in the nation’s gambling industry in recent years, with the lack of a centralised national regulator independent of the Federal Government causing confusion. This confusion has once again been compounded by a number of major regulatory backtracks – most notably the withdrawal of the nation’s recent slot ban.
Compliance will be a key hurdle for microbetting in the LatAm region.
However, with engagement figures for online gambling growing at breakneck speed across the continent, largely attributed to a fast-improving infrastructure and growing middle class, the upward potential for the practice is huge. A rising interest in online gaming, paired with a shared football fanaticism across the whole of LatAm, could make for some seriously impressive engagement figures as both microbetting and the Brazilian market continue to mature in the coming years.
Exploring the potential of microbetting in the LatAm region, Hutchison agrees that potential is sky high: “Microbetting represents more than a fleeting trend; it’s a transformative shift in how sports betting is experienced. Given Latin America’s deep-rooted passion for sports, rapid mobile uptake and progressive regulatory changes, microbetting is set to become a pivotal growth driver for regional operators, just as it has in the US.
“With a focus on effective localisation, strict regulatory adherence and advanced technological enhancements, Latin America is on the brink of becoming a leading hub for microbetting innovation. This is an opportunity that operators cannot afford to miss.”
The science behind the magic
Brazil aside, the (other) buzzword of the moment, AI, is changing the way most major businesses, across a multitude of industries worldwide, are thinking about running their operations. This technological revolution is also changing the way both operators and suppliers, alike, are thinking about sports betting.
The development of in-play wagering options, spurred on by AI-driven player acquisition and retention techniques, has led to a variety of ways that bettors can engage with betting on a game as the action unfolds. Therefore, it is important to first distinguish where microbetting, itself, fits into the fold.
Now, while microbetting is in fact a sub-section of live betting – and while both occur in-play, there is a key difference that separates the two.
Sportradar’s SVP of Odds Services, Karl Danzer, provides us with an insight into just how revolutionary AI technologies have become for new sports betting innovations: “If you look at the first batch of micro markets that were made available, there wasn’t much on offer beyond ‘who scores next’ betting. Now, AI enables the creation of a diverse range of betting markets that operators can use to engage customers more deeply with popular sports. Take Sportradar’s partnership with Tennis Data Innovations (TDI) as an example. By combining deep ATP data with our sophisticated AI-driven odds models, we’re able to engineer a unique range of micro markets that allow customers to bet on the nuances of a tennis match. The granularity of the markets available, which include ‘point outcome,’ ‘who will serve the next ace’ and ‘total shots in a point,’ drives deeper engagement with customers, stretching their betting preferences while increasing their understanding and appreciation of the sport.”
As alluded to here by Danzer, a traditional live bet will likely be placed on verticals such as total goals/points, goal scorers, or final results. Further, these bets will typically be resolved by the end of a quarter, a half or an entire game – depending on the sport. However, microbets tend to be placed on events that are both immediate and specific – leading to near instantaneous resolutions of wagers within minutes, or sometimes seconds.
This kind of wagering experience is enabled entirely by rapid and highly reliable data feeds that provide real-time insights and immediate updates on constantly fluctuating game situations, as they occur on screen. In fact, it is now becoming common practice for sportsbooks to include live streams that allow players to visually track the games they have chosen to bet on.
What this contributes to the player’s side of things is a near-endless selection of potential, statistically driven short-term markets and live odds, coupled with fast payouts – playing to an ‘instant gratification’ wagering experience.
Further, Hutchison agrees that much of this technology may not have been possible without AI: “Recent advancements in AI have significantly fuelled the growth of microbetting, enhancing speed, accuracy and personalisation in in-play betting markets. AI makes microbetting scalable and engaging, while helping operators manage risk effectively.
“AI enables sportsbooks to instantly process large volumes of real-time data, creating dynamic microbetting markets for every play and event. Algorithms adjust odds within milliseconds, ensuring fair pricing and minimising betting delays.
“With high frequency microbetting, AI tools are crucial for detecting anomalies and preventing fraud. Machine-learning models analyse betting patterns in real time, flagging suspicious activities and adjusting limits accordingly. AI can also be used to personalise microbetting options based on player behaviour, recommending bets tailored to individual preferences. Real-time push notifications enhance engagement by suggesting in-game wagers at key moments.”
Evidently, the development of AI technology – more specifically machine learning – has made it far easier for sportsbooks to leverage such a wealth of data in real-time. However, it is also essential that this technology be integrated with an advanced platform capable of handling such a wealth of data activity and, crucially, a server that is able to handle major spikes in activity during substantial sporting events.
While this may sound like a caveat, it actually has the potential to breed a wealth of new opportunities for both data suppliers and the industry itself, as is explained by Igor Kaufman, Head of Sport Business Unit at GR8 Tech. Kaufman tells Gambling Insider: “In microbetting, official data suppliers are in a much stronger position compared to other sports betting markets, where operators often have alternative data sources.
“For microbetting, having high-quality, low-latency data is essential. That’s actually good news for official data suppliers, as it creates opportunities for them to collaborate with companies that generate microbetting odds and content, increasing their exposure among operators. In the long term, this reliance is unlikely to change; operators will always need fast and accurate data for microbetting to function effectively.”
Latin America is on the brink of becoming a leading hub for microbetting innovation. This is an opportunity that operators cannot afford to miss - Iain Hutchison
The Moneyball approach
Once players start to dig past the more basic wagering markets, such as betting on the outcome of a game, the type of wagering opportunities available to them begin to vary based on the sport they are watching.
“Yes and, in particular, the start-stop characteristics of, say, American football and baseball, lend themselves to microbetting,” adds Danzer, “there are plenty of in-game events that have so far been overlooked from a betting perspective. The introduction of micro markets provides operators with a number of new, previously untapped bet-able moments.”
Statistically driven sports thrive in the microbetting space. American football, for example, offers a fantastic playing field for microbetting to take place. Players can access a diverse tapestry of microbets such as field goal outcomes, the result of the next play or the next drive and the outcome of a field goal kick. Further, if players want to get even more specific, they can explore wagering options related to what will happen during the next drive – will the team turn over the ball, punt or score?
For the Moneyball fans out there, perhaps the most famous story of statistical analysis in sports comes from the Oakland Athletics’ iconic 2002 run, enabled by innovative player analysis. Baseball and statistics have always gone hand-in-hand, which is why it is a match made in heaven for microbetting.
The sport’s medium-tempo enables additional time for players to observe trends within the game – allowing for more strategic wagering options. Individualised betting markets such as individual-at-bats or the result of the next pitch will fluctuate and require close attention and quick action from players. Further, players can analyse the rich array of statistics generated by each pitch – and can bet on number of runs in a specific innings alongside combined runs.
“If you look at the marketplace, it’s the US that is really driving the growth of microbetting. In the past 12 months, we’ve seen basic micro markets introduced for American football, baseball and basketball as operators seek to grow their betting content portfolio,” states Danzer.
Similarly to baseball, football’s tempo allows bettors to observe trends within the game to predict where the next foul might come from and whether that foul might result in a card. Players can analyse a given team’s style of play to predict whether the next goal could come from a set-piece or open play. Players can bet on the number of corners, number of fouls or even number or throw-ins within a specific timeframe – with the vast variety of competition and league types across Europe alone offering near endless possibilities.
Basketball is a little different – and this is where tailoring microbetting to a player’s specific taste comes into play. The fast-paced nature of basketball makes it slightly more difficult to exercise microbetting as small betting opportunities will come and go in the blink of an eye. However, this does lean even further into the instant gratification aspect, as if a player is sharp enough, knows the game and is willing to watch along intently, betting on whether the next basket will be a two/three-pointer – an option that can offer enticing payouts – is certainly possible.
Indeed, Danzer agrees that basketball offers an intriguing microbetting prospect: “From a Sportradar perspective, the best example I can provide is with NBA and basketball. Our operator clients can offer their customers a more diverse range of betting markets such as ‘the next basket type’ or ‘the next possession outcome.’ This provides customers with a more immersive betting experience as they engage with granular aspects of the sport.”
On the other end of the scale, golf offers an interesting prospect as it offers plenty of time for players to observe, analyse and place their microbets – thanks to the often-long intervals between shots. Players could opt to bet on the winner of a given hole while the hole is in play – for example.
However, microbetting is not by any means simply limited to just the sports mentioned above, as alluded to by Hutchison, who says: “Recently, there has been a growing interest in microbetting for cricket, especially in T20 and franchise leagues. Bettors can place wagers on outcomes like runs scored on the next ball, falls of wickets, or boundaries hit. Additionally, esports are emerging as an exciting new area for microbetting, particularly in live-streamed games, where players can bet on in-game events such as the first kill, the next objective captured or round winners.
“As technology continues to advance, AI-driven odds, real-time data feeds and instant settlement solutions are enhancing the microbetting experience even further, making it one of the most exciting growth areas in sports betting product vertical. At Digitain, we are committed to refining and expanding our sportsbook microbetting capabilities, to ensure operators can take full advantage of this high-engagement betting trend.”
For some, however, microbetting isn’t limited to any particular group of sports at all. Kaufman explains that the secret sauce of microbetting’s success comes from the interactivity of the wagering experience, itself – a point that blows its potential applications wide open. “Football, basketball, baseball, cricket and American football appear to be among the stronger sports for microbetting – however, for me, its popularity isn’t about specific sports but the overall experience.
“Since microbetting thrives on engagement, the best way to enhance the experience is to make it more interactive – not just offering microbetting markets but also curating the experience in real time based on what’s happening in the game. This approach moves away from simply listing multiple options and instead suggests the most relevant market at any given moment. There are claims that this approach can lead to around 4% of turnover and 8% in margin for operators in football, though I can’t verify these numbers firsthand.”
Microbetting has quickly become popular in the sports betting industry due to the growing demand for fast, dynamic and more immersive betting experiences - Iain Hutchison
Technological challenges
It would be possible to sit here and simply list the upsides of microbetting, but as the practice is still very much in its teething phase, there are a plethora of pitfalls for both the players and sportsbooks.
Initially focusing on the latter, sportsbooks looking to offer microbetting markets must ensure that they meet a variety of self-imposed standards to ensure a positive product experience, as well as navigating the regulatory complexities of an emerging landscape.
Hutchison states: “Microbetting relies completely on real-time data, presenting both short-term and long-term challenges for operators and suppliers in latency, data accuracy and risk management. Some short-term challenges are around latency and data integrity. Instant data processing is crucial; even a one-second delay can create market inefficiencies. Operators must invest in low-latency data feeds and advanced algorithms for fair odds.
“Regarding long-term challenges, the reliance on third-party data providers may shift towards first-party data collection, with sportsbooks directly partnering with leagues for exclusive data feeds.” Regarding the technological side, microbetting’s reliance on real-time data analytics churns up many potential problems for both operators and suppliers. The first hurdle – and this one is essential – is ensuring pinpoint accuracy within a near-zero latency window.
Indeed, the quality of data that is fed towards players is paramount, as it is the sole informant for a player’s decision of where, when and how to wager. A lack in data quality can cause a domino effect that can spiral out of control quickly, affecting the entire pipeline of information that gets fed back to players. One piece of incorrect data can cause misinformation across an entire spread of statistical analysis.
Such is the fast-paced nature of microbetting, once a piece of ‘bad’ data pushes through the mould, it won’t be long before the observant player realises something is very wrong. The challenge, then, of ensuring accurate data at breakneck speed is of the utmost importance when it comes to player retention.
“When it comes to microbetting, it’s impossible to rely on people because the markets move too fast, and humans are too slow,” explains Kaufman; “some sort of automation is necessary and traditional mathematical models often fail since this market depends on many real-time factors, and those models aren’t designed to ingest that amount of data.”
The next thing to acknowledge is that a consistent flow of real-time data is not always guaranteed. In other words, data flow may fluctuate, presenting a unique troubleshooting challenge, especially when compared to how one would handle batch data. Unforeseen errors may not always be revealed by standard testing and, since real-time data flows constantly, one small discrepancy can again create a domino effect on the results.
“There is, as you have underlined, a lot at play at any given time. The question isn’t exactly how to build a model that can handle this kind of data – because the approaches already exist – but rather where to get the data for those models in real time. In the longer term, the only way to calculate microbetting odds is by utilising machine learning or AI – there’s no other option.”
“Another key point is that the markets relevant at a given moment should ideally be recommended to the user based on their preferences, and all of this is impossible without AI. GR8 Tech’s AI-based recommendation engine, for example, analyses user behaviour in real time to suggest the most relevant sports, events, and other betting options–such as parlays, tournaments and betbuilders.
“By making the experience more personalised and engaging, it increases user engagement by a third on average, which leads to higher betting activity and retention. This directly extrapolates to microbetting – the more relevant the suggestions, the bigger the impact. This is something that will push microbetting to new heights.”
Unfortunately for data suppliers, the challenge of implementing strict data monitoring is one that must also be balanced with the issue of security. Platforms will require complex encryption, real-time monitoring and access control tools to protect data integrity, and guarantee regulatory compliance.
Discussing the key issues of microbetting compliance, Kaufman weighs in: “The key compliance challenges mainly involve official data and responsible gambling. Ensuring access to official sports betting content is one issue, as some companies trade odds through unofficial channels, which doesn’t work well for microbetting. However, if microbetting grows, it could make official data more accessible.”
As with any emerging landscape, sports betting executives will need to keep their finger on the pulse as regulatory changes are both frequent and inevitable across a developing global marketplace.
Hutchison discusses security challenges from Digitain’s side: “Fraud prevention and security are paramount. The risk of betting fraud increases, especially among in-stadium bettors exploiting broadcast delays. Advanced risk detection systems are vital. Furthermore, scalability and infrastructure are the lynchpin. A robust backend is needed to manage large volumes of microbetting transactions, ensuring quick updates and settlements for a seamless player experience.”
While all this may seem like something of an insurmountable endeavour, it is achievable. Evidently, this fine balance has already been mastered by a number of companies that have made microbetting the sports betting industry’s fastest vertical.
The catch? It is, quite simply, not cheap.
“The reality is that an effective and engaging microbetting offering requires super-fast and super-deep data – it’s impossible to deliver the product without those components.” says Danzer, who continues, “as microbetting grows in popularity operators are going to prioritise fast and accurate data to ensure they’re delivering the best possible user experience. While super-fast, real-time data is, of course, important for the creation of micro markets, advanced artificial intelligence is required to process and contextualise millions of data points, and collect and transform them into a highly engaging betting offering. Many operators don’t have the necessary resources in-house to develop the AI capabilities for micro markets.”
A responsible perspective
The streamlined way of explaining business innovation is enhancing the user experience. Gambling is no different. Modern innovation in the gambling industry, be it personalisation for iGaming, slot development for land-based, or microbetting for sports wagering – all share this common goal. Further, these are all shining examples of innovations that are designed to enhance the player’s enjoyment and overall experience, thus keeping them engaged. Or, in other words, keeping them betting.
This, then, begs a different question – how much is too much? As the industry advances, it is the job of its participants to with it advance the responsible practices that protect the players it serves.
Breaking down the responsible perspective, it is important to understand initially what it is that makes microbetting so appealing to players. Not for the first time, the phrase ‘instant gratification’ comes to mind.
When it comes to microbetting, a successful bet could potentially have a life cycle of mere minutes – offering a straight dopamine hit that is then followed by another near-instantaneous opportunity to bet again.
GR8 Tech’s Kaufman explains to Gambling Insider how, on a basic level, the quickfire nature of microbetting could present problems in this area: “Microbetting to traditional betting is the same as short videos are to movies: a much quicker, more engaging format, increasingly popular with modern audiences. However, it doesn’t yet have the addictive scroll-based mechanics that rule mainstream entertainment. That being said, the potential dangers are clear, especially as user engagement grows.
People are spending more and more time on these faster, more interactive formats because they’re simply more engaging than traditional betting markets.”
The swift, pop-up nature of microbetting poses clear problems for compulsive gamblers, as it plays on that compulsive aspect in ways not too dissimilar to slot machines. In fact, many have drawn comparisons between the quick-fix nature of microbetting to that of what a player may experience on a land-based slot.
On this topic, there has been a lot of industry agreement that a full disclosure to the potential risks around microbetting should be offered to players prior to their engagement with the practice. However, it could be argued that this is simply a bare minimum requirement – and that platform providers must go further to protect their players.
This a point strongly backed up by Kaufman, who further explains: “While disclosing potential risks to players can help raise awareness, it’s not enough on its own to provide tangible protection. The key to effectively mitigating risks lies in giving players and operators the right tools to proactively manage and reduce those risks.
“Risk-management tools like exclusion programs, AI-based behaviour analysis, and robust KYC systems all play an essential role in identifying and intervening with at-risk users before problems escalate. Just as with other betting markets, microbetting must be equipped with these risk-management measures to ensure players are protected actively and in real time.”
Indeed, Hutchison also underlines the requirement for a proactive approach on the industry’s side to help broach this potential problem area, stating: “As microbetting grows in popularity, maintaining a focus on responsible gaming is essential for operators and suppliers. While its fast-paced nature enhances engagement, it also poses risks for impulsive betting behaviour. At Digitain, we emphasise that innovation in microbetting must go hand-in-hand with advanced RG safeguards.
“Ongoing dialogue and proactive measures are essential to ensure microbetting remains safe and enjoyable. Operators must adapt to evolving RG standards as regulators scrutinise high-frequency betting models. At Digitain, we work with partners to integrate effective RG tools while innovating in microbetting. By balancing an exciting betting experience with responsible safeguards, microbetting can become a safe and engaging format in the sports betting industry.”
Indeed, this sentiment is echoed by Sportradar’s Danzer, who suggests that AI may be at the forefront of this battle moving forwards: “The industry, Sportradar included, is working to improve measures, protect customers on both fronts and AI is helping this. Increased use of artificial intelligence is enabling the industry to effectively and efficiently analyse betting activity on a larger scale than ever before, helping to identify irregularities in customer betting patterns more quickly, which can then be addressed as appropriate."
Considering slot machines, which are one of the most established forms of gambling, the industry has amassed decades worth of experience in learning how to protect players from the instantaneous and, at times, addictive nature of instant-gratification wagering. What’s more, as the online industry has developed in recent decades, gambling companies across the globe have begun to implement highly technologically sophisticated protection measures that are able to identify and flag behaviour indicative of a compulsive or problem gambler, subsequently blocking them from a given site.
Therefore, perhaps a two-pronged approach that draws on a combination of protection measures for slot machines, combined with technological measures developed for online gambling, is the best way to tackle any potential harms that could arise from microbetting.
Hutchison, however, states that there could be some difficulties that arise from adopting this approach: “It is true that microbetting and slot machines share traits like quick engagement and instant gratification, but they differ significantly in responsible gaming considerations. It’s essential to recognise these differences in player behaviour and engagement patterns.
“Microbetting is data-driven, influenced by real-time sports events, while slot machines rely solely on random outcomes. Bettors assess game or match statistics and player performance rather than just relying on luck. Slot machines encourage continuous play without external factors, whereas microbetting is tied to real-world events, leading to more regulated betting behaviour. As microbetting grows, regulatory scrutiny will increase, similar to past evaluations of slot machines. Therefore, in my opinion, the industry must implement responsible gaming measures to avoid past issues.”
The expectation of a fast-growing regulatory pressure on the microbetting sector is, again, one that is echoed by Kaufman, who says: “People are increasingly drawn to these new mechanics because they’re more immersive and engaging than traditional betting formats. However, it’s important to remember that betting is far more regulated than mainstream media. For example, in the US, lawmakers are already introducing – or at least planning – regulations aimed at limiting this kind of ‘scroll gambling.’ The fact that these laws are already in development highlights how regulators are anticipating potential risks. They recognise the level of engagement these fast, interactive formats can create and they’re prepared to address those risks to protect consumers.
“While we don’t yet see these advanced, scroll-based betting systems in play, the industry is likely headed in that direction. As regulators anticipate the challenges these new dynamics could bring, we may see a more controlled yet highly engaging microbetting ecosystem in the near future.”
When it comes to microbetting, it’s impossible to rely on people because the markets move too fast, and humans are too slow - Igor Kaufman
Betting with integrity
On the other side of the responsible coin, 2024 was a year rife with long-term bans for athletes found to be in breach of match fixing regulations related to gambling, both in the US and across the world.
Athlete wagering is a glaring issue at present, as evidenced by the high-profile case of Jontay Porter – who received a lifetime ban from the NBA last year. Now, questions have been raised about whether microbetting, if not carefully safeguarded, has the potential to compound the issue by leading athletes to believe they can more easily disguise match-fixing within the often-niche verticals offered in microbets.
The actuality of this threat remains to be seen and, as of yet, there is no evidence to support any occurrences of it – however, the fact remains that niche verticals will almost certainly have their own part to play in the microbetting story. Hutchison proffers: “The rise of niche verticals with high payouts presents a major opportunity for the expansion of microbetting. As players look for frequent and rewarding betting experiences, the potential lies in targeting niche markets, driven by advancements in AI, data analytics and real-time processing.”
“Consider the excitement of microbetting on individual player performances – like whether a golfer will score a birdie or if an NBA player will hit a three-pointer on their next shot. These engaging, player-specific bets can create personalised microbetting markets that captivate players. However, operators must balance risk management and profitability in these high-payout niches to ensure enhanced protection and integrity.”
Indeed, integrity is something of a buzzword in both sports and sports betting – and on that subject, a different kind of integrity issue also has the potential to arise from the microbetting phenomenon. The issue of professional bettors, often referred to as ‘sharps’ developing a program that can keep up with the pace of microbetting, cross-referencing their own numbers with the market’s, to give an unfair advantage – has been voiced on the fringes of the industry. However, many argue that microbetting nullifies the possibility of accurately observing where the market moves, as it simply happens too quickly, with the vertical being too niche.
An additional counterpoint to the presence of niche verticals in microbetting – and the potential problems that may arise from them – is presented by Danzer: “If you look at the nature of microbetting, the offering is driven by fast paced, in-game events with a focus on short-term results. Given the speed of the micro market bet-cycle, they’re unlikely to form part of larger accumulator or parlay bets.
“Traditional betting markets, like pre-match or conventional in-play, require the customer to have a certain level of sports knowledge. Micro markets hold greater appeal among casual bettors who find excitement in the real-time nature and ‘gamified’ simplicity of micro betting."
An imperfect balance?
Microbetting is a dream innovation for sportsbooks; not only does it offer a whole new element to the players’ wagering experience – it also provides operators and suppliers with a treasure trove of data-driven information into how their players like to gamble.
This, paired with the staggering rate at which AI personalisation techniques are breaking into the online gambling landscape, mean sportsbook platform providers and technology suppliers not only have the means to pinpoint their players habits, but to then target them.
Regardless of how Orwellian this all may have sounded a decade ago, it is now quickly becoming common practice. As you would expect from the fastest growing in-play betting vertical in the industry, microbetting boasts a wealth of positives from both sides. Indeed, many of the positives from the sportsbook’s side are evident: higher engagement figures, more ways for players to place bets at a faster pace and a generally enhanced user experience. Running a successful platform that offers microbetting requires handling an enormous amount of data and traffic – while further demanding constant and unwavering attention to detail. And yet the technology is there and the payoff is, quite simply, huge.
For the user, microbetting offers enhanced flexibility, allowing the player a wealth of unique betting options for them to get creative and engage with a game in a different way, while also tailoring their own wagering experience to the specific elements of the game they enjoy the most. Everybody loves a feisty Premier League derby. Place a bet on where the next foul or card will come from as things get a little spicy in-play? Yes, please.
This, combined with the speed element that offers the previously touched-on instant gratification dopamine hit, all serves to further improve the convenience and entertainment value of a sports betting experience.
All of this is a great thing for the causal bettor, although the highly convenient, ultra-immersive aspect of microbetting means players can (and will) reach that ‘unhealthy’ tipping point at a far more rapid pace than with conventional sports betting.
It could be argued that, by offering more markets to spread their money across, players are reduced from the risk of losing all their money in one go. However, if a player loses on a microbet, there is an instantaneous chance to try and recover those losses on the next one, and then the next one. It is very easy to see how this can spiral.
That same tipping point from the corporate side simply does not exist. Have you ever heard a CEO complain about too much engagement? Too much traffic? Too much profit? Needless to say, the balance is off.
This fast-growing industry sector is still very much finding its way – and the necessity of developing tailor-made player protection initiatives for online wagering is symptomatic of a rapidly developing gambling market that will require a lot of time and investment. The aim is to ensure an honest and responsible landscape over the next decade or so. But the risk is that the industry leans too far in the other direction.
The LatAm view
Sergey Tsukanov, Betby Chief Sportsbook Officer, delves into microbetting’s potential in LatAm, highlighting market dynamics, compliance hurdles and technology’s transformative role
Microbetting has exploded in the US. What kind of potential do you see for the practice in the LatAm region?
LatAm presents significant potential for microbetting, driven by its deep-rooted passion for sports and distinctive betting behaviours. According to a TGM Research survey, 75% of South American bettors engage in real-time betting, with Brazil (82%), Peru (82%) and Mexico (80%) leading this trend. This preference aligns with microbetting, where markets are settled within minutes or even seconds. Other statistics show that 40% of LatAm bettors place wagers for the excitement – the highest percentage worldwide – making microbetting’s dynamic and immersive nature particularly appealing. Furthermore, 79% of users in the region actively watch most events they bet on, reinforcing microbetting’s relevance, as it requires live game engagement for instant action. With these factors in place, LatAm offers immense opportunities for both operators and bettors.
What, in your experience, are the biggest sports for microbetting? Are there any sports in which microbetting has become a growing trend in recent times?
In the US, American football, baseball and basketball are the most popular markets due to their structured play and natural breaks, as microbetting thrives in sports with frequent stoppages and continuous in-game events. Globally, football, tennis and cricket also generate high engagement, offering constant and diverse fast betting opportunities. When it comes to growing trends, esports has emerged as a microbetting hotspot due to the power of statistical models and AI, with real-time bets on in-game events gaining an increasing number of fans worldwide. As sportsbooks expand their offerings, microbetting is becoming more prevalent across a wider range of sports.
In what way have technologies like AI allowed for this microbetting boom?
AI has played a fundamental role in enabling the growth of microbetting by facilitating real-time odds calculation, automated market generation and personalised betting experiences. Machine learning models analyse large volumes of in-game data, allowing sportsbooks to generate and adjust odds within seconds. On the user side, AI-driven personalisation allows sportsbooks to tailor betting options to individual preferences, ensuring that a player’s content of preference is always instantly made available. Without AI’s ability to process and interpret data at scale, microbetting would not be as seamless or widespread, as it relies on instant data-driven decision-making.
In your experience, what are the key compliance-related challenges associated with developing a microbetting product? How do these challenges change when considering developing a product for the LatAm market?
Developing a microbetting product in LatAm presents key compliance challenges, primarily due to regulatory fragmentation – each country enforces distinct legal frameworks, licensing requirements and responsible gambling mandates. Brazil, Mexico and Colombia, for example, have different oversight approaches, requiring operators to adapt accordingly. Additionally, microbetting’s rapid nature demands strict data integrity and security to prevent market manipulation. Latency is a major challenge in this area, as it requires advanced technology for real-time monitoring and fair bet settlement. With LatAm’s high mobile betting rates, secure payments and fraud prevention are also essential. Success depends on balancing compliance, security and technological efficiency.
Do you think there is any cause for concern around microbetting affecting game integrity with regard to match-fixing, particularly in the LatAm market?
There is no evidence to suggest that microbetting poses a greater risk to game integrity compared to traditional betting. According to a report by H2 Gambling Capital and the International Betting Integrity Association (IBIA), while in-play betting accounts for 74% of global football betting turnover, only 38% of suspicious activity is linked to it, compared to 62% associated with pre-match bets. Additionally, around 99% of betting turnover for football and basketball is placed on markets also available pre-match, meaning manipulation risks exist regardless of bet timing. In LatAm, integrity is best safeguarded through strong monitoring, AI-driven detection tools and collaboration with licensed operators to report suspicious activity effectively.
Do you believe the pop-up nature of microbetting encourages compulsive gambling? Should there be alarm bells ringing around this industry sector with regard to RG?
While microbetting itself isn’t inherently harmful, unchecked exposure without proper responsible betting frameworks could pose risks. The industry must prioritise player protection through education, strict regulations, and technology-driven intervention tools to maintain sustainable growth and consumer wellbeing.
