Genius Sports (NYSE: GENI) co-founder and CEO Mark Locke believes the US sports betting market is on the cusp of a major shift, with in-game wagering set to become a powerful growth engine for operators and data providers alike.
Speaking Monday at the Goldman Sachs Communicopia + Technology Conference in New York, Locke noted that while live betting dominates mature markets like the UK—where between 60% and 80% of all wagers are placed in play—penetration in the US remains far lower, closer to 30% to 35%. That gap, he said, points to a “massive” long-term opportunity.
“In-play betting not only delivers higher margins for operators, but the data that powers it is far more valuable,” Locke explained. “From our perspective, we get paid roughly three times more for live betting data compared to pregame data. As in-play grows, you get both higher operator margins and increased data value—a compounding effect.”
That dynamic bodes well for Genius Sports and rival Sportradar (NASDAQ: SRAD), which dominate the supply of live sports data to US sportsbooks. Locke also emphasized that in-game bettors typically spend more than those focused on pregame wagers, reinforcing the demand for real-time data feeds.
BetVision Fuels Engagement
Locke also spotlighted Genius’s BetVision platform, which allows fans to watch live game streams and place wagers seamlessly within a sportsbook app. Already integrated with operators like DraftKings and FanDuel, BetVision was recently expanded into Genius’s partnership with Hard Rock Bet.
“BetVision becomes the fan’s interface with the game,” said Locke. “They’re watching, betting, seeing ads—it’s a complete user experience that drives deeper engagement.”
With US sports betting still in its early stages compared to Europe, Locke suggested the runway for growth in in-play wagering is long—and lucrative—for operators, sportsbooks, and data providers like Genius Sports.
Explore the best online betting site Singapore with Octabet betting news. Start winning today! Register now!
