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Chris Kape: Micro markets: The future of US sports betting?
Author: Chris Kape, Founder & CEO, JAMCO Capital
The global pandemic may have irrevocably defined sport last year, but it has also been the period in which online sports betting was firmly established as a powerhouse in the US market. This year, 19 states will vote on whether to legalise mobile sports betting and around 8 – 10 of those markets are expected to open up before year end. These are exciting times for the north American sports betting industry and its little surprise that its most recent industry forecasts estimate it to be worth over $20Bn within the next 5 years.
Matching the pace with In-play
Undoubtedly, one of the biggest drivers of online sports book growth has been In-Play betting. Across the pond, in more established markets such as the UK, this vertical already accounts for 70-80% of market revenue. Many predict that within the next three years this figure will be closely reflected in the US market.
As a product, In-Play betting is very attractive to operators because it is a great way to expand revenue above traditional offerings, through creating a seemingly infinite amount of betting opportunities for customers. Also, the natural ‘stop and start’ pace of America’s most popular sports including American Football and Basketball means that smaller betting opportunities such as ‘Next player to score a touchdown or a 3-pointer’ are easily created.
Keeping the buzz through Micro markets
Some of the leading brands in the US market have recently commented that traditional sports betting is too complex for sports fans and lacks the instant gratification needed to engage a new, wider audience. The US population is estimated to have a little over 37 million sports bettors, but the number of estimated sports fans is over 150 million. This strongly suggests that there’s a over 112 million US sports fans still waiting to be engaged.
In today’s society, content is a fast-moving commodity, constantly being produced and consumed on a never-ending conveyor belt of news and entertainment. This societal trend has shaped the market landscape to the point where today, players now expect instant gratification throughout their playing experience. The emerging trend of Micro-Markets is the perfect solution for this increasing shift towards fast, easy to consume entertainment.
Micro-Markets are betting markets that are created and resulted in just minutes or seconds, and for U.S. sports, are often coupled with the core engaging moments that drive consumption (e.g., pitches & at-bats for MLB, plays & drives for NFL). Especially since the lockdown, this has been a great way to give sports fans a continuous buzz throughout the games when they’re not physically able to be in the bleachers! Some industry commentators believe that by the end of the decade, over 80% of U.S. sports betting will be In-Play, and over 50% of In-Play betting handles are expected to be micro-betting.
The importance of AI
Micro market betting products are heavily reliant on the quick turn-around of stats to support the bet-type. Data companies optimising the latest technology are the key to the growth and expansion of these live betting opportunities.
The subtle, more minute details about players, teams and the games themselves are difficult to gather. Ultimately, it is the quick and unwavering stats from data companies utilising new technology such as AI, that help sportsbooks set odds, manage profit margins and determine pay-outs on an increasing variety of betting events.
The dynamic nature of In-Play betting means that things can change unexpectedly. This is almost impossible for a human to assess, but machine learning applications can evaluate the data in real time and adjust the odds in micro-seconds to reflect the ever-changing nature of sports events. AI and machine learning algorithms are designed to scour through all the relevant, contextual data that could impact a particular match, such as the participating players, the weather, injury reports, sport betting stats, and trends. Providing users with access to the latest reports within a fraction of a second. As a result, the odds and fixtures created by AI based systems tend to be significantly more accurate when compared to any past modelling systems
At its purest, the US live sports betting landscape, micro markets especially, is a technological battleground and it’s the operators than can deploy technology best – or identify superior suppliers or particular disruptive technologies – that will succeed. As a vertical, micro markets provide the perfect platform to engage US sports fans with simple, fun and most importantly, safe betting opportunities, taking their viewing experience to the next level!
Chris Kape, an iGaming industry veteran of two decades, is the owner of JAMCO Capital,
a family office venture capital firm, and is the founder and ex-CEO of Don Best Sports, which was sold to Scientific Games in 2018.
Award-winning fast-betting content provider strengthens its position in the region with the latest hire
BETER, the in-demand provider of fast-betting content, data, and live streaming for esports and sports, has strengthened its team with the appointment of Juliana Querino as LatAm Business Development Manager.
Juliana, a seasoned business development specialist based in Brazil, has extensive experience in the Latin American iGaming industry. She has previously held various business development positions at Better Collective, Endorphina, Salsa Technology, and other companies. Her expertise was recognized by the G&M News platform, which included her in its Top 5 Women in the Industry 2024 list—highlighting women making significant contributions to the growth of iGaming in the region.
In her new role at BETER, she will drive the company’s expansion across Latin America, forging new partnerships with regional operators and aggregators, particularly in Brazil, where demand for BETER’s content continues to grow.
She will also drive BETER into new LatAm markets where the provider does not currently have a presence while managing relationships with existing partners to ensure they get the most out of the provider’s next-gen content offering.
Chuck Robinson, Chief Revenue Officer at BETER, said: “Latin America is a fast-moving market with opportunities opening up all the time. To capitalize on these, we need an exceptional specialist, and in Juliana, we have found exactly that. Her expertise and deep market knowledge make her a valuable addition to our team.
“We are already experiencing strong demand for our fast-betting products and solutions across the region. With Juliana on board, we can further identify key operators that would benefit from partnering with us, driving even greater growth.
“I’m delighted to welcome Juliana to the BETER team.”
Juliana Querino commented: “Fast-betting content has become essential for operators in Latin America and beyond, and I’m thrilled to join BETER in expanding awareness of its award-winning portfolio.
“BETER is renowned for its ESportsBattle and Setka Cup tournaments, which are already popular among bettors in LatAm. But our offering goes far beyond that, and I’m eager to showcase the full suite of products and solutions to operators from Brazil to Peru.”
“I look forward to helping BETER maximize the full potential of the LatAm market.”
BetBreak.org has published “When and How to Take a Time-Out from Sportsbetting,” a brand-new workbook designed to help readers understand how taking a break – of any duration – from sports betting can be transformational for their mental health, financial health, and relationships with friends and family.
“This workbook and self-study guide is for anyone who wants to explore their relationship with gambling and it’s especially for those who are wondering whether it might be time for a break from sports betting,” said addiction expert Dr. Jeffrey Reynolds.
The workbook includes information about how to know if you are ready to change, tips for curbing your sports betting if you aren’t ready to quit, setting SMART goals, and limiting access to the three things necessary to gamble. The guide also contains proven tools for managing cravings and urges, resources to regain control over your finances, strategies for dealing with guilt and shame as well as stress management tips.
“The BetBreak workbook is based on the science of behavior change and helps readers make the sustainable shifts in habits necessary to live life with more presence, focus, well-being and happiness,” Dr. Reynolds said.
SCCG Management, a global leader in gaming advisory, business development, and investment strategies, has secured membership to the Fantasy Sports & Gaming Association (FSGA). As the premier organization dedicated to advancing fantasy sports and sports betting, FSGA provides a collaborative environment where industry leaders, innovators, and pioneers shape the future of these rapidly growing sectors.
By joining FSGA, SCCG Management reinforces its commitment to staying at the forefront of industry trends, market developments, and emerging opportunities within fantasy sports and sports gaming. The partnership will allow SCCG to engage with key stakeholders, participate in thought leadership discussions, and contribute strategic insights to the evolving landscape of fantasy sports, sports wagering, and interactive gaming experiences.
With the fantasy sports and sports betting industries experiencing unprecedented growth and innovation, SCCG’s expertise in business development, technology integration, and investment strategy will bring valuable insights to the FSGA community. As a member, SCCG will actively participate in industry conferences, working groups, and networking events, including the upcoming 2025 FSGA Winter Conference, which serves as a hub for leaders, visionaries, and top executives shaping the future of fantasy sports and sports betting.
“FSGA is at the center of innovation in fantasy sports and gaming, and we are excited to join this influential community. At SCCG, we are always looking to align with industry leaders who are shaping the future of interactive sports entertainment. Through this partnership, we look forward to collaborating with fellow members, exchanging insights, and driving innovation across fantasy sports and sports betting,” Stephen Crystal, Founder & CEO of SCCG Management, said.
As SCCG continues to expand its global impact in fantasy sports, sports betting, and gaming technology, its membership in FSGA further solidifies its position as a trusted advisor and partner to the industry’s most innovative companies.
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