In a study conducted and published by Elizabeth A. Killick and Mark D. Griffiths in their 2020 paper, “Why Do Individuals Engage in In-Play Sports Betting? A Qualitative Interview Study,” Altenar draws on the findings to explore why in-play betting is significantly more popular among bettors than pre-match betting.
You can learn more about in-play vs. pre-match betting on Altenar's blog. For now, let’s examine the three key reasons bettors are increasingly favoring in-play betting.
The study by Killick and Griffiths involved interviews with bettors who engage in both in-play and pre-match wagering. It identified three core behaviors driving the shift toward in-play betting.
According to the study, the top three reasons in-play betting appeals to bettors are: it “increases excitement,” “makes the game more intense,” and “allows gamblers to use their betting skills and knowledge.”
To learn more about integrating in-play betting or sportsbook solutions into your digital or retail operation, contact Altenar today!
A Closer Look at the Three Key Motivations Identified in the Study
Digging deeper into the motivations behind this trend, it becomes clear that with the rise of real-time features and increased demand for mobile-friendly betting, players prefer in-play betting as a way to enhance social moments, amplify live sporting events, and elevate the overall excitement and immersion of the betting experience.
Increases Excitement
The potential for monetary gain during what would otherwise be a typical sports viewing experience significantly heightens enjoyment for bettors. In the Killick and Griffiths study, participants who favored in-play betting shared candid responses that highlight how much more thrilling the experience becomes with stakes involved.
One participant noted, “It increases the excitement of that game and your attention and enjoyment,” while another stated, “It’s quite fun trying to predict what’s going to happen.” This sentiment was echoed throughout the study, suggesting that the social enhancement aspect of in-play betting inspired many participants to place bets on specific sporting events they could enjoy with friends.
For example, one respondent shared, “It’s the whole buzz and expectation thing. When you win, it’s a buzz—especially if you’re with your mates and they’ve got it on as well.”
Makes the Game More Intense
This particular motivator highlighted that, compared to pre-match betting, in-play betting fosters a greater psychological investment. Participants described it as more immersive and mentally engaging.
One participant explained, “With in-play, you’re more invested in it. You can place sports bets that are in the future and, if you do that—I don’t know about other people—but I can place a bet over a few days and then forget about it and come back to it and think ‘oh, it lost.’ Whereas with in-play, you’re more engaged in what you’re watching. So it’s not very often you’d place an in-play sports bet and not be watching the play happen. There’s a bit more of a thrill to it, I guess.”
Allows Gamblers to Use Their Betting Skills and Knowledge
Several participants believed that in-play betting gave them a better opportunity to apply their betting knowledge and strategies, which added to the entertainment value and sense of control during the betting experience.
As a result, many bettors reported watching matches or games live while betting, as they felt doing so improved their chances of making informed, successful wagers.
One participant shared, “I guess with in-play betting, you feel more confident in what you know. Everyone thinks they’re an expert. You’re watching it and thinking, ‘Well, there you go—this is pretty accurate.’ You’ve been watching the game, and that informs your decision.”
Another added, “If a team scores, then they gain momentum and can turn the game around—especially if you were expecting them to win anyway. So I suppose watching the game and thinking, ‘Yeah, I know what’s going to happen.’”
After examining the three core motivations behind in-play betting behavior, it’s clear that many bettors enjoy the enhanced entertainment value this feature brings.
Learn more about Altenar, its sports betting features, and how they support player engagement and retention by visiting altenar.com or contacting the award-winning team behind the sportsbook solution.
