BETBY has unveiled its new Watch & Bet feature, an integrated experience combining live sports streaming and betting directly within its sportsbook event page.
The product places selected live markets, odds, and key betting actions inside the video interface whenever a supported official stream is opened by a player.
BETBY described the feature as designed to reduce friction during live events, allowing players to engage with betting at the exact moment their attention is highest.
Players can browse available markets, select odds, and place bets directly alongside the stream, with relevant options presented as the live action unfolds.
For operators, Watch & Bet keeps the core betting experience and the live stream within the same space, making markets and betslips continuously accessible throughout the event.
BETBY’s recent analysis of the World Cup found that players interacting with live streams generated 44.79% higher GGR than the average player who did not have access to streaming.
The same data showed that streaming users placed 24.30% more bets and recorded 32.53% higher average stakes compared to those on platforms without live streaming capability.
The Watch & Bet feature is also highly adaptable across devices, with the stream able to be repositioned anywhere on screen or hidden entirely when players prefer to focus solely on the betting interface.
Markets are surfaced dynamically according to the event type and stage of play, with coverage extending across traditional sports, esports, and BETBY’s proprietary Betby.Games simulated sports feed.
Kirill Nekrasov, Head of Innovation and R&D at BETBY, said: “Live betting is nowadays one of the most engaging parts of the sportsbook experience, and Watch & Bet is designed to make that interaction feel much more immediate.”
Nekrasov added: “By bringing the stream, markets and betting actions into the same environment, we are removing unnecessary steps from the player journey while giving operators another powerful way to maximise engagement around live events.”
He continued: “The flexibility of the video experience also puts players in control of how they want to follow the action and interact with the sportsbook.”
The launch reinforces BETBY’s broader strategy of delivering engagement-led sportsbook solutions that prioritise a more fluid and interactive player journey for its operator partners.
