BETBY has introduced a new feature designed to bring live sports viewing and in-play betting into the same experience, with the launch of Watch & Bet.
The new solution allows players to watch selected live events directly from the sportsbook while keeping betting markets, odds and key wagering functions accessible alongside the stream.
Betting without leaving the action
Watch & Bet is integrated into BETBY’s sportsbook event pages and becomes available when a supported official stream is opened.
Instead of switching between a streaming service and a sportsbook, players can follow the event and interact with available markets from the same interface.
As the action develops, users can browse a range of live betting options and select from the markets and odds available for the event.
The idea is to make the in-play journey more immediate, particularly during moments when interest in a live event is at its highest.
More flexibility across devices
BETBY has also designed the feature to adapt to different screen sizes and player preferences.
The video window can be repositioned on the screen, allowing users to keep the stream visible while focusing on the betting interface. Players can also hide the video entirely when they want to concentrate exclusively on the available markets.
The company said the approach gives operators another way to keep live content and betting activity within a single environment.
Live streaming linked to stronger betting activity
BETBY’s move into integrated video betting comes after the supplier analysed player behaviour around live streaming during the 2026 World Cup.
According to the company’s data, players who interacted with live streams generated 44.79% higher GGR, placed 24.30% more bets and had average stakes that were 32.53% higher than players on platforms without live streaming.
The figures suggest that combining live content with in-play betting could represent a meaningful engagement opportunity for sportsbooks.
Watch & Bet is not limited to traditional sports, either. Supported streams include sports, esports and BETBY’s proprietary Betby.Games simulated sports content.
BETBY focuses on a smoother live betting experience
Kirill Nekrasov, Head of Innovation and R&D at BETBY, said the new feature was developed around the growing importance of live betting within the sportsbook experience.
“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.”
According to BETBY, the flexibility of the video interface is also intended to give players greater control over how they consume live content while betting.
With Watch & Bet, BETBY is effectively moving the live stream closer to the heart of the sportsbook, combining viewing, market selection and in-play wagering into one interface.
Source: BETBY