When it comes to in-game or live betting in the US, three sportsbook operators are separating themselves from the pack: FanDuel, DraftKings, and Bet365.
The FanDuel logo on a mobile phone. The operator ranked first in terms of in-game betting performance. Flutter Entertainment. (Image: Flutter)
That’s according to new rankings released Thursday by research firm Eilers & Krejcik Gaming (EKG). Secret shoppers employed by EKG tested sports wagering mobile apps for in-game proficiency in 11 states, measuring performance across a variety of metrics, including time to place to wagers and bet completion rates.
To little surprise, FanDuel topped the ranks, scoring 17.0 out of a possible 20 points, holding off DraftKings in 2nd (16.4) and the global in-play betting leader, bet365, in 3rd (16.0),” noted EKG.
FanDuel, which is 95% owned by Dublin-based Flutter Entertainment, and Bet365 may have organic live betting advantages over US-based competitors because in-game wagering has long been popular in Europe due to bettors there having an affinity for slower-moving sports, such as cricket, golf, and soccer. By some estimates, nearly 75% of all sports bets placed in the UK are of the in-game variety.
DraftKings, Bet365 Could Be Live Betting Forces
The EKG testers deemed FanDuel as having the “slickest” app for live wagering, noting it has few weaknesses.
Still, DraftKings and Bet365, the latter of which is one of the global leaders in in-game betting, have bright spots as well. Bet365 is one of the largest regulated sportsbook operators in the world and it attained that status in large part through dominance in the live betting realm. That could be a point of emphasis for the company as it looks to expand its US footprints.
“DraftKings impressed testers with a massive array of props bets and live same-game parlay (SGP) options, while bet365 was by far the quickest in terms of bet placement at ~3.5 seconds (for context, bet placement measured the time it took apps to confirm bets had been successfully placed after testers hit the “place bet” button),” according to EKG.
DraftKings has a live wagering accord with the NBA and its rise in the SGP space appears to be helping it become a formidable presence in the in-game betting realm.
Tipico and PointsBet rounded out EKG’s top five operators in terms of operator in-game betting rankings. The latter is relevant to Fanatics because that company is acquiring PointsBet’s US operations.
In March 2021, PointsBet purchased Banach Technology for $43 million, a move aimed at increasing the sportsbook operator’s footprint in the fast-growing in-game betting market. Banach develops risk management and trading platforms. They support traditional and in-game betting products for the four major US sports leagues and international soccer leagues. That could have been part of the allure for Fanatics in the PointsBet transaction.
“PointsBet, meanwhile, had one of the best feature sets while also posting ‘good but not great’ scores across the board,” concluded EKG.
Armed with considerable resources, Fanatics could address PointsBet’s in-game betting weaknesses, making it a more viable contender against FanDuel, DraftKings, and Bet365.
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