Live betting is wagering on a sporting event after it has started, with odds updating in real time as the game unfolds. Markets typically include next-goal, total-points-by-quarter, and live moneyline — each closing the moment the underlying event resolves.
Also known as: in-play betting, in-game betting
Live betting is the highest-margin product for sportsbooks because pricing models must update in milliseconds; the books charge for that uncertainty.
It is also the highest problem-gambling risk vector: rapid bet cadence and chasing losses are well-documented harms. Ontario’s AGCO requires every live-betting interface to expose deposit limits, session timers, and self-exclusion in one tap.
Live betting requires single-game betting (legal in Canada since August 2021) and low-latency data feeds. Operators without official league data partnerships often suspend live markets during key moments.