Industry supplier nVenue has announced it will deliver its live betting markets to operators via Sportradar’s Unified Odds feed.
nVenue announced it will deliver its live betting markets to operators via Sportadar’s Unified Odds feed.
The live and micro-betting solutions provider focuses on major US sports including MLB, NBA, NFL and NASCAR, with the business committed to announcing new sports for 2025.
It follows an investor note published by JMP Securities yesterday which identified nVenue as one of the private companies best positioned to exploit the “hyper-growth” of the in-play and live betting space.
nVenue Co-Founder and CEO Kelly Pracht said: “Our expertise in ML/AI automation and sports betting provides global sportsbooks with the deepest set of markets for US sports with customizable margins and curated bet feeds.
“The combination of nVenue’s advanced technology with Sportradar’s global reach will usher in a new era of live, in-play betting.”
nVenue highlighted its ML/ AI powered enterprise platform as delivering a market-leading volume of new live betting markets to operators.
In-play betting currently accounts for 30% to 40% of bets in the US, with JMP predicting the market will reach $14.4bn in GGR by $14.4bn.
In mature markets, the analysts said, in-play betting accounts for up to 70% to 80% of total bets.
nVenue’s COO Quinton Singleton added: “Our collaboration with Sportradar will enable operators and platforms to leverage our market-leading technology to shift the industry towards live betting as the majority share of betting on U.S. sports.”
JMP highlight in-play as next frontier of US OSB
JMP analysts said that management commentary and M&A has led them to believe US sports betting investment and product teams will shift their focus to in-play betting in the years ahead.
DraftKings has been particularly active on this front, having acquired Sports IQ analytics and SimpleBet in 2024 to drive its live betting product.
However, JMP argued Flutter’s management should know the importance of in-play given its exposure to global gambling markets.
It argued the company’s forward thinking, access to data and global workforce should position it well for the coming in-play betting race.
The analysts singled out nVenue, Kero Sports and Huddle as companies well positioned to capitalise on the market’s fast-paced growth.