As the NBA Finals and NHL Stanley Cup Final get underway, it’s the perfect time to review the performance of in-play betting this playoff season. In-play betting has grown significantly, offering valuable insights for sportsbook operators and media companies. Here are the key trends and data points:

NBA Playoffs

In-Play Playoff Betting Trends

1. Growth in In-Play Bets

• Overall Increase: The total number of in-play bets has skyrocketed by 88.36% year-over-year from 2023 to 2024.
  • Top Three Playoff Rounds with Greatest Year-over-Year Increase in Total Bets
    1. Play-in Tournament: +174.94%
    2. Eastern Conference First Round: +144.56%
    3. Western Conference Semifinals: +131.79%

2. Increase in Total Handle

• Overall Increase: The total handle of in-play bets has grown 42.27% year-over-year.
  • Play-in Tournament: The total handle more than doubled.

3. Decrease in Average Bet Size

• Trend Insight: The average bet size has decreased, indicating a rise in participation from everyday bettors rather than professional bettors.

Key Takeaways

1. Mainstream Adoption: The significant growth in bets and the total handle suggests that in-play betting is becoming mainstream.
2. Bettor Profile Shift: The decrease in average bet size points to more casual bettors engaging in in-play betting.

Actionable Strategies

1. Promote In-Play Betting: Given its growing popularity, continue highlighting in-play betting options.
2. Media Integration: Incorporate in-play betting odds into in-game updates to keep audiences engaged.
3. Targeted Marketing: Adjust marketing spending to focus on live game periods, promoting real-time odds and in-play bets.
4. Bonus Offers: Consider offering bonuses around in-play betting to attract more players.

Three Trends to Watch in the NBA Finals

1. The Mavericks have seen nearly double the in-play turnover (total dollar amount wagered on them) then the Celtics these playoffs.
2. The second quarter has been the most popular time for bettors to place an in-play bet on both teams throughout the playoffs.
3. For in-play player props, Luka Doncic is the most popular player on the Mavericks, and Jayson Tatum is the most popular player on the Celtics for a bet to be placed on.

NHL Playoffs

In-Play Playoff Betting Trends

1. Growth in In-Play Bets

• Overall Increase: The number of in-play bets during the NHL playoffs has significantly risen year over year. In the Western Conference Playoffs alone, the number of bets has doubled vs. 2023.

2. Timing of Bets

• Shift in Popular Betting Periods: Last year, the most popular betting times were the 1st, 2nd, and 3rd periods, in that order. This year, the order has changed to the 3rd, 2nd, and 1st periods.
  • Third Period: The handle has grown by more than 80% year-over-year.

3. Type of Bets

• The popularity of 3-Way Bets: 3-way bets, including Period Totals, Period Winner, and Total, have more than doubled, becoming the second most popular in-play bet.

Actionable Strategies

1. Focus Marketing on Third Period: Push in-play betting marketing right before and during the third period.
2. Promote 3-Way Bets: Educate bettors about 3-way betting options and promote them.
3. Continued Spotlight: Keep highlighting in-play betting through promotions and special bonuses.

Conclusion

This year’s NBA and NHL playoffs have demonstrated the growing importance of in-play betting. By leveraging the insights and data trends outlined above, sportsbook operators can enhance their strategies and refine their media spend and timing. Media companies can use it to create more compelling content that fans are looking for. To learn more about Sportradar’s in-play offerings, contact us below.