Over the past ten years, the Live format has become the main growth driver in iGaming. According to industry reports from H2 Gambling Capital and the Gambling Commission, in many European countries the share of Live betting in sports betting exceeds 65–70% of total turnover. This is not a marketing trend, but a structural shift in consumer behavior.
Users no longer want to wait for an event to start. They react to the course of the match in real time. Live delivers speed, dynamics, and a sense of participation. The market has adapted to this demand: algorithms update odds every few seconds, and live streams are integrated directly into the interface. It is this combination of technology and behavioral factors that has made Live the fastest-growing segment of the industry.