Genius Sports has identified live betting as a crucial pathway for growth in the United States market, an opportunity that CEO Mark Locke believes is significantly underestimated by many investors. Speaking at the Goldman Sachs Communicopia + Technology Conference in New York on September 10, 2025, Locke highlighted the disparity between the UK and US markets in terms of in-play betting engagement. In the UK, in-play betting constitutes 60% to 80% of total wagers, whereas in the US, it accounts for only 30% to 35%. This gap represents what Locke sees as a major growth opportunity for the gambling industry in the US, particularly as it offers superior profit margins and more robust user engagement compared to traditional pregame betting.
Mark Locke emphasized that the value of live betting data far surpasses that of pre-match data. Genius Sports capitalizes on this by charging operators three times the rate for this premium data. This pricing structure not only boosts Genius Sports’ revenue but also benefits sportsbooks by enhancing their in-game market offerings, which in turn increases their revenue. “The demand for top-tier live betting data continues to grow, and we’re perfectly positioned to meet that need,” Locke indicated, underscoring the strategic advantage of focusing on in-play betting.
Central to this strategy is BetVision, Genius Sports’ innovative streaming platform that integrates live sports broadcasting with interactive betting capabilities. Currently, about a third of bets in the US are placed during games. However, on BetVision, this figure soars to 72%, more than doubling the engagement seen elsewhere. This serves as a testament to the potential of integrating viewing and betting into a single cohesive experience, paving the way for exponential growth in user participation.
Genius Sports recently solidified its position with a strategic partnership with Hard Rock Bet. Through this collaboration, Hard Rock gains access to over 30,000 live events via BetVision, providing users the ability to stream, bet, and interact with advertisements seamlessly on one platform. Locke described this as offering a “full user experience,” aiming to maintain viewer engagement throughout the entirety of an event.
Beyond betting, Genius Sports is ambitiously expanding its reach into media and advertising sectors. Its FanHub division collaborates with major brands such as Coca-Cola and Gatorade, using live sports data to create precisely targeted marketing campaigns at peak fan engagement times. This diversification is reflected in Genius Sports’ improved financial performance, signifying its intent to grow beyond the confines of betting content alone.
Moreover, Locke detailed advancements in Genius Sports’ data collection technology. The introduction of “Dragon,” a system that utilizes iPhones to automate live game tracking, exemplifies these efforts. By reducing reliance on a large number of statisticians, Genius Sports aims not only to cut costs but also to provide sports leagues with tools for semi-automated offside detection and enhanced performance analytics.
In the previous fiscal year, Genius Sports reinvested $82 million of its free cash flow back into its business ventures and remains open to strategic acquisitions. The company has also secured long-term agreements like the extension of its partnership with the NFL, which now runs through 2030. These moves are designed to solidify its standing and capitalize on the growing trend of live, interactive betting experiences.
However, while the potential of in-play betting in the US is vast, it is not without its challenges. Critics point out that the US market differs from the UK in terms of regulatory frameworks and consumer behavior. Some industry analysts believe that the slower adoption of in-play betting in the US may be due to these complexities, suggesting that Genius Sports will need to navigate these hurdles thoughtfully. Additionally, there is a concern about the potential for problem gambling, with critics urging companies to implement robust responsible gaming measures alongside their expansion strategies.
Despite these challenges, the future of in-play betting in the US appears promising. The shift towards a more interactive and engaging betting experience aligns with broader consumer trends in entertainment and technology. Companies like Genius Sports, which are at the forefront of this evolution, stand to gain significantly by leading the charge in transforming how audiences engage with sports and betting.
In conclusion, as Genius Sports looks to the future, the integration of live sports data and betting through platforms like BetVision, coupled with its foray into media and advertising, positions it well to leverage the untapped potential of the US in-play betting market. With strategic partnerships and technological innovations, the company is poised to drive growth and redefine the landscape of sports betting in the coming years. As Locke optimistically remarked, the convergence of technology and sports offers “an exciting frontier with endless possibilities” for both companies and consumers alike.
David Garato is a luminary in gaming journalism, renowned for peeling back the curtain on the gaming world with his witty and insightful commentary. A decade into weaving stories from the pixelated edges of indie games to the expansive universes of AAA titles, David’s work is a thrilling blend of analysis and adventure. When not writing, he’s live-streaming, sharing his gaming exploits with an engaged and growing audience. David doesn’t just write about games; he lives them, making him a trusted guide in the gaming community.
