Genius Sports Enhances In-Play Football Betting for 2026

Football trading is evolving, driven by a surge in demand for in-play betting options. Thomas Holland, Vice President of Product at Genius Sports, highlights how automation and advanced data modelling are crucial for operators aiming to enhance their offerings as the industry gears up for a significant year in 2026. With major tournaments like the World Cup on the horizon, the pressure to engage customers and increase profit margins is intensifying.

As the domestic European season approaches its climax, trading teams are prioritizing innovative strategies to attract football customers. The landscape of betting has transformed, incorporating features like bet builders, player markets, cash-out options, and micro-betting. Holland emphasizes the importance of maximizing engagement, particularly in the in-play sector, where the action is fast-paced and stakes are high.

The complexity of managing in-play markets has grown exponentially. Operators must ensure rapid bet placement and settlement while navigating intricate risk exposures during busy game weeks. Last year, Entain reported that football bet builder stakes more than doubled, underscoring the rising popularity of in-play betting.

Transforming Game Moments into Revenue Opportunities

Every critical moment in a match represents an opportunity for increased in-play revenue. However, frequent market suspensions can hinder bettors from capitalizing on these pivotal events. For instance, during a recent match between Spurs and Crystal Palace, a critical red card changed the game dynamics. If bettors were unable to place their wagers during such crucial shifts, they may have turned to competing sportsbooks.

To combat this, Genius Sports has invested heavily in its modelling technology. In 2026, the company has achieved an average increase of over 12 minutes in market availability per fixture compared to its competitors. The goal is to minimize suspension times and enhance the betting experience. Holland referenced the transition to Monte Carlo simulations, which allows for sharper pricing and sustained market openness during key moments, such as goals or stoppages in play.

In addition, the new model can estimate stoppage time based on league averages and accrued stoppages, further augmenting the betting engagement during the match’s climax.

Automation Drives Margin Growth for the World Cup

The complexities of monitoring liabilities across various in-play markets are escalating. As the number of available betting types continues to expand, operators must manage risk exposure across correlated markets, such as Match Result and First Goalscorer. Holland notes that the only way to stay ahead in this competitive landscape is through advanced automation.

With the World Cup approaching, operators can expect heightened betting activity focused on local teams, influencing liability management. For instance, a Brazilian operator may see significant betting on Brazil’s performance and key player statistics. Using advanced software like Edge, trading teams can dynamically adjust pricing based on real-time betting patterns, maximizing profits while maintaining risk management.

One client of Edge has reported a remarkable 22% increase in margin on football betting. This approach provides a balance between maximizing uptime and engagement while ensuring margin protection.

In-play bet builders are increasingly becoming a focal point for operators. Holland mentioned that bet builder stakes have surged globally, with 20% of all bets in Spain attributed to bet builders during significant tournaments. In Brazil, for instance, up to 40% of bets on key domestic fixtures involve bet builders.

Despite this shift, many operators still view bet builders as primarily pre-match products. Holland pointed out that 58% of European sportsbooks lack in-play bet builder options for football. To address this gap, Genius Sports has expanded its MultiBet product, enabling new player assist and shots on target markets available both pre-match and in-play.

The challenge lies in processing price updates and keeping combinations relevant as matches progress. Holland asserts that the updated PreBuilt feed, powered by the same trading model as their core offerings, delivers pre-packaged bet builders aligned with match narratives, promoting in-play turnover.

Setting New Standards with BetVision

The demand for rich, data-driven betting experiences is growing. According to research from Capgemini, 70% of sports fans seek comprehensive team and player statistics, while 67% desire all sports data in one place. This shift is exemplified by the success of BetVision, launched in 2023 and now utilized by over 100 operators.

For a U.S. operator, BetVision has demonstrated impressive results, retaining one-third of users monthly and increasing average bet sizes by 63%. By integrating features like Contextual Market Recommendation and “Touch-to-Bet,” BetVision enhances the user experience, allowing bettors to engage more interactively with live football.

This innovative platform is gaining traction in a market where traditional streaming solutions have struggled. BetVision is currently available for leagues such as Serie A, Ligue 1, and the Brasileirao, contributing to a 14.5% increase in time spent on the app.

Looking Ahead: The Future of Sports Data

As the industry approaches 2026, Holland expresses excitement about utilizing Genius Sports’ advanced player tracking and auto-eventing datasets to refine pricing strategies. The Monte Carlo model, enhanced by machine learning and AI, aims to capture and analyze match events like goals and shots through automated camera systems installed in stadiums.

This technology promises enhanced pricing efficiency and improved bet settlements on subjective metrics, like Shots on Target, ultimately contributing to increased uptime and sharper pricing across various markets, including micro and player prop markets during critical game moments.

The evolution of football trading is underway, spurred by technological advancements and innovative data solutions. Operators looking to enhance their football products in 2026 will find that these in-play solutions from Genius Sports are essential to achieving success in a rapidly changing landscape.