In-Game Sports Betting Set to Hit $14 Billion—Raising Red Flags for Public Health
Live, in-game sports betting—where fans wager on outcomes during a match—is projected to surge past $14 billion annually by 2030, becoming the fastest-growing segment of the U.S. gambling industry. But as apps push real-time odds during timeouts and replays, public health experts warn of a dangerous side effect: rising gambling addiction, especially among young adults.
How In-Game Betting Works
Unlike traditional pre-game wagers, in-game (or “live”) betting allows users to place dozens of bets during a single event—on everything from the next point scorer in basketball to whether a soccer team will commit a foul in the next minute. With lightning-fast algorithms and push notifications, platforms like DraftKings, FanDuel, and BetMGM keep users engaged—and spending—throughout the game.
- Average user places 7–12 bets per game during live betting sessions.
- Platforms use AI to personalize odds and offers in real time.
- Mobile betting now accounts for 85% of all sports wagers.
Public Health Alarms
“This isn’t your grandfather’s sports betting,” said Dr. Elena Ruiz, a behavioral addiction specialist at Johns Hopkins. “The constant stimulation, instant feedback, and illusion of control mimic video game mechanics—and that’s by design.”
Studies show that in-game bettors are 3x more likely to exhibit problem gambling behaviors than those who only place pre-game bets.
Regulatory Gaps by State
| State | In-Game Betting Legal? | Has Mandatory Self-Exclusion Tools? | Public Health Funding for Gambling? |
|---|---|---|---|
| New Jersey | Yes | Yes | $2M/year |
| Texas | No | N/A | $0 |
| California | Partial (tribal only) | No | $500K/year |
| Florida | Yes | Yes | $1.2M/year |
What’s Next?
Lawmakers in Congress are considering the Sports Betting Consumer Protection Act, which would require real-time loss tracking, mandatory cooling-off periods, and clearer addiction resources in betting apps. But with billions in tax revenue at stake, regulatory momentum remains slow.
For more on the psychology of gambling, see our feature on [INTERNAL_LINK:gambling-addiction].
