Live betting is already 50% of betting revenues for most online bookmakers and sportsbooks. It is higher margin and generally a more engaging experience. Football makes up the majority of live betting but Tennis is even more suited with a continual flow of bet types around anything from point by point, next serve, game betting or old fashioned match betting.

Many operators have sports betting flash applications embedded in their website. This allows for a better user experience with price changes being highlighted continuously.