Sportsbook technology supplier BETBY has introduced Watch & Bet, a new feature designed to place live sports streaming and in-play betting within the same interface.
The product is integrated directly into BETBY’s sportsbook event pages. When an eligible official stream is available, users can watch the event while accessing selected live markets, current odds and key betting functions without moving away from the video experience.
BETBY said the feature is intended to simplify the process of moving between live coverage and wagering during an event. Available markets and odds can be selected as the action develops, while operators can keep betting options and betslip functions accessible alongside the stream.
The video interface can also be adjusted depending on the device and user preference. Players can reposition the stream on screen or hide it entirely if they want to focus on the sportsbook markets instead. Watch & Bet supports traditional sports and esports as well as content from BETBY’s proprietary Betby.Games simulated sports product.
The launch expands on BETBY’s existing streaming infrastructure. In February, the company added HD live video coverage across sports and esports, including tennis competitions and esports events supplied through partners such as SIS and Oddin.gg.
BETBY has also pointed to its own World Cup data as evidence of the commercial importance of live streaming. According to the supplier, players who interacted with live streams during the tournament generated 44.79% more gross gaming revenue than the average player. They also placed 24.30% more bets and recorded average stakes that were 32.53% higher.
The release comes during a period of wider growth for BETBY. The company reported that sportsbook GGR increased 42.7% year-on-year during the first half of 2026, while active players across its partner network rose 47% and total bet volumes increased 21.2%.
Watch & Bet forms part of BETBY’s broader effort to make its sportsbook offering more interactive and keep live-event engagement concentrated within a single betting environment.