The sports betting industry began making its way online in the mid 1990s and has not even had to consider looking back since. It feels strange to think that before this development, punters would have to be in a physical location before a game begins in order to place their pre-match bet.

The decision to move online perfectly coincided with the rise of the internet and, now that the vast majority of the general public own smartphones, we all have the ability to place a bet no matter where we are. The one hiccup was that at a certain point, we couldn’t do it at any time. We still had to ensure that we placed our bets before a game started and, let’s face it, life gets busy and it is very easy to miss the cut by a few minutes. But what can you do? After all, rules are rules…

Well, if online betting irreversibly transformed the industry, live betting has more than done the same. So, what exactly is it about live betting that has changed how we bet, what we bet on and ultimately, how we watch a game on a Saturday afternoon…

Convenience

First things first, it is as convenient as it can be. It allows you to place a bet anytime, anywhere – from the comfort of your home or when you are out and about – ensuring that it is completely up to you if you choose to place a bet. So even if you have missed kick off, you still have the opportunity to place a live bet.

Suitability

When it comes to competitive sports, live betting simply suits how a game progresses. Every game is different, and it can change in a matter of seconds. An unlucky goal, an injury or a red card can drastically change the flow of a game and, live betting allows you to use your understanding of the game in order to adjust to what is happening in real time.

Live Betting

In order to properly make the decision to place a live bet or keep your bet as it is, you need to be following the game for its entirety. As mentioned earlier, sport has the ability to change in an instant and if you are following each play so intensely, you can’t help but feel alive!

Active Process

The introduction of live betting has changed the entire process of what it means to place a bet. As years went by, the process was complete once a bet was placed. After this, nothing was under your control. Yes, you could watch the game and maybe make a wish or say a little prayer, but this was, in essence, a passive activity.

Belonging

Sports carry a noteworthy emotional element in many people’s lives, particularly in the Finnish culture. In Finland, it is said that one of the most genuine and heart-felt relationships one could have is with an ice hockey team of choice. When you choose to place a bet in the heat of the action, it is almost like reaching out to your favorite team to show your love and support. Ultimately, it’s about belonging (or, better said, about expressing the emotion of it).

Live betting has turned the pastime into an active process. It puts you in a position to make a choice based on what is happening. It means that even when you are not making a new bet or changing your original bet, you are actively deciding to do this. Simply put, live betting has transformed how we bet and in the process, made watching sports into an active process.