BETBY, the leading Tier 1 sportsbook provider, has announced the launch of “Watch & Bet”, a new engagement feature that combines live streaming and betting within a single interactive experience, allowing players to follow the action and place bets without losing their attention from the event they are watching.

Available directly within BETBY’s sportsbook event page, “Watch & Bet” brings selected live markets, odds and key betting actions into the video area when a supported official stream is opened. By reducing the friction between watching an event and interacting with live markets, the feature creates a faster betting journey when player attention is at its highest.

Players can browse and switch between available markets, select odds and place bets directly alongside the stream, with relevant betting options presented as the action unfolds.

For operators, the feature creates additional opportunities to drive interaction with in-play content by keeping the core elements of the live betting experience within the same view. Rather than requiring players to navigate between the stream, markets and Betslip, “Watch & Bet” makes relevant betting opportunities continuously accessible alongside the action.

BETBY’s recent World Cup analysis further underlines the engagement opportunity around live content. During the tournament, players at brands offering live streaming generated 44.79% higher GGR per player, placed 24.30% more bets and recorded a 32.53% higher average stake than players at brands without streaming, pointing to stronger activity levels among players with access to live content.

The experience is further supported by a flexible video module that gives players greater control over how they interact with the sportsbook. The stream can be moved anywhere on the screen, docked to the side to provide easier access to the full range of markets, or hidden completely when the player wants to focus exclusively on betting.

“Watch & Bet” automatically adapts to the available screen size. On desktop, streaming and betting controls sit together within the viewing area, while on mobile the video remains visible as players browse markets and interact with the Betslip, ensuring a consistent experience across devices.

The feature is available across traditional sports, esports and Betby Games, with supported markets surfaced dynamically according to the event and stage of play, giving players access to relevant betting opportunities as the action develops.

“Live betting is nowadays one of the most engaging parts of the sportsbook experience, and Watch & Bet is designed to make that interaction feel much more immediate,” said Kirill Nekrasov, Head of Innovation and R&D at BETBY. “By bringing the stream, markets and betting actions into the same environment, we are removing unnecessary steps from the player journey while giving operators another powerful way to maximise engagement around live events. The flexibility of the video experience also puts players in control of how they want to follow the action and interact with the sportsbook.”

By combining content consumption and betting within one intuitive interface, “Watch & Bet” enables operators to create a more immersive live sportsbook experience while increasing the visibility and accessibility of in-play markets.

The launch further strengthens BETBY’s focus on engagement-led sportsbook solutions, providing its operator partners with tools designed not simply to expand functionality, but to make the betting journey more fluid, interactive and responsive to modern player behaviour.