BETBY Launches Watch & Bet Live Streaming Betting Feature

Sportsbook provider BETBY has introduced a new feature called Watch & Bet, combining official live sports broadcasts with betting functionality within a single interface, the company announced this week. According to the release, the product overlays relevant live markets and odds directly on top of video streams during sports and esports matches, as well as within the Betby.Games category.

BETBY also shared performance data from the 2026 football World Cup period alongside the launch. Brands offering live streaming saw GGR per player rise 44.79% compared to brands without streaming functionality, while the number of bets placed increased by 24.3% and average bet size grew by 32.53% over the same comparison group.

The launch reflects a broader industry shift toward merging content consumption and betting into a single user experience, a format aimed at increasing engagement during major sporting events by reducing the friction between watching a match and placing a wager. The World Cup data cited by BETBY suggests operators integrating live-stream betting tools may see measurably higher player value during major tournaments, positioning Watch & Bet as a potential differentiator for operators competing for engagement during high-profile sporting calendars.