The Betting Advantage: Tennis and the Rise of In-Play Markets
As Wimbledon kicks off, tennis takes center stage, providing an ideal landscape for in-play betting and micromarkets. Bettormetrics’ Chief Revenue Officer, Sabin Brooks, and Pragmatic Play’s Senior Vice President of Sports, Gareth Crook, share insights into why this sport captivates bettors.
The Wimbledon Effect
Beginning its tournament on a high note, Wimbledon emerges as the most-watched event in the tennis calendar, offering unparalleled opportunities for sportsbooks to capitalize on the increasing demand for in-play and microbetting options. Notably, Crook highlights that a staggering 75% of tennis bets are placed after matches begin— in stark contrast to sports like football, where pre-match betting remains predominant.
Maximizing Match Duration for Engagement
To truly reap the benefits of in-play betting, longer matches are essential. In preliminary rounds, high-profile players may face less competitive opponents, limiting the length of matches. “The ‘shelf life’ of a tennis match is vital,” Crook explains. “Five-set matches not only enhance viewer interest but also trigger far greater betting activities.”
He points to findings from the 2025 French Open, where first-round five-set matches yielded twice the revenue and 50% more bets compared to straight-set encounters.
Engaging Early Round Bettors
Despite early rounds often featuring dominant favorites, Brooks insists that value remains for bettors. “It’s not the presence of heavy favorites that curbs betting interest; rather, it’s the shorter match duration,” he clarifies. Punters are drawn to longer contests, where the excitement of uncertainty persists.
The Role of Micromarkets
In the initial stages of tournaments, micromarkets play a pivotal role in maintaining bettor engagement. Brooks emphasizes that when match winner markets fall flat, bettors often gravitate toward betting on set, game, and point totals—areas with volatility and unpredictability.
Crook notes that during the recent 2025 French Open, a significant 31% of matches featured heavy favorites with odds below 1.3. “Even then, punters stay engaged through diverse options like handicaps and microbets, especially when top seeds are involved,” he adds.
Navigating Challenges in Tennis Betting
While tennis offers a conducive environment for micromarkets, challenges remain. The high costs associated with acquiring official data and livestreaming are paramount, as accuracy and swift data response times are critical for bettors.
“Access to official data is non-negotiable,” Crook asserts. “Delayed results frustrate users and dilute the appeal of time-sensitive bets.” Partnerships with data rightsholders enhance the reliability of market creation and timely settlements.
Pricing Difficulties: Brooks acknowledges that pricing can be tricky, particularly with lesser-known players, but he downplays the issue in Grand Slam events where the majority are highly ranked.
A Transitional Era for Tennis
With the retirement of tennis icons like Roger Federer and Rafael Nadal, the spotlight now shines on emerging stars like Carlos Alcaraz and Jannik Sinner. This transition period is crucial for tennis, emphasizing the necessity for new personalities to keep fans engaged.
Brooks notes, “The sport’s growth is tied directly to the rise of new stars, and strong ambassadors are essential for fan retention.” For sportsbooks, maintaining engagement through competitive pricing and extended live betting opportunities becomes vital to capitalize on the sport’s frequent interruptions.
The Future of Tennis Betting
Despite existing challenges, Crook and Brooks both project a bright future for tennis in the realm of betting. “Tennis strikes a balance between rapid betting pace and audience reach, making it a benchmark for innovation in microbetting,” Brooks states.
The consistent demand for tennis betting and its structured nature positions it as an essential component for sportsbooks looking to innovate. As Crook concludes, “The volume, pace, and format of tennis make it uniquely suited for in-play betting, ensuring its sustainability as a revenue source for sportsbooks in the near future.”