sports betting by 2025, with almost $7 billion of that on in-play betting and micro-bets. Morgan estimates there will be more than $9 billion per year spent on U.S. “Micro-betting” is loosely defined as betting during the event, on things that are about to happen in real time, and do not rely on the final outcome of the event.

betting winners/losers, spreads, over/under, etc.) is only the beginning of the story. But traditional “outcome-based” betting (i.e. sports betting will engage a new generation of fans, generate billions in betting revenue, and millions in additional ad and sponsorship revenue driven by a massive amount of new fan engagement. In the same way fantasy sports changed the sports business by engaging fans in player performance outside of their favorite teams, U.S.

Today’s guest columnist is David Nugent, CEO and co-founder of the technology services company Next League.