DraftKings: A winning bet on in-play betting
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13 Sep 2025 •
Reading time: 2 minutes As online sports betting undergoes rapid change, DraftKings is establishing itself as a key player thanks to its strategy focused on in-play betting and proposition bets. Between strategic acquisitions and technological innovations, the American operator is capturing the attention of bettors and investors alike, revealing a market in the midst of transformation.
Growth fuelled by in-play betting
In a context where live betting is experiencing rapid growth, DraftKings is positioning itself as a major player in the sector. According to David Katz, an analyst at Jefferies, this trend is a key driver for the company. In an investment note dated 9 September 2025, Katz points out that live betting is now a central part of player engagement.
DraftKings’ financial results for the second quarter of 2025 reflect this momentum, with revenues and adjusted EBITDA reaching record levels. This exceptional performance reflects the positive impact of in-play betting on the company’s results.
The strategic acquisition of Simplebet
To strengthen its position, DraftKings acquired Simplebet, a provider of artificial intelligence-based live betting. This acquisition, finalised in December 2024, enables DraftKings to integrate advanced technologies to deliver a faster and smoother real-time betting experience. The acquisition price was $195 million for the 85% of Simplebet that DraftKings did not already own.
Corey Gottlieb, Chief Product Officer at DraftKings, said the acquisition will enable the company to create a live betting experience that moves at the speed of sports. The integration aims to improve the quality, scope and speed of data throughout DraftKings’ trading cycle.
Market trends and player preferences
A survey conducted by Jefferies reveals that 84% of bettors have placed at least one proposition bet, and 44% consider the availability of live betting to be very important. This trend highlights the shift in player preferences towards more interactive, real-time betting.
Football and basketball dominate the sports for live betting, with participation rates of 70% and 62% respectively. In addition, 92% of respondents believe that more betting options would make matches more enjoyable, with half saying it would be a major improvement.
It is also notable that women account for 40% of respondents, a significant proportion that could influence operators’ targeting strategies.
DraftKings: a leader in the making
Despite challenges such as new taxes, slowdowns at the state level and the rise of event contracts, David Katz believes the industry has largely absorbed these pressures. He sees live betting as a new phase of growth, independent of new state legalisation.The acquisition of Simplebet and the focus on in-play betting position DraftKings as a potential leader in this area. With a 16% year-over-year increase in live betting, the company appears well positioned to capitalise on this trend.