Beyond the Team: How Player Markets Are Reshaping Sports Betting, by Sportradar

The sports betting landscape has undergone a dramatic transformation in recent years, with player markets and in-play props emerging as one of the industry’s most exciting and profitable innovations. Sportradar explores how this evolution is reshaping how fans engage with sports and how bookmakers approach their business.

The Rise of Player Power

Today’s sports fans aren’t just following teams anymore – they’re following stars. A 2021 survey revealed that 39% of NBA fans would rather see their favourite player win MVP than their team lift the championship trophy. It’s a shift that’s reshaping sport itself, with modern fans leading the charge. 

The European Club Association found that most fans who follow sports ‘for the player’ are aged under 35, with social media and TikTok turning athletes into global entertainment brands. Almost half of emerging consumers now support multiple teams, tracking their favourite players across different clubs and even different leagues. This isn’t just a trend – it’s the future of sport. And it’s one reason why player markets are taking over the sports betting landscape.

Behavioural Shifts

This shift in fan behaviour has revolutionized how people bet on sports. Instead of just backing teams to win, lose or draw, bettors now want markets that follow their favourite stars. They’re betting on how many goals Raphinha will score each game, how many 3-pointers Steph Curry racks up, or how many home runs Shohei Ohtani will deliver. 

These player-focused markets give fans a deeper connection to the game, whether they’re betting before the match or in-play. And for sportsbooks, they’re opening up countless new ways to engage with an audience that cares more about individual brilliance than team loyalty.

New Advances: In-Play

If player markets are changing the game, live player markets are supercharging it. They transform every moment of a match into a potential betting opportunity. This creates continuous engagement throughout an event, keeping viewers invested in every moment of play.

The success of these markets relies heavily on advanced technology and real-time data feeds. Bookmakers partner with specialized data providers to ensure accurate and instant updates, allowing them to offer dynamic odds that reflect the current state of play. This technological foundation enables operators to manage risk effectively while providing an engaging betting experience.
 

Read the full report here.