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Major US digital sportsbooks including FanDuel and DraftKings have expanded their live betting capabilities across the United States this week to meet the increasing demand for real-time wagering during major sporting events. These platforms are prioritizing in-play betting infrastructure, which allows users to place bets on specific outcomes—such as the next drive in a football game or individual player performance—while the action is unfolding. The industry-wide push aims to capitalize on high-speed mobile technology and enhanced data feeds, providing bettors with a more immersive and interactive experience compared to traditional pre-game wagering. FanDuel Sportsbook has emerged as a leader in this sector by integrating a fast, user-friendly interface that specifically highlights in-game 'Same Game Parlay' (SGP) builders. This feature allows gamblers to combine multiple live outcomes into a single high-payout ticket, supported by a system where odds update almost instantly to reflect on-field changes. While the platform excels in market organization—categorizing bets by quarters and specific drives—it currently offers limited live streaming, requiring many users to watch the broadcast elsewhere while managing their bet slips. To attract new participants to their live betting ecosystems, these sportsbooks are deploying aggressive promotional strategies. For example, FanDuel is incentivizing new sign-ups with a 'Bet $5, Get $100' offer, contingent on the first bet winning. This approach not only lowers the barrier to entry for novice bettors but also encourages the use of the app's deep player-prop menus and cash-out features. Meanwhile, competitors like DraftKings are focusing on the breadth of their live offerings to maintain market share in an increasingly crowded digital gambling landscape. The evolution of these apps represents a broader shift in the sports media and gambling industry, where the line between watching a game and participating in its financial outcome is becoming increasingly blurred. Professional reviewers note that the competitiveness of odds and the speed of bet placement remain the most critical factors for users when choosing between top-tier platforms. As technology improves, the industry anticipates even more seamless integration of live video feeds directly within the betting interfaces to reduce latency and maximize engagement.