Live bookmakers in sports betting
I live bookmakers in sports betting are widely used by online gambling fans. They let you predict the final result of a match even after the event has already started — something that until a few years ago did not exist: you could only bet before the start of a match or before the start of a race.
Live bookmakers today let you bet on a wide range of options: first-half result, second-half result, which player will score the next goal, whether there will be a penalty, under/over, live handicap and much more. With integrated live streaming, you can follow the event directly on the bookmaker site and adapt your strategy in real time.
Live odds change continuously based on how the event unfolds. Bookmakers offer the same betting rules as for non-live matches, but with constant updating of probabilities: if a team scores, the odds on the opponent rise instantly.
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The best Italian live bookmakers
We present the best Italian live sportsbooks — that is, operators based in or strongly rooted in the Italian market, all with an ADM license. These bookmakers stand out for support in your language, local payment methods and an offering built on the preferences of Italian bettors.
Snai
Snai is the long-standing leader of gambling in Italy. There is no Italian city without a Snai shop. The online site offers a wide range of live sports betting updated in real time, with excellence in horse racing (12 dedicated channels) and Serie A.
AdmiralBet
Part of the Gruppo Admiral (BingoYes, CasinoYes, PokerYes) group. The welcome bonuses, ongoing promotions and the chance to play for free with no deposit are very appealing. Excellent live coverage of basketball and hockey.
Sisal
Sisal offers one of the best mobile experiences for live betting. Excellent for live tennis and table tennis, with real-time updates and integrated streaming. Modern, intuitive interface.
Lottomatica
A balanced blend of tradition and modernity. Lottomatica combines the great history of Italian gambling with a modern live platform. Good streaming coverage and cash out available on all the main sports.
Goldbet
Goldbet is historically among the most competitive on live football. Wide coverage of disciplines and sporting events in streaming, with live odds among the best in the Italian market, especially for Serie A and the European leagues.
Bwin
Bwin, also famous for virtual slips, offers excellent live betting. It is an icon of global online gambling and sponsors many teams and sporting events. Excellent for live football and tennis.
Foreign live bookmakers with an ADM license
Betting was born in England in 1780. During a horse race, a man claimed his horse was unbeatable — and the first private wagers were born. English betting culture and experience are superior to those of other nations, and are still reflected today in the quality of the live products of bookmakers of British origin.
Malta, taking advantage of its entry into the European community, opened its doors to online operators thanks to tax and bureaucratic incentives. Many foreign bookmakers have their registered office on the Maltese island, while operating perfectly in Italy with an ADM license.
William Hill — The best European live bookmaker
William Hill is historically the best European bookmaker. The rules for playing live are very simple: bets are accepted on the match or sporting event already in progress. The customer can watch all the available options in real time.
The matches of Serie A, the Champions League, the World Cup and the Euros are the most followed. Live betting fans also appreciate the odds offered in tennis. In Formula 1 and motorcycling, the most-used bet types are head-to-head and race winner.
Bet365 — Absolute leader for streaming
Bet365 is the absolute benchmark for live streaming: over 600,000 events a year available for free to anyone with an active account. The live section is renowned for its quality and for the innovative Bet Builder feature, which lets you build combined bets across different markets of the same event.
Eurobet — Fastest cash out
Eurobet is a British company (Entain group) extremely powerful at industrial level, with an ADM license for years. The live odds are among the most competitive on Italian football. Cash out on Eurobet is among the fastest on the market, with real-time updating even during the most frantic phases of a match.
22Bet — Most live markets
22Bet offers the widest live range for those seeking niche sports: table tennis, snooker, baseball, handball, floorball. Over 45 markets per football match and 24/7 coverage. Ideal for bettors who want to go beyond the traditional leagues.
All live bookmakers — Italian and foreign — are reliable and use the traditional payment methods such as bank transfer, Visa/Mastercard, PayPal, Neteller and Skrill.
Comparison table of live bookmakers 2025
| Bookmaker | Tipo | Live Markets | Streaming | Cash Out | Live Sports | Voto | Go Live |
|---|---|---|---|---|---|---|---|
 William Hill
|
🇬🇧 Straniero | 30+ | ✅ | ✅ Parz. | 25+ | 9.7 | 🔴 Live → |
 22bet
|
🌍 Straniero | 45+ | ✅ | ✅ | 28+ | 9.5 | 🔴 Live → |
 Eurobet
|
🇬🇧 Straniero | 35+ | ✅ | ✅ Parz. | 20+ | 9.4 | 🔴 Live → |
 Bwin
|
🇦🇹 Straniero | 40+ | ✅ | ✅ Parz. | 25+ | 9.3 | 🔴 Live → |
 Betsson
|
🌍 ADM | 20+ | ✅ | ✅ | 15+ | 9.1 | 🔴 Live → |
 Admiralbet
|
🇮🇹 Italiano | 25+ | ✅ | ✅ | 18+ | 9 | 🔴 Live → |
 888Sport
|
🌍 ADM | 20+ | ✅ | ✅ | 15+ | 9.2 | 🔴 Live → |
 Paripesa
|
🌍 ADM | 20+ | ✅ | ✅ | 15+ | 9 | 🔴 Live → |
 Leovegas
|
🌍 ADM | 20+ | ✅ | ✅ | 15+ | 8.9 | 🔴 Live → |
 Starvegas
|
🌍 ADM | 20+ | ✅ | ✅ | 15+ | 9 | 🔴 Live → |
 Betlabel
|
🌍 ADM | 20+ | ✅ | ✅ | 15+ | 9 | 🔴 Live → |
 Starcasino
|
🌍 ADM | 20+ | ✅ | ✅ | 15+ | 8.9 | 🔴 Live → |
⚠️ Markets and streaming vary daily. Always check the current conditions. 18+ | T&C Apply.
Cash Out: the feature that revolutionised live betting
Il cash out is the most important feature of modern live betting. Introduced in Italy with the October 2022 regulation, it lets you close a bet before the end of the event, cashing in a guaranteed amount. This opportunity — initially exclusive to betting exchange sites — has been progressively implemented by all ADM-licensed operators.
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The mechanism lets you cash in a guaranteed amount — so as to close a winning bet early (albeit for less than the potential payout) — or to limit a loss when the situation is turning for the worse.
Live Streaming TV: watch matches while you bet
Live bookmakers let you watch the most important events with live streaming TV and, consequently, bet while the competition is in progress. Being able to watch a match live lets you make better plays: you have up-to-date information on how the game is really going that statistics alone cannot provide.
| Bookmaker | Copertura Streaming | Requirements | Punti di forza |
|---|---|---|---|
| Bet365 | 600.000+ eventi/anno | Deposit in last 30 days | Football, Tennis, Cricket, Rugby, Basketball |
| Goldbet | Ampia copertura | A bet on the event | European-league Football, Tennis, Volleyball |
| William Hill | Ampia copertura | A bet on the event | International Football, Tennis, Golf |
| Sisal | Buona copertura | Active account | Tennis, Table Tennis (focus) |
| Lottomatica | Buona copertura | Active deposit | Football, Tennis, Basketball, Volleyball |
| Snai | Specializzato ippica | Active account | 12 dedicated horse-racing channels, Italian football |
| Admiralbet | Buona copertura | Active deposit | Pallacanestro, Hockey su ghiaccio |
| Betsson | Focus tennistavolo | Active account | Tennistavolo, campionati di nicchia |
To access live streaming on almost all bookmakers you need an active account with a deposit in the last 30 days or to have placed at least one bet on the event in progress. The service is free and accessible directly from the live section of the site or app.
Live bookmakers for football
Football is the sport with the richest live offering. Live bets on Serie A and Champions League football are the most analysed by Italian bettors. You will be able to predict, with the match already under way:
Basic markets (available everywhere)
- Exact result at full time
- Risultato finale 1X2
- Doppia chance (1X, X2, 12)
- Under/Over gol (0.5, 1.5, 2.5, 3.5)
- Somma gol totali
- Both teams to score (BTTS)
- Prossimo gol / chi segna
- First/second-half result
Advanced markets (Bet365, Bwin, William Hill)
- Next goalscorer
- Whether there will be a penalty
- Next corner (who, when)
- Prossimo cartellino giallo/rosso
- Live Asian handicap
- Totale tiri in porta
- Minute of the next goal
- Bet Builder (combined markets)
Live bookmakers for tennis
In tennis, the live bet types offered by bookmakers are very varied and the market changes every few minutes. Live betting fans particularly appreciate the odds offered in tennis because every game and every set can quickly swing the odds.
Live tennis markets
- Match winner
- Prossimo set vincente
- Prossimo game (chi vince)
- Handicap set (-1.5, +1.5)
- Total games in the match
- Total games in the current set
- Break point in the current game
- Tiebreak in the current set
- Ace in the next game
Best for live tennis
- Sisal — Ottima copertura ATP/WTA
- Bet365 — integrated streaming + markets
- William Hill — competitive odds
- Bwin — very fast odds updating
- Eurobet — cash out on every game
- Betsson — Focus su tennistavolo
Other sports available in-play
Basket
NBA and European leagues. Markets per quarter: score, handicap, total points, next team to score. Best: Admiralbet, Bet365, 22Bet.
Ippica
Races are live events by definition. Snai is the absolute benchmark with 12 dedicated horse-racing channels. Sisal and Eurobet also cover international races.
Formula 1 e Moto GP
Head-to-head between drivers and race winner are the most-used markets. William Hill is historically the benchmark for live motorsport betting.
Hockey su ghiaccio
NHL and European leagues covered. Markets per period available. Best: Admiralbet, 22Bet, Bwin.
Pallavolo
Italian and international volleyball with markets per set. Next set winner, total points, set handicap. Best: Goldbet, Lottomatica, 22Bet.
Sport di nicchia
Tennistavolo, snooker, baseball, handball 24/7. 22Bet e Betsson cover Asian and night-time leagues not available on Italian operators.
5 strategies to bet live smartly
Watch for 10-15 minutes before betting
Wait for real play to start before placing your bet. Often the favourite team starts slowly and its odds rise in the first minutes — this is the ideal moment to back it at better value than pre-match. Watch ball possession, shots on target, the tempo: these data are worth more than pre-match statistics.
Sfrutta le situazioni post-gol
When a strong team concedes a goal in the first 20 minutes, its odds to win the match rise significantly. If you are convinced the team's quality is superior to the opponent's, this is often a great moment to get in at higher odds. This is the typical value situation in live betting.
Use live streaming as an information edge
Whoever watches the match live has a systematic advantage over those who bet "blind" looking only at statistics. The pace of play, real-time injuries, team morale: information that the odds do not yet fully incorporate in the very first minutes after it happens.
Plan your cash out before betting
Decide in advance at what odds or amount you will cash out. If you stake €10 with a potential win of €20, decide: "I will cash out if they offer me €15". This avoids emotional decisions during the match. Automatic cash out (available on Bet365 and Bwin) lets you set the threshold once and for all.
Always set a loss limit per session
Before starting a live session, set the maximum you can lose (e.g. €30). Live bets are fast and exciting — without a preset limit it is easy to lose much more than planned. All ADM bookmakers offer deposit-limit tools in the gaming account settings.
Live reviews: bookmaker by bookmaker
Here is the live card for each operator in our ranking, with the specific strengths for in-play betting and the available markets.
Bookmaker con licenza ADM e ottima sezione scommesse live.
Bookmaker con licenza ADM e ottima sezione scommesse live.
Bookmaker con licenza ADM e ottima sezione scommesse live.
Bookmaker con licenza ADM e ottima sezione scommesse live.
Bookmaker con licenza ADM e ottima sezione scommesse live.
Bookmaker con licenza ADM e ottima sezione scommesse live.
Bookmaker con licenza ADM e ottima sezione scommesse live.
Bookmaker con licenza ADM e ottima sezione scommesse live.
Bookmaker con licenza ADM e ottima sezione scommesse live.
Bookmaker con licenza ADM e ottima sezione scommesse live.
Bookmaker con licenza ADM e ottima sezione scommesse live.
Bookmaker con licenza ADM e ottima sezione scommesse live.
FAQ — Frequently asked questions about live bookmakers
Bet365 is the absolute benchmark for streaming (600k+ events/year) and live markets (50+ per match). For live odds on Italian football, Eurobet and Bwin are often more competitive. William Hill excels at international sports and racing. The best strategy is to keep 2-3 accounts on different bookmakers.
Live betting lets you bet on events in progress with odds that change in real time. Go to the "Live" section, select the event, choose the market (1X2, over/under, next goal, etc.) and confirm. The bet is accepted in a few seconds. Live bookmakers also let you watch matches via streaming directly on the site.
Cash out lets you settle a bet before the event ends. If you are winning, you lock in a guaranteed amount now (less than the full payout). If you are losing, you limit the loss. Available in full, partial (settle only part) and automatic versions (Bet365 and Bwin). Introduced in Italy in October 2022.
Final result, double chance, over/under goals, next goal, who scores, correct score, whether there will be a penalty, next corner, next card, live handicap, total goals in the first/second half. Advanced bookmakers like Bet365 and Bwin add next goalscorer, total shots on target and Bet Builder (combined markets).
Yes. Bet365 is the leader with 600,000+ streaming events per year. Goldbet, William Hill, Sisal, Lottomatica and Admiralbet also offer streaming. Snai has 12 channels dedicated to horse racing. You usually need a deposit in the last 30 days or a bet on the event. The service is free for those with an active account.
Yes, if they hold the Italian ADM license. William Hill, Bwin, Eurobet and Bet365 are foreign but operate in Italy with an ADM license — the same protections as Italian operators. Bookmakers without an ADM license should absolutely be avoided: always look for the ADM concession number in the site footer.
Live betting has no extra cost compared to pre-match betting. The difference is in the bookmaker's margin (the gap between the odds and the real probabilities), which can be slightly higher in-play due to the greater uncertainty and update speed. In general, the bookmakers with the best live odds (lowest margin) are Bet365, Bwin and Goldbet.
🔴 Choose your live bookmaker
Every operator in our ranking has an ADM license, live streaming available and active cash out.
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