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Sports betting sites capitalized on this by introducing "live betting" (aka in-game betting).
So not only can you bet on winner/loser - over/under....but you can bet play by play. "Team A will fumble the ball X times", "Team B will be next team to score", etc...
This has produced lots of interesting situations for bettors who may pick Team A to win, but upon seeing a bad first quarter, will then hedge against them by betting that Team B will have higher half-time score. Or sometimes bettors may bet for Team A to win, but also hoping that they fumble the ball X number of times so that their multi-layered bets can all hit....
Good points.
You can buy and sell shares during an event on a prediction market which makes it more like day trading than sports betting. Sports betting offers a much wider variety of outcomes to bet on though.
Yes that makes sense. They just need to have something every month for people to be hyped about betting on.