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....