North America’s National Basketball Association (NBA) will introduce in-play betting features on its NBA League Pass streaming service using sports technology company Sportradar’s new over-the-top (OTT) solution emBET.

Sports betting content such as point spreads, over-unders, and money lines will be integrated into the NBA’s live streaming platform.

In markets where sports betting is legal, users can opt-in to view and select bets directly on NBA League Pass. When ready to place a bet, they are directed to FanDuel or DraftKings, the NBA’s official betting partners, through an embedded link.

emBET will also deliver interactive content, such as advanced team and player insights, polls, voting, and trivia widgets.

Sportradar has exclusive access to NBA optical-tracking data which it said is “integral to the development of these dynamic new features to be integrated in the future.” 

The tech firm has been an official partner of the league since 2016 and is the exclusive, worldwide distributor of NBA data.  

Patrick Mostboeck, Sportradar senior vice president of audiovisual, said: “emBET is an exciting innovation for NBA fans, making in-play betting more engaging and immersive.

“Through our exclusive partnership with the NBA, we’re committed to developing next-generation, value-added products and services, like emBET, to drive fan and bettor engagement.”

Scott Kaufman-Ross, NBA executive vice president of media and gaming, added: “Integrating emBET is consistent with the NBA’s vision to create hyper-personalized and customized viewing experiences within NBA games.

“For NBA fans who want to wager on our games during live action, they can now elect to receive contextualized betting information directly on NBA League Pass.”

Sportradar has plans to expand the emBET technology further into other sports across other markets where sports betting is permitted.