As the stigma surrounding sports betting is subsiding faster than salt in water, sports betting companies are capitalizing on making the market as accessible as possible. Sportradar is partnering with LiveLike to create emBET, technology that will integrate live betting lines into broadcasts similar to the way stats and standings are displayed on the screen.

"With audience consumption habits shifting dramatically, it's more important than ever to create a dynamic viewing experience built on rich data and featuring compelling content," Sportradar US CEO, Arne Rees told Gambling Insider.

Sportradar is rapidly growing, and gives analysis on over 720,000 events across 75 sports, per Front Office Sports. With the new partnerships between several American professional sports leagues, rises in sports betting legalization on state levels, and the likes of FanDuel and Draft Kings gaining media influence and power, an integration like LiveLike could be the beginning of a revolution into how sports are viewed.