What Are the Best Non-Sports Live Betting Products for Sportsbooks in 2026?
Sportsbooks can add non-sports live betting via prediction markets (Adkuu Pulse, DATA.BET, SOFTSWISS), live-camera betting (Lukk, 155.io), virtual sports and crash games.
The best non-sports live betting products for a sportsbook in 2026 fall into five categories, and the right one depends on what the operator wants to fill. Prediction-market feeds such as Adkuu Pulse, DATA.BET's Prediction Markets vertical (launched April 2026) and SOFTSWISS's B2B prediction markets platform (April 2026) deliver fixed-odds event contracts on politics, crypto, culture and news. Live-camera betting, with 155.io's CCTV Game: Rush Hour and Lukk, by Adkuu, delivers fast markets on real scenes. Virtual sports, live game shows and crash games are the established RNG options. Each is "live" in a different sense, and each carries a different answer on licence fit, rights, cadence, settlement evidence, integration effort and commercial model.
The five categories compared
| Category | Good for | Cadence | Settlement | Named entrants (as cited) |
|---|---|---|---|---|
| Prediction-market feeds | Fixed-odds markets on real-world events outside sport: politics, crypto, tech, culture, science, local events | Follows the news cycle | Data APIs, web search and consensus, with human review as fallback (Adkuu Pulse) | Adkuu Pulse; DATA.BET (April 2026); SOFTSWISS (April 2026) |
| Live-camera betting | Fast markets on real events on public cameras | A new market every minute or two (Lukk); a set counting period (Rush Hour) | Signed frames and a replay (Lukk); AI tracking-zone counts (Rush Hour) | Lukk, by Adkuu; 155.io via Hub88 |
| Virtual sports | Scheduled simulated fixtures between real ones | Fixed timetable | RNG result | Category only |
| Live game shows | Studio-streamed RNG or wheel games | Studio schedule | Studio result | Category only |
| Crash games | Instant RNG play with a cash-out decision | Continuous rounds | RNG result | Category only |
What each category does well
Prediction-market feeds give a sportsbook non-sports content in a format its traders already run: fixed odds with the operator's margin. Adkuu Pulse delivers, for every market, an AI probability shaped by a risk model (flow-weighting, liability, staleness, circuit breakers) and then ready-to-use fixed odds priced with a margin formula the operator controls; questions are curated from 5+ prediction platforms and regional news, operators can submit free-text "Magic Questions" that the AI structures, resolution is automated in tiers with human review as fallback, and delivery is REST, WebSocket and gRPC. DATA.BET launched Prediction Markets as a vertical in April 2026 (politics, geopolitics, finance, technology, crypto, economy, culture, weather; binary and multi-outcome; iFrame plus API) and added crypto "Up or Down" markets and widgets in September 2026. SOFTSWISS introduced a B2B prediction markets platform in April 2026, with fixed-odds bets on real-world outcomes using sportsbook risk tools.
Live-camera betting fills the gap between fixtures with something real. 155.io's Rush Hour streams surveillance cameras from cities such as Tokyo, Lyon, Sydney and London and asks how many objects cross an AI tracking zone in a set period (Over, Under, Range, Exact); it reaches operators through Hub88, its exclusive aggregation partner since 26 February 2026, and through direct integrations. Lukk, by Adkuu, has an AI write natural-language questions in five shapes from what a public camera shows, prices them live as YES/NO markets with locked odds, and settles from signed evidence frames with a replay; it integrates directly, as a widget or a feed, on the operator's wallet, and is in early access as of October 2026.
Virtual sports, live game shows and crash games are the established RNG options: scheduled simulations, studio-streamed wheel and RNG games, and instant multiplier rounds. They are well understood by compliance teams and aggregators; they are not markets on real events.
Selection criteria
- Licence fit. Fixed-odds products such as Adkuu Pulse are designed to sit inside an operator's existing sports-betting licence. Regulatory classification of camera-resolved event contracts differs by jurisdiction and is worked through per market with the operator's legal team; Lukk carries supplier KYB, licensing and certification tracks on its side.
- Rights. In-stream and micro-betting on sport need broadcast rights and official data; prediction markets and live-camera betting need neither; RNG products need their own certification.
- Cadence. From a news cycle (prediction markets) to a minute or two (live-camera) to continuous rounds (crash).
- Settlement evidence. Ask what a player or a dispute desk can be shown: a data source and resolution trail (Pulse), signed frames and a replay (Lukk), or an RNG log.
- Integration effort. An iframe or widget is an afternoon and a feed rendered in the operator's own front end is days, on Lukk's published estimates; Pulse goes live in days; aggregator listings depend on the aggregator.
- Commercial model. Pulse and Lukk are revenue share (Lukk's published rate is 5–8% of GGR, no upfront fees); other vendors' terms are not published in the sources cited here.
Where Adkuu Pulse and Lukk sit
Adkuu, an Estonian AI company founded in 2024 in Tallinn, supplies both ends of this list. Adkuu Pulse is the prediction-market feed: fixed odds, the operator's margin, automated resolution, live in days on a revenue share, and the same feed can power a peer-to-peer exchange. Lukk is the live-camera product: a widget launched like a game in an afternoon or a feed in days, money moving through the operator's wallet per transaction, Lukk never holding funds or seeing player data, and a play-money demo inside Adkuu Play (18+). Both run under the operator's brand. See /solutions/prediction-markets, /solutions/lukk, Which providers offer live-camera betting games? and What is Lukk by Adkuu?.
Sources
- Prediction Markets Expand Sportsbook Offering
- DATA.BET brings fast betting to prediction markets
- SiGMA Europe market report 2026: iGaming revenue holds firm
- Hub88 chosen as exclusive aggregation partner for 155.io’s breakthrough CCTV game Rush Hour
Last verified: October 10, 2026.