## On-Screen Action: The Convergence of Broadcasting and Wagering – Marketing & Affiliates – iGB
Since the overturn of PASPA in 2018, sports wagering has infiltrated numerous associated fields in the United States, particularly broadcasting. Cole Rush investigates how the collaboration between these two sectors has progressed.
Home > Marketing & Affiliates > On-Screen Action: The Convergence of Broadcasting and Wagering
On-Screen Action: The Convergence of Broadcasting and Wagering
The downfall of PASPA marked the end of an era filled with innovation. Since that pivotal 2018, the industry has been expanding. Sports betting now occupies a significant position in American contemporary culture. While the allure of new gambling choices may have waned, sports betting continues to ignite a revolution in every area it touches.
One of these areas is broadcasting. With over 20 sports wagering markets now open in the United States, many of which are online and some retail-only, sports wagering companies are penetrating other sports-related fields, including media. Due to the widespread influence of sports betting and its continued surge in popularity in the United States, the way fans consume sports is changing.
At the forefront of this transformation are two companies – DraftKings and PointsBet – who have struck profitable media agreements aimed at providing sports bettors with content that aligns with their interests.
A New Contest
“It’s about genuineness,” says Eric Foote, Chief Commercial Officer of PointsBet.
Its all about providing viewers with an authentic experience, making it feel like an organic part of the event. We’re educating people about wagering, but not in a forceful manner.
PointsBet’s collaboration with Comcast’s NBCUniversal is all about making sports wagering content feel genuine.
“We understood we required a method to spread the word about our brand and encourage people to utilize our product,” Foote stated. “We have faith in our product. We’ve mastered the operations. We’re confident in that aspect of the business. The NBC partnership is the ideal approach to begin disseminating information about our product.”
Creating wagering content that feels genuine through media channels can assist fans in connecting with their beloved sports in novel ways. It’s placing sports wagering front and center like never before.
“More and more sports wagering programs are emerging, particularly on television, streaming, and podcasts,” said Brian Angiolet, DraftKings’ chief media officer. “As professional sports leagues embrace sports wagering, media companies have followed suit.”
The NFL, one of the final holdouts, has recently joined the sports wagering movement in a significant way, selecting three primary partners — Caesars, Draftkings, and FanDuel — as well as four approved wagering operators: PointsBet, FOX Bet, BetMGM, and WynnBet. The league has already witnessed the advantages of new content, including programs focused on wagering and wagering-related matters.
The way people watch sporting events has been transformed by wagering, according to Angioliette. Media organizations are now producing content geared towards fans who wish to place bets on the game, even if the match isn’t particularly close. Angioliette believes that more individuals will engage in online sports betting, which will open up new avenues for media companies to generate revenue.
He stated, “Many enthusiasts desire to be more deeply engaged in the game, and sports broadcasts are providing them with what they seek through new betting content.”
The moment is opportune for sports betting. Leagues and media companies have readily embraced it. It presents a novel approach to generating income, captivating audiences, and attracting new fans.
It is crucial to captivate bettors without alienating those who do not engage in wagering. Odds overlays are unlikely to deter non-betting viewers. However, as betting terminology becomes more prevalent, betting and broadcasting entities must strike a balance. They need to furnish fans with the appropriate content at the appropriate moment.
Angioliette touched upon the recent enthusiasm surrounding the star duo in the NFL. He remarked, “Alternative broadcast choices provide fans with a distinct perspective on watching sports. Just consider the immense popularity of Peyton and Eli Manning’s broadcast on Monday Night Football.”
This demonstrates a need for diverse versions of transmissions, particularly when it comes to athletic wagering.
Angiolet highlights that DraftKings has already started to venture into this domain, citing the firm’s 2020 pact with DISH, which enables users to view league broadcasts through the DraftKings application and utilize their remote to place wagers.
Merging athletic wagering with the transmission of a particular game or league provides a straightforward alternative to conventional broadcasting. However, smaller integrations that don’t overpower the transmission can be equally effective.
“It can’t be overly complex, it must be straightforward,” stated Eric Foote of PointsBet. “For instance, with the NFL, for Sunday Night Football, we’re concentrating on the game’s spread: who’s the favorite, how significant is the favorite, and some basic prop wagers. We initiate with simplicity and avoid all the elaborate terminology in athletic wagering. We’ve streamlined the integration of athletic wagering content so that new or casual users can comprehend it.
“We’ve only been present in the US market for a few years, so we must be cognizant of that and communicate with consumers in that manner,” he concluded.
Beyond core transmissions, such as Fox’s NFL matches or CBS’s Masters Tournament, athletic wagering operators and media behemoths are reaching fans through other channels. Namely, mobile devices.
The second-screen experience can be a driving force in attracting athletic enthusiasts and bettors.
Sports betting companies like PointsBet and DraftKings depend on skilled trading teams to adjust betting lines quickly.
To keep bettors engaged during games, DraftKings’ Angiolet emphasizes the need for diverse content, including live odds adjustments and total points predictions. Bettors primarily focus on tracking their own wagers.
PointsBet’s Eric Foote uses golf as an illustration, highlighting their betting-related sidecast for the Waste Management Phoenix Open on Peacock.
“We provided almost a thousand betting options for a golf tournament, which is unprecedented in the industry. This is due to our proprietary technology, in-house trading, and risk management capabilities.”
As bettors utilize secondary devices to monitor odds and lines, operators must be agile and responsive.
“You require a wide range of betting options to create variety and integrate them into the narrative,” Foote stated. “You must be able to react instantly based on the action and flow of the game. You can generate new odds in real time, adapting to the progress of the game, match, or tournament.”
In essence, the relationship between sports betting firms and the media is a complicated web, with interested parties beginning to assemble the pieces and perceive the larger context. Alternative broadcasts, second-screen experiences, and engaging bettors on their own ground provide excellent opportunities for content development.
Forging Enduring Alliances
“It’s still a work in progress,” Foote remarked. “I believe we are in the initial stages. We are very hopeful, but we also understand that we must adhere to the appropriate rules established by the leagues and media partners.”
As Foote indicated, “early stages” signifies that there is a long journey ahead. However, PointsBet’s arrangement with NBC is more than just a basic logo or asset sharing agreement.
“They desire to go beyond the contract,” Foote said regarding NBC. “Whether it’s providing assistance from a lobbying standpoint, aiding us in securing commercial agreements with leagues, or collaborating on talent deals.”
This going beyond also encompasses ambassador agreements, such as PointsBet’s arrangements with Drew Brees and Sarah Perlman.
DraftKings’ Angiolette stated that media deals assist sports betting operators in enhancing brand recognition on a wider scale.
“Through these collaborations, sports betting operators can utilize on-air talent to promote their offerings and insights through conventional and social media. Moreover, these agreements enable operators to reach a distinct audience that they would not have been able to access otherwise.”
The collaboration between DraftKings and Meadowlark Media serves as a prime illustration. By securing the official distribution rights for The Dan Le Batard Show with Stugotz and the Le Batard & Friends Network, DraftKings gained a novel avenue to showcase their odds, wagering patterns, and overall sports betting and daily fantasy offerings.
Will this lead to sports enthusiasts seeking betting material alongside their preferred team or game broadcasts?
“I believe we’ve already reached that point,” Angiolet remarked. As sports betting has gained legal standing in an increasing number of locations, partnerships and collaborations have emerged rapidly, and now everyone is striving to comprehend customer preferences within these relationships.
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