This report focuses on the impact of sports betting on fan engagement, and the challenge of winning in a content rich but attention poor media landscape. By analysing weighted web traffic and app data, it provides insights into the ways sports betting companies influence consumption, contribute to revenue and permeate the wider sports content patterns, and examines the broader consequences for the sports ecosystem.
This report comes in PPT.
Sports betting directly addresses the dilution of attention across the media landscape by actively engaging audiences, recruiting new fans and enhancing engagement with existing ones, serving as a platform that offers financial rewards, social interaction and elevated sports entertainment. The winners of fan engagement driven by betting will be determined by their ability to comprehend the intricacies of fan bases and provide innovative betting options.
Sports betting brands embrace innovation in a number of ways – leveraging high-speed connectivity to provide greater consumer choice, payments flexibility that builds trust and delivers convenience, and state-of-the-art user interfaces, all of which are key in driving adoption and engagement.
In the UK, Bet365 is driving the most fan engagement in terms of attention share (20% per month), while the US sees a close run race between FanDuel and DraftKings (26% and 24%, respectively). This competition is driving marketing spend, content production and sponsorship, all of which further create fan engagement opportunities across the sports ecosystem.
For sports and gambling partnerships to become sustainable, consumer protection should be at the core of such synergies. All stakeholders need to be proactive in ensuring that the partnerships adhere to socially responsible standards, and align with the values and beliefs of sports fans.
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