Fan Engagement in Focus: Measuring the Impact of Sports Betting on the Industry

July 2023

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.

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This report comes in PPT.

Key findings

Sports betting provides answers to evolving consumption habits

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.

Innovation driving adoption and heightened engagement

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.

The battle of the brands is fuelling partnerships and engagement across the ecosystem

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.

Sports properties should be acutely aware of the risks associated with sports betting partnerships

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.

Scope
Key findings
Fan engagement in sports: What is it and why does it matter?
Where does sports betting fit into the fan engagement equation?
Understanding the appeal of sports betting for fans and sports organisations
UK in focus: A strong sports offering drives in-market sports betting
US in focus: Intersection of major leagues, betting brands and fans concentrating attention
Driving interest in sports: Betting brands drive engagement across the sports ecosystem
Masters of marketing: Stake.com partners with Drake to expand its global presence
A source of innovation: How betting brands are leveraging faster connectivity
The rise of superapps: DAZN aims to become a one-stop shop for sports fans
Convenience is key: NBA drives engagement through NBA Launch Pad incubator
Enhanced user experience: How sports betting brands embrace flexible payments options
Sports betting will remain an important component within the fan attention ecosystem
Keys to understanding the sports betting and partnership landscape
Exploring the gambling industry’s sponsorship portfolio in top European and US leagues
US major leagues set to surpass European counterparts: What it means for engagement?
With an unparalleled US fanbase, NFL secures the lion’s share of betting sponsorships
Betting brands rely on Premier League strength to engage global audiences
How do fans bet on sports and how does this fuel partnerships?
Beyond team sports: Partnerships will continue to unlock and engage fans
Balancing engagement and ethics: The challenge that will define the future of sports betting
Gambling sponsorships create heightened risk for sports properties
Trust, transparency and safety all key components to stay on fans’ good side
#Betonwomen: Gaming Society promoting women’s sports through sports betting
Sports betting will not just drive revenues, but could also re-shape sports
Three key learnings for stakeholders looking to engage fans through sports betting
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