The Growth of U.S. Sports Betting
How Publishers Can Capitalize on a Booming Market.
How Publishers Can Capitalize on a Booming Market.
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Engaging the <strong>Sports</strong> <strong>Betting</strong> Community --------<br />
THE GROWTH<br />
OF U.S. SPORTS BETTING<br />
How Publishers Can Capitalize on a Booming Market.<br />
1<br />
-------- By Genius <strong>Sports</strong> Media
Engaging the <strong>Sports</strong> <strong>Betting</strong> Community --------<br />
Content --------<br />
<strong>The</strong> opportunity for sports media<br />
Prior to 2018, despite the billions <strong>of</strong> dollars being wagered illegally in the United<br />
States, sports betting was a forbidden topic for the media.<br />
03<br />
04<br />
05<br />
Today, with sports betting legalization sweeping thirteen states and counting, every<br />
sports media entity is hoping to gain a piece <strong>of</strong> the sports betting pie, and for good<br />
reason. <strong>The</strong> American Gaming Association suggests that 39% <strong>of</strong> adult Americans<br />
are either current or future sports bettors, representing a significant portion<br />
<strong>of</strong> the population.<br />
<strong>Betting</strong> has since transitioned from taboo to mainstream topic in the daily sports<br />
content we consume, with major networks such as ESPN and FS1 broadcasting<br />
daily sports betting shows. But it’s not just television; every media format wants in<br />
on the action, but many lack the understanding <strong>of</strong> the gaming space, as well as the<br />
resources, to truly capitalize on sports betting content.<br />
<strong>The</strong> opportunity for<br />
sports media<br />
Educating sports<br />
fans new to betting<br />
Predictive<br />
analytics to help<br />
inform peoples’ bets<br />
At Genius <strong>Sports</strong> Media we work with major publishers to deliver industry-leading<br />
sports betting content solutions - so when it comes to the evolving U.S. market, we<br />
are at the frontline <strong>of</strong> state-by-state regulatory changes. We harness over 20 years’<br />
worth <strong>of</strong> experience to make your website the go-to destination for sports bettors.<br />
WA<br />
06<br />
07<br />
08<br />
OR<br />
MT<br />
ND<br />
SD<br />
MN<br />
MI<br />
NY<br />
ME<br />
MA<br />
RI<br />
Creating your own<br />
network <strong>of</strong> sportsbook<br />
partners<br />
Contextual betting<br />
information to engage<br />
your audience<br />
Summary<br />
CA<br />
AZ<br />
NM<br />
CO<br />
KS<br />
IA<br />
AR<br />
IL<br />
IN<br />
TN<br />
OH<br />
KY<br />
WV<br />
NC<br />
SC<br />
CT<br />
NJ<br />
MS<br />
GA<br />
TX<br />
LA<br />
FL<br />
2<br />
-------- By Genius <strong>Sports</strong> Media<br />
HI
Engaging the <strong>Sports</strong> <strong>Betting</strong> Community --------<br />
Engaging the <strong>Sports</strong> <strong>Betting</strong> Community --------<br />
Educating sports fans new<br />
to betting<br />
As sports betting legalization spreads, so too will the number <strong>of</strong> first-time<br />
sports bettors. From a survey conducted by the American Gaming Association,<br />
73% <strong>of</strong> participants said it is important to only bet legally.<br />
This leaves a significant group <strong>of</strong> people who are new to betting and may not<br />
understand its various complexities. A glossary <strong>of</strong> sports betting terminology<br />
or a betting calculator can be useful tools for any beginner.<br />
Predictive<br />
analytics<br />
and insights<br />
It’s very hard to consistently win money in sports<br />
betting and to make a bet blindly without doing<br />
any research is always a risky proposition.<br />
To try and find an edge on the betting market, sports<br />
bettors tend to look to advanced statistics and game<br />
insights to inform their bets. This includes, but is not<br />
limited to, score predictions backed by predictive<br />
algorithms to help them bet on the point spread, win<br />
probabilities to allow them to try to find a moneyline<br />
underdog who may be undervalued, or projected<br />
statistics for proposition bets.<br />
By providing this valuable information, you will have<br />
sports bettors routinely coming to your site before<br />
placing their bet.<br />
<strong>Sports</strong> bettors are also very interested in learning<br />
about the betting volume on each side <strong>of</strong> a game.<br />
For example, if a much higher percentage <strong>of</strong> a<br />
sportsbook’s customers are betting on one team<br />
versus the other, then the bettor may believe<br />
that the other side is being undervalued because<br />
a significant amount <strong>of</strong> money is being wagered<br />
on the opposition. Providing this information<br />
as well as the trending bets <strong>of</strong> the day will give<br />
bettors valuable insight into the favored bets<br />
<strong>of</strong> the general public, making your site a reliable<br />
source for betting insights.<br />
4<br />
-------- By Genius <strong>Sports</strong> Media<br />
5<br />
-------- By Genius <strong>Sports</strong> Media
Engaging the <strong>Sports</strong> <strong>Betting</strong> Community -------- Engaging the <strong>Sports</strong> <strong>Betting</strong> Community --------<br />
A network<br />
<strong>of</strong> sportsbook partners<br />
Engage<br />
your audience<br />
In their pursuit to secure new users and first-time deposits to their online<br />
platforms, sportsbooks have their own affiliate marketing programs for publishers<br />
to join. As an affiliate partner, publishers promote these sportsbooks on their<br />
website and earn commission for each one <strong>of</strong> their site referrals.<br />
For a publisher, this is the quickest and easiest way to monetize on your sports<br />
betting audience, and at Genius <strong>Sports</strong> Media, we leverage our large network <strong>of</strong><br />
sportsbooks partners to formulate these agreements on behalf <strong>of</strong> our partners.<br />
<strong>The</strong> most effective affiliate partnerships involve promoting a sportsbook on a<br />
publisher site, through a variety <strong>of</strong> betting-related widgets which display real-time<br />
odds feeds. By contextually marketing these sportsbooks in an engaging way,<br />
publishers can drive greater conversions to their partners and, as a result, cash in<br />
on sports betting.<br />
User Revisits Site<br />
All live odds content is pre<br />
populated with a $10 stake<br />
value and pushing NFL<br />
events.<br />
User visits<br />
your site<br />
<br />
User clickthrough<br />
from GSM widget<br />
to betting site<br />
<br />
User makes<br />
a $10 NFL bet<br />
on betting site<br />
or<br />
User Revisits Site<br />
<strong>Betting</strong> site sign up <strong>of</strong>fer has<br />
been removed from site and<br />
user is encouraged to sign<br />
up with another operator.<br />
Summary<br />
In conclusion, here are the top 5 tips for a publisher aspiring to strengthen their engagement with the sports betting<br />
community, and in turn, becoming a premier destination for sports bettors and monetize on this rapidly growing audience:<br />
1. Educational tools such as betting calculators to compute potential payouts and a glossary to help people learn sports betting terminology.<br />
2. Predictive analytics to help inform their spread, moneyline and over/under bets.<br />
3. Direct insights from sportsbook’s on the betting activity <strong>of</strong> the general public.<br />
4. Odds comparisons to allow your readers to “shop for the best line.”<br />
5. Marketing partnerships with licensed sportsbooks<br />
6 -------- By Genius <strong>Sports</strong> Media<br />
7 -------- By Genius <strong>Sports</strong> Media
Engaging the <strong>Sports</strong> <strong>Betting</strong> Community --------<br />
3<br />
Are you a publisher looking<br />
to get in on the action?<br />
Please reach out to us at contactus@geniussportsmedia.com to learn more<br />
about our products and services in sports betting content.<br />
8<br />
-------- By Genius <strong>Sports</strong> Media