The Growth of U.S. Sports Betting

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