How broadcasters can use sports betting to supercharge their content and better engage with their audiences
According to the American Gaming Association three-quarters of US sports fans are more likely to watch a game if they place a bet on it, and 51 per cent of betting customers are more likely to watch pre-game shows and analysis. This is reinforced by Deloitte’s research which shows that in the 18 to 34-year-old male demographic, as many as nine out of 10 viewers are more likely to watch a sporting event if they have placed a bet on the action.
Entertaining elements of betting are steadily filtering into sports broadcasting and media, as both media companies and rightsholders look to engage fans more deeply and benefit from the global growth of sports betting and gaming. With the opportunities of this convergence now widely recognised, many media companies and rightsholders are committed and eager to understand how betting and other interactive elements can be leveraged to upgrade fan engagement.
DAZN Bet is just one recent example of how sports OTT platforms are shifting from one-sided to hybrid business models, and how sports betting provides a significant opportunity for both revenue and fan engagement. On the other hand, FanDuel TV or DraftKings’ VSiN demonstrate the movement of betting operators into the wider entertainment business. They recognise the opportunity of keeping their customers engaged beyond their core business.
Today’s sports fans search for additional content while watching live sports. Deloitte’s study showed that four in 10 sports fans are more likely to watch a sporting event if real-time statistics are shown during live action. This trend is amplified in sports betting, where relevant live or historic match data, tips, information, and odds can be integrated through tickers and graphics into live streams. Viewing today is not just about watching a sports event in a passive manner, fans now also interact and transact via streaming. For that reason, many media companies and rightsholders are keen to integrate interactive features into their streaming to engage with viewers and fans.
At Sportradar we have developed a unique OTT integration product called emBET which benefits rightsholders, media brands and sportsbooks – bringing them together in one place rather than competing for fans’ attention. It enables sports fans to engage with content through clickable overlays. By integrating graphics into live OTT streaming broadcasts emBET provides viewers with contextual information and delivers a seamless user experience. It allows rightsholders and media companies to offer engaging opportunities. Alongside stats and odds, they can offer polls and prediction games, integrated into their live streams.
Through simple live widget integrations such as emBET, media companies and rightsholders can easily embed engaging content into their streaming offering to add greater value for viewers. Combined with sponsor’s branding it also raises ad-relevance by sending appealing and branded on-air graphic overlays to capture viewers’ attention. If a media company or a rightsholder offer betting services, it enables them to retain fans on their platforms and provide opportunities to engage more deeply with the sport. An increasing number of rightsholders, and media companies are turning to betting – because fans who bet are more engaged with their favourite sports.
