They say you can’t teach an old skier new tricks, but as X Games prepares to celebrate its 30th anniversary this summer, it’s also taking its first steps into the world of sports betting. Boasting disciplines such as skateboarding, BMX and freestyle motocross, it might not seem like the first choice for traditional betting. But, as the X Games will continue to prove, unconventional is ‘in’ with Gen Z and Millennials more than ever.
Why launch sports betting now?
As Gambling Insider sat down with Jeremy Bloom, X Games CEO since December, the question of “why now?” is obvious, but there’s a little more to the story. The first season of X Games was in 1995 and, while it’s remained true to itself this entire time, it’s also undergone several changes and evolutions along the way. Just as Tony Hawk kept pushing himself until he landed his iconic 900 at the 1999 X Games, the event itself has always looked for new ways to innovate.
When ESPN sold the event to MSP Sports Capital in 2022, the new owner explained that it would use its McLaren Racing team and the wider F1 world as a model to transform the X Games and introduce more commercial opportunities. These included multi-discipline teams, more global events and partnerships – and, for the first time, regulating sports betting on the events.
“Launching sports betting now allows us to continue that tradition by offering fans an entirely new way to connect with their favourite athletes and events,”
Bloom says. “It’s the perfect milestone to showcase our commitment to evolving how fans engage with the X Games.”
As the athletes took to Buttermilk Mountain in Aspen Snowmass at the end of January, fans were able to place a diverse range of traditional bets and prop wagers at licensed sportsbooks for the first time. “Our 30th anniversary is a celebration of X Games’ legacy of innovation and redefining action sports.”
How does this support the vision of engaging Millennial and Gen Z audiences?
There’s been a major refocus on the younger half of sports betting audiences in recent years, primarily those under the age of 30. Some sportsbooks create promotions aimed at markets they’ve been found to lean towards, while others have created their entire business models around them. In the same way that esports found a natural footing in the sports betting world, X Games comes with a natural advantage in that it has been popular with these age groups for decades already.
“X Games stands apart by being deeply ingrained in the culture of Millennials and Gen Z. Unlike traditional sports, action sports have a unique energy and authenticity that resonate with these audiences,” Bloom points out. “By integrating our odds into top platforms like DraftKings, bet365 and Caesars, we’re bridging this cultural connection with the thrill of sports betting, making X Games a compelling partner for sportsbooks and brands looking to reach these influential demographics.”
As for why these demographics are so important for engagement with less traditional sports events, “Millennials and Gen Z are drawn to personalised, immersive experiences and sports betting is a powerful tool for deepening their connection to the X Games,” Bloom explains. “It transforms fans from spectators into participants, giving them an active role in the action.
“By offering a platform where they can leverage their knowledge of our athletes and competitions, we’re creating opportunities for deeper engagement, all while fostering a sense of community and excitement around the X Games.”
How will sports betting support audience growth and new commercial opportunities?
X Games has experienced a 113% increase in streaming audiences and 2.4 million new social followers in the past 12 months, and its new owners have emphasised its new capabilities for commercial growth. X Games was never limited to a local in-person audience, as it was always shown on ESPN, but thanks to its integration on YouTube, fans from all around the world can catch the action live as it happens.
“Sports betting is a natural extension of our mission to redefine the fan experience,” Bloom continues, as we discuss how important it is to ‘connect’ the audience to the event. “It not only keeps our current audience engaged but also invites a new segment of fans into the X Games community. This increased engagement drives our momentum in streaming and social growth, making us an even more attractive platform for commercial partners.”
It’s not just the fans who are finding new opportunities with this addition to the games. “With betting integrated seamlessly into the fan experience, we’re building new opportunities for sponsorships and partnerships that align with our vision for the future of X Games.”
X Games stands apart by being deeply ingrained in the culture of Millennials and Gen Z. Unlike traditional sports, action sports have a unique energy and authenticity that resonate with these audiences
Were there any unique challenges for X Games?
The process of entering a new sports market is never easy, especially when the sports in question haven’t been featured on this scale before. Sure, people might be used to seeing skiing on sportsbooks, but what about skateboarding and the various motorsports?
“Our partnership with Alt Sports Data was key to overcoming these hurdles,” Bloom says. “With their expertise in alternative sports and a deep understanding of the action sports ecosystem, we were able to ensure a smooth and successful launch.
“Launching regulated sports betting for action sports came with unique challenges, from creating accurate odds for dynamic competitions to navigating the regulatory landscape.”
Of course, Bloom would know all about this. He doesn’t come from the stereotypical business school background; instead, he made a name for himself on the slopes. Bloom is a one-time world champion, two-time Olympian and 10-time World Cup gold medalist. He’s even in the National Ski Hall of Fame.
Bloom was also selected by the Philadelphia Eagles in the 2006 NFL draft before moving over to the Pittsburgh Steelers. He then co-founded a marketing software company and later became a sports television analyst for ESPN, Fox, NBC and the Pac-12 Network.
What has the reaction been within the X Games community and athletes?
As an athlete himself, Bloom knows how important the ecosystem is within a competition like X Games. The smallest change can have major knock-on effects, whether it’s a huge competition like the Olympics or a local tournament. Every new development has to be meticulously weighed against the possible outcomes.
“The response from the X Games community, including fans and athletes, has been overwhelmingly positive,” Bloom reassures. “Sports betting represents a new way to amplify excitement and competition around the events. What excites us most is how it not only strengthens connections with existing fans but also attracts new ones who might not have engaged with X Games before.”
