SCCG Research: Introduction to media in the gambling industry

Below, SCCG Research investigates the relation the industry has to the media and how it can be utilised to maximise today's player experience. 

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Overview of gambling, media and sports 

Fans are getting more involved than ever before, blurring the line between watching and playing. The intersection of sports media and gaming is undergoing a significant transformation, marked by a shift towards increased fan engagement and interactive participation. Simultaneously, advancements in technology facilitate real-time data integration, offering enthusiasts unparalleled insights into their favorite sports and teams. 

However, amid these developments, the nascent industry faces regulatory and ethical challenges, particularly concerning responsible gaming practices and the consolidation of gambling elements into social gaming platforms. Navigating these complexities is essential to ensure the integrity and sustainability of the sports media and gaming ecosystem. 

By examining the evolution of media in gaming and its parallels with sports content, this research segment aims to provide a comprehensive understanding of how media shapes fan engagement and consumption patterns in both industries. Insights gained from this study can inform future strategies for media outlets, gaming companies, sports organisations and marketers seeking to leverage media to engage with their target audiences effectively. 

Role of media in the industry 

In today's fast-paced world of betting and gaming, the media plays a pivotal role, influencing everything from consumer choices to industry regulations. Whether you're a seasoned bettor, a casual bettor or an industry stakeholder, understanding the impact of media is essential for navigating this landscape effectively. 

Media outlets provide bettors and gamers with news updates, analysis, statistics and expert opinions on sports events, casino games and betting trends, aiding informed decision-making. Collaboration with data providers enables media organisations to offer insightful analysis into betting markets and gaming trends, aiding bettors in understanding market dynamics and improving decision-making. 

Barstool Sports has cultivated a brand identity centered around edgy, humorous content catering to a predominantly young male audience... Once it moved away from its betting integration with Penn, it moved right into a blockbuster relationship with DraftKings

Media companies produce diverse content such as articles, videos, podcasts and live streams covering betting strategies, game reviews, industry news and interviews, enhancing user engagement and community building. Media coverage of regulatory developments and legislative changes shape public opinion, influence regulatory debates and guide industry stakeholders on compliance issues. Whether it is daily fantasy sports 2.0, peer-to-peer or sweepstakes, public perception is often influenced by media. 

Media platforms host live broadcasts of sporting events, support communities and offer more personalisation which contributes to a more engaging, immersive and personalised experience for users, fostering community interaction and enhancing user satisfaction. 

Looking ahead, the intersection of media, gambling and sports promises to reshape entertainment and engagement. Through this research, we offer a deeper understanding of the synergies between household brands, emerging technologies and provide valuable insights for stakeholders and consumers alike. 

Media coverage of gambling and sports betting 

The leveraging of original content, sports betting, affiliate and sponsorship for revenue generation through strategic partnerships. Prominent sports media entities like Yahoo, Barstool Sports and ESPN all have set the stage for creating a full media hub designed to acquire, retain and consistently engage current and future generations of customers. These companies employ content creation, sports betting integration and affiliate sponsorship deals to drive revenue, albeit with distinct approaches. 

Barstool Sports has cultivated a brand identity centered around edgy, humorous content catering to a predominantly young male audience. It has seamlessly integrated sports betting into its content strategy through the Barstool Sportsbook app, providing exclusive betting-related content and promotions. Affiliate sponsorship deals with sportsbooks and gambling-related companies further bolster revenue streams. Once it moved away from its betting integration with Penn, it moved right into a blockbuster relationship with DraftKings. 

As a longstanding leader in sports media, ESPN offers a diverse array of content across various platforms. While traditionally focused on conventional sports coverage, ESPN has begun incorporating sports betting-related content to cater to evolving audience interests. Similar to Barstool, ESPN engages in affiliate sponsorship deals with partners in the sports betting and gambling industries. It now has its brand being leveraged by Penn, offering its media and content across ESPN Bet. 

These companies employ multiple revenue streams beyond sports betting, including advertising, subscription services, merchandise sales and licensing agreements. However, sports betting represents a growing segment of revenue for Yahoo, Barstool Sports and ESPN, driven by their strategic integration of betting-related content and affiliate partnerships.

The full Primer releases on SCCG Research at 7pm PST Thursday, 28 March.

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