Like a perfect storm, the growth of sports betting, streaming entertainment, social media, and the advent of new sports is coalescing to change how consumers consume sports. Viewing habits also influence sports betting operators and sports itself.
This week, Gaming Today spoke with Jeremy Stein, chief executive officer and founder of SportsGrid, about the changing landscape of content, sports, and sports betting apps.
SportsGrid broadcasts sports-related content weekly, focusing on betting and data. The company has an impressive roster.
“SportsGrid is the No. 1 free TV channel dedicated to sports betting, with 18 hours and 21 hours of audio every day,” Stein said. “We deliver news and information for sports fans and sports bettors. We are a free network, distributed on 30 partner platforms, including Roku TV and Samsung TV Plus. We’re also syndicated across the internet for mobile and desktop.”
The Philosophy Behind SportsGrid
Relying heavily on predictive tools rather than betting gurus making picks, SportsGrid publishes picks daily for almost every sporting event. They believe that content is whatever the consumer reads, listens to, watches, posts on social media, or talks about related to sports and betting.
“The velocity for social media is much quicker. Everything we consume is now content, whether watching or talking about the games,” says Stein.
That transformation brought about by social media, which no one could have seen happening even 15 years ago, has changed how sportsbooks look and operate.
“People are using their TV as a second screen,” Stein points out, “perhaps they subscribe to the NFL Package or YouTube TV, [but] their eyes are not focused only on the broadcast.”
Sportsbooks are responding by inserting highlights and snippets of content in their mobile apps. They also foster collaboration and community.
“Sports is a social experience… [consumers of sports betting content] are very active with text messages with friends. It’s fun to consume content that way,” Stein says.
DraftKings and FanDuel have funneled social interaction into some of their app features, and sports betting chat rooms and collaborative “bet like the celebrity” type features are also popping up.
Also at GT: Best NFL Betting Apps | Legal Sports Betting States | Bookies Battle
Sportsbook Ads Will Become More Targeted
Sportsbook advertisements are all over the television and the internet. That’s helpful or a nuisance, depending on how you see it. However, one thing is clear: advertisers will create more targeted messaging and advertising that is more effective at conversions.
SportsGrid sees its commitment to targeted content as the future for every sports betting operator.
“Every program we have has a betting slant, we have partnerships [with] FanDuel and BetMGM,” Stein says. “We aim for better content so our audience is informed.”
“I would like to see better-targeted sports betting [ads],” says Stein. “On linear television [sportsbooks] target state or national, but on connected TVs, operators are able to drill down to the habits of the consumers and use sophistication.”
You may still see as many sports betting ads as possible in the future, but they will be more appealing.
Will Streaming Platforms Like Netflix Get Into Sports Betting?
Earlier this month, the NFL and Netflix announced a groundbreaking deal allowing the streaming platform to air Christmas Day football games. The move illustrates that broadcast TV no longer monopolizes major sporting events.
Could Netflix or a competing streaming platform get into the sports betting business in the future?
“Netflix is a content and tech company, so I think sports betting isn’t necessarily core to who they are,” Stien says. “It’s difficult to see it. When it comes to large publicly traded companies., they have shareholders to answer to.”
However, Stein does anticipate increased content from networks in the area of casino and iGaming.
“More content on casino content, that’s [likely] coming,” Stein told Gaming Today. “And an increasing focus, especially as operators [enter] new markets.”
How New Leagues Can Embrace Sports Betting
Ironically, says Stein, established professional sports leagues may be at a disadvantage when it comes to integrating gambling into their products. That leaves room for nascent leagues to fold sports betting into their brands, which also means sports betting networks can partner with new leagues more easily.
“Many of the tier 1 [broadcasting] rights are locked up, so we look at tertiary rates,” Stein says. “An interesting thing is that any sports league that’s [new] has an advantage because they can ask how sports betting fits into their product from day one, as opposed to the NFL or MLB, which is adjusting.”
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