Sports betting is “as American as apple pie,” according to MSG Exec VP/Marketing Partnerships Ron Skotarczak, and the sports marketing landscape is about to reap the benefits. Speaking on a panel during Day 2 of the '18 Octagon Sports Marketing Symposium, MGM Resorts Int’l President of Interactive Gaming Scott Butera said legalized betting is “going to change the way sports are consumed in general.” Butera: “People want to be a part of the action. … This could really create a new form of entertainment that sports just happen to be a part of. It will change how people will interact with sports.” Sportradar VP/Digital Sport Brian Josephs already has ideas for how marketers could capitalize on the newfound freedom, saying that there are “moments in any given game that can be celebrated by brands, and bookmakers could lead a charge in marketing in the moment.” Skotarczak: “Once that lid came off it’s not going to go back on. But we’re learning like everyone else.” DraftKings Senior Dir of Digital Sportsbook Operations Jamie Shea said the opportunities around marketing for betting is “about your average fan who may end up engaging when originally he would not.” Shea: “It brings a little more excitement. And it’s just going to keep growing.” Sports betting also has DraftKings doubling down on their mobile app, where they’ve found many fans still need education on gambling basics such as point spreads.
FUTURE OF RETAIL VENUES: Butera predicted that fans will see sports betting retail venues in stadiums and arenas in the next 2-3 years, but he’s “not sure how long it’ll take before it’s prolific like in Europe.” Shea was less sure about that timeline, noting all fans really need to place bets is their mobile phone. But she did voice support for the idea of gaming “lounges” at arenas that are built around the betting atmosphere.
