Betting
BetMGM app to use BetSync
Technology to give bettors better control of their wagers
BetMGM will use The Action Network’s BetSync technology — think of a mobile stock portfolio, but one that is focused on sports bets — for its sports betting app.
The deal is part of a larger pact the two signed back in January. But this aspect of the deal was delayed due to the sports hiatus and the announcement was pushed to coincide with the NFL season.
“This is about stickiness, this is about retention, and this is about the highly qualified audience we have coming to us,” said Chad Millman, The Action Network’s chief content officer.
The deal will see the BetSync technology integrate with BetMGM’s sports betting app, which the companies say will allow users to better control their online wagers.
As part of the deal, BetMGM will be the exclusive sponsor of two Action Network podcasts: “The Action Network Podcast” and “The Gimme” on GolfBet.
“MGM clearly is committed to playing the FanDuel or DraftKings game and partnering with every league and team and spending a bunch on television advertising,” said Ari Borod, The Action Network’s chief commercial officer. “This sends an indicator that they’re also going to do the heavy lifting and invest resources and time that makes the product experience better and makes our users more valuable.”
The Action Network launched BetSync with two smaller sportsbooks at the beginning of the NFL season. So far, its users wager an average of $1,200 over 13 bets per week, Millman said.
“It makes customers more loyal, but the value of the customer is so much higher,” he said. “The value of these customers is what drives the interest in MGM wanting to partner with us.”
