Sports betting is a highly competitive content in American editorial coverage. Many sports publishers offer sports betting-specific content, including Bleacher Report, ESPN, and Sports Illustrated.
In the United States, the Supreme Court ruled in 2018 that the federal law 1992 Federal Pro-Amateur Sports Protection Act (PASPA), which stipulates that sports betting is prohibited except in some areas such as Nevada, is unconstitutional. did. A month later, New Jersey legalized the sports betting business. In the United States, amid this trend, publishers are beginning to embark on the sports betting business itself, not just the press.
In the past, audiences have used other places where betting can be done with reference to these publisher articles and videos. But with the legalization of betting, publishers are now able to get rid of this situation and turn it into their own source of revenue.
In addition, the legalization of sports betting across the United States is expected to increase demand for articles and videos for audiences interested in betting methods. In addition, such content can trigger betting by audiences who have not previously bet.
There is reason to believe that sports publishers and platforms will combine content and gambling to increase their audience and retention. According to a November 2018 survey released by Seton Hall Sports Poll , 70% of people in the United States say they are more likely to watch a betting match.
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The above efforts by US companies have not been implemented much even by British companies, which have a more mature betting market than the United States. “Broadcasters haven’t embarked on sports betting in the UK because it’s too strict,” said WPP’s senior vice president of sports marketing agency Two Circles.
There are various ways to approach
Most states in the United States still have gambling not legalized, and many advertisers are hesitant to be associated with gambling, even if they are not local companies in the state. While he asserts that existing sports betting companies will become direct advertisers, he points out that there are other advertisers who are willing to advertise in sports betting content.
That’s the advertiser who makes programmatic ad purchases with open exchange. This is because many of these companies place more emphasis on reaching their target audience than on how they reach their audience.
Besides the financial hurdle of cost, the effort to enter the online sports betting market is also great. In the United States, companies need to partner with offline betting operators to provide online sports betting services. Companies that have contracts with offline betting operators must apply for a betting license in each operating state. Beyond that, companies, casinos and bookmakers that are already well-established in the market, await.