Daily Archives: August 22, 2021

Despite COVID shutdowns, a total of $21.52 billion was wagered legally on sports in the U.S. in 2020, about twice what was bet on horse racing, and the gap will be even greater this year and for years to come. Sports betting is growing exponentially and an argument can be made that some of its success is coming at horse racing's expense. It's surely siphoning off dollars that otherwise might be available to racing's pari-mutuel pools and it has to be drawing existing and potential customers away from racing.

Yet, at last week's Racing & Gaming Conference in Saratoga, NYRA CEO and President David O'Rourke made the surprising statement that sports betting represented a once-in-a-generational opportunity for our sport.

He may just have a point.

The primary difference between betting on sports and racing is that sports bets are based on fixed odds and racing uses a pari-mutuel system. That's not a problem when it comes to on-track bets or bets made through an ADW. But the pari-mutuel system doesn't work for the bookmakers now taking sports bets legally, most of them online. That's why popular gambling websites such as bet365.com offer bets on every sport imaginable, that is, other than horse racing. There's the four major sports, soccer, golf, tennis, even darts and handball.

If these same online websites were to begin taking bets on racing, O'Rourke said racing would have an unprecedented opportunity to grow its customer base.

With sports betting you have, literally, every other sport on these platforms, he said. To put racing side by side with those sports, we think that is a winning combination. It just opens up our customer base, 10 times, 20 times. It's an incredible opportunity and we look forward to that.

The first step toward solving the problem is for horse racing to adopt the fixed odds system. That doesn't mean the end of pari-mutuels, which will always be necessary for exotic bets. It does mean creating an alternative pool where the odds are set and they do not change after a gambler has placed their bets. Without fixed odds, racing will never benefit from the growth of sports wagering.

Were there fixed odds bets available for Saturday's GI Alabama S. at Saratoga, a player may have been able to bet on Malathaat (Curlin) to win at odds of, say, minus 180. That means someone would have to wager $180 on her to win $100. Maracuja (Honor Code) would have been something like plus 650.

Fixed odds are what the sports bettor knows. They'll never understand or embrace a system where they might bet on a horse at 8-1 only to see it go down to 6-1 at post time and then plummet to 7-2 in the middle of a race. But the players, looking for action, may very well be happy to make a fixed odds bet on a Belmont or Santa Anita race during halftime of an NFL game or throw a bet on the GI Runhappy Travers S. into a parlay that includes a bet on the Yankees to win and the over-under on a Dodgers-Giants game.

This is why the legalization for fixed odds betting in New Jersey is an important first step. There are a lot of details that remain unclear, particularly when it comes to who will be allowed to offer the bets. We do know that there will be on-track fixed odds betting and it may also be available through TVG's 4njbets.com, the only ADW allowed to take wagers in the state. But bets through those two platforms don't figure to do anything more than shift existing pari-mutuel bets from one pool to another.

It will likely take some time and there are plenty of hurdles to clear, but look for BetMakers, the company hired by Monmouth to operate its fixed odds system, to cut deals with large bookmaking firms like bet365.com, FanDuel and DraftKings.

Dennis Drazin, who heads the management team that runs Monmouth Park and who has been instrumental in pushing through fixed odds bets in New Jersey, sees a future where every conceivable website and betting app will include the option to bet on racing. But he also fears that the sport may shoot itself in the foot. New Jersey has already had an experiment with a form of fixed odds wagering with the Betfair betting exchange. It never caught on and the plug was pulled in September of 2020. One of Betfair's problems was its inability to secure agreements with the top-tier tracks to add their races to its betting menu.

If not everybody gets on board, that would be bad for racing, Drazin said. It will be like exchange wagering, where we were able to get some B signals or C signals but not the A tracks, like NYRA, the Stronach tracks, the Kentucky signals. We need to have those signals. If we are not able to offer the top tracks, I'm not sure how successful this will be. We can't have everybody scared to do this because they think fixed odds wagering will cannibalize the other pools. That's going to be a problem.

One can only hope that the industry will give fixed odds wagering a chance to make it. This is a sport where betting has been stagnant for years and, when factoring in inflation, has dropped significantly since handle hit its peak in 2003 at $15.1 billion. That's a huge problem. Whether they work or not, it's time to try new things to improve handle on the sport. Can we get the sport bettor to start placing bets on Monmouth, Saratoga, Del Mar? If done right, if embraced by the entire industry and marketed, sports betting could well be the way out of our sport's wagering malaise.

Honoring Secretariat

There is no more GI Secretariat S. at Arlington Park. The name of this year's running was changed to the Bruce D. S., a race that is unlikely to be run again because of the inevitable closing of the Chicago track. That means that the sport no longer has a major race named in honor of the GOAT. That can't be.

My idea is to rename the GI Belmont S. the Secretariat and to do so for the 2023 running, the 50th anniversary of Secretariat's historic 31-length romp in the Belmont. Ok, that's never going to happen, but NYRA should still fill the void and name a race in honor of Secretariat. He was a New York horse and there should be a New York race named for him.

Limiting the list to races he won in New York, the best candidate is the GI Hopeful S. Secretariat won that in 1972, so next year's running is the 50th anniversary of that win. Naming the race after the greatest horse ever to step foot on a New York track would be a fitting honor.

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The Week in Review: Sports Betting May Not Be the Enemy After All - Thoroughbred Daily News

North Carolina lawmakers advanced a statewide mobile sports betting bill Thursday, a major step toward legal online wagering in the state.

The North Carolina Senate voted, 26-19, to pass the bill, which will allow as many as 12 operators to offer mobile sports betting in the state. The legislation now goes to the House of Representatives.

A companion bill has lingered in the House for months with little action as the Senate steadily advanced the legislation through multiple committees and several revisions. The Senate and House must pass identical versions of the bill before it can pass the General Assembly.

The Senate advanced the bill, 26-21, in a perfunctory vote Wednesday.

Though the bill earned final passage with bipartisan support, some lawmakers remain opposed to gambling in any form. Outside religious and anti-gambling groups have also publicly opposed the bill.

The Senate bill would permit between 10 and 12 online sportsbooks. Operators would be taxed at 8% gross gaming revenue, which would be one of the lowest rates in the country.

Eligible bettors age 21 and up can register, deposit and wager from anywhere within state lines without having to complete registration in person. Bettors could wager on in-state college programs as well as certain eSports events, as approved by regulators.

Owners of the NFLs Carolina Panthers, NBAs Charlotte Hornets and NHLs Carolina Hurricanes could also open sportsbooks in or adjacent to their respective stadiums. The host of a PGA Tour event could also open a book.

The low tax rate would further intensify what would be highly-coveted licenses.

Operators such as FanDuel, DraftKings and BetMGM the nations three largest operators by market share would likely highlight interested applicants. All three also operate sportsbooks in neighboring Virginia and Tennessee.

Caesars, which operates the states two lone retail sportsbooks at the Harrahs Cherokee Casino Resort and Cherokee Valley River, respectively, would also be allotted an online sports betting license as a tribal betting partner.

The license allotted to the Eastern Band of Cherokee Indians would not count against the 10-to-12 operator cap.

The Catawba Indian Nation, which recently opened the states third casino, could presumably also apply for a tribal mobile sports betting license, though it doesnt yet have a retail sportsbook operator partner.

The House must now consider the sports betting legislation before it can become law, a process that could take several more weeks. The Senates House companion has gained little traction, but sports betting proponents hope the Senate vote will spark momentum forward.

Backers will still have to overcome House lawmakers opposed to gambling in any form. Supporters have pitched legal sports betting to reticent legislators as a way to capture revenue from the current black market.

If passed out of the Republican-controlled General Assembly, Democratic Gov. Roy Cooper would still have to sign the bill into law before legal wagering could begin.

Each sportsbook would also need to pass state regulatory approval, a process that would take several months, so even a 2021 legislative passage would mean a likely 2022 sports betting launch.

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North Carolina Sports Betting Bill Passed by Senate - The Action Network

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Stories behind 10 of the biggest longshot wins in sports betting history - Gwinnettdailypost.com

Posted on: August 21, 2021, 03:13h.

Last updated on: August 21, 2021, 05:53h.

Two Deadwood casinos have partnered with BetMGM, the iGaming and sports betting subsidiary of MGM Resorts.

BetMGM and gaming and hospitality group Liv Hospitality are teaming up for the pending arrival of legal sports betting within Deadwoods city limits. The two entities say their partnership will result in the MGM betting platform operating inside Livs Tin Lizzie Gaming Resort and Cadillac Jacks Gaming Resort.

Though sports betting is confined to Deadwood, mobile operations will be allowed in the historic Black Hills Gold Rush town. BetMGM will offer sports betting kiosks and mobile wagering at the two casinos. BetMGM is operational in 10 states, plus DC.

Tin Lizzie is the northern-most casino located on Deadwoods historic Main Street. Cadillac Jacks is slightly further north of Tin Lizzie along Main Street. They are two of the first gaming venues travelers see when arriving in town along US Route 14. Most visitors driving to Deadwood from Rapid City South Dakotas second-most populated city come via the highway.

Liv Hospitalitys prime resort locations in Deadwood make it an ideal partner for us. Together, we look forward to bringing the BetMGM sports betting experience to South Dakota sports fans, said BetMGM CEO Adam Greenblatt.

Cadillac Jacks offers 240 slot machines and 22 table games. Tin Lizzies casino floor accommodates 220 slots and eight tables. Both properties are already offering BetMGM sports betting promos.

The first 250 people who create a BetMGM account at Tin Lizzie will receive $20 resort credit, and are eligible for an up to $500 matching bonus on their first deposit. Cadillac Jacks is presenting the first 250 to sign up for sports betting $15 in Cadillac Cash.

South Dakota voters last November passed a ballot referendum that amended the state constitution to allow sports betting. The state legislature subsequently passed legislation, and Gov. Kristi Noems (D) signed the statute in March.

South Dakotas authorization of sports betting is limited to within Deadwoods city limits. Native American casinos operated on sovereign land by tribes that have active Class III gaming compacts can also incorporate sportsbooks.

As dictated by the states sports betting bill House Bill 44 the South Dakota Commission on Gaming formed regulations to govern the expanded gambling last month. The states Legislative Interim Rules Review Committee unanimously approved the regulations during its August 2 meeting.

With the rules set, the Gaming Commission is expected to issue sports betting licenses during its September 8 meeting to applicants that were deemed qualified.

The South Dakota Commission on Gaming began fielding sports betting applications on July 1.

While the agency hasnt confirmed which sportsbooks have applied for licenses, the odds are strong that the list includes the industrys major players. Along with BetMGM, which made its application public by way of the Liv Hospitality partnership announcement, its likely that DraftKings, FanDuel, and Caesars are in the pool.

If the Gaming Commission issues sportsbook rights at its September 8 meeting, operators will be free to commence betting as early as September 9. Thats the same day the 2021-22 NFL season kicks off with the Dallas Cowboys playing at the Tampa Bay Buccaneers on Thursday Night Football.

Link:

Deadwood Casinos Partner with BetMGM for Retail and Mobile Sports... - Casino.Org News

COLUMBUS (WCMH) Opponents of sports betting in Ohio are teeing off for what could be a messy process this fall.

Lawmakers plan to take up the issue when they return from summer break.

Im very optimistic that we will have legalized sports betting very soon in Ohio, said State Sen. Niraj Antani (R-Miamisburg).

Senate Bill 176 has already passed the Ohio Senate and is now in the hands of the House. Not everyone is on board with the current bill, though.

What makes it a form of financial fraud is that citizens are conned into thinking they can win money on games that are designed to get them fleeced, said Les Bernal, executive director of Stop Predatory Gambling.

This week, the non-profit Stop Predatory Gambling and Ohios NAACP Chapter held a news conference to urge lawmakers to rethink the bill. They are concerned about what legalized sports betting could do to Ohios poorest communities.

Lets point it out, people of color are preyed upon in these markets and this will continue if gambling is allowed to go on as the Senate has proposed it, said Tom Roberts, president of the Ohio Conference of the NAACP.

Antani, one of the bills sponsors, said sports betting is already happening in Ohio.

Its important to understand that people are doing sports betting right now in Ohio, its done illegal, he said. So, this is going to bring it into the sunshine. Were going to be able to regulate it, make sure its done in a safe manner.

Lawmakers dont return to the Statehouse for another few weeks, but Antani believes Ohios first bet could be placed as early as next spring.

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Ohio General Assembly set to take on sports betting as opponents sound off - WDTN.com

ALBANY, N.Y., Aug. 19, 2021 /PRNewswire/ -- The Internet sports betting market is expected to garner considerable growth, owing to an increase in online betting due to the COVID-19 pandemic lockdown and the relaxations in regulations regarding betting across different regions.

The global popularity of sports such as football, basketball, cricket, boxing, and others will assure expansion of the Internet sports betting market during the forecast period of 2021-2031. The transition from physical betting to online betting due to the strict COVID-19 regulations is likely to fuel market growth.

Players in the Internet sports betting market are striving to provide a good user experience to expand their consumer base. Integrating security features without being restrictive and user-friendly and easy interface providing personalized insights to the customers are some of the major areas of focus for market players. These factors will present an array of growth opportunities for the players in the Internet sports betting market.

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Transparency Market Research (TMR) has conducted a comprehensive research on various aspects associated with the expansion of the Internet sports betting market. TMR experts, after a detailed analysis of numerous factors, estimate the global market for Internet sports betting to expand at a CAGR of 12.1% during the forecast period of 2021-2031. The Internet sports betting market is expected to cross US$ 70.78 Bn by 2031.

Tie-ups of online sports betting app developing companies with sports channels present great opportunities of growth. This factor ensures high promotion of Apps, thus driving the market. Furthermore, the legalization of sports betting in numerous countries will play a crucial role in expanding the growth horizon of the Internet sports betting market.

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Key Findings of Report

Popularity with Generation Y, Z to Strengthen Internet Sports Betting Market Growth Trajectory

People aged between 35 years and 55 years are generally have higher disposable income and craveleisure time. The adoption of technological devices among this age group is higher in terms of leisure activity. Hence, the growing installationof Internet sports betting apps by this age group will invite profitable growth.

These betting apps are also gaining popularity with Y and Z generation. While generation Y adopted technology at a young age, generation Z was born when the digital age was booming at a rapid rate. In addition, the vendors in the Internet sports betting market are targeting different age groups through digital and social media marketing. Thus, people falling under these two categories of generations are expected to drive the Internet sports betting market during the forecast period.

India to Emerge as Lucrative Market for Internet Sports Betting

The rapid penetration of Internet services, large youth presence, and rising use of smartphones are aiding in the expansion of the India Internet sports betting market. However, the illegal betting industry in India is widespread, and it will take some time for the Internet sports betting market to take over.Some initiatives by the government of the country such as applying taxes on betting will serve as prospective growth multipliers.

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COVID-19 Impact on Internet Sports Betting Market

The COVID-19 pandemic changed the course of betting extensively. The rising transmission levels compelled many countries to enforce strict stay-at-home orders. This restricted the movement of people and led to the shutting down of many businesses for a brief period. The transition of betting from a traditional brick-and-mortar setting to online betting during the pandemic has positively impacted the Internet sports betting market. The players in the Internet sports betting market are banking extensively on this situation.

Some of the well-established players in the Internet sports betting market are Fortuna Entertainment Group,Entain Plc,Betway Group, 888 Holdings Plc, Unikrn Inc, Flutter Entertainment, William Hill Limited, Cyber Bet, and Kindred Group.

Internet Sports Betting Market: Key Players

Some of the key players in the internet sports betting market are as follows:

Global Internet Sports Betting Market: Segmentation

Internet Sports Betting Market, by Game Type

Internet Sports Betting Market, by Device Type

Internet Sports Betting Market, by Region

Explore Transparency Market Research's award-winning coverage of the Global Consumer Goods & Services Industry:

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Digital Promotions, Partnerships with Sports Channels to Offer Growth Opportunities in Internet Sports Betting Market, Says TMR - PRNewswire

On August 12, 2021, the federal government announced that BillC218, the Safe and Regulated Sports Betting Act (Bill), will come into force on August 27 of this year, officially legalizing single-event sports betting in Canada (see our June 2021 Blakes Bulletin: Senate Passes Bill C-218 Legalizing Single-Event Sports Betting in Canada).

Minister of Justice David Lametti stated that the Bill will bring single-event sports betting into a regulated and safe environment and strengthen the Canadian economy. The rollout sets the stage for a regulatory framework to be established in advance of the regular seasons for major sports leagues such as the NBA, NHL, NFL and CFL.

While the federal decriminalization of single-event sports betting brings with it promising opportunities, it is important to remember that sports betting will be regulated at the provincial level.

At this stage, not all provinces have firmly established how they intend to regulate single-event sports betting within their borders. Here is what we know at the moment.

As mentioned in our April 2021 Blakes Bulletin: Ontario iGaming on a Roll as Draft Standards Released, sports and event betting will be included in Ontarios new iGaming model when the program goes live. The Alcohol and Gaming Commission of Ontario (AGCO) has launched an infographic roadmap that aims to provide clarity to Ontarians and businesses on the provinces path forward to developing and launching a competitive iGaming market, including sports and event betting, by the end of 2021.

On July 28, 2021, the AGCO released a discussion paper and draft regulatory standards for sports and event betting in Ontario. The draft standards, once finalized, will apply to all sports, esports, and novelty and fantasy sports products in Ontario and will be embedded within the broader Registrars Standards for Internet Gaming.

The main objective of the proposed standards is to minimize risk of markets being compromised through illicit activity, such as game manipulation and insider betting, and support the Government of Ontarios objectives in providing consumer choice while ensuring consumer protection.

The AGCO discussion paper accompanying the draft standards also notes that the Ontario Lottery and Gaming Corporation (OLG) will be working with land-based operators to bring sports and event betting products to market within the province and that the AGCO will be considering revisions to the Registrars Standards for iGaming, which apply to land-based gaming activities, to accommodate sports and event betting.

The ACGO is currently soliciting feedback from stakeholders on the proposed regulatory standards for sports and event betting until August 18, 2021. Interested stakeholders can provide feedback on the draft standards and receive updates on other ways to provide feedback by registering for the ACGO Engagement Portal. They can also subscribe to receive email updates about the regulatory scheme.

In a news release dated August 3, 2021, the Alberta Gaming, Liquor and Cannabis (ALGC) agency indicated they will undergo stakeholder consultation and collaboration in the coming months to offer single-event sports betting for land-based operators in the province, in addition to adding single-event betting options to Play Alberta, Albertas regulated online gambling website.

The British Columbia Lottery Corporation (BCLC) is similarly preparing to offer single-event sports betting online on Play Now, B.C.s regulated online gambling site. The BCLC will continue to modernize the platform to adapt to the pending regulatory framework. Expansion plans for the regulation of land-based operators have yet to be announced.

The Atlantic Lottery Corporation (ALC), which is the provincial lottery corporation collectively established by the governments of New Brunswick, Nova Scotia, Prince Edward Island, and Newfoundland and Labrador, has indicated that it will likely undergo a similar rollout strategy on its regulated gaming site once approval is received from the regulatory agencies in each respective Atlantic provinces.

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Puck Set to Drop on Single-Event Sports Betting in Canada - JD Supra

Oklahoma coach Lincoln Riley, left, celebrates with quarterback Spencer Rattler after Rattler ran the ball for a touchdown against Florida in the first half of the Cotton Bowl NCAA college football game in Arlington, Texas, Wednesday, Dec. 30, 2020. (AP Photo/Michael Ainsworth)

The 2021 College Football season is set to begin on Saturday, August 28th with Week Zero. The Heisman Trophy will be awarded to the most outstanding player after the conclusion of the regular season. The voting doesnt include bowl games or College Football Playoff games.

Oklahoma Sooners quarterback Spencer Rattler is favored in the Heisman Trophy odds entering the 2021 CFB season. Hell look to become the third OU QB in five years to win the prestigious trophy under head coach Lincoln Riley.

Although Rattler is a deserving favorite, there are several other strong contenders who will make the race interesting.

Odds as of August 21, 2021.

Oklahomas Spencer Rattler is the Heisman favorite at +600 entering the 2021 CFB season. The sophomore pivot is a very solid betting pick after leading the Sooners to a sixth straight Big 12 title as a freshman. Rattler threw for 3,031 yards and 28 touchdowns with just seven interceptions in 2020.

Rattler opened at +300 to win the Heisman, but has seen his odds lengthen due to the emergence of other contenders. What Rattler has that several others dont is experience. The OU pivot has thrived in high-pressure situations such as the Red River Showdown and the Cotton Bowl.

Oklahma is going to be a powerhouse in 2021 and are top-five in the National Championship odds for good reason. The Sooners are currently on a nine-game winning streak and return a wealth of talent from last years squad. OU returns six of their top seven receivers from 2020 and lose just two starters on their offensive line.

The reason to bet Rattler before kickoff is because his price is likely to get shorter. Take the last quarterback to win the trophy as an example. Joe Burrow opened at 200-1 odds to win the Heisman in 2019. By the time he played his biggest games, he wasnt available anywhere near that price.

The best longshot bet you can make entering the 2021 season is Texas running back Bijan Robinson. The sophomore is primed to get a monster number of carries this year after a tumultuous Texas offseason. The Longhorns lost starting QB Sam Ehlinger and hired Steve Sarkisian as head coach.

What Robinson did as a freshman was impressive. The youngster rushed for 703 yards and four TDs on just 86 carries in nine games. The arrival of Sarkisian should have bettors salivating on whats next. Sarkisian coached Heisman winner Reggie Bush at USC and top-five Heisman finalist Najee Harris at Alabama.

Robinson is expected to get around 20 carries per games in 2021 and will be relied on more than he was under previous coach Tom Herman. Bettors are already buying in on the hype, as the Texas running back has seen his Heisman odds improve to +2800 after opening as a heavy longshot.

Iowa States Breece Hall is the other running back to keep tabs on, but his ceiling isnt as high. Iowa State has an excellent defense and returning QB in Brock Purdy. Texas is breaking in a new QB, which gives Robinson a better chance of standing out and taking over games.

While weve established Heisman contenders to target, who should bettors be staying away from? Alabamas Bryce Young and Ohio States CJ Stroud are receiving plenty of hype, but theyve never started a game in college. Clemsons DJ Uiagalelei has only started two games. Experience is invaluable and the reason only two freshmen have ever won the Heisman.

Rattler in 2020 was a prime example of why you should tread lightly with young quarterbacks. Everyone knew Rattler was extremely talented, but he put himself out of the race early on with some rough outings as he got accustomed to the collegiate level.

A quarterback has won the Heisman in nine of the past 11 years, but you should trust someone who is proven. USCs Kedon Slovis and UGAs JT Daniels both put up great numbers in 2020 and will have plenty of talent to work with in 2021. They are better value plays than the youngsters who will have hiccups in year one.

NFL NHL NCAAF NCAAB Sports Writer

Brady is a passionate hockey fan and sports writer with over five years of experience specializing in digital media, plus a degree in Broadcast Journalism. His work has been published by outlets such as ESPN, CBS Sports, Yahoo! Sports and Fox Sports.

NFL NHL NCAAF NCAAB

Brady is a passionate hockey fan and sports writer with over five years of experience specializing in digital media, plus a degree in Broadcast Journalism. His work has been published by outlets such as ESPN, CBS Sports, Yahoo! Sports and Fox Sports.

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Heisman Trophy 2021 Picks and Best Bets - Sports Betting Dime

James King, Head of Content at CasinoSites.org, says that the past 18 months have shown the power of cross-sell and that US operators should be doing more to drive customers between sports, casino and poker.

Since the repeal of PASPA three years ago, the industry has mostly been focused on the sports betting opportunity in the USA. And why wouldnt it? The opportunity is a significant one and there is absolutely a first-mover advantage to be had.

This has led to something of a gold rush, with states passing enabling legislation and operators and providers applying for the necessary permits to launch a break-neck speed. But then the pandemic happened and for almost 12 months there was a total global sporting blackout.

Understandably, this took the wind out of the markets sails. But it is these challenging times that often lead to the greatest innovations. And in this instance, operators really had to think outside the box to keep customers engaged and entertained when there was little to wager on.

This saw many operators in the USA push other gaming products and, in particular, poker in the states where it is permitted to offer the game. As a result, poker saw something of a boom during the initial global lockdowns. Indeed, Google searches for online poker hit a five-year high.

The return of live sport has popped the poker bubble to some extent, but player engagement remains above pre-pandemic levels. This, I believe, provides a significant opportunity that operators are potentially missing and should be doing more to leverage.

The huge cross-sell opportunity

It could be argued that US operators are taking a siloed approach to player acquisition and retention. Sports bettors are sports bettors, slots fans are slots fans and poker aficionados are poker aficionados. But the trends seen over the past 12 months show this not to be the case.

While the pandemic forced operators to cross-sell players, the result should make them want to drive forward with additional cross-sell activity. And with the cost of player acquisition so high in the US I am hearing figures of $500 plus retention is key to extracting the highest life-time value.

The best way to retain players? Provide them with a comprehensive entertainment and gambling experience across all the available vertices in each individual state. Given the right incentives, poker players will bet on sports, and sports bettors will enjoy a few hands of blackjack at half time.

So how can operators drive cross-sell between players, especially in the states where only certain online gambling verticals are permitted.

Driving cross-sell in the fledgling US market

Bonuses are a powerful cross-selling tool. They allow players to try different gambling products without risking their own cash (no deposit/free bet bonuses) or by matching deposits or bets to deliver added value in exchange for the player engaging with a vertical for the first time.

Operators should also consider rewards and prizes if the prize for winning a poker tournament is VIP seats at the Super Bowl, then sports bettors are far more likely to participate and remain engaged with the operators poker product, especially if the competition is run over several weeks.

Operators must also ensure they stock content built to aid cross sell. For example, there are several providers in the market that have developed the next generation of poker games designed to appeal to casino audiences and younger demographics engaged with mobile/video games.

Themed slots can also play a crucial role in driving cross-sell around major sporting events. In the UK, for example, operators stocked a greater number of soccer-themed titles during the recent Euro 2020 tournament to aid cross-sell between sports betting and casino.

Then you have skill-based slot games, which are becoming increasingly popular. These titles combine elements of skill with random number gameplay and are particularly effective at pushing poker players towards slots and vice versa.

Live dealer is also proving to be effective at bridging the gap between different verticals. Traditional live table games are now being complemented by money wheel and gameshow titles that have greater appeal among slot players.

Finally, operators should be using cutting edge technologies such as AI and machine learning to gain a comprehensive understanding of player preferences and then use this to push players to their different gambling products.

By understanding each player and the type of content they engage with, bonuses they enjoy, payment methods they use, etc, they can then effectively cross-sell them to other games, promotions and so on.

The past 18 months have proved there is huge cross-sell potential but if operators are not careful they will miss the opportunity on the table. Those that can harness this will be able to retain players at an unprecedented rate and unlock the highest value from each customer.

Read more:

James King: the missed cross-sell opportunity on sports betting, casino and poker - SBC Americas