ESPN Bet Integrates with ESPN to Drive Engagement in Sports Betting
ESPN Bet has introduced a new account-linking feature that connects its sports betting platform with ESPN’s media services, aiming to enhance user engagement and differentiate itself in the competitive sports wagering market.
On 1 November, ESPN Bet announced the integration, allowing users to track their bets on both the ESPN Bet app and the ESPN media platform. Additionally, users can access live streaming of games that ESPN holds the rights to directly within the betting app. Linking accounts takes less than a minute and enables a seamless toggle between platforms.
Mike Morrison, Vice President of ESPN Bet and ESPN Fantasy, highlighted the significance of this integration, noting that it enables ESPN to identify valuable betting behaviours and curate tailored betting experiences. “This group of fans that are playing fantasy or betting are a high-value player … so we want to find ways to engage them,” Morrison said.
In late November, ESPN Bet added a “gamecast and watch” feature. Users can now click an icon to stream available games directly within the betting app without leaving the platform. Morrison described the rollout as a “test and learn” experience, with further developments planned to enhance usability.
Cross-Promotion and Technology
ESPN Bet, launched on 11 November 2023, has leveraged cross-promotion between ESPN media and the betting app. ESPN personalities feature prominently in advertising campaigns, and the integration aims to streamline user experience.
The linking technology also enables Penn Entertainment, ESPN Bet’s technology partner, to gather insights into customer preferences, improving bet recommendations. Morrison pointed to the success of theScoreBet, a similar integration in Canada under Penn, which introduced “BetMode” features like real-time odds and expedited scoring updates. He indicated that ESPN Bet could follow a similar model in the United States.
Market Response and Future Outlook
JP Morgan analyst Joseph Greff recently upgraded Penn Entertainment’s share price forecast, citing the ESPN Bet partnership as a potential driver for growth. Despite ESPN Bet holding a 1.5% market share in November, Greff expressed optimism for a positive return on digital operations by 2026.
The new linking feature has already gained traction. Morrison revealed that tens of thousands of users trialled the functionality in its first week. During high-profile events, such as the recent Jake Paul-Mike Tyson fight, the platform observed a surge in new accounts, driven by heightened audience participation.
Expansion Strategy
ESPN Bet continues to build its user base through fantasy products in states where sports betting is not yet legal, such as California and Texas. Morrison stated that the long-term goal is to convert these users to digital wagering when legislation permits.
“In the future, if and when sports betting becomes legal, we’ll already be in the market,” he said, underlining ESPN Bet’s focus on user experience and audience expansion.
The integration marks a significant step in ESPN Bet’s strategy to combine media and wagering, setting itself apart through its streaming capabilities and media ecosystem.
