US Sports Betting – Final Takeaways
3 February 2022 As we wrap up our series on sports betting, we’ve highlighted the top takeaways. Sentiment on Sports Betting In our study, we found that sentiment around sports betting is largely neutral. Meaning that now is a pivotal time to form and shape sentiment among those who currently feel neutral about sports betting through media, messages, and marketing. As stated in part two of our series, ‘With careful management, positive sentiment may continue to grow because 61% of sports fans agree that they think sports betting will continue to grow in popularity.’ However, this would make the United States the exception to what has been experienced in other markets such as Australia, where sentiment became more negative over time, and that decline in sentiment has led to increased government regulation. Regulation has also been a driver of industry consolidation, with smaller players either exiting or being bought by larger companies because of the increased regulation making their businesses uncompetitive. Key takeaway: It is imperative to continuously monitor sentiment and proactively address any negative dips to ensure sustainable growth. Sports Betting Advertising Through our research, observations, and first-hand experience in other overseas markets, we’ve seen a significant increase...
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