Media and Gaming Continue to Converge

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Online gaming sites are moving towards a media-focused approach to lower customer acquisition costs and increase engagement. It is the continuation of a broader shift towards focused communities within the media landscape.

This trend has accelerated with online sports betting operators as legalization has created a multi-billion dollar industry almost overnight. In order to capture market share and users quickly, dozens of sports media startups are now “ripe for future acquisitions,” as opposed to the more traditional recurring investment that comes with digital advertising.

Axios listed OutKick among potential acquisition targets and discussed this transition away from traditional media coverage to upstarts with a passionate, dedicated, and focused fanbase.

“There are a lot of emerging digital media assets, in the $50-250+ million equity range that are likely acquisition targets of the operators to own more media content and subsequently lower their cost of customer acquisition as opposed to buying advertising,” David VanEgmond, Founder & CEO Bettor Capital, said. “Leading operators, in addition to DraftKings, such as FanDuel, BetMGM, Caesars, WynnBet, PointsBet and more… they’re all looking at (media) assets.”

This growing market allows for non-traditional content providers, which offer hyper-focused content, to change the landscape of the industry since mainstream outlets must answer to a more generalized audience.

J.D. Crowley, the chief digital officer at Entercom, added that outlets which can offer branded commodities — like OutKick, founder Clay Travis and his daily airings on Fox Bet — have another advantage in this expanding marketplace.

“You’re seeing a real lane for sport gaming-related content, but it’s not just transactional content,” Crowley said. “Rather, it’s entertainment content that revolves around personalities.” 

Sports content companies allow gaming operators to further build out their content capabilities and grow their audience as sports betting legalizes state by state in the U.S. and internationally (Canada recently announced plans for legalization).

Sports betting is currently live with mobile and/or retail in more than two dozen states.

Note from OutKick’s Partner: Right now, new FanDuel Sportsbook users can make their first bet risk-free up to $1,000. If the bet loses, the FanDuel Sportsbook will refund you in site credit. New users can lock in this offer NOW by clicking this link.

Written by Megan Turner

Megan graduated from the University of Central Florida and writes and tweets about anything related to sports. She replies to comments she shouldn't reply to online and thinks the CFP Rankings are absolutely rigged. Follow her on Twitter and Instagram.

One Comment

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  1. I used to subscribe to VSIN but cancelled after this purchase.
    A sportsbook directly owning a sports betting information site/channel is a big conflict of interest.
    If a game has lopsided action on one side then the other side can be pushed by “journalist”,

    Don’t think this happens?

    Because of my 25 years of sports betting experience and content creation for websites I have been approached to produce betting picks for sites. Everyone of them told me that they would pick the side of who to bet on.

    It is like a tech “journalist” who is employed by Google.
    Sports betting sites that are owned by sportsbooks should be viewed with the same credibility as CNN.

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