Major League Baseball (MLB) has a complicated history with sports betting. Icons like Pete Rose and Shoeless Joe Jackson, once revered, have been excluded from induction into the baseball Hall of Fame for gambling, casting long shadows over one of America’s favorite pastimes. Yet, when the 2018 landmark Supreme Court decision Murphy v. NCAA overturned the federal ban on sports gambling, a new era of in-play betting was ushered in.
Today, this pastime is fundamentally altering how many fans interact with baseball. It is a form of sports wagering that allows fans to place bets on different actions that take place during a game, from a player hitting a home run to the home team beating the spread, the possibilities are many.Â
As MLB continues to evolve and keep pace with changing fan demographics,¹ sports betting offers yet another way for fans to discover and enjoy the sport. Indeed, gambling is reshaping traditional boundaries, offering a new way for audiences to connect with the game. This dynamic form of engagement can inject a new level of action and excitement into the experience, transforming passive spectators into active participants.
Enabled by recent technological advancements like high-speed internet, mobile technology, and advanced data analytics, in-game betting apps like DraftKings and FanDuel are quickly capitalizing on this growing market.
Boosting Fan Engagement through In-Play Betting
The nature of betting can create more intense highs and lows as fans become deeply invested in every pitch, at-bat, and play. This emotional rollercoaster fosters a deep connection with the team, the players, and with the game itself.
In-game betting introduces additional revenue opportunities when teams partner with sportsbook operators. Teams can tap into new income streams such as sponsorship deals, in-stadium betting facilities, betting app integrations, advertising and sponsorships, and revenue sharing.
Before implementing in-game betting, teams should develop a plan to ensure that its implementation enhances rather than detracts from the enjoyment of the sport. Several factors should be evaluated for teams considering implementing this feature:
Fan Experience
In-game betting should enhance, not detract from the overall fan experience; it should make the game more thrilling without overshadowing the game itself. Betting options should be thoughtfully integrated into the holistic fan experience, both digitally and in-stadium.
The digital interface should be seamless, allowing fans to place bets quickly and easily while still enjoying the action on the field. Teams should prioritize creating an immersive and enjoyable environment where betting adds excitement without becoming a distraction, becoming a complement to the game.
Consider the Omnichannel Experience
Teams should consider how in-game betting will be delivered across multiple channels and platforms, both in the stadium and for fans watching at home. This requires a strategic investment in technology that supports real-time data delivery and seamless betting options across multiple channels.Â
At the ballpark, this could include betting kiosks, a dedicated sportsbook, or mobile betting apps. For fans at home, a well-designed mobile experience with timely updates and easy navigation is essential to keep them engaged. Ultimately, the goal is to drive a strong fan connection by providing a smooth experience regardless of where the fan is watching the game.
Responsible Gambling
Developing and implementing robust yet responsible gambling strategies is essential to driving long-term loyalty. Teams should consider providing clear information on betting limits, offering tools for self-regulation, and providing resources for where to seek help for those who need it.Â
Teams should consider partnering with organizations that specialize in responsible gambling to confirm that all promotional materials reflect the sensitive nature of the engagement and encourage healthy behavior. Protecting fans from potential harm is crucial for preserving a positive relationship, building trust, and building strong fan affinity.
Regulatory Compliance
Teams should work closely with legal experts to ensure they navigate the complex regulatory landscape successfully. Adhering to local, state, and federal laws (and any league-specific rules) requires a detailed and nuanced understanding. Remaining compliant with all regulatory requirements is essential not only for legal reasons, but also for maintaining the integrity of the sport and trust with fans.
Recognizing the Potential: Beyond the Game
Several MLB teams have already recognized this potential and have started to implement successful customer-facing experiences, demonstrating the considerations above. The Chicago Cubs partnered with DraftKings to open a state-of-the-art sportsbook at Wrigley Field, one of baseball’s historic ballparks.
This partnership goes beyond simply placing bets at a kiosk, it offers an immersive betting environment. Fans enjoy a luxury lounge area with multiple screens to watch the game and analyze real-time odds – all without missing any action on the field. Similarly, the Washington Nationals collaborated with BetMGM to open a sportsbook at Nationals Park.
Fans enjoy premium seating, high-definition screens, and live odds boards which offer real-time betting and a dynamic viewing experience. And with recently expanded gambling access legislation, fans can now use the new BetMGM app to place bets within a 2-block radius of Nationals Park.
Transforming Fan Experiences
The rise of in-game betting has undeniably transformed the MLB fan experience, introducing a new level of interactivity, excitement, and strategic involvement. As more teams and platforms embrace this trend, the potential for deeper fan engagement and new revenue opportunities will grow. By leveraging sponsorship deals, in-stadium facilities, app integrations, and revenue-sharing agreements, MLB teams can capitalize on the financial benefits.
However, balancing this growth with a commitment to responsible gambling practices is key for ensuring a positive and sustainable impact on the sport and its fans. Organizations looking to navigate this evolving landscape should consider partnering with experts in fan engagement and responsible gambling to gain valuable insights and strategies.
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