The flood gates are opening on sports and betting partnerships. By now, most organizations are actively exploring gaming partnerships and activations because it's the best way to engage a coveted demo and has huge potential for incremental revenues that would be diverted outside the organization otherwise. Whatever your stance on gaming, you can't deny that it's a huge engagement driver for sports and in an age where the consumer has unlimited choice it is crucial to give them what they want and do it better than anyone else.
In preparation for the betting revolution, teams need to make sure they have a solid technology infrastructure in place to take advantage and create the best experience possible. Solid WiFi in-venue (Hello Wifi 6 and 5G), an advanced analytics team to bring the fans the information they demand and solid activations that can be offered to betting specific brands and partners are all table stakes to getting and keeping fans engaged.
There also needs to be solid technology and processes in-place to make sure that all gaming is done legally and adheres to all guidelines. In the big money world of betting, it takes a massive amount of resources to stay ahead of the bad guys and organizations must band together to share resources against corruption and fraud.