Sony Digital Rapids Pixel Power calrec Sony

HPA Tech Retreat: How Legalized Sports Betting Will Change the Content-Creation Game


HPA Tech Retreat: How Legalized Sports Betting Will Change the Content-Creation Game Broadcasters and streamers take major steps with an eye toward a potential windfall By Jason Dachman, Chief Editor

Tuesday, February 25, 2020 - 2:49 pm

Print This Story | Subscribe

Story Highlights

Regulatory constraints are being removed from the gaming industry, and technology makes it possible for fans in some states to place bets in real time from any device as an integrated event experience. With legislation and technology advancing rapidly, the sports-media industry is gearing up for a potential windfall demand for sports-betting content.

Thus far, NBC Sports Regional Networks has begun producing betting-specific and predictive-gaming telecasts; digital outlets like The Action Network, SportsGrid, and VSiN are creating content focused on betting data and analysis; and major sports broadcasters like ESPN and Fox have launched betting-focused studio shows with The Daily Wager and Lock It In, respectively.

At the HPA Tech Retreat's opening day of TR-X sessions, executives from Sinclair Broadcast Group (which is bullish on sports betting after acquiring Fox's 21 RSNs last year), betting-data provider Sportradar, research firm EK Gaming, and sports-betting-focused streaming company InPlay Studios took the stage to discuss the basics of today's technology, where the best business opportunities are in sports betting, and how betting data can be used to drive storytelling within the game. Here's a look at some of the take-aways from the session.

Chris Grove, principal, sports and emerging verticals, EK Gaming, on the rapid legalization: Sports betting is spreading across the U.S. at a pace that has historically been unmatched by other forms of gambling expansion. The short way to put it is that sports betting simply does not play by the same set of political or cultural rules that other forms of gambling play by in the U.S. We're seeing the bulk of this expansion happening east of the Mississippi, and that's the trend that we expect to continue for the next few years. There's also a great deal of uncertainty among the [most populated] states - California, Texas, Florida, and New York - [in terms of] mobile sports betting. While we are generally bullish about the path sports betting has across the U.S., it does come with the caveat that the major markets may end up being a lot trickier than some people suspect.

InPlay Studios' Ron Luniewski

Ron Luniewski, CEO, InPlay Studios, on how the rise of in-game betting will change the content-production business: 70% of European [wagering] is in-game betting, and the U.S. market is projected at $100 billion in wagering, so that's $70 billion that's going to be in play. Right now, [content] production is still heavily [focused on] pregame; there's not a lot of in-game production about the wager. I think you're going to see a shift occur. Play-by-play [announcing] is still going to be [traditional], but you're going to see smaller niche channels develop that are going to be dedicated to in-game [betting].

Del Parks, EVP/CTO, Sinclair Broadcast Group, on how the sports-betting ecosystem in the U.S. is still in its infancy: We are really at the beginning of this process. I've been [in the broadcast business] for a lot of years, and I can tell you that we don't know what we don't know right now. We can look at Europe, but Europe has been betting for [several decades] so I think we're at the very beginning and need to look at what sports betting is and what it's going to become. And I think the U.S. market is very different than Europe.

Steve Byrd, head of global strategic partnerships, Sportradar, on what the U.S. market can learn from Europe and how betting-centric content will vary from sport to sport: If you look at soccer broadcasts in Europe, you see [sports-betting] advertising and sponsors on the jersey and [LED] boards, but the production is not [centered] around betting. I think that's because it's already the culture over there. They don't need a separate broadcast [because] they're already betting on the game. That's why I think you won't see the NFL really change because everybody's already betting on football and they're already engaged.

Sportradar's Steve Byrd

Byrd on how leagues besides the NFL could embrace sports betting within game coverage: The other sports [leagues] see betting as a way to get more fan engagement, so I think they're going to be more creative [in serving] these sorts of niche deliveries. Whether it's doing more [betting content] with the NBA League Pass out-of-market product or doing the alternative [broadcasts] like NBC [Regional Sports Networks]. I think you're going to see a little bit different [approaches] depending on the sport.

Grove on whether there will be demand for betting-specific sports broadcasts in the future: We can look to really mature betting markets in relatively analogous cultures across Europe, and the answer that we get from those markets is that there does not seem to be a tidal wave of interest in a betting-centric broadcast. There is certainly a saturation of advertising for betting around sports media, and it permeates the commentary, but there isn't going to be a willingness to embrace betting directly in the broadcast - certainly not from a league-sanctioned [standpoint].

EK Gaming's Chris Grove

Grove on the promise of predictive-gaming content vs. betting-specific content: Where I think you are more likely to see integration [into the broadcast] is with gambling-adjacent products that are sports gaming as opposed to sports gambling. Major broadcasters think little to nothing of heavy integration of fantasy sports alongside broadcast, even thou
See more stories from svg

Most recent headlines


Primetime Ratings: ABC Wins on Greys Raise

ABC got the win in Thursday prime, with Grey's Anatomy pacing the Alphabets to a 1.0 in viewers 18-49, per the Nielsen overnights, and a 5 share. That squea...


AMC Networks Launches We're With You' Initiative

AMC Networks is making some of its programming more available in an effort to help entertain viewers who are staying home to stop the spread of the coronavirus....


Blindspot' Returns on NBC April 30

The fifth and final season of drama Blindspot debuts on NBC April 30. The season begins in the aftermath of a drone strike on the safe house with much of the te...


Drag-Themed We're Here' on HBO April 23

From left: Shangela Laquifa Wadley, Bob the Drag Queen and Euerka OHara in HBOs "Were Here" Unscripted drag series We're Here premieres on HBO April 23. Th...


TNT Moves Up Snowpiercer' Premiere

TNT has moved up the start date of sci-fi drama Snowpiercer to May 17. It had initially been slated to premiere May 31. TNT called it an effort to give viewers...


The Third Floor Releases Videos on Benefits of Vis

Artists at The Third Floor are experts at using the virtual world to help create top entertainment content. From Avengers: Endgame and Game of Thrones to Th...


Master the Modes: How to Live Stream

Tools Of The Trade Apr 3, 2020 Going live isn't just for the social influencers, news broadcasters and famous people of the world. It's for anyone ...


WideOrbit Works Remotely: Spotlight on Suzi Gomez, Sales Engineer

The world of work has changed dramatically over the last few weeks, with social distancing measures and shelter-in-place orders forcing many people to work from...


Coronavirus crisis - EBU calls on governments to uphold independence of Public Service Media

Coronavirus crisis - EBU calls on governments to uphold independence of Public S...



Art available for use:


Week 2 line up revealed | ISPCC/CHILDLINE Live music event

ISPCC / CHILDLINE in association with RT 2FM, along with some of Ireland's top artists have come together to present a two week long digital live music eve...


Sense and Sensibility, Calamity Jane, Oliver!, Mrs. Doubtfire, Casablanca, Spartacus and a wealth of classic films to broadcast on RT

RT has announced additional matinee movie slots to the weekend TV schedule star...


Grande Centre Point Hotel Elevates the Luxury Experience With HARMAN Professional Solutions

April 03, 2020 PATTAYA, Thailand-AV integrator Mahajak Development Co., Ltd., r...


NAB's COVID-19 PSA Campaign Continues Receiving Historic Promotion on Local Radio, TV

NAB's COVID-19 PSA Campaign Continues Receiving Historic Promotion on Local ...


MaaS Datasheet

-- MaaS Datasheet Our Media Focused Hybrid Cloud Storage platforms meet the tactical and strategic needs of many stakeholders and bring economic and operatio...


Established French publishers join Dailymotion in an effort to avoid network saturation

Paris, 2 April, 2020 - To prevent network saturation during the COVID-19 pandemi...


Why newsroom production has to adapt NOW to the new normal

Fierce competition for viewers along with a rapidly changing multiplatform environment has put newsrooms under immense stress. In the space of just a few weeks,...


VEON appoints Alexander Torbakhov as Beeline Russia CEO

Amsterdam, 3 April 2020 - VEON Ltd. (NASDAQ and Euronext Amsterdam: VEON), a leading global provider of connectivity and digital services, announces the appoint...


A Statement on Coronavirus

Arts Alliance Media (AAM) is closely monitoring the ever-evolving Coronavirus situation and following all advice issued by the World Health Organisation. The s...


Changing attitudes of viewers and listeners revealed

Changing attitudes of viewers and listeners revealed Add to Your Pages 03 April 2020 TV and radio programmes that are unsuitable for children, or which ...


Eva Wimmers Named NativeWaves CEO

SALZBURG, Austria-NativeWaves GmbH has announced that Eva Wimmers is joining the broadcast technology company as its new CEO. Wimmers was most recently the pre...


Remote Broadcast Ops Now Needed for Broadcasters, Zixi Finds

WALTHAM, Mass.-More than half of the executives from 80 leading media industry companies attending a webinar on remote monitoring and broadcast operations this ...


Sugawara Tapped as Media Links CEO

KAWASAKI, Japan-Tsukasa Sugawara is moving up from his previous position of CTO of Media Links to replace John Dale III as the company's new CEO, effective ...


FCC: Networks Usage Surges 35%, Providers Meeting Demand

WASHINGTON-As network usage has seen high increases over the last few weeks because of stay-at-home policies related to the coronavirus pandemic, network provid...


G&D North America Adds Lopez, Welkie to Team

BURBANK, Calif.-G&D North America has announced two new hires: first, Jamie Lopez as an application engineer, and second, Joe Welkie as the new marketing manage...


47 years later, making a phone call seems more important than ever

While we may not be able to see our friends and family in person, we're still reminded of how important it is to communicate and stay connected. Whether it ...



Paris, 2 April 2020 Reed MIDEM today announces a week-long extension of its MI...


Staying Inspired During Isolation

How being curious can keep you creative in isolation by Danielle Danz' Johnson A bit about myself: I make music under the moniker of Computer Magic. I...


SVG SportsTech On Demand: Cobalt Digital's Chris Shaw on Recent Project Launches

SVG SportsTech On Demand: Cobalt Digitals Chris Shaw on Recent Project Launches ...


SVG SportsTech On Demand: Teradek's Jon Landman on Adjusting Streaming Solutions to Current Climate

SVG SportsTech On Demand: Teradeks Jon Landman on Adjusting Streaming Solutions ...


SVG SportsTech On Demand: Comrex's Chris Crump on Solutions for Broadcasting in an Era of Social Distancing

SVG SportsTech On Demand: Comrexs Chris Crump on Solutions for Broadcasting in a...


SVG SportsTech On Demand: Kyle Evans on How Seagate Powered by Tape Ark Solutions Serves as On-Ramp to the Cloud

SVG SportsTech On Demand: Kyle Evans on How Seagate Powered by Tape Ark Solution...


Seen on Screen: NBC Sports Joins Virtual Racing Circuit With IndyCar, Short Track iRacing Challenge; SEC Network's Marty & McGee To Return April 4

Seen on Screen: NBC Sports Joins Virtual Racing Circuit With IndyCar, Short Track iRacing Challenge; SEC Network's Marty & McGee To Return April 4 By Kri...


Coronavirus Update: English Premier League Suspends Season Indefinitely; MLL, WNBA To Delay Start of Play

Coronavirus Update: English Premier League Suspends Season Indefinitely; MLL, WN...


BT Sport Radicalizes Channel Operation With Decentralized Remote Production

BT Sport radicalises channel operation with decentralised remote production Distributed team producing all content plus seven topical programmes for todays aud...


Sony World Photography Awards ZEISS Photography Award 2020: Shortlist and winner announced

Sony and the World Photography Organisation are pleased to announce KyeongJun Ya...


Techtel Announces First Release of Inflo; the New Way We Integrate

Sydney, 31 March 2020 - Techtel, Asia-Pacific's leading broadcast systems integrator has developed an integrated browser-based software solution for the Tas...


Techtel Continues to Operate As Usual During COVID-19 from Remote Offices

During the COVID19 pandemic Techtel is continuing to operate with staff working in remote offices. Our business has not stood down any staff and we continue to ...


ITV to air BGT spin off in first show to be made exclusively for the ITV Hub

ITV to air BGT spin off in first show to be made exclusively for the ITV Hub ITV has commissioned a brand-new Britain's Got Talent spin off, Britain's ...


Keyboard Meets Power Chords

Hey keyboard players! Do you feel kind of left out because of the cool guitar amps that Studio One added in version 4.6? Well, this week's tip is all about ...


Eva Wimmers appointed NativeWaves CEO

Wimmers has more than 24 years industry experience By Dan Meier Published: April 3, 2020 Wimmers has more than 24 years' industry experience target=_...


Louisiana Stations Partner on Songs From Home'

The Gray Television stations in Louisiana are working together on a series of statewide virtual concerts under the title Louisiana Rising: Songs From Home. The ...


Standard General Increases Tegna Stake to Nearly 12%

Activist investor Standard General on Friday said it has increased its stake in Tegna to 12%, a 20% increase. Standard General, which is mounting a proxy fight...


April 03, 2020

Clues to COVID-19 coronavirus's vulnerability emerge from an antibody against SARS A Scripps Research study reveals a likely site of vulnerability on the SA...


Tone Projects launch mastering compressor

Unisum plug-in offers flexibility in abundance Danish software boffins Tone Projects are vying for a spot at the end of your signal chain, with a new master...


Infront's Amikam Kranz discusses media rights in a COVID 19 world

Infronts Amikam Kranz discusses media rights in a COVID 19 world posted: 03/04/2020 Game plan for sports broadcasting and rights' holders: Sports broa...


April 02, 2020

New website aggregates global COVID-19 research to boost data usability for all Developed collaboratively by several Scripps Research teams, seeks...


Imagen Extends its Relationship with PA Media to Enhance the News Agency's Video Offering

Imagen Extends its Relationship with PA Media to Enhance the News Agencys Video ...


ETC and High End Systems turn focus to education

ETC and High End Systems turn focus to education posted: 03/04/2020 As many theatres, live events, and productions across the world faced closings and unc...