ESPN is launching ESPN BET, a branded sportsbook for bettors in the United States by partnering with PENN Entertainment. 'PENN Entertainment is the perfect partner to build an unmatched user experience for sports betting with ESPN BET.” What this means:
“Our primary focus is always to serve sports fans and we know they want both betting content and the ability to place bets with less friction from within our products,” ESPN chairman Jimmy Pitaro said in a statement. “The strategy here is simple: to give fans what they’ve been requesting and expecting from ESPN. PENN Entertainment is the perfect partner to build an unmatched user experience for sports betting with ESPN BET.
It will be very hard – even if ESPN does everything right – to avoid slings and arrows about not enticing people to bet, staying impartial, etc. – even though ESPN has been in a partnership with Caesars already. But it hasn’t been outright branded. Think of all the fantasy players who just get their advice from ESPN. Or the people who just click on Beat the Streak because it’s there.This is a very big deal, and it’s smart of ESPN to launch ESPN Bet with an established book that is already operating. I don’t know how this will turn out but by hunch is that the volume alone makes it a success. ESPN has been very clear for a number of years about entering the sports gambling space. The question was always at what level and in what form.
“The research has come back and said it’s somewhat neutral in the Disney brand. It’s not going to help. It’s not going to hurt. But on the ESPN brand, it’s not just OK, it’s important. It’s something we need to be doing. It’s something that our fans are expecting from us. So it’s not a ‘nice to have,’ it’s pretty much at this point a must-have. That means we need to be serving the sports fan with what they’re expecting and taking the friction out of the process.
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