If there’s one complaint that is commonplace within the iGaming industry, it’s people grumbling about the number of ads for online sports betting sites in NJ and other states that are broadcast during sporting events. Well, there’s a reason why so many gambling ads are being seen during these games, and it’s the same reason why any ads run during broadcasts – because they work. And in the case of sporting events and sports betting, there is a symbiotic relationship.
When sports organizations are making claims that betting is creating a stronger audience for their product, that isn’t just spin that they are putting on the message. It’s a proven fact.
The findings of a CRG Global/Variety Intelligence Platform study is showing that without a doubt, betting on sports is also fueling more passion for that sport among the bettors. It is creating a connection between the two events that is driving up participation on both sides of the equation.
In the survey, those who participate in online and mobile sports betting were asked whether betting on the games was causing them to spend more time watching that specific sport. And the answer in all cases was yes.
In some instances, it was a resounding result in the affirmative. Two-thirds of NFL bettors confirmed that wagering on the games via an online sportsbook or a mobile sports betting app was leading to them watching more NFL games and also to be following the league with a much greater fervor. In the case of NBA bettors, 57% answered yes to this survey question, followed by MLB (46%), college football (44%), MMA (42%), and college basketball (41%).
Another interesting aspect of the study was showing that bettors also develop an emotional attachment to the teams upon which they were wagering. Over 30% of millennials admitted to becoming fans of the teams that they were betting.
Wagering on games was also keeping fans engaged even when the games aren’t very engaging. A whopping 74% of survey respondents suggested that if they had money riding on a game, they would continue to watch a blowout game even after it was obvious what the final outcome was going to be.
Photo by Logan Weaver | @LGNWVR on Unsplash.
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