Sports media executives know that betting boosts fan engagement. But adding odds to sports coverage needs careful planning. This way, the content supports the story instead of taking away from it.
When used well, odds can tell stories, engage viewers, and drive profits. They turn passive watchers into active participants in the action.
The opportunity to deliver fan engagement through odds is great.
At the decade’s start, the U.S. sports betting market was new. About nine in ten avid bettors watched sports regularly. This was more than double the number of nonbettors.
Sportsbooks like TonyBet Casino have become more popular. Nearly one-third of millennial bettors have a strong identification with teams on which they bet. This points to the alignment between sports betting and fanhood being stronger than ever.
More publishers, media companies, and broadcasters are now including betting content. Odds play a vital role in engaging fans, whether through audio, visual, or written formats.
Yet, the medium matters. Key factors must be considered when using odds to ensure they have the best impact.
Broadcast
Almost three-quarters of US sports bettors watch games they bet on live. Plus, over half of all US sports bets happen during the contests. So, adding real-time odds to live broadcasts makes sense.
Pairing odds can also be such a great story for non-gaming enthusiasts. Take, for example, the possibility of the Oklahoma City Thunder staging a comeback from the Memphis Grizzlies. They trailed by 26 points at halftime during their NBA playoffs series last month. Such a record-breaking comeback would have been a great story for the fans.
Live odds can create renewed interest in a game that may have been dull to the audience previously. During game one of the playoff series against the Grizzlies, the Thunder was up by 49 points heading into the third quarter. This set up live over-under odds on whether Oklahoma City would break the 58-point postseason record. It added a new twist to the one-sided game.
In US major leagues, there are many chances to display odds during games. Baseball, football, basketball, and hockey all have regular breaks, allowing for frequent updates. NFL games usually have only 11 minutes of playtime. This shows a chance to fill the breaks with interesting odds and betting content.
Editorial
For sports news websites, content with odds can increase user visits by 20% to 40%.
Using live odds-driven API feeds on a webpage for game updates will raise dwell times. Game previews are a great way for odds to add exciting storytelling.
Same-game parlay odds can boost interest in pre-game articles. Their popularity is growing in the US. A Los Angeles Kings fan might read about Adrian Kempe’s shot before a game. They could bet on a same-game parlay. You might bet on the Kings to win. You could also set an over-under for total goals. Plus, there’s a player prop for Kempe to score.
Social Media
About one-third of sports fans use social media when watching games. More than 90 percent of younger fans rely on social media for sports content.
Social media provides great ways to engage fans with odds before and during the game.
Many athletes have more followers on social media than their teams do. This makes player prop offers exciting, especially as these bets become more popular.
You can bet on things like New York Yankees star Aaron Judge hitting two home runs in a game. You can also make more unique bets on individual players.
You can also offer appealing same-game parlays that focus on how players perform. A confident Yankees fan might want to bet on Judge for two homers. They could also back Carlos Rodón for 10 strikeouts in that game.
Odds Best Practice
No matter the media channel, the quality of sports betting odds is crucial.
We are the official odds partner for major sports leagues like the NBA, MLB, and NHL. We provide exclusive, high-quality, and fast data. This helps us deliver odds to our partners in the media.
Our expert team uses advanced math models. This ensures the odds are exciting for fans as they passionately support their team.