Pulse
Sports Betting IMG ARENA
We think very carefully about who we target and want to partner with. When you see us announcing a new partnership, a lot of work and attention has gone into the relationship, the underlying business model, how we see that product and set of rights fitting within our ecosystem and how attractive that is for our customers. Typically, what we're looking to do when we
form content partnerships is to mirror reasonably closely what the sportsbook customer appetite is when it comes to consuming their content.
pathway to all the different products that we have within the ecosystem. Tat's the real strength of the combination of the business. It also enables us to complete a product strategy internally because we have the technology background and the sportsbook training background, plus the content. So, we have the capability to move very quickly and deliver products that enhance the value for the customer.
Over the last couple of years OpenBet has been within the Endeavor family, we've naturally seen that collaboration coming together. It felt like the merger had already been happening organically because of that collaboration and this is just a continuation of that direction of travel.
How is IMG ARENA going to be working under the OpenBet Banner to unlock further value for the sports rights and IP of your owned and operated properties?
I think it comes back to products like the trading system. We can provide a every different type of the sportsbook experience for a customer related to content. What that means is that a third party may not necessarily invest to the same extent in a new soccer Event Centre, like we've done with the MLS, because they don't have access to the richer data and underlying content that you need to provide that experience on the trading side as well.
We have a long-term relationship with the MLS which has given us the capability to provide a bet builder solution, live micro market betting and a rich Event Centre, using player and ball tracking data to bring the event to life in a way that consumers would typically feel is more natural with fan engagement than a typical sportsbook experience. Tat allows us to treat the sportsbook experience like a first screen experience sometimes.
We're all used to experiencing live sport typically from a venue where there is a broadcast taking place and then you refer to your sportsbook app as a second screen experience. One of the main strands of
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thinking within IMG ARENA is how to elevate that second screen experience into being an alternative to a first screen experience and a companion piece to what you're seeing on the broadcast, but in a way that’s really engaging and entertaining.
Or if there isn't a broadcast available, how do you bring that experience to life through the mobile and desktop offering in a way that enriches the fan experience, keeps them engaged and entertained, and is a worthy way of that fan interacting with the sport, competition and ultimately the event rights holder at the other end of the content supply value chain.
When we think about the sportsbook experience, it's a way of the sport engaging with the fan through their chosen platform and pathway for how they typically interact with sport. Te big competition within any sphere is that competition for attention and eyeballs.
If you're capturing those eyeballs through a sportsbook experience, that might be the only pathway a fan is interacting with your sport, your competition or ultimately with your brand. Resultantly, you need to give them that rich first-class experience to keep them coming back to the sport.
How important is having those official relationships with the likes of the MLS compared to 'non-official' relationships?
We think very carefully about who we target and want to partner with. When you see us announcing a new partnership, a lot of work and attention has gone into the relationship, the underlying business model, how we see that product and set of rights fitting within our ecosystem and how attractive that is for our customers. Typically, what we're looking to do when we form content partnerships is to mirror reasonably closely what the sportsbook customer appetite is when it comes to consuming their content.
If you think about typical breakdown of sportsbook revenues outside of North America,
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