Insight
SPORTS BETTING Streaming Part II
Max Wright, SVP Commercial at IMG ARENA
IMG ARENA sits within the global IMG powerhouse, which is a world- leader in sports, events, media and fashion, operating in more than thirty countries. When it comes to sports streaming IMG ARENA is committed to only offering official live streaming rights from the world’s highest-profile sports events and competitions.
Sports streaming: greater levels of engagement and immersion
Comments on betting industry product review sites underline that a lack of streaming availability is a major frustration among sports bettors. It is a clear marker that brings authenticity and a connection with sports. It boosts enjoyment of both the wager and sporting event. Without streaming, sports betting is purely transactional.
Streaming will revolutionise the way we watch and bet on sports in the future. In the second part of our ongoing series on Sports Streaming we talk to Max Wright, SVP Commercial at IMG ARENA.
IMG ARENA specialises in bringing sport and the sports betting industry closer together via its federation services and world-class sports content. Launched in 2012, the company leveraged its rights expertise to pioneer the mainstream introduction of official data rights. It paved the way for a new revenue stream for its federation clients, whilst at the same time delivering greater value to the sports betting industry. Its focus is on fan-first engagement via the delivery of content and product innovations that fuel the emotions and excitement unique to world-class sport. It works alongside rights holders to deliver official products that are true to the sports and events. Its expertise includes the creation and delivery of some of the world’s best sporting content with its official Fastpath Data feeds, Live Streaming service, Events Centres and Virtual Sports products.
What does streaming add to the overall sports betting experience? When it comes to customer engagement how does streaming help?
Streaming live content – whether it is for betting purposes or otherwise – is now a central part of being a sports fan. Tere is an insatiable appetite for live programming and consumers are used to being able to demand access to the sports content they want to
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watch wherever they go and on any device they choose. With customer expectations getting ever- higher, offering live streaming is an essential component for sportsbooks to engender brand loyalty. It has gone from being a nice-to-have to a must-have.
Comments on betting industry product review sites underline that a lack of streaming availability is a major frustration among sports bettors. It is a clear marker that brings authenticity and a connection with sports. It boosts enjoyment of both the wager and sporting event. Without streaming, sports betting is purely transactional.
Live Streaming is also vital for education and developing awareness of events, sports and tournaments. Players will be more engaged if they are familiar with what they are betting on. We are seeing more and more that sports organisations and rights holders understand the value that live streaming offers in terms of audience development and boosting awareness among new territories, markets and demographics.
How will streaming impact the sports betting industry?
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