AMIE BIROS VP Strategic Initiatives, Rush Street Interactive


Exclusivity matters, particularly in content integration and calls to action, but it rarely extends to complete advertising exclusivity. Media companies continue to accept advertising from multiple operators. For sustained success, the operator must offer a compelling product—competitive odds, usability, loyalty programmes, and strong customer service are going to resonate more than exclusivity across a media platform and brand alignment.


SPORTS BETTING: NAVIGATING MEDIA AND CONTENT PARTNERSHIPS


Ahead of her IAGA Summit Berlin presentation, Amie Biros of Rush Street Interactive shares insights on building commercially viable sportsbook-media partnerships. From the importance of strong product and digital integration to challenges around exclusivity, compliance, and responsible gambling, she outlines how operators can stand out and adapt in a fast-evolving sports betting and media landscape.


Amie, what makes a media and sportsbook partnership commercially sustainable beyond promotions?


Tere is no one-size-fits-all model. What works depends heavily on market maturity, local gambling history, and timing. Tat said, the most referenced success is Sky Bet, which combined strong media backing, product innovation, and digital integration to appeal to casual bettors.


Key components include recognisable media brands, distinctive marketing strategies, strong digital integration, use of talent as ambassadors, and free-to-play or fantasy products. Ultimately, partnerships succeed when the operator provides a quality product and customer experience that can retain users..


Is exclusivity important in these partnerships?


Exclusivity matters, particularly in content integration and calls to action, but it rarely extends to complete advertising


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exclusivity. Media companies continue to accept advertising from multiple operators. For sustained success, the operator must offer a compelling product—competitive odds, usability, loyalty programmes, and strong customer service are going to resonate more than exclusivity across a media platform and brand alignment.


Are these partnerships given enough time to mature?


Often, they are not. Tere is increasing pressure for immediate ROI, especially in competitive markets where bettors already use multiple sportsbooks. While long-term success takes time—as Sky Bet proved—the current environment often demands immediate results, making patience a challenge.


Media partnerships with single operators are largely about top of the funnel acquisition. If you are initially measuring success on registrations and FTDs, when do you flip to or how do you ensure a focus on lower churn, retention metrics and trying to capture a higher ARPU over time?


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