It will also provide additional colour for the broadcast, which can supply live betting odds. Inevitably, that will lead to debate with friends and family. The simplest example of in-game betting could come at halftime of a basketball game, if you think the losing team will come back to win in the final two quarters.īy partnering with the NHL and MLSE, FanDuel says it wants to arm fans with the type of data to form that type of opinion. And now most days over 50 per cent of the betting is in-game betting during the course of the match or between the whistle,' Schwartz told CBC Sports. 'That's an area that we really have seen very large growth in the United States where it started when the market opened to 20 per cent. Richard Schwartz, CEO of online gambling site BetRivers, pointed to in-game betting as the next frontier. The Ontario Lottery and Gaming Corporation also inked a deal with the NHL, as did PokerStars.īettors will soon be able to gamble on when Auston Matthews will score his next goal. Evolving fan experienceįanDuel recently signed partnership agreements with the NHL and Maple Leaf Sports and Entertainment (MLSE), which owns the Maple Leafs, Raptors, Argonauts, Marlies and TFC. Where does he score them from? What time of the game does he score them at? What's the score at when he scores those goals? If we can tell those narratives, you don't have to be a bettor to make the game experience improved,' Hooper said. 'All of these conversations of Auston Matthews on his way to 60 goals, it's really interesting stuff. Hooper said the information enriches the fan experience, regardless of whether there's any money at stake. But there's no certainty that that's going to lead to the conversion that they're looking to achieve,' Setlur said. 'He's right when it comes to the heightened storytelling which improves fan engagement. Vijay Setlur, a marketing instructor at York University's business school, added the part that Hooper didn't: the point of the extra information is to convert fans into gamblers.

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