Global gambling giant Entain is reportedly exploring a bid to secure direct access to a free-to-air TV channel targeting Australian audiences. The move aims to broadcast racing events, explore synergies, promote gambling products, and challenge the monopoly of Tabcorp-owned Sky Racing. Entertain’s previous broadcasting experience should provide substantial benefits, helping leverage a potential agreement.

A recent Australian Financial Review report revealed that Entain, which owns prominent wagering brands like Ladbrokes and Neds, approached leading commercial networks, including Seven, Nine, and Ten, a few months ago. The proposal involved inquiring about the potential creation of a new platform for broadcasting greyhound, harness, and thoroughbred racing. 

Industry insiders claim Entain offered around $8 million per year to rent a channel, with Network Ten reportedly being the closest to a deal. While Entain has not finalized any agreement, the move signals an attempt to diversify broadcasting options. If successful, the model would be based on the Racing.com channel, initially a joint venture between Seven Network and Racing Victoria.

However, managing a dedicated free-to-air channel requires securing racing rights. Entain has previously struck a 25-year deal with New Zealand TAB, aiming to expand the audience and provide NZ racing with a more substantial presence in Australia. Success with the company’s newest media venture in the region would break Tabcorp’s control over the broadcast of state-based racing and hopefully bring significant dividends.

A Successful Deal Could Bring Long-Term Benefits

The multichannel deal for racing could be a strategic move for betting companies and TV networks to navigate an anticipated crackdown on online gambling advertising. A parliamentary inquiry recommended a complete ban on internet gambling ads, contributing significantly to media companies’ revenues. Diversified marketing options should shield Entain from such a crackdown, improving marketing opportunities.

Entering the free-to-air TV space should give Entain a significant edge in the Australian market. Tabcorp’s Sky Racing Channel, which offers content similar to Entain’s preferred offerings, is only available via Foxtel and the Kayo streaming service. A free-to-air entry by the gaming giant would significantly disrupt the current status quo, reaching broader audiences.

Exploring a multichannel deal is part of Entain’s broader reorganization initiatives. The company is undergoing a significant strategic realignment, accompanied by ongoing high-level management reshuffles. This newest expansion into broadcasting aligns with Entain’s ongoing efforts to diversify its operations and strengthen its position in the evolving wagering and broadcasting landscape.

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X, the social platform formerly known as Twitter which is now owned by Elon Musk, the globally recognizable entrepreneur, investor and businessman behind SpaceX and Tesla, is reportedly in talks with the leading sports betting and iGaming company, BetMGM. Last week, a report released by Fortune suggested that the betting and online gambling operator is considering options for a partnership with X.

The latest announcement comes some two weeks ahead of the Super Bowl LVIII, one of the most-anticipated National Football League (NFL) events for the year. The 2024 Super Bowl LVIII is scheduled to take place at Allegiant Stadium in Las Vegas, Nevada.

The recently released report suggests that BetMGM is exploring a partnership that will see the addition of sports betting odds to X. In addition to sports betting odds, X may soon be able to promote BetMGM by featuring a direct link to the sportsbook. This will help more users to familiarize themselves with the brand.

The potential partnership is expected to bring benefits for the two companies. Namely, BetMGM will be able to reach new customers. On the other hand, X users will be able to engage in accessing odds during live events while the platform will tap into a new revenue stream.

The Deal Will Help Diversify the Platform’s Revenue Streams

Currently, X is renowned for its popularity, especially during live events. This is why the potential partnership does sound reasonable and is expected to benefit the duo. During the halftime show of the Super Bowl last year, X crashed due to heavy traffic, media reports confirmed at the time.

While the collaboration may help BetMGM engage with new bettors and sports fans, it also complements one of Musk’s goals for X which is to diversify the platform’s revenue streams. Besides advertising, currently X benefits from subscriptions but the platform also relies on innovations which is precisely the collaboration with BetMGM.

As one of the leading sports betting and iGaming operators in the US, BetMGM currently has a presence in more than a dozen states. The company is a joint venture between industry giants Entain and MGM Resorts International and has established a strong footprint among bettors across the country.

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The study sheds light on the gambling activity that unfolds during such high-profile events and their aftermath. Its findings will help the British regulator make better-informed decisions and remain in touch with the ever-changing global gaming landscape. Analyzing these interactions will help the commission enhance its regulatory measures and promote responsible gambling practices.

Impressive Participation Yielded Reliable Results

The UKGC commissioned fieldwork and data collection company Yonder Data Solutions to examine the gambling activity during and after the 2022 FIFA World Cup. Yonder’s approach involved contacting individuals who engaged in betting during the tournament. Respondents answered questions about their gambling behaviors and attitudes over the preceding four weeks.

The study yielded valuable insights by re-contacting the same people in March to uncover any changes in their gambling behavior. 811 individuals participated in both surveys, forming a solid foundation for the research’s conclusions. Such data will be invaluable in the UKGC’s efforts to promote safe gambling during similar high-profile events.

The World Cup Had a Significant Impact on Bettors

According to the UK regulator, the data revealed several notable trends. Compared to the 12 months used for previous surveys, respondents reflected on the period since the world cup. However, average gambling participation increased. Although wager amounts dropped significantly, the higher-than-average engagement signifies that high-profile sports events can efficiently onboard and retain gambling customers.

The UKGC also examined the results according to its Path to Play framework, determining that most World Cup bettors engaged with gambling to add excitement to the game, often choosing to participate due to influence from friends. These findings mean participants are less likely to wager “For the Money,” making them less at risk of problem gambling.

This reinforces the view that betting on the World Cup was more of a social experience than normal football betting.

UKGC report

Despite the prevailing social aspect of World Cup gambling, it led to continued betting engagement for a third of participants, demonstrating its potential status as a “gateway” event. Gambling harm data was inconclusive, prompting the UKGC to consider additional research as the 2023 FIFA Women’s World Cup final is just around the corner.

By engaging in such investigations, the UKGC continues to equip itself with actionable insights to protect bettors and address potential challenges in the gambling landscape. The regulator’s efforts reflect its commitment to maintaining a balanced and transparent gambling sector that prioritizes consumer well-being and responsible gambling practices.

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Responsible gambling has been an important topic among the industry and Dr. Maris Catania is weighing in with some important insights to avoid gambling-related harm.

Dr. Catania is the safer gambling consultant at SG:Certified. She has been exposed to various markets in search of gambling-related risks, with most statistics being tied to the online gambling industry, which has made habits much easier to track.

Prior to the popularity of online gambling, the challenge in research stemmed from the lack of reliable, finely thorough info, restricting the ability to intricately understand the correlations between a player’s actions and their complete exposure to risk.

Easier With the Internet!

Thanks to modernization, experts finally got a clearer picture of what is actually happening and answers to questions about the causes and effects of disordered gambling. The field is beginning to formulate and experiment with data-derived predictions regarding the position of players within the risk continuum. It is even conceivable that they could gain insights into which games or game formats carry higher inherent risks compared to others.

Dr. Catania draws attention to a study she had the opportunity to take part in, which investigated markets and gambling-related harms through several categories. Starting with poker, the document under consideration bears the title “Behavioral Indicators of Harm and Their Prospective Role in Recognizing Product Hazards in Online Gambling.” It was initiated by Kindred Group in 2022, encompassing an analysis of a group of 100,000 of their customers from the United Kingdom over a span of six months. At the time of the study, Catania was Kindered’s Head of Responsible Gaming.

The purpose of the research was to explore whether certain products are more strongly associated with the established behavioral markers of harm than others.

Indicators that have been revealed through prior investigations encompass are:

– Bonus-seeking behavior

– Playing at unusual hours

– In-session deposits

– Easing RG settings

– Declined deposits

The study showed that these markers align with gambling time, revealing varying correlated risk levels among different game categories.

“All markers apart from easing/removing responsible gambling settings appeared to correlate with the number of active days engaging in specific product types, most notably slots, in-playing betting and some most forms of combination bets on sports,” the experts explained.

“These findings highlight the potential value of using measurable markers to differentiate the risk and potential harm associated with different online products.”

The data suggests slots, in-play betting, and certain forms of combination sports bets are associated with higher risk. Notably, poker displayed a lower risk profile due to its skill-based nature. However, the study emphasizes the need to monitor focus and maintain a balanced approach to playing poker.

Watch out for the Tetris Effect!

Poker can easily become more than just a hobby or job – it can turn into an unhealthy obsession. This isn’t unique to poker; video games, social media, TV shows, and even regular jobs can also absorb too much of our attention when we should be focusing on other things. Behavioral experts have a term for this kind of unconscious preoccupation: the Tetris Effect.

Back when early video games like Tetris became popular in the 1980s, some players started hearing and seeing the game in their thoughts and dreams. For some, Tetris took over their minds. They kept playing it mentally, even when they weren’t physically playing.

Similarly, this is how online poker can affect players. Determining when this preoccupation becomes a problem in games like Tetris or poker is tricky, however. This is commonly seen in in poker, where the skill element and the unique qualities of the game can make it seem like investing a lot of time is just striving for perfection.

So, What is the Conclusion?

Any form of entertainment is entertainment until it crosses the line, so please set boundaries that you will not cross. You don’t want the fun to become a problem. Take care of yourself and play safe!

Source: ”The markers of gambling-related harm in poker and beyond”. iGaming Business. August 10, 2023.

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This year’s Bourne Free festival was attended by Dr Reece Bush-Evans from Bournemouth University as well as partner charities, the Gordon Moody Association and Ygam. At the festival, Dr Bush-Evans sought to determine the impact of gambling on LGBTQ+ communities as a part of a new research. Ultimately, the new study seeks to find potential reasons why representatives from such communities may engage in gambling activities.

Early findings of the new research uncovered some LGBTQ+ individuals can turn to gambling as a coping mechanism, while others may engage in such activities as a way to “mask their sexuality.” Moreover, early results confirmed that some LGBTQ+ people would rather engage in online gambling activities. The research explained that those people would prefer the online counterpart as physical gambling locations can be intimidating for them. At the same time, some LGBTQ+ people admitted that gambling treatment and support services may not be able to match their specific requirements.

In that line of thought, Ygam recently released the results of a study together with Dr Bush-Evans and Bournemouth University’s Gambling Research Group, uncovering that LGBTQ+ people are “statistically significantly more likely” to experience problem gambling and gambling-related harm. The study flagged that 71% of the interviewed LGBTQ+ adults admitted that they have experienced some form of discrimination or harassment in their life. As a result, gambling was identified as one method for coping with such challenges, making some LGBTQ+ people more vulnerable to gambling addiction and harm.

Research into the Impact of Gambling Continues

In light of the latest research by Dr Bush-Evans, Samantha Maskell, Gordon Moody’s recruitment and learning and development manager, explained that the charity continues to collaborate with Bournemouth University in an effort to better understand the needs of different communities. “We have recently been working with Bournemouth University and with Reece to understand and reach out to different communities, to build a research pack to find out what additional support can be needed and how we can adapt and build on out current programs,” she said.

“Gambling is enjoyed by many, very safely. However, there is a significant minority of individuals, particularly within the LGBTQ+ community, who might be exposed to gambling harms.“

Dr Reece Bush-Evans, member of the Gambling Research Group at Bournemouth University

Dr Bush-Evans said that there are plenty of people that enjoy gambling safely. However, he explained that some LGBTQ+ people may be impacted by gambling harm, which is a primary reason for the new research that seeks to examine their experience with gambling and identify effective support strategies.

According to Dr Bush-Evans, “life stressors” such as discrimination, social isolation and harassment can serve as triggers to push some LGBTQ+ individuals to gambling. The research is still ongoing. The results from the completed study are expected to be published later this year.

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