Now that sports betting legalisation is spreading rapidly across the United States, professional sports leagues are actively pursuing partnerships with sportsbook operators and firms to share official league data.
A number of firms have already taken up these offers. Currently, William Hill U.S., the operator of sportsbooks in over 114 casinos in Nevada, has inked an agreement with the NBA to share official data. MGM Resorts International is partnered with the NBA, MLB, NHL, MLS, as well as the National Lacrosse League. Daily fantasy sports operator DraftKings currently uses official league data from three partners.
The deals often involve the designation “official gaming partner” or, in the case of fantasy sports, “official fantasy partner” access to the league logos, marks, and wagering data.
MGM President of Interactive Gaming Scott Butera stated that his firm’s agreements with leagues to use official data helps their sportsbooks gain additional authenticity in their customers’ eyes. Butera also noted that, because official data is often updated in real time, their customers are able to make bets on in-game events while being assured of their fairness. Butera said that the usefulness of the data-sharing agreements with leagues will only increase as the leagues create their proprietary data in the future.
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For American Gaming Association (AGA) president and CEO Bill Miller, in-game bets can be the next big craze in sports betting. Miller said that in-game bets can help fans and customers stay glued to their screen even if the games’ score is lopsided.
Industry insiders and observers claim that official league data will allow sportsbook operators to offer more betting options for customers who trust the official co-sign of the leagues. However, some sportsbook operators are wary of committing to purchasing league data, because they say that third-parties can often provide data for cheaper rates.
Some operators argue that, while official league data may be more comprehensive, third-party data can be sufficient for the needs of many operators. William Hill U.S. CEO Joe Asher, explaining his firm’s slow entry into data partnerships, said that official league data comprises much more information than what sportsbooks need. Asher said that third parties can deliver data as quickly as official leagues, depending on the situation.
Other gambling firms have been reticent to enter deals for official league data, due to the extra expense which many firms feel will not directly translate to profits. With margins so thin in the sports betting industry, many operators are adopting a “wait and see” approach as to how official league data will impact their industry before committing.
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