• ESPN will launch ESPN Bet in 17 states today, hoping to break through the already crowded sports betting market.
• FanDuel (36%) market share
• DraftKings (33%) market share
• Fox Bet, the sports-betting venture of another TV network, and other sportsbooks closed up shop recently.
• Content integration. It started last night with the Monday Night Countdown pregame show and will likely never, ever end.
• Potential existing clients. ESPN has 20 million fantasy sports users who could be converted into sports bettors (if they’re not already).
• Ad blitz. When sports betting became legal in 2018, it felt like there was no escaping sportsbook commercials. ESPN could deploy that strategy again.
• Prepare for sports on television to be a big front for online gambling.
• No betting on draft picks
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