While sports media executives have long understood that betting fuels fan engagement, integrating odds into sports coverage requires careful planning to ensure the content complements rather than cannibalizes the narrative.

If executed effectively, odds can act as storytelling tools, engagement levers, and monetization drivers, transforming passive viewers into active participants in the action.

The opportunity to deliver fan engagement through odds is substantial.

At the beginning of the decade, with the regulated US sports betting market in its relative infancy, around nine in 10 avid bettors were already regularly watching sport in the country – more than double the percentage of non-bettors.ⁱ

With the appetite for and availability of sportsbooks having accelerated since then – and with nearly a third of millennial bettors even developing an emotional connection to a team after wagering on them – the bond between sports betting and fandom is stronger than ever.ⁱⁱ

Accordingly, publishers, media companies and broadcasters are increasingly including betting content in their output – and odds are a key tool for fan engagement, whether coverage is delivered through audio, visual or editorial channels.ⁱⁱⁱ

However, depending on the medium, important factors must be considered when incorporating odds to ensure they deliver the optimal impact.

Broadcast

With nearly three-quarters of sports bettors in the US watching live coverage of a game they have bet on, and more than half of all US sports wagers now occurring during contests, incorporating real-time odds into a live sports broadcast is a no-brainer.^{iv v}

Integrating odds can also provide engaging context for fans who do not wager on the action. For example, showing the odds of an Oklahoma City Thunder comeback win against the Memphis Grizzlies when they trailed by 26 points at halftime in game three of their NBA playoff series last month would have provided an intriguing narrative for viewers to follow as the record-breaking feat was accomplished.

Similarly, live odds can bring fresh interest to a game that may have previously been a turn-off for viewers. For instance, when the Thunder led by 49 points at the end of the third quarter of game one of the playoff series against the Grizzlies, live over-under odds on whether Oklahoma City would surpass the 58-point postseason record margin would have brought a new dimension to the remainder of a one-sided contest.

Regarding when precisely the odds should be shown during game coverage, there are plentiful options in the US major leagues thanks to regular intervals and frequent pauses in baseball, football, basketball and hockey. After all, traditionally, NFL games have only featured 11 minutes of the ball in play, illustrating the opportunity to fill breaks in the action with compelling odds and betting content.^vi

Editorial

For editorial publishers, such as sports news websites, it should be noted that content featuring odds frequently boosts website user visits by between 20% to 40%.^vii

For example, incorporating live odds-driven API feeds into a website page that covers the latest game updates will increase dwell times. Game previews offer an ideal platform for odds to introduce the increasingly sought-after storytelling element.

Given their exploding popularity in the US, incorporating same-game parlay odds is one way to drive engagement on such pre-game articles.^viii For instance, a Los Angeles Kings fan reading an article about Adrian Kempe’s shot ahead of an upcoming clash could wager a same-game parlay that includes a money line bet on the Kings to win, an over-under on the total number of goals, and a player prop on Kempe to score.

Social media

One-third of sports fans use social media platforms while watching sports, while more than 90 percent of younger fans use social media to consume sports content.^{ix x}

Therefore, social media offers numerous opportune channels to drive engagement with pre- and in-game odds.

With many sports stars now having larger followings on such platforms than the teams they play for, presenting player prop offers will spark interest, given the increasing popularity of these bets.^{xi xii}

These can range from backing New York Yankees star Aaron Judge to hit two home runs in a game to more obscure wagers on an individual player.

There is also an ability to offer eye-catching same-game parlays based on player performances. For instance, a confident Yankees fan might be interested in backing Judge for two homers and an in-form Carlos Rodón to secure 10 strikeouts in the same game.

Odds best practice

Whatever media channel sports betting odds are integrated into, the quality of the odds is paramount.

As the official odds partner of top-tier sports properties like the NBA, MLB and NHL, we use exclusive, high-quality, and fast data to deliver odds to our partners across the media landscape.

Furthermore, our advanced mathematical models and in-house experts ensure odds are optimized to be compelling for fans as they follow their team with passion and pride.