Sports betting behemoth DraftKings is building out its content capability by acquiring the Brent Musberger-fronted VSiN (Vegas Sports Information Network).
The acquisition – for which terms were not revealed – is the first for DraftKings since it went public, and gives it another powerful weapon to build on its huge user base.
Media companies partnering with sportsbooks is now an unstoppable trend, and VSiN’s content capability will be another tool for DraftKings to acquire users and broaden its reach on other platforms.
DraftKings and content
Matt Kalish, president of DraftKings North America, told Sportico: “There’s endless demand for sports betting content these days, and we’ve started to dabble in that a little bit, through our relationship providing odds to Turner, or odds overlays in UFC broadcasts.
“There’s more and more demand for this type of content and VSiN really gives us that capability to get to the next level.”
The news of the VSiN acquisition comes just days after DraftKings announced it was partnering with WWE to become an official gaming partner of the wrestling franchise. They will team up on a free-to-play pool for Wrestlemania 37 in Tampa next month.
Media + sports betting
DraftKings and VSiN as stated is just the latest in a number of high-profile unions between media and sports betting.
Just a few high-profile examples:
- Penn National acquired a stake in Barstool Sports and launched a Barstool sportsbook
- Fox Sports partnered with The Stars Group on a FOX Bet sportsbook and Super 6 game
- Caesars inked a multi-year deal to have William Hill odds across ESPN platforms
- NBC Sports agreed a five-year partnership with PointsBet, worth a reported $500million
The trend shows no sign of stopping, and it will not. The marriage of media and sports betting is proven. Content is the perfect driver for people to bet on events. Welcome to the new world.