MLB Could Explore Sports Betting Integrations in Game Broadcasts

Major League Baseball potentially embracing betting integrations comes amid sportsbooks improving the user experience.

A major professional sports league is continuing to embrace the legal sports betting markets.

MLB is looking to expand its reach within a global sports betting market that is projected to reach a value of $167.5 billion by 2030, according to Vantage Market Research. The latest innovative way MLB could embrace wagering is using online betting sites to attract new fans.

“We thought the principal benefit of sports betting for us [MLB] was going to be fan engagement,” said MLB commissioner Rob Manfred on the Marchand and Ourand Sports Media Podcast earlier this week. “Deeper, more consistent fan engagement. We weren’t looking for some massive revenue hit all at once. There are revenue opportunities that have been nice for us; the data business, the sponsorships, and certainly we have taken advantage of those.”

The latest opportunity MLB could take advantage of is the integration of betting into TV and streaming broadcasts of games, allowing viewers to wager simultaneously while watching.

“At some point I see that coming as an alternate digital product,” continued Manfred. “You’re always going to have the clean broadcast. If we get there to betting off-the-screen it is going to be a separate digital feed that the true gambler can opt into.”

MLB potentially embracing betting integrations comes amid sportsbooks improving the user experience. Earlier this week, Genius Sports — the exclusive distributor of NFL official league data — launched BetVision, which allows sportsbooks to offer live video streams. The live video feeds are also integrated with bet slips, statistical insights, and real-time augmentations.

BetVision is currently available on Caesars Sportsbook, BetRivers, and Fanatics Sportsbook.

Major business partner

MLB is reaping the benefits of a growing legal sports betting market with a major sportsbook.

In March, the league secured a multi-year partnership with FanDuel — the No. 1 sportsbook in America in terms of market share at 50%. The deal makes the gambling operator a co-exclusive official sports betting partner of America’s oldest major pro sports league. As part of the pact, FanDuel has the right to use official MLB branding in its market campaigns and products.

FanDuel also has the rights to broadcast MLB.TV’s Free Game of the Day on FanDuel+ and its app. The betting and fantasy company is a co-exclusive betting partner of MLB with BetMGM.

MLB’s franchises are also taking advantage of sports betting. Last month, Fanatics Sportsbook opened a retail wagering facility at Progressive Field — the home of the Cleveland Guardians.

The new brick-and-mortar sportsbook marked Fanatics’ first foray into betting at an MLB ballpark. The 600-square-foot facility also offers access to visitors without a game ticket.

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