Being first can make a difference
In Formula 1 and in almost all motor sports, pole position is a prime place. In free practice, the fight for first place on the starting grid is perhaps more exciting than the race itself, especially since all teams know that starting in front is practically synonymous with victory.
Brazil is going through a very competitive period when it comes to online sports betting, with regulation knocking on the door, the equivalent of Formula 1 free practice.
Numerous players are looking for the best position so that, when the regulation comes out, they are very well positioned to the point of obtaining that competitive difference that allows them to lead or take better advantage of the options of the Brazilian market.
In the creation of new content involving television should not be different, but the truth is that the main traditional media groups in Brazil have not yet agreed, at least in full, to the opportunities that sports betting can generate in revenue and new consumers.
Here we do not talk about the advertisements or live mentions during the matches of the Brazilian championship by online sportsbook, but real content.
Television programs, more statistical information during events, the inclusion of sports betting professionals in the comments, etc.
Americans and DNA for innovation
While Brazil does not seem to understand the opportunities, the United States, which had its sports betting released a little over a year ago, even though all states have not already regulated the modality, is already reaping good results through television.
NBC was the pioneer. In January of this year, NBC Sports Washington launched the "Predict the Game" program, where, with countless statistics available, viewers would have to answer a few questions to get a chance to compete for US$ 500. It was a success and a new edition will be released for next NFL Season.
FOX Corporation bought 4.99% of The Stars Group's stock in May, described by Bloomberg as a major media group investment in a company of its kind. Not to mention the possibility of using the FOX Sports brand by The Stars Group. The Murdoch giant also launched the "Lock It In" show.
The most ahead of all has sport in its DNA. ESPN, a Disney Group company, has some more than interesting operations already underway, including a daily program with data, analysis and everything about sports betting involving the big American Leagues: the Daily Wager.
In addition, the broadcasts of major sporting events provide information on games, players, team history and more. All this to further fuel the betting industry.
Cartola
Flutter, one of the largest gambling companies in the world, owner of brands like Paddy Power, Betfair and Sportsbet.com.au, in order to enter the US market has acquired FanFuel, a fantasy game site with millions of users in the US.
Was Paddy Power interested in the game? Of course not. It saw ahead and today it positions itself to be the big leader when it comes to online sports betting.
FanFuel currently has a market value of over US$ 1.2 billion, sponsors more than 30 teams and has agreements with the NBA and NHL.
And what does this have to do with Brazil, gambling and TV? All!
After all, media giant Grupo Globo's flagship digital product with a strong influence on its football grid is a fantasy game: Cartola.
To get an idea of the size and importance of Cartola in Brazil, FanFuel in the USA has around 6 million registered users, almost the same number as Brazilian fantasy.
However, there, FanFuel has to run after DraftKings, while here, Cartola reigns alone in the Brasileirão matches.
It's time for Globo, as a great supporter of Brazilian football, to wake up and bring sports betting to its grid, even through its subscription channels or via streaming on one of its digital platforms.
The possibilities are huge. As the holder of the broadcast rights for most Brazilian club games, Rede Globo can create something unique and exclusive.
Imagine a program where Caio Ribeiro, along with a sports betting expert, analyzes the next round from the perspective of a Cartoleiro mixed with that of a Punter.
Or own Pass Exchange with statistical data from Sportradar and the comments of an expert to decipher what the numbers say and their relationship to the next round. Right success!
It is necessary to accelerate
Sometimes, even if you don't have the best product, a pioneering release makes you take the lead in a market for a long time. It should be no different here and this risk is starting to get big for Rio's broadcaster.
After all, it is enough that ESPN and FOX look at their headquarters and replicate in Brazil the bets that already worked there. If this happens, you will need to put the rabbit in the hat and restart the pit race.
Speed up, Globo !!!!!!
Angelo Alberoni
Angelo Alberoni is the founder of Betzilian.com, Partner and Head of Operations of VX Communication Portugal. He is also Director of the Portuguese-Brazilian Chamber of Commerce and Industry - CCILB. Alberoni, in addition to advertising, is a lawyer and has been active in the online sports betting market since 2010.
Source: Betzilian.com.br
