They have long served as living social targets and have offered

Value that goes far beyond mere gambling. It is estimated that more than 60mm people in the United States participate in fantasy sports. Competitors who compete regularly throughout the season consistently mentioned social benefits and competition as their top priorities for cash prizes. Eiler & Krejick, a US gaming research company, found that 70% of DFS players did not have a positive ROI investment throughout their game time.

The preference for social benefits over economic ones supports the idea that a “culture of conversation” is an important part of the cultural dynamics surrounding sport and contributes to a significant number of purchasing decisions in the ecosystem. intertwined with the broader trend of gamification that is permeating contemporary American culture in ways that were not present in the days of the emergence of other established markets. When the Gaming Act was passed in 2005, Facebook was still called Facebook, loot boxes were just beginning to appear in video games

And Candy Crush hadn’t come out in seven years. The relative popularity of the term “gamification” in the UK seems to confirm this concept over time, with one important caveat. The buzzword’s popularity skyrocketed when it was featured in the Gartner ad cycle in 2011. Of course, these ideas may once have been easily explored using just alternative search terms. The world is now in awe of gamification.


Several places larger than the US. However

In the early days of the sports betting industry, few product offerings reflect a sea change in relevant consumer behavior patterns, while most features are relatively similar to the first generation of user interfaces. popular for online sports betting.

Fortunately for operators, early adopters of the US market, in the days before PASPA the US market was used for awkward user flows where only black and gray market options were available. As fan engagement and sports media became more playful, they also took on an unprecedented social component. An estimated 40 million Americans participate in March Madness pools each year, often in the workplace. The Super Bowl Box Pools have become the backbone of many annual gatherings for fans and non-fans alike.

With the advent of social media, discussion of sports betting in public forums has almost become normal. This comes at a time when investment firms like Robinhood have enhanced the retail investing experience and sparked widespread debate, often alongside sports betting. This combination of risk-adjusted returns and competition, camaraderie and social relevance is evident in the colossal success of Dave Portnoy, aka Davey Day Trader of Barstool Sports, whose lucrative deal from Penn National Gaming is a testament to the value placed on him. to this form of play.


The pledge was published. Robinhood recently reported

Huge pools of $ 1,200 and $ 2,400 in deposits (the exact amounts that many American taxpayers received during the COVID-19 crisis) at a time when the sport stalled. This has led many of the top CNBC and industry analysts to point out that the retail order flow has been driven by a lack of sports betting opportunities. The innovator’s dilemma is particularly

Acute in the US sports betting industry due to a cumbersome regulatory environment, rising customer acquisition costs, and complex technical requirements. The theory that Clayton Christensen presented in his book of the same name in 1997 does not define these market incentives for established companies and market leaders to develop truly disruptive innovations or serve new user segments.

This is because the value an organization receives from an innovation step follows an S-curve, Christensen said, in addition to the fact that such organizations suffer from limitations associated with high sales and revenue targets. We can reproduce this phenomenon in a review. In DraftKings’ second quarter earnings report for 2021, CEO Jason Robins noted that its own NFL


Games product will not be fully released until the 2021 season.

To reach $ 71 million in revenue for the quarter, the company had to spend $ 230 million. Entering new states, acquiring new customers, and using sophisticated technologies is very expensive. The innovator’s dilemma is often significant in sectors with a high concentration of market power among various players. The industry concentration index, called CRN, is a frequently cited metric that reflects the level of control over competition by top market leaders N. CR4 is a standardized implementation of this measure that summarizes the market share of the four main forks.

CR4 greater than 70% usually indicates a very high concentration of competition, which is sometimes close to oligopoly. The US online sports betting market has a CR4 of 78% in 1H20. There is a compelling business model that focuses on maximizing Monthly Unique Players (MUP) in the short term, while offering a minimum viable internal proposition to innovate and then implement more significant product improvements in the future.

Up to this point, those with an optimistic view of the US market have often cited the under-concentration of gambling as a part of consumption, compared to what is often referred to as a part of a gaming wallet. The graph above shows the relatively small proportion of sports betting in the United States. Consumers in portfolios versus other established markets. Goldman Sachs estimates that COVID-related restrictions and behavior changes have resulted in 6% of discretionary retail sales being available.