For several decades, Fox Sports Midwest broadcasted games of St. Louis professional and college sports teams. Now the media company wants to become a bookie. Its parent company, Sinclair Broadcasting, recently signed a deal with Bally’s Corporation, a casino operator.
As a result of the deal, Sinclair Broadcasting would rebrand Fox Sports Midwest and other regional sports networks as Bally Sports or something like it. Sportsbook pay per head experts expect the rebranding to take place early next year. However, it is unclear if the regional outlets would be sub-branded, such as Bally Sports Midwest.
Although details of the deal remained unclear, what’s clear is that gambling will take a significant role in the broadcasts. They have plans to incorporate interactive wagering on mobile devices and TV screens on which games are watched. Also, Bally’s will provide the software for the sports betting platform.
According to sources, Sinclair wants to gamify sports. Also, they want to make watching sports events like playing a video game. Their goal is to engage the younger generation.
Based on white label bookie software reports, most people between 18 and 34 are interested in sports betting. Also, they connect it to the demographic’s love of playing video games.
In the future, FSM viewers can wager on whether a batter can hit the ball or strike out at-bat during a live broadcast. Also, viewers can bet on the total goals a team scores in a hockey game. It depends on whether the state allows sports wagering. At present, Illinois will enable sports betting. Missouri hasn’t legalized sports betting yet.
According to reports, Bally’s will pay $85 million as part of Sinclair’s ten-year deal. Also, Sinclair will acquire a small portion of Bally’s operation. Bally’s employed sports betting software company Bet.Works to develop software for live broadcast betting.