Sports Betting: The Business of Risk

 

The business of Sports Betting is at an all-time high. Just 5 years ago, you could only make wagers on single games in Nevada. Now you can bet on a single game in over 30 states. Last year over 57 billion was bet legally by Americans on sports. I am not counting the illegal market that is still available to a segment of the gaming patrons.

So why is the stock market not reflecting this renaissance period? A review of the leading sports betting companies and gaming operators stock prices show dismal results over the past 6 months. While the amount of money wagered is staggering, the investors in the companies are seeing red digits on their portfolios.

While the slide could be due to global inflation, there are long term profitability concerns for the industry. Look for a merger or acquisition as a way for one or two operators to turn things around. CNBC Jim Cramer stated “But as we see what the reality looks like, there’s tons of competition for market share and little in the way of profits. Too bad because profits are what this market wants right now. That is why every single one of these stocks has been obliterated,”

According to Yahoo Finance, MGM Resorts International announced an offer to acquire the global gaming company Leovegas. MGM is attempting to build on the success of BetMGM in the United States with this acquisition allowing them to expand globally with an omnichannel strategy. I also found that MGM, as part of the Maryland Education Summit for Sports Betting, will offer a mentorship program to a qualified applicant that is pursuing a Class C sport betting license. This week, MGM was approved for a takeover of the Cosmopolitan amid questions about a monopoly on the Las Vegas Strip. MGM International is making progressive moves and has a stock price of 36.56.A year ago it was $51.17.

Any organization that has an established following on social media, does a high volume of sales and is known internationally may want to purchase a gaming company as a caveat to provide entertainment value to their customers. Imagine if Google or Facebook decided to offer sports betting to their followers. They would have to gain the trust of the public in a manner comparable to Uber and Disney. The patrons would have to be comfortable sharing their banking information and be guaranteed an enjoyable experience that is not based solely on winning.

Since gaining market share is the driver for the more renown operators, the winner of the Sports Betting race will be the operator with a brick-and-mortar venue in cities with a large population along with online gaming presence. The operator that provides visual content of the event to coincide with in game wagering will corner the market.

Check out my articles about sports betting in IGaming Player & Bettors Insider. Follow me on Twitter and Instagram.