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ESPN Bet Highlights the Intersection between Sports, Entertainment & Betting

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ESPN Bet Highlights the Intersection between Sports, Entertainment & Betting

 

In a move that has felt inevitable for some time, ESPN has joined forces with PENN Entertainment and entered the world of sports betting, rebranding the popular Barstool brand as ESPN Bet in the process.

The entertainment world has been flirting with sports betting for some time now, but as the recent failure of FOX Bet showed, it is not always plain sailing. ESPN, however, feels like a very different beast to FOX, and with the power of Disney behind it, failure does not feel likely.

ESPN is one of the biggest sports broadcasters and brands in the world. It has a huge influence over the 21-40 male demographic, which will be key to its success in the gambling world. Any company attempting to succeed needs to understand the kind of content and services this demographic is looking for, and ESPN feels perfectly placed to deliver on this.

The move also continues to move the sports betting world into the mainstream, with ESPN’s reach being significantly bigger than any other industry brand.

At SGG Media, we believe the way people interact with sports and the way they bet is evolving, and this move perfectly highlights this. Betting has become essential to the matchday experience, and for many it has just as much a part of the day as their pre-match beer and catch-up with their buddies or checking out the team news.

The way sport is consumed has changed. Attend any sports game, whether it is NBA, NFL, NHL, or even your local minor-league teams, and you will see people regularly checking their phones to keep up to date with the game’s statistics and, in many cases, placing in-game bets.

ESPN will now be bringing that to people’s homes. Betting, odds updates, and contests have become a regular part of sports broadcasts, and this deal could give to all sorts of new and innovative content. This continued intersection between sports, entertainment, and betting is only going to get closer, and ESPN has stepped into the game at the opportune moment.

Talking of opportune moments, the move comes just months after ESPN announce cost-cutting lay-offs. The injection of cash from this deal will be significant, and as the company deals with the ever changing viewing and TV landscape, the betting industry will provide a whole never revenue stream.

Of course, questions will be raised over ESPN’s impartiality with sports betting and how it will impact their product. A portion of their press-release was dedicated to their continued commitment to journalistic integrity, ensuring bettors and viewers that the merging of the two products will be seamless.

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A quick glance across the Atlantic can give you an indication of how effective a sports broadcaster delivering its own sports-book product can be. Skybet in the UK is one of the most used sportsbooks in the country, and it has been able to blend effortlessly into Sky Sport’s broadcasts.

It has also been able to use clever promotions, such as its ‘Super 6’ prediction competition which it ties in cleverly with its coverage This has also helped to build a community around the sportsbook, tapping into the potential of that target demographic by encouraging them to partake in free-to-play leagues and tournaments with friends. Access to communities is essential in the modern sports betting environment, and it is something we have personally placed at the front of our micro-influencer marketing model.

Disney’s presence in this deal is a huge talking point. The House of Mouse has sent mixed signals about wanting to be involved in betting over the years, but ESPN provides them with the perfect vehicle. The early optics for the move have also appeared steady, with no indication of public backlash over Disney’s involvement.

The other part of this puzzle is Barstool being returned to its owner, Dave Portnoy. Once again, this is a smart move for everybody, Barstool has always been a disruptor, and its business strategy and ethos was never suited to being part of a publicly traded company. Portnoy himself has been a controversy magnet and it seems unlikely Disney or ESPN would want to be too heavily associated with the Barstool brand.

ESPN and Disney entering the iGaming space could kick start a new era of sports betting in the United States. The perfect cocktail of sports, betting, and entertainment coming together to create new content and opportunities for the industry.

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JCM Global Transforms Chinook Winds Casino Resort’s Casino Floor with Towering Digital Signage at High Limit Area

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JCM Global Transforms Chinook Winds Casino Resort’s Casino Floor with Towering Digital Signage at High Limit Area

 

JCM Global has installed a towering new digital signage solution at Chinook Winds Casino Resort in Lincoln City, Ore.

The digital signage frames the entrance of the casino’s high limit area and creates a stunning visual destination that transforms the casino floor.

Specifically, JCM installed three curved 2.5mm FLEX LITE-S solutions. The two pillars each measure nearly 8 feet high by 7 feet wide, and they connect to an overhead soffit that is nearly 24 feet wide and 5 feet high. The entire solution is programmable and can display different content for each piece of digital signage or showcase one video across all three signs.

The dynamic digital signage replaced static wood pillars and can feature a range of messaging, images, and video limited only by the imagination. This is the first digital signage project JCM has installed at Chinook Winds. The casino also has JCM GEN5 thermal printers on each of its slot machines.

“This breathtaking new entry into our High Stakes room is just the beginning of all the exciting new changes we will be implementing at Chinook Winds Casino Resort. We are glad JCM Global has been able to be a part of this journey,” said Sean Sheridan, Director of Facilities at Chinook Winds Casino Resort.

JCM SVP – Sales, Marketing & Operations Dave Kubajak said: “Chinook Winds says, ‘It’s Better at the Beach’, and their management proved it with this incredible digital signage installation. Our digital signage team brought their vision to life with our unique curved displays showcasing their high limit room entrance. The movement of the ocean and the whales on the curved signage truly illustrate the power of digital signage and the virtually limitless creativity it unleashes.”

JCM digital signage solutions transform hospitality areas, indoors, and outdoors. They come in a wide range of sizes and options to perfectly fit any space and enhance the guest experience.

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BetMGM Partners with Las Vegas Aces

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BetMGM Partners with Las Vegas Aces

 

BetMGM, a leading sports betting and iGaming operator, and the Las Vegas Aces announced that BetMGM is the exclusive online casino and sportsbook partner of the WNBA’s Las Vegas Aces. The agreement runs through the 2027 season, marking BetMGM’s first major partnership with a women’s professional sports franchise. Key features include prominent signage at Michelob ULTRA Arena at Mandalay Bay Resort and Casino and sponsorship across Aces social media platforms. Added components of the partnership for BetMGM players include courtside access to pre-game shootarounds and luxury VIP seating.

BetMGM will also serve as an authorized gaming partner of the WNBA through the 2027 season. Under the agreement, BetMGM will receive commercial inventory on nationally televised games, WNBA tickets and experiences for its VIP players, the rights to co-branded content across BetMGM’s digital and social platforms, and articles on wnba.com/WNBABet. Additionally, BetMGM plans to release a WNBA-branded online slot game in the near future in jurisdictions where its iGaming platform is live. The slot game will be available exclusively at BetMGM and represents the first-ever WNBA online casino game.

Adam Greenblatt, CEO of BetMGM, said: “As we enter this era of tremendous growth in women’s sports, BetMGM could not have two better organizations to partner with than the WNBA and the Aces. Not only do the Aces play in our backyard at Mandalay Bay, but they share our commitment to giving back to the community.”

On May 27, executives from BetMGM, Las Vegas Aces, MGM Resorts International, and The Just One Project (a cornerstone nonprofit committed to increasing access to food, resources and supportive services in Southwest Nevada) gathered in front of The Fountains of Bellagio to launch their partnership. Aces President Nikki Fargas and BetMGM Director of Team & League Partnerships Molly Wurdack-Folt led the festivities, unveiling plans for the “BetMGM Steals for Meals” program whereby BetMGM will donate $50 for The Just One Project to provide meals to food-insecure families for every Aces steal at Michelob ULTRA Arena.

“The Las Vegas Aces are proud to partner with BetMGM for many reasons, but especially for the support they will provide to The Just One Project. As one of the best defenses in the league the past few seasons, especially in front of our home fans, and knowing that each steal will help families in need, this gives our team even more incentive to lock down our opponents on the defensive end,” said Fargas.

Lance Evans, SVP Sports and Sponsorships, MGM Resorts International, said: “Since 2018, the Las Vegas Aces have played a pivotal role in our city’s growth as a global sports and entertainment destination. Together with BetMGM, we look forward to hosting gameday events at Mandalay Bay, as well as our other properties, allowing local and visiting fans to interact with their favorite basketball teams.”

Betting on the WNBA has increased exponentially, and BetMGM experienced 133% growth year-over-year during the 2024 season. BetMGM now offers more betting options than ever before including player props, odds on the 2025 Commissioner’s Cup and increased playoff offerings.

“On the heels of an incredible 2024 season when WNBA delivered significant growth in all areas of fan engagement, and with so much excitement surrounding the 2025 season, we want to continue to lean into betting and finding new and innovative ways to engage with our fans and provide the experiences they want,” said WNBA Chief Growth Officer Colie Edison.

“BetMGM is doing just that by offering new and expansive betting markets for WNBA fans. And by partnering with the Aces, BetMGM continues to recognize the extraordinary potential for growth that comes from tapping into the power of women’s sports and the connections fans have to their favorite players and teams.”

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High Roller Submits Gaming License Application in Ontario

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High Roller Submits Gaming License Application in Ontario

 

High Roller Technologies, operator of the premium online casino brands High Roller and Fruta, announced the submission of its Internet Gaming Operator license application in Ontario, Canada, targeting the launch of its flagship brand HighRoller.com in the second half of 2025.

“The submission of our licensing application to access Ontario’s regulated online gambling market is an important milestone in our Company’s journey. Once our application is approved, we anticipate that we will have the opportunity to launch our online casino product into the market later this year,” said Ben Clemes, Chief Executive Officer at High Roller.

Ontario is one of the largest regulated online gambling markets in the world as measured by gross gaming revenue. In 2024, regulated online gambling operators within the province generated approximately $2.3B in gross gaming revenue, and growth continues to be recorded in the first half of 2025. Recently, the province of Alberta passed enabling legislation to establish a regulatory framework for online gambling. Once available, the Company also intends to pursue licensure in Alberta to expand its regulated market footprint in Canada.

“Ontario is missing an elegant brand like High Roller. We’re excited to roll out the red carpet for our new customers, and we’re looking forward to showcasing our tremendous product,” said Clemes.

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