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ESPN BET Targeting Female Bettors to Gain Market Share?

Davis Isabela

Updated on December 20, 2023 at 12:04 PM EST. Read time: 1 minute and 48 seconds. See Twitter and Google News links below.

ESPN BET logo as we look at the sportsbooks launching its first brick-and-mortal retail location.
The ESPN BET logo.

ESPN BET, the highly awaited sportsbook that entered the American market following the 2018 Supreme Court decision to lift the ban on sports betting, is facing tough competition from various rivals in the top sports betting apps. Despite this, it has a unique strategy to attract customers without solely relying on poaching them from other sports betting platforms.

A Bank of America Global Research analyst suggests that female bettors could help boost market share for the country’s newest sports betting operator.

ESPN BET so far

Shaun Kelley, a Bank of America Global Research analyst, observed that ESPN BET has shown strong performance in the states where it operates since its debut on November 14th. There is a belief in some regions that ESPN BET may have exceeded expectations, with its focus on attracting female bettors potentially playing a significant role in its success.

Shaun Kelly’s report indicates that ESPN has experienced a 10% run rate since its launch in November, a notable increase from the 6% handle share it held in the markets it entered. The 10% run rate surpasses the 6%-7% that analysts had predicted for Disney’s new sports betting brand.

Kelly stated that a 10% run-rate share was reached with minimal integrations or marketing efforts, indicating potential for further growth.

The Female Factor

Previously, legal sports betting reports from participating markets have neglected to distinguish between male and female bettors, failing to acknowledge women’s involvement in America’s growing legal sports betting industry.

Shaun Kelly’s report emphasizes the significant potential of female bettors for sportsbooks across the country. ESPN BET is leading the way by actively targeting this demographic to expand its market share, a strategy that has not yet been widely utilized in the American market.

According to Kelly, ESPN Bet appears to be attracting a larger number of casual and female bettors than other sportsbooks, such as DraftKings, BetMGM, and Caesars. In November, ESPN’s market share increased, while FanDuel also saw a slight uptick, likely due to the NBA season and heightened marketing efforts.

BetMode

ESPN BET is set to unveil a new media app that aims to convert existing bettors to the Disney-owned product while also serving as a valuable tool in attracting new sports bettors to the market. This app has the potential to act as a catalyst in bringing in more occasional and female bettors to the brand.

Kelley suggested that the launch of “Bet Mode” in the ESPN Media app could happen before the Super Bowl, potentially driving increased usage and loyalty to ESPN Bet.

The U.S. market is always on the lookout for fresh products and innovative concepts. By introducing ESPN BET and BetMode, we aim to capture this demand and increase visibility for the ESPN BET brand.

Written By:
Davis Isabela
Davis Isabela is the Editor-in-Chief of Underscoreg Review. He has been a writer, reporter and editor for more than 20 years, and his work has appeared in more than 200 publications across North America. His first book, “100 Greatest Canadian Sports Moments”, was a hardcover best-seller in Canada in 2008. He has written more than 50 sportsbook reviews and dozens of other sportsbook-related content articles. James has also been quoted as a sports betting expert in USA Today and Sports Illustrated.