FanDuel announced today that it will be the first sports betting operator in the United States to stream live sports broadcasts with accompanying odds on its mobile app and website. This is an expansion of the existing partnership between FanDuel and Sportradar AG, a Swiss data and media corporation.
The news was first reported by Bloomberg and Reuters.
The full launch comes after a successful trial streaming of a tennis tournament. Future streaming will be available on the Sportradar Live Channel online.
“The ability to live stream professional sports inside our sports betting product will provide our customers with a first-class betting experience,” FanDuel Sportsbook general manager Niall Connell said in a statement.
The sports offered initially are not considered “top tier,” so bettors shouldn’t expect the NFL or MLB. The sports expected to be showcased on the app will be midlevel tennis and soccer, according to Bloomberg.
FanDuel is adopting the “Field of Dreams” approach with this service – if you build it, they will come. The company believes that offering streaming of a sporting event plus the ability to bet on that game in real time on the same platform will draw people in, as it has in Europe.
“If you’re betting on something, you tend to want to watch the outcome of it,” Connell said in an interview with Bloomberg. “It’d be a bit like betting on a horse race but not being able to see the actual race at all. Plus, a lot of this tennis content is matches that aren’t on terrestrial TV.”
He also said that in Europe, gambling interest on specific sporting events has significantly increased when the odds and wagering options are offered with the live stream.
This announcement comes close to the first anniversary when the U.S. Supreme Court overturned a federal law making it possible for individual states to implement sports betting.
As of today, Nevada, Delaware, New Jersey, Mississippi, West Virginia, Pennsylvania and Rhode Island have state-regulated sports betting. New Mexico is offering sports betting under an existing gaming compact with its native tribes.
Nearly 30 other states have some form of sports betting bills winding their way through legislatures, awaiting governor signatures, or are on the cusp of implementation.
The streaming-betting service began last week in New Jersey where FanDuel, a part of Irish bookmaker Paddy Power Betfair, has a large sportsbook market. As of now, the Garden State is the only place this new FanDuel service will be offered.
Casinos in Nevada have coupled betting windows with TV screens showing major sporting events and horse races, according to Bloomberg. Paring a sporting event with the ability to wager has great potential for in-game betting giving customers an opportunity to bet on the next match point before it is played.
Though this service is common in Europe, offered in low-resolution with soccer and NBA games to comply with media company rights, the streaming rights become more complicated in the United States due to the long- term contracts professional sports leagues have with network and cable networks.