Sportsbook Promotions Are Taking Over the Sportsbook Business

A sportsbook is a place that accepts bets on sports events. Its odds and lines are clearly labeled, making it easy for gamblers to make informed decisions. Betting on a favored team can get you more money, but it also has lower payouts than placing a bet on an underdog. Gambling is risky, so be sure to research where you can enjoy it legally and don’t wager more than you can afford to lose.

A few days before Christmas, I went to a pro hockey game. Amid the usual silliness – home teams skating out of giant saber-toothed tiger heads, mistletoe kiss cam, small rock band playing seasonal hits between periods – was a steady stream of ads from DraftKings Inc.

As legal sports betting has taken hold across the country, many of the biggest gaming companies are doing whatever they can to secure a piece of the market. That’s meant unleashing a blitz of promotional offers, which now account for a significant portion of their inflows. A 2021 Deutsche Bank AG report on sportsbooks in Colorado, Michigan, Pennsylvania, and Virginia found that promo deals accounted for nearly half of the $995 million in gross gaming revenue those businesses reported.

While it’s not surprising that promotions are a big part of the mix, what’s a little more troubling is that sportsbooks are spending as much on bonuses as they are taking in on betting action. It’s an unsustainable model, one that could lead to a shake-up in the industry as companies look to cut costs and improve margins.

Posted in: Gambling