At SCCG, we remain dedicated to educating our client partners about emerging trends in the betting and gaming industry. We’re focusing on how major tech players are reshaping the sports experience, particularly through Apple’s development of their sports app poised to change how fans of all kinds interact with sports. This move by Apple could potentially serve as a sought-after media hub for operators, presenting new opportunities and challenges in the industry.
Apple Strikes First
Of the big mobile tech companies, Apple is a first mover in developing a sports app that will allow its users to personalize their experiences and keep data & insights within the Apple ecosystem. Apple is positioned to monetize sports content through subscriptions, in-app purchases, and advertising. This provides a new revenue stream for the company, deep linking between AppleTV Exclusives, Apple Arcade, and personalized push notifications based on customer interest.
Ownership and Exclusivity of Content
The competition for exclusive content among Google, Amazon, Apple, Disney, and Peacock will persist. Various platforms, including sports landing pages, news sites, FAST channels, and other sports-related assets, will emerge. However, competing with dedicated apps that come pre-installed on mobile devices will prove challenging. Apple is positioned to become a comprehensive solution, catering to both casual viewers and sports bettors alike.
Partnership opportunities abound, ranging from collaborations with data aggregators, affiliates, and free-to-play platforms to operators. The potential for monetization strategies is vast and varied.
Conclusion
Apple Sports provides a range of customization options for users, allowing them to select and follow their preferred teams, leagues, or tournaments. Users can access scores, betting odds (which are optional), team statistics, and lineups. While the app may not fully replace other sports apps yet, it is clearly establishing itself in the sports content and data industry.
I view the current version of the app as a foundational stage for its potential growth. Apple is laying the groundwork for features that could enhance the integration and promotion of various brands, leagues, and assets. It’s intriguing to observe how other players in media and content streaming respond to this development. I anticipate that requests for proposals (RFPs) are circulating to identify official partners of Apple Sports. While Draft Kings has already integrated odds with Apple, it raises questions about the implications for other operators, data providers, and advertisers in this space. Competitors in big tech and media are likely to take note, prompting increased competition and innovation as companies seek to establish their presence.
