Almost Friday & BetMGM Join Forces In Gambling-Themed Content Deal

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by Jacob Solomon Sep 2, 2022 News
Almost Friday & BetMGM Join Forces In Gambling-Themed Content Deal

The old-school gambler is no longer alive. The days of leather chairs and unlimited drink service are over.

These relics can still be found in Las Vegas, where middle-aged gamblers try to hit it big. As online casino gaming and online sports betting continue to change the US gambling industry, casino operators must find new ways to bring in a younger clientele.

I like a casino resort with a sportsbook. Hearing the sounds of agony replaced by the cheers of people hitting a six-leg parlay is the most exciting thing I have ever heard. My sportsbook is a garden where a man and a woman go to drink gin and place bets. It's just a place to gamble.

The target audience has changed.

Penn Entertainment and BetMGM want to build relationships with social media celebrities to bring in the next generation of gamblers. Almost Friday Media is similar to Barstool Sports. Similar to how Barstool helps Penn Entertainment, the deal will help BetM GM. New, younger customers could be acquired by BetMGM.

Attracting younger customers to the US gambling market

I spent over 48 hours in two different casinos in Gary, Indiana. The properties being built today are vastly different from the ones I found.

The casinos themselves can be upgraded to attract younger clients. Since 1980, only one casino has been built from the ground up. It has modern amenities, but it still feels like old Vegas.

Customers can be reached on their phones. Penn is one of the casino operators that is embracing entertainment. Free bets and bonus codes are no longer being advertised to potential customers. Live events are hosted and clickable content is created. They try to get the customer through the doors before engaging with them.

Penn struck a deal with Barstool Sports in the year 2000. A successful business agreement has resulted in a decrease in Penn's marketing budget.

Is it possible to replicate the process? It might be possible. That is what BetM GM is hoping for.

Gambling and social media brand partnerships

A recent deal has been made with a comedy network. There are a few things in common with Barstool Sports.

Both have cult followings and provide sports betting content on multiple online platforms. Almost Friday sees itself as a lifestyle brand with merchandise and sketch comedy, whereas Barstool sees itself as a business.

When it comes to acquiring new customers, casino companies are different from one another. The hook is trying to get their attention through various forms of online entertainment and hope they show up at the casino doors. Modern amenities like beer taps and swim-up bars will keep them coming back.

Big win for BetMGM marketing

Almost Friday has built a small comedy empire with over seven million followers.

Matt Prevost, CRO at BetMGM, said that elevated, organic content is a key ingredient in their plans for keeping BetM GM's voice differentiated as a premium online gaming platform.

“Almost Friday Media is a great partner to help us continue to distinguish ourselves as an industry leader.”

The integration of sports betting and possibly online casino content into the Almost Friday portfolio should be easy.

Andrew Kenward said that sports is a vital pillar of Almost Friday.

“As sports betting continues to come online in the U.S, we know it can be intimidating for the new fan. We’re excited to work with BetMGM to create content highlighting how to responsibly enjoy the phenomenon sweeping the country.”

Special promotions, betting opportunities, exclusive merchandise, live sporting events and much more will be given to almost Friday users.

The BetMGM Sportsbook app is available in 16 states.

  • Arizona
  • Colorado
  • Illinois
  • Indiana
  • Iowa
  • Louisiana
  • Mississippi
  • New Jersey
  • Nevada
  • New York
  • Pennsylvania
  • Tennessee
  • Virginia
  • West Virginia
  • Wyoming

When the company goes online, experts think they will pursue legalization in Kansas and Ohio.

Barstool Sports & Penn Entertainment comparisons

Differences can be found between Barstool and Almost Friday.

Kenward said that they admired the business built by Barstool.

“But we’re not exactly apples-to-apples. Our tone, our comedy, and point of view is quite different. They are more of a podcast company than anything else. I think we’re a little more social media first.”

If you understand why deals like this are made, you'll be able to cut costs.

Penn doesn't spend a lot on marketing and advertising because of Barstool. Operators like DraftKings have spent hundreds of millions of dollars on marketing in New York.

The Barstool partnership is a key asset to Penn's marketing strategy.

“Disciplined organic marketing, omnichannel cross-sell, great products and owning our media strategy with our friends at Barstool Sports and theScore have led to growth in our net gaming revenue market share results in the first quarter. We believe our differentiated approach will benefit us going forward.”

Penn exercised its option to acquire all of Barstool Sports for a total of $500 million.

Lloyd Danzig is the Managing partner of Sharp Alpha Advisors.

“The partnership with BetMGM is validation of Almost Friday’s unique ability to leverage relatable humor as a springboard into successful commercial relationships with the world’s top consumer brands.”

It is not known if BetMGM will eventually acquire all of Almost Friday, but it is possible that the company's balance sheet will be affected.