Let’s face it. Twitter has changed the way we do a lot of things. For some, it’s replaced the daily newspapers. For others, it’s a means of communicating with an audience. Regardless of the way you utilize Twitter, no one can deny its impact.
In the sports world in particular, Twitter can be an interesting space. It’s a place where you can collectively live through an experience like watching a big game or reacting to news. It’s also a place where opinions can be shared and “liked” and of course, disliked. So, what happens when an open social media platform collides with the booming business of legalized sports betting? Gambling Twitter.
Gambling Twitter is an interesting term. It can describe many things. You could be talking about #GamblingTwitter, where someone likely uses the Hashtag to promote their picks or attract an audience, or you could simply be referring to the community of people on Twitter, who talk about Gambling. I prefer the latter. And Gambling Twitter can be a great place.
James Alberino, who runs @SpreadInvestor says the communal aspect, as well as the opportunity it provides, is what makes Gambling Twitter special.
“The great part of Gambling Twitter is that it’s open to everyone and anybody can prove themselves. If you’re good and know how to market yourself (or work for a company that’s good at marketing) you’ll grow a following and network with some great people along the way. There’s also nowhere better to be online during a game when you have a bet than on Twitter. The reactions and humor are some of the best live entertainment that you can get. There are a lot of smart people on here and when they work together, they help each other’s careers/businesses. It’s like one big virtual office where a lot of people in the industry can talk to one another whenever they want and collaborate on work.”
Using Gambling Twitter to help promote your career is something Pamela Maldonado (@pamelam35), Yahoo SportsBook Betting Analyst, feels strongly about from personal experience.
“Twitter being beneficial is an understatement,” she told me. “I started posting picks/analysis back in 2016 as a hobby when I was waist deep in the poker world. Looking back now, that was my resume and I was working on getting to where I am now unknowingly. I also have a background in social media marketing so I am very aware of the need to engage with users. I take the time to talk to everyone and respond to every DM. I love Twitter. It connects the world. It’s given me a space to talk about the things that are important to me. 2020, that was the political climate, in 2021, it’s Novak Djokovic and tennis.”
But not every experience is positive.
Alberino says “It can be very cutthroat especially among guys who have been in the space for a long time. There is a lot of money in this industry and everyone in it is trying to get a piece of the pie in the form of either money or media attention. There are a lot of scammers who do not care about their followers other than the dollar signs and a ton of people have bad tastes in their mouths from it. They take that baggage with them a lot of times when they do business with other cappers. Then there are the casual gamblers in the audience who think they know more than they do about betting. The scamming and ignorance has been going on forever though, it’s not just a Twitter thing. But Twitter gives these guys no barrier to entry and an open platform. A portion of broadcasters and pro bettors have figured out ways to work together but for the most part there’s a divide between “touts” and people on the media side of the industry, for understandable reasons. Some handicappers act like complete jackasses. And some media people are very good with a mic but not as much at betting. So you have two worlds colliding and some people stepping out of bounds to either gain followers or make more money.”
James is right. Everyone is trying to grab a piece of the pie. Each Sportsbook utilizes Twitter to promote itself. But are they doing it from a genuine place? How many times have you seen a Sportsbook account tweet out a winning long shot parlay? Countless times a day right? The reality of the matter is that these winning bets are extremely rare, however by tweeting and retweeting them, they hope to make the casual better feel as if they could be next. When, in reality, they just want customers to place these losing wagers so they can make money. That’s their business model.
Another negative aspect is the feedback. Some would say, “if you can’t take the heat, get out of the kitchen”, and they’re probably right. If you publicly make a bet, you’re opening yourself to negative reaction when that bet loses. Does that always happen?
“I’ve been fortunate to not experience any type of negativity, but I think it’s because of the way I present myself,” Maldonado says. “I never just give picks. I give a thorough reason. I post my record, I answer questions, and I try my best to differentiate what is ‘content’ and what is an actual bet. How I do that: by posting, “I am playing.” It’s fair to say that I’ve been more right, than I have been wrong, so I believe that I’ve created a loyal following of those who trust me and stand by me, even during a downswing. Has there been a change over the years? I can’t say for sure. I think I can count on one hand the number of people I have blocked and that’s because I’ve been on Twitter for a very long time. It’s a very short list of negative experiences, so far, and I think that mostly comes from me knowing my audience, knowing how to communicate, and knowing how to handle the bad days of betting – and that’s by acknowledging them, not ignoring them.”
But what about being a woman in this space? Is the experience different because its largely a male dominated audience? Ariel Epstein of SportsGrid (@ArielEpstein) shared her experience.
“Overall, it’s positive. I love interacting with everyone through the wins and losses. It’s a lot of fun to enjoy the wins and I have to say most of my followers are very understanding of the losses. I’ve always prided myself on giving out so many reasons to take my bet, that if it does lose, someone says ‘wow I can’t believe that lost.’
“There are always a few trolls who will say things like ‘I remember when you always won,’ or ‘at least you’re pretty.’ I’ve been asked on dates via direct message many times before. I usually just don’t answer. My motto is always to engage with the good people and ignore the bad. It gets less traction for the trolls on Twitter if I just don’t respond.
“I’ve always known I’d have to have thick skin as a female to make it in this business. The gambling side of things adds a whole new element because now you’re messing with people’s money. On the lighter side, I have been asked by many men if they could buy me a drink or send me money via Venmo because I won them bets. I find those types of things hilarious because I don’t know these people. I know it’s coming from a good place though. I do decline by the way.”
I think there’s an interesting case study to be done on Gambling Twitter because there are so many different aspects of it. You can talk about the handicappers, the analysts, the Sportsbooks and the audience. Each play their own role in the community.
I for one, love being a part of Gambling Twitter. Yes, I’ve had to mute a few trolls, but there’s nothing better than getting a tweet thanking you for the work you’ve done. I don’t post plays on Twitter to brag or claim victory over anyone. I post to help provide education to a larger audience craving information. If I can help people win a few bucks, that’s great. If it loses, then I take the heat. I understand the role I play. I walk a fine line because I am a member of the media, hosting several radio/tv shows, and a handicapper, because I pride myself on providing picks and analysis to the audience. Am I a social media guru? No. But I think there’s a place for me on Gambling Twitter, and I think there’s a place for you too.
Keeping Premier League Games Shouldn’t Be A Hard Call For NBC
“Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans.”
NBC Sports is facing some tough, costly decisions that will define its sports brand for the rest of this decade. A chance to connect with viewers in a changing climate and grow Peacock’s audience as well. However, making the right choice is paramount to not losing to apps like Paramount+ (pun intended).
NBC is currently in the business of negotiating to continue airing the Premier League as their current deal ends after this 2021-2022 season. NASCAR is contracted to NBC (and FOX) through the 2024 season.
NBC’s tentpole sports are the NFL and the Olympics.
Negotiations for the EPL are expected to go down to the wire. Rather than re-up with NBC, the league is meeting with other networks to drive up the price. NBC has to then make a decision if the rights go north of $2 billion.
Should NBC spend that much on a sport that is not played in the United States? It’s not my money, but that sport continues to grow in the US.
If NBC re-ups with the Premier League, will that leave any coins in the cupboard to re-up with NASCAR? Comcast CEO Brian Roberts hinted that there might be some penny pinching as the prices continue to soar. This may have been one of the reasons that NBC did not fight to keep the National Hockey League, whose rights will be with Disney and WarnerMedia through ESPN and TNT, respectively.
“These are really hard calls,” Roberts said. “You don’t always want to prevail, and sometimes you’re right and sometimes you’re wrong, but I think the sustainability of sports is a critical part of what our company does well.”
Roberts was speaking virtually at the recent Goldman Sachs 30th Annual Communacopia Conference. He told the audience that between NBC and European network Sky, that Comcast has allocated approximately $20 billion towards these sports properties.
Comcast CFO Michael Cavanagh spoke virtually at the Bank of America Securities 2021 Media, Communications and Entertainment Conference and echoed that the company is in a good position to make some strong choices in the sports realm.
“The bar is really high for us to pursue outright acquisitions of any material size,” Cavanagh added. “We got a great hand to play with what we have.”
While the European investments involve a partnership with American rival Viacom, the US market seems to have apparent limits.
Last Saturday’s NASCAR Cup Series at Bristol Motor Speedway was seen by around 2.19 million people. It was the most-watched motorsports event of the weekend. That same week eight different Premier League matches saw over 1 million viewers. More than half of those matches were on subscription-based Peacock.
Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans. A game of typical soccer fan is used to a sport that is less than two hours long. The investment in a team is one or two games a week.
My connection to the Premier League began before the pandemic. When I cut the cord in late 2017, I purchase Apple TV. Setting it up, it asks you to name your favorite teams. After clicking on the Syracuse Orange and the New Jersey Devils, I recalled that my wife has family based in London, England. They are season ticket holders for Arsenal, and that family redefined the word “die-hard” fans.
I’ve long been a believer that sports allegiances are best when handed down by family. I love hearing stories of people loving the New York Giants because their parents liked them, and they pass it down to their children.
I’ve successfully given my allegiance to the Devils to my young daughters.
By telling Apple TV that I liked Arsenal, I get alerts from three different apps when the “Gunners” are playing. The $4.99 is totally worth it to see Arsenal.
Whenever I told this story, I was amazed to see how many other American sports fans had a Premier League team. Students of mine at Seton Hall University rooted for Tottenham Hotspurs, while an old colleague cheers on Chelsea.
This is not meant to say that NBC should sign the EPL on my account. The key for any US-based soccer fan is that between Bundesliga, Serie A, and other leagues, there will be no shortage of soccer available on both linear television and streaming services.
Besides, Dani Rojas did say that “Football is life.” NBC, originator of the Ted Lasso character, should make keeping its Premier League US connection a priority.
Media Noise – Episode 45
Today, Demetri is joined by Tyler McComas and Russ Heltman. Tyler pops on to talk about the big start to the college football season on TV. Russ talks about Barstool’s upfront presentation and how the business community may not see any problems in working with the brand. Plus, Demetri is optimistic about FOX Sports Radio’s new morning show.
6 Ad Categories Hotter Than Gambling For Sports Radio
“Using sports radio as a back page service for gambling will have a limited shelf life.”
For years sports radio stations pushed sports gambling advertisers to early Saturday and Sunday morning. The 1-800 ads, shouting, and false claims were seedy, and some stations wouldn’t even accept the business at 5 am on Sunday.
Now, with all but ten states ready to go all in on sports gambling, sports radio stations can’t get enough of that green. Demetri Ravanos wrote about the money cannon that sports gambling has become for stations. Well, what if you are in one of those ten states where it isn’t likely to ever be legal like California or Texas? Where is your pot of gold?
Or, let’s face it, the more gambling ads you run, the more risk you take on that the ads will not all work as you cannibalize the audience and chase other listeners away who ARE NOT online gambling service users and never will be. So, what about you? Where is your pot of gold?
Well, let’s go Digging for Gold.
The RAB produces the MRI-Simmons Gold Digger PROSPECTING REPORT for several radio formats. In it, they index sports radio listeners’ habits against an average of 18+ Adult. The Gold Digger report looks at areas where the index is higher than the norm – meaning the sports radio audience is more likely to use the product or service than an average 18+ Adult who doesn’t listen to sports radio. The report, generated in 2020, indicates that sports radio listeners are 106% more likely to have used an online gambling site in the last thirty days. That’s impressive because the report only lists 32 activities or purchases a sports radio listener indexes higher than an average adult. I looked at those 32 higher indexes, and I think we can start looking for some gold.
Using sports radio as a back page service for gambling will have a limited shelf life. The gambling companies who commit significant money to get results will continue advertising and chase the others away. So, the future of sports radio needs to include other cash cows.
If it is evident to online sports gambling services that sports radio stations are a must-buy, who else should feel that way? I looked at the Top 32 and eliminated the media companies. ESPN, MLB/NHL/NFL networks, and others aren’t spending cash on sports radio stations they don’t own in general. But Joseph A Bank clothing, Fidelity, and Hotwire should! Here’s your PICK-6 list I pulled together that’s hotter than sports gambling:
- Sportscard collectors, Dapper Labs, Open Sea- read about Sports NFT $.
- Online brokerage firms-Fidelity, Charles Schwab, Robinhood, Webull, TD Ameritrade
- Golf courses, resorts, equipment, etc.- we play golf at home and vacation
- Hotwire.com, Booking.com, TripAdvisor, Airbnb, Carnival Corporation, and Priceline.com- we’ve used Hotwire in the last year.
- FedEx, UPS, U.S. Postal Service, Venmo, PayPal, Zelle-we wired or overnighted $
- Jos. A. Bank, shein.com, macys.com, nordstroms.com- we went to Jos. A. Bank in last three months
The sports card/NFT market is 32% hotter than the sports betting market for sports radio listeners. Everything on the PICK-6 is at least 100% more likely to purchase than an average 18+ Adult who doesn’t listen to sports radio. All listed are at or above indexing strength compared to sports betting. The individual companies I added are industry leaders. Bet on it! Email me for details.