Caesars Entertainment Strikes A Unique Gaming Content Deal With Turner Sports Bleacher Report
The deal between Caesars and Turner Sports is the first to invest in the synergy between sports leagues, the media and casino groups
Caesars Palace Las Vegas is about to get a Bleacher Report branded TV studio after the company signed a deal with Turner Sports.
Under the terms of the deal, Caesars Entertainment and Turner Sports will work together to develop gaming-themed content. The new studio will broadcast from inside the sportsbook at the Caesars Palace Casino.
"The sports gaming industry is rapidly growing and Turner is poised to be an industry leader in the development of gaming-themed content experiences," said Lenny Daniels, President of Turner Sports.
Mark Frissora, President and Chief Executive Officer for Caesars Entertainment added:
"Aligning with one of the most influential brands in all of sports media allows Caesars Entertainment to amplify its sports-gaming experience for guests across our global empire and also reach millions of fans who engage with Bleacher Report for premier content every day."
Bleacher Report is the top digital destination for sports fans
Turner Sports claims that Bleacher Report is the number one digital destination for millennial and Gen Z sports fans. It also says that the brand is extremely influential because it connects “fans at the intersection of sports and culture.”
Bleacher Report picks up over 250 million views each month on Facebook, Instagram and Twitter. Many of these fans are not casino patrons. The demographic is vital for Caesars which needs to bring a younger slice of the market into its casinos.
A virtuous circle of casinos, sports leagues and media companies
Of course sports betting is the driver for this deal. The legalization of sports betting on a state-by-state basis is creating the impetus for major media organizations to link up with the casino industry.
Caesars and Turner describe this deal as “a first-of-its-kind agreement.” They are right, more are going to follow. There is a virtuous circle developing between the sports leagues, media companies and the casino industry.
Lenny Daniels went on to explain:
"Gaming content will be a key driver for increasing fan engagement across all platforms, including time spent watching live sporting events and other criteria that impact television viewership. We're excited to form this groundbreaking relationship with Caesars, a proven leader in sports gaming, as we collaborate to deliver the best gaming-themed content experiences for our fans."
The deal has huge scope
Turner Sports coverage includes the NBA, Major League
Baseball, NCAA Division I Men's Basketball Championship, ELEAGUE and
professional golf, along with the UEFA Champions League and UEFA Europa League.
The ELEAGUE is particularly interesting as it showcases esports. The esports demographic is equally attractive to Caesars especially now that esports betting is legal in Nevada.
Caesars operates casinos right across the US, from Atlantic City to Las Vegas. That makes a national broadcasting partner a real jewel in its expansion strategy.
The newly legalized sports betting is already attracting new casino customers, but the younger audience is often busy elsewhere. In states like New Jersey with legal online gambling, the casinos have successfully convinced the younger 25 to 34 year old audience to try a trip to a real casino.
But most states are not yet ready to legalize online gambling, and in those states, the relationship with Turner could be a major advantage in targeting marketing at this age range.
We now wait to hear where the next casino group/media group deal will come from. It won’t be a long wait.
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