Plenty of sportsbooks are producing their own content these days. The motivation isn’t to become studios. It is to get players’ attention.
“We have no ambition to be a media company, that is not what we do,” Caesars’ CMO Sharon Otterman told The Hollywood Reporter, “and the best way that you can make sure a potential customer knows what we stand for, and to have an emotional connection to us, is to be immersed in our content.”
She pointed to the deal the company has with the Manning Family to produce content for the brand. The motivation was to change the way people thought about the Caesars Sportsbook app.
Users reported that the app “felt more like a bank than the experience when you first walked into Caesars Palace” she said.
In an effort to surround players and potential players with the Caesars’ atmosphere, the company added former SportsCenter anchors Kenny Mayne and Trey Wingo to its roster of content creators. The deal with the Manning family followed soon after.
“We do believe that consumers are smart, and it is much better to engage them with content and to let them get to know the world we are creating,” she said. “You don’t have to keep hammering them over the head with this offer or that offer. It is a strategic way to build a relationship with customers, and to respect both sides of the equation.”
