Call me old, but I remember the days of just watching a game on television. A full screen of action as you peered in from your home with no concern about missing a moment of the play. Then came the adoption of the score bug—a digital on-screen graphic that kept viewers aware of the score in real time. That was 31 years ago, when the score bug was first introduced during ESPN and ABC’s coverage of the 1994 FIFA World Cup.
All these years later, the score bug remains. Every network that carries live play-by-play has adapted some way of presenting time and score—the two most important things when it comes to keeping up with a live game.
With the NBA set to kick off its 11-year rights agreement with Prime Video this year. Amazon rolled out an announcement this week that could change the game of the score bug. A first-of-its-kind betting feature (for those who opt in, of course) that includes personalized bet tracking and real-time odds information during games. Is this the new age of the sports bug, and should it be concerning?
With yesterday’s announcement from Prime Video, it’s important to note a couple of key items.
First, the personalized bet-tracking experience is in partnership with FanDuel. Which means the feature is not currently available with other popular apps such as DraftKings or Hard Rock Bet.
Currently, 39 states and Washington, D.C., have legalized sports betting. Not every state permits the use of FanDuel, however; only 23 states currently have access to the FanDuel sportsbook app.
It’s also important to note that this feature is opt-in. You must choose to link your FanDuel account to your Prime Video profile to access the tool. It’s not being forced on the viewing experience, yet.
In short, the tool presents a score bug that showcases your active NBA bets along with relevant progress on win/loss status. It also provides an “Odds View” experience. A rotating feed of live odds, lines, and probabilities associated with popular bets. From props to totals to parlays and more.
So much for the health of the score bug.
Is This a Good Thing?
I’m a believer that the future belongs to those who try new things.
The score bug was deemed “annoying” at first, but can you imagine a broadcast without it today? You would feel lost. Today, the score bug has morphed from a simple information graphic into a promotional tool. Time and score are often replaced by branded advertisements and network promos, then switched back to time and score for the next play. New things are introduced, they adapt, and then they become irreplaceable.
That’s the concern I have for the innovation announced this week by FanDuel and Prime Video. Could this be the start of a new norm in our television viewing experience?
I’m not blind to the fact that sports gambling will only continue to grow. With every new state voting to legalize, the revenue will only increase. Sportsbook advertising has become the lifeblood of many sports radio stations and regional sports networks that carry local play-by-play.
Can you go one commercial break during a sporting event without seeing an ad for DraftKings, FanDuel, BetMGM, or another sportsbook? When you listen to your local broadcast. Can you go an inning, quarter, or period without being made aware of a new “bonus bet” deal you can’t pass up?
Sports betting was already a significant presence during NBA games. Accounting for 2.46% of household TV ad impressions during live NBA action last year, according to data from iSpot – No. 11 among all industries.
The Guardian quoted a study from the University of Bristol that found viewers of the Stanley Cup Final encountered an average of 3.5 marketing messages from betting firms every minute.
Networks Always Copy What Works
If the future belongs to those who try new things. Is this what networks desire to set themselves apart from the rest? Could there be a day when live betting lines replace time and score? Are we on the verge of normalizing the money line over the stat line?
The New York Times recently published an article noting that in-game betting on DraftKings grew twice as fast as pregame betting from 2023 to 2024. In terms of bets placed, total money wagered, and revenue. With AI now being used to automate and accelerate the creation of more betting markets. In-game betting is expected to continue its rapid growth.
Revenues from in-game betting alone are estimated to triple by the end of the decade, reaching more than $14 billion, according to a report from the investment bank Citizens. The innovation presented this week will only help that number grow—which means more money for sportsbooks and networks, with little consideration for the well-being of the fan.
In the famous words of Dr. Ian Malcolm, “You were so preoccupied with whether they could, they didn’t stop to think if they should.”
If this new feature from FanDuel and Prime Video becomes popular, other networks will copy it. They’ll find ways to add to it. Then they’ll find ways to make money on it. Eventually it will become irreplaceable for the viewing experience.
Just like the score bug over three decades ago.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
