BetMGM, the sports betting site operated by MGM Resorts International, has used a partnership with Yahoo Sports to develop a single wallet and single account across Yahoo Fantasy and BetMGM to ease cross-sell.
According to a report in legalsportsreport.com, customers of Yahoo Sportsbook in New Jersey are redirected to BetMGM and asked to create a new account. “That lack of a single wallet was a key reason some analysts suggested Yahoo players wouldn’t convert as readily as FanDuel’s and DraftKings’ players,” said the report.
Roar Digital, operator of BetMGM co-parent GVC, said regulatory hurdles remain. “We’re looking for the deepest integration possible that fits our respective licensing statuses,” said Adam Greenblatt, CEO of Roar, according to legalsportsreport.com.
“The agreement with Yahoo Sports represents a significant step forward,” said GVC in its FY19 earnings call.
How many Las Vegas visitors will it reach?
The improved Yahoo integration is one of several customer acquisition strategies laid out today by GVC. The firm is also planning to integrate BetMGM with MGM’s M life rewards system in April.
It means visitors to MGM’s nine Las Vegas properties will be incentivized to download the BetMGM app and place a wager.
That could reach roughly 7 million visitors annually, with MGM properties accounting for 45 percent of rooms of the Las Vegas strip.
“When those customers return to their home state, we can continue to market to them and they can become loyal customers,” said Shay Segev, GVC’s COO.
