It’s been just over one week since DraftKings became the first company to launch mobile sports betting in New Jersey. The company has since been busy promoting its mobile sports wagering app.
The move by the leader in daily fantasy sports (DFS) to launch ahead of the more well-known casinos surprised many for several reasons:
- Most observers were expecting MGM to offer online sports betting first.
- DraftKings Sportsbook and its New Jersey partner, Resorts Casino Hotel, didn’t have a land-based sportsbook at that time.
- The launch represented DraftKings very first sports betting product.
What’s been noticeable since the launch is the focus on mobile over merely online sports betting. There is very little attention put on the DraftKings Sportsbook desktop version. All of the emphasis is on the mobile app.
There is one big reason for the focus: Mobile is king.
In fact, mobile use surpassed desktop use long ago.
It was 2015 when Google announced mobile searches surpassed desktop searches for the first time. Since then, companies have been racing to make sure their internet presence is mobile friendly.
Betting big on mobile sports betting
DraftKings enters the NJ sports betting market with experience and brand recognition in DFS.
The DFS demographic is primarily made up of 25-35-year-olds — a group of users more likely to be on their smartphone than their desktop.
Knowing its demographic, DraftKings made a brilliant move by focusing its advertising push on promoting its mobile sports betting app in New Jersey.
The company is also relying on its brand recognition as a leader in DFS to help build its customer base in the nascent mobile sports betting industry.
In a yearly study on the state of New Jersey’s gambling industry, 75 percent of online gamblers register for only one account.
The report also said that almost all DFS players gambled in some form or another. That is a pretty potent combination for the only sports betting app currently in the NJ market.
The impact of mobile sports betting
Before DraftKings launched its mobile sports betting app, the only legal mobile sports betting activity was in Nevada. Nevada first introduced mobile sports betting in 2011.
From a white paper on PlayIllinois.com, here is the impact mobile sports betting has had on Nevada’s sports betting revenue:
Michael Lawton, a senior research analyst for the Nevada Gaming Control Board, told Legal Sports Report earlier this year.
“The growth has been phenomenal, a lot of it’s attributable to personal device wagering, the ability to bet on sports through your phone, the fact that there’s a wide variety of wagers you can make on in-play wagering. There’s just such an awareness of sports betting, a lot of it’s being talked about on national TV constantly, the economy is doing a better. There’s just a lot of drivers that are the catalyst behind why we keep growing year after year.”
Why do sports bettors bet
According to a survey on Statista, 45 percent of respondents bet on sports to make the game more interesting.
Making it easy for a sports fan to place a bet to make the game “more interesting” is crucial for a company to be a significant player in the burgeoning US sports betting market.
One thing for sure is mobile sports betting matters.
Considering Nevada reports about one-third of New Jersey’s population, the impact of mobile sports betting on gaming revenue in the Garden State stands to be massive.
With football season around the corner, DraftKings can expect competition, and a lot of it, sooner rather than later. All that’s left now is for DraftKings Sportsbook to solidify its standing and capture as many customers as it can.