TheScore’s marketing plan is to take a large swath of its media audience and introduce it to sports betting. The Toronto-based company continues to  invest more resources into that strategy, which includes the debut of Bet Section within theScore app.

Score Media and Gaming Inc. announced the details via press release.

This new feature has a dedicated home within theScore‘s media app. According to the release, Bet Section will take the company’s “innovative cross-platform media and betting experience with theScore Bet to the next level.”

TheScore will try to deliver even more customized content to app users. The plan is to focus that content on betting angles.

How theScore Bet Section feature works

The new features of theScore’s Android and iOS apps are live. The selling point is greater personalization.

For example, if you consume content from theScore about the New York Giants, you’ll receive notifications in the app about wagering opportunities on the Giants. The idea is that theScore is informing Garden State bettors about the NJ sports betting markets they are most likely interested in.

The customization features go beyond simple tailored alerts, however. The app will also deliver personalized promos to accompany the browsing of those markets.

If an app user should actually pull the trigger, they will enjoy revamped wager tracking as well. In addition to live tracking of the bet(s), users can see real-time cash-out offers.

Finally, theScore has integrated a social component. Users can see how picks are polling and use that information to guide their wagering if they choose.

Here is what John Levy, founder and CEO of theScore, had to say about the Bet Section feature.

“We launched theScore Bet on the premise that betting should be a natural extension of how fans consume sports, not an isolated transactional experience,” said Levy. “With the launch of Bet Section, we’re further fulfilling that mission by creating an unparalleled cross-platform experience that personalizes and streamlines the betting process for users as they interact with our media app. It’s natural, seamless and reinforces our cutting-edge approach in fusing media with gaming.”

This new thrust is designed to maximize the amount of time that users spend on the app and increase engagement. There’s sound logic behind aiming to increase those metrics.

Now is the time to invest in mobile apps

According to some recent research, consumers have never spent more money or time on mobile apps. In the third quarter of the current fiscal year, Android and iOS device users spent over $28 billion within apps, which is an increase of 20% year-over-year.

So how does that relate to sports betting? TheScore knows its customers are spending a good amount of time on their devices. Consumers have no qualms about spending their money via apps on those phones and tablets.

So, the trick is getting them to spend as much time as possible on theScore’s app instead of its competitors.

The “magic” behind that trick is simple but difficult to execute consistently. TheScore believes it can compete in the space, however, with its diverse and robust array of written and video content.

Convenience and functionality are two other important components, as users tend to dismiss apps quickly if they can’t find what they’re looking for easily.

There’s no guarantee that tailored content will actually make more theScore app users deposit funds into betting accounts, but not marketing the sportsbook this way would seem like punting on an obvious opportunity at a return on investment.

Further down the line, theScore has plans to enter the NJ online casino market. It announced a market access deal with Twin Rivers Worldwide Holdings, now Bally’s Corp., which is expected to take over ownership of Bally’s Atlantic City before 2020 comes to a close

For now, the focus is on sports betting.

At the very least, this new feature should make the app more useful for existing theScore Bet customers. TheScore hopes it will make the number of such consumers grow as well.

Derek Helling

About

Derek Helling is a freelance journalist who resides in Chicago. In addition to gaming news, he covers esports, sports business, and sports law. When he isn’t working, he spends his time serving his two Munchkin cat overlords.