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What to know as ESPN BET launches in Arizona

An ASU expert discusses how market share gains could affect the new sports betting site.

In this story published Nov. 14, 2023, on BET Arizona:

For me, the big question will be market share gains. Will ESPN, which has massive awareness and a built-in user base, be able to convert users of other gaming platforms into ESPN Bet users? Previous entrants have attempted to do this through large promotions and free bets that lead to losses but never turned into recurring usage and hence profit. Can ESPN avoid that fate? It'll likely depend on reducing frictions for users (e.g., a better user experience) or some other competitive differentiator. I don't see the pie growing much here. Instead, it'll be 'can ESPN carve out a large slice?'

Daniel McIntosh, associate teaching professor of marketing, faculty associate at the Sandra Day O'Connor College of Law, and associate teaching professor at the Global Sport Institute

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