From stadiums to smartphones, online betting is today one of the biggest shareholders in modern sports. But how does this affect the fans, the athletes and the future of the games we love?
If you’ve been following sports closely over the past decade, you’ve probably noticed something beyond the action on the field, court or track; sports betting has moved from the fringes into the spotlight. What was once reserved for smoky betting shops or hush-hush conversations has now exploded into a global industry, thanks to the internet.
Now, not only do fans sit back and watch their beloved teams play, they bet on all facets of the game. From the first touchdown scored to how many corners a soccer game yields, betting has opened up a whole new level of involvement. And yet, with online gambling on the rise, it’s having an unmistakable impact on the sports world; sometimes thrilling, sometimes controversial.
The growth of online betting worldwide
The expansion of online sports betting has been meteoric. It was not so long ago that bookmaking had been supplied by on-site betting at casinos, bookmakers or authorized shops. Now, with intelligent phones in nearly every pocket, bookmakers can place their bets from the comfort of their living room, office or even from the stadium during a live match.
In countries like the United States, recent legislation has opened the door to legal sports betting in many states. Europe, already an early pioneer, has strong platforms that have millions of subscribers. Africa also has become a massive growth market, with platforms created to directly serve local sports fans. The market should only continue to grow as driven by technology and a never-ending appetite for sports entertainment.
How betting is revolutionizing the fan experience
For most fans, betting has changed how they watch sports. It’s no longer simply about rooting for your favorite team; it’s about making predictions and testing your expertise. That transformation has made the experience more participatory, with fans literally feeling invested in every play.
Live betting, for example, has become huge. No longer are fans limited to being able to place only bets before the game begins. Fans can now bet live while the action is occurring. Is the upcoming free throw a make or a brick? Who wins the next point in tennis? These small bets have viewers on the edge of their seats, increasing the highs and lows of every game.
This level of engagement is also able to change how individuals think about games. A neutral game between two teams that you normally have no interest in becomes must-see TV if you have a bet on the outcome.
Platforms geared towards local fans
Among the most interesting trends has been the growth of betting sites specific to local markets. Take Zambia, for example, where soccer and other sports are extremely popular. For individuals like them, online platforms such as Betway are household names.
A simple Betway download becomes the portal to a wide range of betting opportunities, from local soccer matches to international leagues, live betting and even online casino games. Why it is appealing is because the interface is simple; it is welcoming to newbies and old-timers alike, making the experience easy and enjoyable.
These websites are not mere gaming tools. They give statistics, real-time facts and tips, and they make followers feel that they belong to the global sporting community. Where access to big sporting events might otherwise be limited, gaming websites offer followers a reason to care more about games.
The benefits and concerns
With the global expansion of online gambling, there are its own benefits. For broadcast networks and leagues, it has meant more participation, greater view levels and, in some cases, lucrative sponsorship deals. Soccer, basketball and even esports teams now have betting logos plastered on jerseys or stadium signs.
On the other hand, there are problems of concern. The critics contend that the easy access to gambling via the smartphone can encourage problem gaming, particularly among youth fans. There are also problems of sports integrity, as leagues do everything in their power to stay away from match-fixing and maintain trust in the games.
Balancing the excitement of betting with cautious conduct is now the industry’s greatest challenge. There are steps being taken, such as spending limits, age checks and information campaigns, by regulators, leagues and betting operators themselves to attempt to address these challenges.
The athlete’s perspective
It gets worse than that; fans aren’t the only victims of the impact of online betting. Athletes themselves are riding the tide. The pressure has escalated since players know that whatever they do could impact someone’s wager. In some cases, athletes have been taunted by irate bettors after games.
Meanwhile, a few of these leagues have managed to adopt the trend without sacrificing integrity. Collaborations with wagering firms can give economic shots in the arm that filter down to player development, grassroots initiatives and supporter campaigns. For better or worse, wagering has become part of the larger sports community.
Where does it all lead?
The path is set: Online sports wagering is not disappearing. If anything, it’s becoming more and more entrenched in the culture of how sports fans consume sports. With continuing advancements in technology and more areas of the world legalizing or regulating betting, we can anticipate an increasingly competitive marketplace.
What will be interesting is how the sports themselves change. Will leagues make even more extensive agreements with gambling platforms? Will fan involvement remain to be shaped by the gambling space? And what will regulators do to strike the right balance between opportunity and safeguard?
