Fanatics has a massive database of sports fans and their favorite teams from years of order placements. The company sends targeted emails to sell merchandise around team events. It could leverage a similar strategy with online gambling and promote bets to customers based on their favorite teams.
"The question for the Fall is will PENN's launch of ESPN Bet destabilize what was a rationalizing competitive landscape," Shaun Kelley, Bank of America research analyst, wrote in a research note on Tuesday. "The big question is, that gap is probably going to close with the others, but will people transition over?" Beynon said.
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