Embrace a Sportsbook Initiative to Drive Fan Experience and Engagement

Unlocking revenue and fan opportunities through sports betting.

Onsite Workshop

Your jurisdiction may have legalized sports betting, but there are potential adverse effects to adopting a sportsbook initiative:

  • Sports betting can change the nature of sports, as fans may end up focusing on the odds of winning a bet rather than the enjoyment of watching a game.
  • Sports betting is ultimately a product of the gaming industry, where there is always potential for problem gambling. Addiction to sports betting will rise in the coming years.
  • Selecting the correct sportsbook vendor to partner with can be challenging, and selecting the wrong vendor may negatively affect your brand reputation and/or undermine the long-term viability of the partnership.

With the help of Info-Tech’s blueprint and deliverables, your organization will be able to develop a superior sportsbook initiative:

  • Determine the environment your organization lives in to identify your organization's risks and constraints, as well as the characteristics that form the best sportsbook business model for your organization.
  • Use the various activities from the workshop and the blueprint to better understand and mitigate the chances of problem gambling.
  • Find out how sports betting can be a positive extension of the sports entertainment industry rather than just an industry on its own.
  • Select a sportsbook vendor that will best represent your organization’s needs, wants, and values to form a partnership that will be well-received by your stakeholders and fans.

Module 1: Discovering Your Stakeholders & Regulations

The Purpose

Identify the key stakeholders involved in a sportsbook initiative, understand the regulations around sports betting in your jurisdiction, and uncover how fans move through their sports betting experience.

Key Benefits Achieved

  • Develop an understanding of who your key stakeholders are to make well-informed decisions throughout the project.
  • Comprehend the sportsbook regulations in your jurisdiction to ensure compliance.
  • Craft fan profiles and journey maps to see the value of a sportsbook and where friction may arise in the sportsbook journey.

Activities: Outputs:
1.1 Discover your key stakeholders
  • A formalized working group for your sportsbook initiative
1.2 Identify the regulations in your jurisdiction
  • A list of regulations and legislation that will impact your sportsbook
1.3 Create fan profiles
  • Fan profiles to help you see the value in each fan segment
1.4 Develop fan journey maps
  • Journey maps that reflect the fan experience of sports betting

Module 2: Defining Your Business Environment

The Purpose

  • Determine the environment your sportsbook initiative would live in and how each environmental factor influences the characteristics of your possible business model.

Key Benefits Achieved

  • Develop a thorough understanding of the organization’s environment to uncover whether a sportsbook initiative is possible.
  • Create weightings for each business model characteristic to determine what characteristics are most important to your organization in a sportsbook initiative.

Activities: Outputs:
2.1 Preform a PESTLE analysis to acknowledge the macro environment your sportsbook would live in
  • PESTLE analysis
2.2 Weigh the values of each characteristic that defines the business models for sports betting
  • Weighting decisions for each characteristic
2.3 Conduct a strategic analysis to identify core competencies
  • Core competencies defined for each component of a sportsbook based on your organization's needs

Module 3: Identifying the Business Model & Approach

The Purpose

  • Determine your organization's tolerance levels toward each business model characteristic to identify your suggested business model. Decide what approach and sportsbook vendor is best to partner with.

Key Benefits Achieved

  • Determine the tolerance your organization has for each characteristic based on the weightings you have given. The result will be a suggested model for your sportsbook.
  • Evaluate the different approaches you may take to your sportsbook to come to a decision on business model.
  • Assess the various sportsbook vendors and their criteria to decide which vendor is best for your organization.

Activities: Outputs:
3.1 Review how your tolerance for the characteristics of each business model informs the selection process
  • An understanding of how tolerance for each characteristic defines the business models
3.2 Select the preferred approach by navigating through the decision points
  • A preferred sportsbook approach to use
3.3 Reach a sportsbook vendor decision point
  • A consensus on which sportsbook vendor(s) to pursue for a contract

Module 4: Ensuring Business Requirements

The Purpose

  • Use Info-Tech's Requirements Gathering Documentation Tool to inform the requirements of your sportsbook initiative.
  • Use Info-Tech's Contract Playbook Tool and Contract Review Tool to ensure that all key provisions are set within your contracts.
  • Create a training program for stakeholders to keep them informed on vital information about your sportsbook initiative.

Key Benefits Achieved

  • Complete your requirements gathering documentation to define roles, requirements, and timelines for your project.
  • Inform your stakeholders on the various topics vital to their understanding of your sportsbook.

Activities: Outputs:
4.1 Identify how to scope a contract for key provisions
  • Requirements and specifications of your target sportsbook vendor
4.2 Use Info-Tech’s Contract Review Tool to ensure all key provisions are present
  • Contract(s) that have been optimally reviewed and negotiated
4.3 Develop an effective training and information program 
  • A completed training program and timeline to educate appropriate stakeholders

Module 5: Next Steps & Wrap-Up (Offsite)

The Purpose

  • Complete any incomplete deliverables and discuss next steps.

Key Benefits Achieved

Activities: Outputs:
5.1 Complete in-progress deliverables from previous four days
  • Completed deliverables and/or a plan for finalizing incomplete deliverables
5.2 Set up review time for workshop deliverables and to discuss next steps
  • A review of completed deliverables and discussion of next steps

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