Embrace a Sportsbook to Drive Fan Experience and Engagement

Unlocking revenue and fan opportunities through sports betting.


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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.

Book Your Workshop

Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.

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
  • An understanding of the 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 the characteristics that define the business models for sports betting
  • Weighting decisions for each characteristic
2.3 Conduct a strategic analysis to identify core competencies
  • Core competencies 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 is preferred and which sportsbook vendor is best to partner with.

Key Benefits Achieved

  • Determine your organization's tolerance 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 a 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 your tolerance for each characteristic defines your business model
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 a contract with

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.
  • Educate your stakeholders on the topics that are vital to their understanding of your sportsbook.

Activities: Outputs:
4.1 Learn how to scope a contract for key provisions
  • Requirements and specifications for 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 the previous four days
  • Completed deliverables and/or a plan for finalizing incomplete deliverables
5.2 Set up a review time for workshop deliverables and to discuss next steps
  • A review of completed deliverables and discussion of next steps
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