Boston-based sports betting and online casino operator DraftKings expects to improve its market share for the rest of the year. First-quarter ad expenditure was increased and in May, the firm struck a multi-market deal with High 5 Games to expand in Michigan. 

DraftKings sponsored and supported the 2022 National Conference on Gambling Addiction and Responsible Gambling in July. DraftKings paused their marketing expenditure in the second quarter of 2022, according to Insider Intelligence’s Daniel Konstantinovic.

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Concerned Investors Urge Advertising Spending Cuts

In an effort to enhance their presence in the newly legalized sports betting markets in a number of U.S. states, sportsbooks increased their advertising spending significantly. Nonetheless, DraftKings, Caesars Entertainment, and other industry titans started to alter their minds and reduce their advertising investment during the second quarter of 2022. 

Initially, since investors have voiced worries about the present status of the world economy. Second, because there were not enough athletic events during the second quarter for bettors to place wagers and generate revenues for sportsbooks. Concerns about customers’ buying patterns, which are also likely to experience a cooling-off phase, and supply chain issues also contributed to the decision to lower ad expenditure in the second quarter.

While DraftKings’ second-quarter ad spending increased by 16% to $197.50 million, the gain was far less than the 270% spike seen in the second quarter of 2021. Simultaneously, Caesars Entertainment said that it had eliminated almost $500 million in wasteful advertising spending over the same period.

Focus on Profitability

After the strong surge of sports betting businesses at the start of the year, there is demand to restrain these expenditures. Then, in only a few days, enormous numbers of wagers were put via sportsbooks. 

However, the impending recession and substantial advertising expenditure in the preceding year were sufficient to induce most sportsbooks to pause and turn their attention to long-term profitability. This cautious approach for the second quarter is part of the industry’s long-term profit-driving strategy.

Now, a portion of the cash will enter the political arena, with a focus on a Californian ballot measure pushed by DraftKings and FanDuel to legalize online betting. Despite this, the second part of the year will be packed with sporting events, including the 2022 World Cup. 

Moreover, the present agreements struck by sportsbooks provide recurring revenues. The likelihood that sports betting would continue to thrive amid a future recession lends confidence to the outlook for sportsbooks like DraftKings.

New cooperation prospects in the horizon, like as Disney’s desire to see sports betting on ESPN and the National Football League’s new streaming service, will enable sportsbooks continue to earn handsome profits in the future, regardless of what may be in store.

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