SEO snapshot: Disney eyes sports betting diversification

While all sorts of igaming businesses are entering the US for the first time, there are many companies with deep roots and brand recognition that are weighing up if they could — or should — get involved. From land-based casinos to sports franchises, plans are being made, but one noteworthy trend is how large media companies are being courted by betting experts and investors. One that has stirred up speculation recently is Disney, which is reportedly considering ESPN’s role in the betting landscape.

Disney turns bookie?

It’s an irresistible story — the ultimate child-friendly brand in the shape of Disney potentially getting involved in the resolutely grown-up world of gambling. Bob Chapek, Disney CEO, stated in September at the firm’s D23 event that it is “working very hard” on a sports betting app. The question is, while Disney may deepen its connections with sports fans, is the step from media brand to bookmaker too big a jump?

Nonetheless, significant scepticism remains over its ultimate aim, considering the enormous costs involved and potential run-ins with legislators. Moreover, the lack of detail in Chapek’s brief statement on the topic suggests that some commentators are getting carried away with the idea of Disney as a bookmaker.

However, if the House of Mouse does get involved in gaming in some other way by leveraging the ESPN brand as part of a licensing deal, or via some sort of an enhanced affiliate offering, will the audience respond?

An open goal?

For media brands building enormous brand recognition, trust, and repeat visits to digital platforms, the question is how far these audiences are willing to buy what’s being sold. In short, is there such a thing as going to the well too many times in the rush to monetize? For media brands it’s tempting to see the potential for ‘easy wins’ as they already have an audience… something that startups and new market entrants are paying millions and billions to feverishly build.

Using an established audience makes sense — but there is the risk core readers will become alienated if the offers made feel inauthentic or their user experience is compromised by a new push into betting they haven’t sought out.

Looking at the brands that Semrush have identified as ‘competitors’ to ESPN based on shared keywords, it’s notable how many other media brands could be in the mix, considering this approach.

The table below excludes sporting leagues and betting brands but there are many high-traffic sites in the same SEO locale as ESPN which may become part of the US betting landscape to a greater or lesser extent — but what’s the best way to do this?

A measured approach

For media brands like ESPN, comparable high-traffic media powerhouses, and more modest entities like local news outlets, existing fan sites, etc, perhaps the single best thing to do is use the raw power (and trust) associated with their websites and digital assets to build out organic SEO. Rather than ‘push’ betting content to potentially apprehensive audiences, use the ‘pull’ factor of their already highly powerful domains.

The logic would be to create specialized betting content, structuring this content correctly within the wider site and support site discovery/indexation by Google through purposeful (and topically relevant, off-site/link acquisition). In so doing, there’s real scope to jump ahead of competitors to rank for betting-related queries that punters already search for — adding to existing audiences, rather than trying to over-farm existing readerships.

With regards to the brands mentioned in the table, it must be compelling to consider how to translate their massive followings into further revenue opportunities, but perhaps the best approach is to consider the power of their domains rather than risk alienating audiences and compromising their brands by getting too pushy with betting messaging.

As always in newly regulated markets, there are winners as well as losers, and the velocity of the market’s expansion may mean not every decision will be grounded in logic. As for Disney and ESPN, it’s very much a case of ‘wait and see’, but for comparable brands we can anticipate a variety of strategies being enacted to farm existing audiences, attract new ones or both — but nothing is guaranteed.

Walt Disney company at a glance

Oct 1923 – Walt Disney Company founded by brothers Walt and Roy O. Disney as the Disney Brothers Studio

80% – Stake in ESPN owned by Walt Disney Company through its ABC subsidiary

5,000 – Worldwide ESPN employees

19.85 million – Number of viewers watching the debut Monday Night Football game at the start of the new NFL season, setting a new record

9 – Number of US television networks with ESPN on ABC (Broadcast) and eight US cable networks (five with high-definition simulcast services)

Source: ESPN Press Room/various sources