BetMGM ignites acquisition drive with Yahoo Sportsbook app upgrades
Operator streamlines registration process and targets fantasy players in latest cross-sell initiative
BetMGM has unveiled two new features on the Yahoo Sportsbook app to streamline the registration process and make new markets available to Yahoo Fantasy players.
As part of the new registration process, Yahoo Sports users can use their account details to register for and sign in to the BetMGM betting product.
After signing up for a BetMGM account, Yahoo customers can place bets with BetMGM without having to download a separate BetMGM app.
Users in New Jersey, Indiana, West Virginia, and Colorado are eligible to place bets on BetMGM, with additional states to follow.
Another step in what $GVC described as a “journey” with Yahoo/Verizon just last week. Not the shared wallet to which they aspire, but Yahoo Fantasy customers are now a legit @BetMGM acquisition channel, versus what had previously just been cross-marketing.
— Wodes ? (@PatWodes) October 15, 2020
New features included in the Yahoo Sportsbook allow fantasy players in eligible states to access available player prop odds on the players tab in the app as well as on the web.
Yahoo Fantasy fans will also be able to place corresponding bets on BetMGM under the new functionality.
In addition, BetMGM is introducing unique player prop odds based on fantasy points totals, leveraging the Yahoo Fantasy scoring system.
“We are excited to have new product features and a much easier integration with BetMGM for Yahoo Sportsbook and Fantasy users to enjoy,” BetMGM CMO Matt Prevost said.
Yahoo unveiled a number of additional video and augmented reality experiences to US sports fans in the run up to the 2020-21 NFL football season.
“At Yahoo Sports, we are continuing to provide new ways for sports fans to go beyond engaging with content and interact in a seamless way with the sports that they love,” said Yahoo Sports general manger Geoff Reiss.
Yahoo parent company Verizon Media and BetMGM entered into a multi-year strategic relationship in October 2019.
The product enhancements are the second set of upgrades unveiled by BetMGM in the space of a week. The sportsbook operator is also set to integrate live betting odds across PGA Tour telecast TV coverage for the very first time.
Elsewhere, BetMGM parent company GVC has retained its position on the UK-based FTSE4Good Index Series following an annual review.
The FTSE4Good Index Series is designed to measure the performance of companies demonstrating strong environmental, social and governance (ESG) practices.