ESPN BET, theScore tap Oddin for esports betting
Sharpr breaks down the companies, tech, and trends shaping the future of internet gambling
Editor’s note: I’ll be heading to Global Esports Industry Week later this month in Austin, TX to catch up with old industry friends, sit in on some panels, and play in their padel tournament (which is apparently different from pickleball, and that I will likely be equally as terrible at). We may also have some big news to share that week… 👀
If you’re at the event, or happen to be in Austin during that time, let me know! And if you’re an operator or supplier interested in attending, drop me a note by replying to this email for a guest pass or discount.
In this week’s edition of Sharpr…
ESPN BET, theScore tap Oddin for esports betting.
Rivalry leans on AI in latest Ontario advertisement.
PandaScore launches a fantasy esports product.
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ESPN BET, theScore tap Oddin for esports betting
Oddin has signed two new partnerships with ESPN BET and theScore Bet (both owned by PENN Entertainment) to “power esports betting” coverage for each brand.
The dual deal hands Oddin a deeper reach into two core markets in the US and Ontario with a pair of notable brands.
Oddin has made a clear effort to prioritize the US market during its expansion—now holding licenses in states such as New Jersey, Arizona, Colorado, West Virginia, and Ohio, enabling the company to work with operators in fully regulated environments.
The company’s client base has also grown over the last year, adding prominent names including Stake and Betway.
Agreement details were limited—Oddin did not appear to release official press materials, and neither of the PENN-owned brands commented publicly on the deal.
Bigger picture, though: the partnerships reaffirm Oddin’s commitment to and belief in the North American market for esports. Similarly, it shows even more traditional, mass-market sportsbook brands are warming up to the segment and starting to see the value.
🔎 Between the lines: Apart from adding two new clients to its roster, the addition of ESPN BET and theScore Bet offer another big credibility boost for Oddin and its product set. Oddin CEO Vlastimil Venclík noted as much too, saying in a press statement that the deals were “particularly notable given these brands’ reach.”
Oddin has continued to accelerate quickly since snaring a $4.5M Series A investment in 2022. In a recent interview, co-founder Marek Suchar explained how the company has expanded its product set outside of odds feeds and risk management into ancillary features such as widgets, visualizations, data, and betting streams that help with engagement—position the supplier as a full-service esports betting solution.
Rivalry leans on AI in latest Ontario advertisement
In signature fashion, crypto operator Rivalry dropped a new thumb-stopping advertisement in Ontario—this time, developed entirely with AI.
The 15-second spot paints a gruesome scene of Toronto Blue Jays mascot ‘Ace’ taking out his fellow MLB counterparts one by one.
CEO Steven Salz said the video was created in less than a week on a budget of only $100–a small fraction of the cost and time it would’ve taken to replicate a full-scale production version of the commercial, he added.
The ad arrives as Rivalry continues to gain traction in Ontario and among traditional sports fans–a deviation from its previously esports-heavy, gray market approach.
Rivalry has a reputation for using offbeat marketing to capture chronically online audiences–from its infamous chicken stunt to these advertisements I then described as “watching the movie Sausage Party on acid.”
While AI has yet to find a game-changing role in online betting, marketing may be one such lane where the technology can have a larger impact. But as iGaming consultant Brendan Tinnelly correctly pointed out: it’s about the artist, not the tools.
“A lot of hype and bullshit around AI-generated ads, so refreshing to see something cool in the wild,” he said. “And that for all the time and cost savings, you still need a big idea underpinning it.”
Sponsored by Global Esports Industry Week
Sharpr subscribers: we see you, but we'd LOVE to see you in Austin, Texas.
Global Esports Industry Week is the official industry event (hosted by The Esports Radar and ESIC), happening alongside the sold-out BLAST.tv Counter-Strike Major.
We have COMPLIMENTARY GUEST PASSES available to show our love for Sharpr, and it'll be first come, first served for these.
There'll be an esports betting-focused session, alongside others addressing creators, gaming and esports audiences, roundtables on collegiate, integrity, and more, alongside ample, top-tier Southern hospitality between June 18-20th.
PandaScore launches a fantasy esports product
PandaScore has released a daily fantasy esports product—initially developed with the US market in mind, but intended to have global appeal in the long run.
The new offering lets users build virtual rosters of esports players and earn points based on their in-game performance—contests will range from daily matchups to season-long leagues, with “plenty of prizes up for grabs.”
PandaScore says it has over 17,000 esports players in its database, which it claims is the largest in the market.
The product is already live with daily fantasy sports app Dabble—PandaScore hinted at more operator launches to follow, including potentially “some of the biggest betting brands in North America.”
Oliver Niner, PandaScore’s head of B2B, said the fantasy product will allow operators to engage esports fans and bettors, but “without the degree of risk that comes with standard betting as the payouts are controlled.”
While fantasy esports is thought to be a small market, the segment may serve as an entry point in jurisdictions where esports betting isn’t yet regulated or is still catching up.
🗞 In the news
Crypto operator Thunderpick will host a $1M Counter-Strike tournament.
Canadian Gaming Business published a current and thorough download on the esports betting industry, featuring commentary from myself and GRID CEO Moritz Maurer. (Pages 46-49)
GRID has launched GRID Stream, an esports video solution for betting operators.
📈 By the numbers
A new report from Oddin claims esports betting growth grew 106% year-over-year in 2024—the average esports wager was pinned at $42.
NBA betting handle declined 10% for the 24/25 season versus the prior calendar year, Eilers & Krejcik wrote.
An Iowa gambler is suing DraftKings for voiding a bet that would’ve resulted in a $14M payday.
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