With the growing popularity of video games, mobile apps, and live events, content creators of all types are putting real-world prizes and rewards inside their content. All in an effort to engage newer, larger audiences and drive new revenue streams. In fact, according to Versus Systems Inc. (NASDAQ:VS), about 77% of people are more likely to watch a show during its scheduled time if they can win rewards while doing so. Up to 97% of people say rewards improved their experience. In addition, the company notes that earned rewards deliver unique engagement experiences alongside ad revenue. Not only is that model beneficial for companies like Versus Systems, it may be useful for Draftkings Inc. (NASDAQ:DKNG), Caesars Entertainment Inc. (NASDAQ:CZR), Penn National Gaming Inc. (NASDAQ:PENN), and eSports Entertainment Group Inc. (NASDAQ:GMBL).
Look at Versus Systems Inc. (NASDAQ:VS) for example
Versus Systems Inc. has developed a proprietary in-game prizing and promotions engine that allows publishers, developers, and creators of games, apps, and other interactive media content to offer real world prizes inside their content.
Players, viewers and users can choose from among the offered prizes and then complete in-game or in-app challenges to win the prizes. The Versus platform can be integrated into mobile, console, and PC games, as well as streaming media and mobile apps.
Versus Systems Inc. just announced that in concert with the Frias Agency, they will be launching a beta test of XEO, Versus’s second screen gamified rewards platform for the May 8th, 2021 Canelo Alvarez vs. Billy Joe Saunders middleweight boxing title fight taking place at AT&T stadium in Dallas, Texas. The Versus technology will allow Crush to create a unique engagement experience for fans that are watching the fight live whether in-stadium, or on DAZN pay-per-view. More than 60,000 fans are expected in attendance, making the Canelo-Saunders fight the largest United States sporting crowd since the coronavirus pandemic shutdown began in March 2020.
In the days leading up to the fight, and during the fight itself, fans will be able to go to www.Crush-Canelo.com on their phones and mobile devices and answer predictive questions about the weigh-in and the main event. They will also be able to play games and win daily prizes – including signed boxing gloves, apparel, and Crush soda.
A limited audience will be invited to access the proprietary mobile engagement platform via a live URL and a QR code that will be revealed by Canelo Alvarez and Crush on social media this week. Those fans that are invited into the beta will be able to interact with Crush-sponsored content, prizes, and event-related trivia and polling during the title fight. The experience will be available online, as well as via all Android and iOS mobile devices and tablets.
“We are thrilled to work with Crush and Canelo on this project.” said Matthew Pierce, CEO of Versus Systems. “This beta test is an opportunity to showcase innovative brands like Crush and provide engaging content for millions of Canelo fans, and boxing fans in general, both in-venue and at home.”
The Canelo - Saunders fight will take place at AT&T Stadium in Arlington, Texas. The event will also be televised via DAZN worldwide in over 200 countries and territories with the Versus second screen engagement experience available to limited TV and live event audiences. Past Canelo fights have garnered more than 800,000 pay-per-view purchases and his last televised fight in February 2021 received more than 8 million TV viewers.
“Versus XEO platform makes it possible for brands like Crush to provide Canelo fans with a unique experience, giving brands real-time access to a captive audience while increasing viewership and memorable experiences for sports fans,” says Andre Martelly, CEO of Frias Agency, the marketing and experiential agency for brands and franchises including Crush, Modelo and Constellation Brands.
Other related developments from around the markets include:
Draftkings Inc. continued to broaden its sports entertainment footprint by completing a first-of-its-kind content distribution, monetization and sponsorship agreement with Meadowlark Media. As part of the deal, Meadowlark Media and DraftKings will distribute The Dan Le Batard Show with Stugotz and the Le Batard & Friends Network across a wide range of audio, TV, digital and social channels. Additionally, the network of shows will prominently feature DraftKings’ odds, betting trends and general sportsbook and daily fantasy information.
Caesars Entertainment Inc. announced that it has completed its acquisition of William Hill PLC for approximately $4.0 billion. The transaction gives Caesars ownership of one of the world's leading betting and gambling companies and gives the Company the ability to maximize the opportunity within sports betting and online gaming in the U.S. The combined companies currently operate sports betting in 18 jurisdictions in the U.S., an industry-leading 13 of which offer mobile sports betting. The Company expects to be operational in 20 U.S. jurisdictions by the end of 2021.
Penn National Gaming Inc. announced that it has established Penn Game Studios, an in-house content development team focused on creating exclusive iCasino content for its customers. To fuel this effort, the Company is acquiring HitPoint Studios, Inc. and its spun-off real money gaming company, LuckyPoint Inc. The acquisition is expected to close in the near term, subject to the satisfaction of customary closing conditions.
eSports Entertainment Group Inc. and its secure esports betting platform VIE.bet have partnered with Liquipedia.net, the world’s largest esports wiki and an affiliate of top esports organization Team Liquid. VIE.bet and Liquipedia will partner to create the most community-centric and responsible betting integration in esports, launching May 3, 2021. Through their alliance, VIE.bet will be integrated into select Liquipedia pages, allowing Liquipedia’s millions of monthly visitors to see betting odds and place bets through VIE while having a safe experience. By partnering together, Liquipedia and VIE.bet are able to instill safety mechanisms that ensure betting information is only shown to users of legal age in VIE’s 150 whitelisted jurisdictions around the world, with another license in New Jersey pending. Betting information will be shown with visible guidelines on gambling safety, and users who prefer not to see sports betting odds will have the option to toggle them off. In partnership with VIE.bet, Liquipedia will also be publishing Esports Betting Advertising Guidelines as a Commons Wiki resource, in order to establish esports industry-wide best practices for safety, integrity and accountability in betting advertisements and partnerships.
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