The famous American cable sports channel ESPN has launched its own bookmaker ESPN BET as part of an agreement with PENN Entertainment. The latter has carried out a corresponding rebranding and from now on represents a major information brand ESPN, which belongs to the Walt Disney Company.

Recall that previously the bookmaker PENN Entertainment worked in 16 American states, where sports betting is currently legalized. The company cooperated with customers through a desktop and mobile website, as well as an app for mobile devices. All of these platforms went through a rebranding.

As noted by the chairman of the cable channel Jimmy Pitaro, integration with the infrastructure of a well-known bookmaker will allow ESPN to bring a new level of efficiency in serving users. Thus, the channel will be able to supply sports fans not only with content for betting, but also to provide all the necessary infrastructure for convenient and fast betting.

In turn, CEO of PENN Entertainment Jay Snowden noted that cooperation with ESPN allows the betting company to strengthen its leadership in the industry. Combining the capabilities of BC and TV channel allows both companies to strengthen each other’s strengths, and thus fully meet the high expectations of the target audience.

Obviously, such cooperation, taking into account the experience and capabilities of both parties, practically guarantees the success of ESPN BET. It is likely that in the near future the brand will join the ranks of Parimatch, which in the same way allows you to play gambling from mobile devices. And also this step once again demonstrates that the parent company Disney is far from always avoiding the connection with gambling.

A logical extension of ESPN’s strategy

One of the largest cable sports channels, ESPN, owned by the Walt Disney Company, is currently actively developing a multi-platform infrastructure for creating and delivering sports betting content. This content includes radio segments, digital programs and editorial reports featuring renowned experts. All these products have been brought together as part of ESPN Bet for a better user experience.

A big focus on responsible gambling

ESPN realizes that betting on sports can be not only a fun pastime, but also addictive, leading to serious financial, psychological and social problems for players. In this regard, the company has already stated that it will continue to adhere to the principles of responsible gambling, using all its potential to organize the necessary protection of its target audience. In particular, the company plans to involve industry experts and maintain high standards of journalistic integrity.

By Vinay

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