States are now sorting through how they will embrace gambling. In Europe, bettors will have three different accounts and then bet with whoever gives the best odds.” Each state sets its own budgets, and the margins aren’t as big as people think. “In New Jersey,” Davis pointed out, “there is no entry fee and just a 14% tax on bets, but, in Pennsylvania, there is a $10 million entry fee, and the tax is 36%. For example, the rules vary on a state-by-state basis. To the uninitiated, the roadmap to gambling on a national level may seem simple, but it is much more complex and fraught with challenges. Now it’s about educating consumers on the registration process for mobile. It’s like fantasy sports in 1996, where the core avid person has done it but the mass of sports fans has not. “Right now, sports betting is in the education stage, and the hurdle is that 95% of the public does not understand what sports betting is. “It’s not very often that you have 2,500% growth in brand awareness,” said Fuchs. The efforts have meant an incredible spike in brand awareness for the company.
#TRANSFORM FAN HOW TO#
When fans walk into the Prudential Center in Newark, NJ, they are made aware of William Hill US via signage and even activation areas that help fans understand how to place bets via their phones. Its parent company in the UK was founded in 1934, when gambling was illegal, but has been listed on the London Stock Exchange since 2002.
Harris Blitzer is currently working with William Hill US, a sports-betting–services provider currently operating in New Jersey, Nevada, West Virginia, and the Bahamas. SportBusiness’s Frank Dunne (left) examined gambling on sports with Harris Blitzer Sports Enterprises’ Adam Davis (center) and William Hill US’s Ken Fuchs.
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