Gaming Society has formed a partnership with FanDuel, in which the sportsbook will become the sponsor of the gamification and content company’s NFL-focused newsletter.
The deal sees FanDuel become the first official sportsbook partner of Gaming Society, which publishes its newsletter each Thursday and dissects the trending topics on-and-off the field with one eye on sports betting and gamification.
FanDuel and Gaming Society link for ‘more inclusive’ wagering
Aiming to introduce new fans to sports betting, Gaming Society uses storytelling and betting education, which, the firm claims, reaffirms its commitment to making wagering ‘more inclusive, accessible and easy to understand’.
“At Gaming Society, we are continuing to expand content and engagement features for sports fans, and we are thrilled to partner with FanDuel with a shared goal of making sports betting more inclusive and welcoming to all sports fans, and women fans in particular,” explained Jaymee Messler, Co-Founder of Gaming Society.
“Through our partnership, we will be able to reach and responsibly onboard new waves of fans to the betting industry.”
A key part of the partnership is to responsibly onboard more women to the betting category, with Gaming Society’s newsletter boasting a women-led editorial approach.
Welcoming women to wagering
This is something that Amy Howe, CEO of FanDuel, has been eager to contribute to during her tenure, describing the female market as an ‘untapped opportunity’. She detailed that while around 50% of sports fans are women, only 15%-20% of sports bettors are female.
At the SBC Summit North America, she explained: “I think it’s important for us to start to make our product consumable to that audience, and there’s a lot of things that we’re trying to do. By no means have we cracked the code on this, but I think supporting female athletes and advocating for equity with female athletes is really important.”
Sponsoring Gaming Society’s newsletter, which includes regular betting tips and explainers in a weekly segment titled ‘The Betting Academy’, is another initiative to onboard more female users in a responsible fashion.
Commenting on this deal, Howe said: “FanDuel has driven great awareness among female sports fans – leading into this season, we found that nearly two-thirds of female NFL fans in live sportsbook states were aware of FanDuel.
“We are excited to be the first sports betting operator to partner with Gaming Society. FanDuel knows that women are sports fans, and we want to tap into already established communities that are seeking out sports betting content in environments that speak directly to them.”