Cross-industry partnerships are transforming the gambling ecosystem, as revealed by industry leaders at the NEXT Summit New York 2025. The panel discussion highlighted the evolving dynamics between operators, sports leagues, and other sectors.
Key Takeaways:
- Partnerships between gambling operators and sports leagues are driving market expansion
- Regional operators face challenges competing with national brands for sports partnerships
- The industry is shifting towards retention-focused strategies and non-traditional collaborations
Partnerships Fuel Market Growth
The Cross-Industry Partnerships panel at NEXT Summit New York 2025 shed light on the rapid growth of collaborations between gambling operators and sports leagues. Dana Worby-Robinson, partnerships development manager at BetMGM, emphasized the critical role these relationships play in market expansion.
BetMGM currently leads the US industry with the most team partnerships, including affiliations with 11 NFL teams. The company employs a proprietary grading system to evaluate potential collaborations, ensuring each asset delivers measurable benefits.
Challenges for Regional Operators
Laurel Pittman, director of sports betting at Desert Diamond Casinos, acknowledged the difficulties regional operators face in competing with national brands for sports partnerships. Many larger operators have secured exclusivity agreements, limiting advertising opportunities for smaller brands.
Despite these challenges, regional operators are finding success through alternative strategies. Desert Diamond Casinos, for example, has focused on collaborations with entertainment venues, securing exclusive digital advertising rights at Desert Diamond Arena.
Evolving Partnership Landscape
Daniel Kustelski, co-founder and CEO of Chalkline, highlighted how sports partnerships have evolved into a means of securing regulatory access. In states like Ohio, collaborations with teams such as the Cleveland Cavaliers have played a crucial role in market entry.
The panel also discussed the growing trend of partnerships beyond the sports sector. BetMGM’s collaboration with Marriott International allows customers to convert MGM Rewards into Marriott Bonvoy points, bridging the gap between gaming and hospitality industries.
Shift Towards Retention-Focused Strategies
As the gambling industry matures, there’s a noticeable shift from acquisition-driven models to retention-focused approaches. Teams must now demonstrate their value to operators, with partnerships being evaluated based on their ability to drive customer retention rather than simply offering brand exposure.
Worby-Robinson noted that some long-term agreements are no longer being renewed, and operators are prioritizing partnerships that contribute to sustained customer engagement.
Future of Industry Partnerships
The panel concluded with predictions on the future direction of industry partnerships. There’s a growing trend of collaborations that merge gambling with lifestyle brands, with loyalty programs becoming a central focus.
Regional operators are advised to prioritize partnerships that align with their customer base’s preferences and habits. Whether through sports, entertainment, or hospitality, the future of the industry will be shaped by strategic partnerships that prioritize engagement and long-term value.
As the gambling landscape continues to evolve, operators and their partners must adapt to changing market dynamics and customer expectations. The success of these collaborations will likely hinge on their ability to deliver tangible benefits and enhance the overall customer experience.
