It is difficult to quantify the effect of the demographic swiftie on these bets, but preseason, Wired contacted several sports books including Betrivers, DraftKings, Fanduel and Rivalry, who said the Taylor Swift effect was real, and expected it to continue to affect their industry this season. .
Tim Whitehead, a sportsman at Betrivers, briefly said. “As long as the world’s largest pop star still meets one of the NFL’s most popular players, we will catch that story to attract new audiences,” he told Wired in a statement. But even early in the year, despite Kelce still attracting strong bets, the extraneous Swift effect seemed to have disappeared. Fanduel noted that in two early games, nor attended by Swift, Kelce’s teammates garnered similar vet levels to him. This month, Fanduel’s spokesman told Wired that Kelce betting was “leveled to be in accordance with the other game makers.”
Michael Naraine, a sports management lecturer at Brock University in Canada, attributes this to the US election ruling news and prop-prop cycles, along with lesser-striking headlines in the couple’s relationship when they settled in their partnership. “The effect of T. Swift still exists, it has simply been silenced for the last year,” he says. “It’s not so current, it’s not that high impetus, but it’s still valuable to the books.”
A to study From the University of Queensland in Australia published in December found nearly 90 percent of the country’s regular sports betters are male, and suggested that this is due, at least in part, to physical weather “governed” throughout history, although wisdom phones do. gambling more accessible to female audiences. This template is valid in other countries, such as the United States, where only 28 percent of current sports betting of 2,000 surveyed were women according to A two -week Voting poll of YouGov Last year. “It’s not surprising that betting companies are trying to take advantage of this change, aiming for women with news likes like how many Taylor Swift awards will win at this year’s Grammy’s,” author Rohann Irving said in a statement about the study.
Despite the huge attention Swift has received from online sports books since the dating Kelce, she is just one character in a chorus in the new wave of narrative betting, which has risen along with the industry. In the past, betting stories that hit strings with bettors, focused on subordinates or championship players and teams. Today the stories have spread to include a wide range of competitions, from the Oscars, to the US presidential election, to Reality Show-TV.
Jones, from Fanduel, says that eager sports gamblers give little sharpness to this trend. “They look at defense competitions, offensive competitions, weather, historical data; They don’t care who the guy is dating, ”he says. But many recreational betting-which Jones says make up a “overwhelming majority” of Fanduel’s customer base-looking for stories like the Swift-Kelce-Am affair during betting.
Joshua Grubbs, a lecturer in the University of New Mexico Psychology Department, who has researched sports betting behaviors, says by email that sports books are “completely trying to convert a group of people who do not bet, into bets.” But whether a Swift-based strategy differs from the industry’s usual marketing is less clear. “I don’t know that having Taylor Swift prop vet is more harmful than any other set of prop vetes, free betting promotions or other tricks they offer,” he says.
For Grubbs, it is instead a broader question of the suitability of gambling advertising, an anxious debate that includes whether sportsbooks should be advertised on television or allowed to sponsor sports teams.
“At the end of the day, we are content creators,” says Cooper de Bettonline.AG, realizing that the more “click-baity” the content, the better. “When we see a story or something trend, we will bend to that and try to distribute to a wider public.”
The industrial representatives I talked with, hoped for a turning, if Swift became boyfriend or had a child with Kelce. “If Taylor Swift ever did a Super Bowl half -time show and the leaders would be in it, that would break the whole world, the internet, everything,” Cooper says.
