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2021 SHORTLIST

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BETTOR DAYS

Entrant Company: ESPN+

FINALIST

Best Sports Betting Content

Bettor Days

ABOUT THIS ENTRY

With the rapid growth of the sports betting market expanding well beyond casino sportsbooks into the digital space of traditional fantasy sports leagues, to daily fantasy sports (DFS) betting apps, Bettor Days goal was to create a platform for the some of the wildest betting stories to be shared straight from bettors themselves.

How does this represent “Excellence in Engagement”?

The series successfully engaged emerging sports betting audiences not only on our streaming platform, but on social platforms as well. Bettor Days was truly inspired and created to engage with real fans and share their stories to strengthen the personal connection this community of sports bettors share. The creative high-end production, narrative cinematic storytelling centered around an everyday sports betting fan’s opportunity to share their story with one of ESPN’s biggest stars, establishes a creative benchmark in the sports betting content space. Bettor Days marks a step forward in the industry by providing a unique viewing experience that is tailor made for the one of the most passionate, engaged and growing communities of content consumers.

 

Objective: The objective of the series was to bring an entertaining storytelling vehicle to a one of the most fervent and engaged audiences in sports. Sports bettors. 

The goal was to provide an in-depth look not only into the heart pounding thrill of a big win, or sting of a bad beat, but also to show a true human element at the heart of each and every wager explored in every episode. The storytelling focuses on bets that are relatable to the average sports bettor, while revealing the terminology, strategies and the outrageous outcomes of the carefully curated backstories of the bettors featured in the show. While the stakes vary, every bet featured has a twist, and the unexpected outcome is meant to dazzle the casual viewer and the diehard sports bettor alike.

 

Strategy & Execution: The modern sports fan in more engaged in the digital space than ever before. This is prevalent in the rapid growth daily fantasy sports (DFS) and emergence of online sports books.

Sports betting in the digital space has grown from 32 million players in 2010 to over 59 million in 2020 according to the Fantasy Sports & Gaming Association.

Today, bettors take to social platforms sharing stories of their wins, long shots, and crushing defeats, creating engaging user generated content.

We recognized that providing a series that could tell these betting stories in a compelling way would truly serve this emerging audience.

The series was designed for sports bettors to submit stories for consideration, and if selected, be interviewed by our host, ESPN's Mike Greenberg. The in-person interview acts as the narration, as their tale is recreated visually as a high-end, comedic short film to illustrate the backstory of their bet. Our host interjects with informative stylized tangents that outline the odds, stats, and tendencies bettors crave, along with outlining the sports storylines of the teams and players at the center of the bettor’s wager. Every episode ends with a twist that even the most skilled bettor couldn't anticipate.


Results:

Bettor Days is truly unique in the sports storytelling space. The show is designed specifically around direct engagement with its core audience of sports betting fans.

Bringing a series like this to the ESPN+ is a first for the platform and the response of user submitted stories has resulted in direct engagement with fans making the series tangible and relatable to online betting communities. The response from fan submissions resulted in 4 episodes with some of the guests being highlighted in national sports and sports betting publications.

4 months after the series debuted on ESPN+, we played out the entire series live on platform in conjunction with our host Mike Greenberg, along with ESPN basketball analyst and former NBA star Richard Jefferson, live tweeting to engage with fans. Afterwards we had an influx of new fan submissions, sharing their stories in the hopes of being guests on the show. The result, Bettor Days will be back for an all new season in 2021.

PRODUCTION

Evolve Studios, Stacey Productions, ESPN+

 

CREDITS

Senior Producer
ESPN
 
Executive Producer
ESPN
 
Executive Producer
ESPN
 
Executive Producer
ESPN
 
Executive Producer
ESPN
 
Executive Producer
ESPN
 
Executive Producer
ESPN
 
Executive Producer
Evolve Studios
 
Executive Producer
Evolve Studios
 
Jesse Edwards
Executive Producer
Evolve Studios
 
Brian Hyland
Executive Producer
 
Director
 
Lindsey Leatherman
Producer
Evolve Studios
 
Melissa Lummus
Producer
 

 

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