Closing Bell

Yahoo-BetMGM deal thriving on content integration

By David Rumsey

The partnership between Yahoo Sports and BetMGM has been thriving since it began in ’19, in part because Yahoo emphasizes providing a seamless experience for users across all platforms, according to the company’s President & GM of Consumer Joanna Lambert. “Whether you're an avid sports fan or whether you're a more casual user, we've got content,” Lambert said today at SBJ Media Innovators. “We've got the community.” And the pact has only gotten better as its grown, she feels. “We've evolved the experience and been able to do even more product intuitive integrations so that we can show customers and show all of our audience where they can participate in predictive betting.”

Lambert said creating content around athletes and influencers – like deals with Steelers WR JuJu Smith-Schuster and Chargers RB Austin Ekeler – is an important part of Yahoo’s strategy. “As we've been introducing and doubling down on fantasy, gaming, as well as betting, one of the things that we've had to really evolve is our content strategy. … Having more fantasy analysts, betting analysts, providing insights to customers.” Lambert: “We want to make sure that they've got the right tools to make the right decisions.”

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