The article also touches on the gender dynamics in sports betting, noting that a significant majority of bettors are male, though smartphones have made gambling more accessible to women. Betting companies are attempting to capitalize on this shift by targeting women with specific bets. The narrative-driven approach in betting has expanded beyond traditional sports to include events like the Oscars and reality TV shows. While serious gamblers focus on game-related factors, recreational bettors are drawn to storylines like Swift and Kelce's romance. The article concludes with industry representatives expressing optimism about a potential resurgence in interest if Swift's personal life intersects with major events like the Super Bowl.
Key takeaways:
- The Taylor Swift effect on sports betting is real but has diminished over time as other narratives like the US election take precedence.
- Sportsbooks are targeting female audiences with novelty bets, as the majority of sports bettors are male.
- Narrative betting has expanded beyond sports to include events like the Oscars and reality TV shows.
- Sportsbooks aim to convert non-bettors into bettors by leveraging popular narratives, though the ethics of gambling advertising remain debated.