ESPN Bet outshines its competitors across key consumer metrics
In a significant move within the gambling industry, Penn Entertainment is poised to enter the New York betting landscape through its acquisition of Wynn Interactive’s mobile sports betting license for $25 million. This acquisition not only marks Penn's entry into the New York market but also expands the reach of its newly rebranded sportsbook, ESPN Bet. Our data suggests that ESPN Bet is already something of a market leader within the sportsbook industry when it comes to consumer perception.
Recent data from YouGov BrandIndex, from January 18 to February 18, 2024, sheds light on ESPN Bet's consumer perception compared to the average metrics of all gambling brands tracked in the U.S.
Recommendation (whether consumers would recommend a brand to friends and colleagues): ESPN Bet boasts a score of 2.1, two points higher than the industry's average of 0.1. This indicates a stronger likelihood among consumers to recommend ESPN Bet over others.
Value (whether a consumer considers a brand to represent a good or poor value for money): At 3.1 points, ESPN Bet outperforms the industry's average, which sits at -0.7, by 3.8 points, . This reflects a superior perception of value for money among the brands' offerings.
Reputation (whether a consumer would be proud or embarrassed to work for a brand): With a score of 5.3, ESPN Bet leads the industry average by 2.5 points.
Word-of-Mouth Exposure (whether a consumer has talked about the brand with family or friends): ESPN Bet's WOM Exposure score is 4.1, 0.7 points higher than the industry's average of 3.4.
These metrics highlight ESPN Bet's competitive edge in the market. As the brand gears up for its New York launch, these metrics suggest that it is well-positioned to capture significant market share and influence within the competitive landscape of the gambling industry.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. ESPN Bet’s Recommendation score is based on the question: Which of the following brands would you RECOMMEND/tell a friend to AVOID? Value score is based on the question: Which of the following brands do you think represents GOOD/POOR VALUE FOR MONEY? Reputation score is based on the question: Imagine you were looking for a job (or advising a friend looking for a job). Which of the following companies would you be PROUD/EMBARRASSED to work for? WOM Exposure is based on the question: Imagine you were looking for a job (or advising a friend looking for a job). Which of the following companies would you be PROUD/EMBARRASSED to work for? Scores are delivered as a net score between –100 and + 100 and based on an average daily sample size of 1000 US adults between January 18 to February 18, 2024.