The new sports betting app from Fox Sports, Fox Bet, went live in New Jersey over the weekend. On Wednesday, one day before the 2019 NFL season kicked off, the new sportsbook soft-launched in Pennsylvania, giving millions of sports fans in the northeast another option to place their wagers during the football season.
Fox Bet is a partnership between the Fox TV network and The Stars Group. A simple app update was launched on Friday night, and the BetStars app received its new Fox Sports branding.
Where to play Fox Bet
The deal to create Fox Bet was announced earlier this year. New Jersey became the first state to use the new app to place wagers. This deal has two parts, and Fox Bet was launched in NJ in time to take real-money wagers during the first full weekend of college football.
The Fox Bet app will work in states that offer legal, regulated sports betting and where The Stars Group (BetStars) has approval. Pennsylvania is the second state to see the Fox Bet app thanks to a partnership The Stars Group signed with Mount Airy Casino in Pennsylvania earlier this year.
Fox Bet could continue to expand with a couple of other partnerships. Earlier this year, The Stars Group entered into an agreement with Penn National Gaming (PNG). This deal gives the company the option to operate online betting and gaming in the states where PNG currently or in the future owns or operates casinos.
Using Fox Bet
Fox Bet is truly a first of its kind sportsbook in the US. The app has similar wagering options, promotions, and visual aesthetics from the previous BetStars app. In fact, existing BetStars customers can update their app and will see the newly rebranded app. The app is also available for free in the Google and Apple stores.
Fox Bet offers a similar betting experience as the previous BetStars app. The betting menu hasn’t changed and pregame or live, in-play wagers may be placed on the following sports:
- Football (college and pro)
- Basketball (college, pro, international)
Funding is as easy with Fox Bet as it was BetStars. The app can be funded online as well as the Resorts Casino cashier in Atlantic City.
One new addition to the app is the custom bet. Customers can tweet @FoxBet with the term #CustomBet and they’ll consider adding the wager to the daily betting menu. Fox Bet is using multiple TV personalities to help promote this wager.
Fox Bet is launching with plenty of promotions for new and existing customers. There are traditional sign-up bonuses for new customers. Everyone can wager on the other promotions. In addition to custom bets, there is at least one promotion per day alone.
The Fox Bet concept might be first in the US, but it isn’t the first time a TV network and sportsbook were tied together. The owner of Fox in the US once owned SkyTV, which offers SkyBet for UK punters. Rupert Murdoch sold his stake in SkyTV in 2018.
Fox Sports TV and radio integration
Fox Bet features a lot of Fox branding with games on Fox Sports TV and a variety of TV and radio personalities like Colin Cowherd, Cousin Sal, Clay Travis and Charissa Thompson.
The media and sportsbook relationship is closer than any other deal of its kind. While other partnerships might have media members offering advice and picks, none are telling people where to place wagers. None of the sportsbook partners are using the advice or picks directly to promote wagering to make a profit.
Many of the TV and radio personalities being used by Fox Bet are sure to come under fire. The “Rachel Bonnetta Double Up Odds Boost” is strictly marketing utilizing the host of Lock It In for a typical sportsbook promotion. The majority of customers won’t care about the celebrities in the promotions.
However, the personalities are sharing picks and encouraging wagers on certain games. These personalities are mostly entertainers and not professional sports bettors. Another 13 game losing streak by Clay Travis on Lock It In might have a much longer-lasting impact with Fox Bet integration than without the sportsbook partner.
Most mainstream TV and radio personalities are entertainers. It’s a no-brainer for Fox Sports to use their names to promote Fox Bet. Bettors shouldn’t forget that the first job of these personalities is to entertain. Coincidentally, Business of Betting has a blog post about this topic of entertainment and useful sports betting information.
Free prediction game coming soon
When Fox Bet was initially announced, Fox Sports said it would have a non-gambling app for its fans in all states. It still plans to launch another non-gambling game for all jurisdictions. Fox Sports will offer a free-to-play game similar to NBC Sports prediction games for basketball, football and NASCAR.
This free game will award cash prizes to players who correctly predict the outcome of sports games.