Thu. Jul 29th, 2021

Parlay. Hedging. Lines. Over/under. ATS. Dog. Cover. Spread.

Betting terminology may seem confusing and intimidating to the casual sports fan looking to get a piece of the action on his or her favorite team as sports betting continues to grow throughout the United States, which is part of the reason why NBA Hall of Famer Kevin Garnett and Players’ Tribune co-founder Jaymee Messler created gamification and content company Gaming Society.

The company intends to amplify fan engagement using games, betting, athlete integration and immersive social experiences while educating and empowering bettors.

“The difficulty of it and how high the entry point is—it just has to be simplified,” said Garnett, who was inducted into the Naismith Memorial Basketball Hall of Fame as part of the Class of 2020 with Tim Duncan and the late Kobe Bryant. “One of the reasons we want to bring Gaming Society to fruition is to create smarter bettors. We hope to provide the information and tools to understand and make you a better bettor. We’ll teach fundamental education and provide education enhancement.”

Previewing today, Gaming Society’s newsletter features an introduction and quick look at the trending topics in sports with a betting/gaming twist. The newsletter will offer insights, data, stats, athlete analysis, games and contests for fans to flaunt their sports knowledge.

Gaming Society will also debut The Betting Academy vertical, a gamified masterclass and simulated betting experience led by industry experts and sophisticated bettors merged with athletes’ voices to bring fans into sports betting more responsibly. The free, reward-based betting intro helps casual fans better understand sports betting while giving them the confidence to wager real money.

“It’s more fun to have skin in the game when you’re watching sports but you need to know how,” Messler said in an email. “And the only thing out there right now is speaking to avid bettors, meanwhile, everyone else who wants to bet is left sidelined because betting is difficult to understand, intimidating and confusing. It’s like learning a foreign language. 

“We want to make sports betting more fan-forward, fun and inclusive.”

Sports betting is live and legal in 21 states plus Washington, D.C., according to the American Gaming Association, with nine more having authorized sports betting but have yet to launch. Tennessee became the quickest state to reach $1 billion in lifetime sports bets after launching in November 2020, while Colorado recorded $2.3 billion in wagers in its first year since legalizing sports betting.

Goldman Sachs

GS
predicts the U.S. online sports betting and internet gambling market will reach nearly $40 billion by 2033.

Not only was Gaming Society created in order to educate and empower fans around sports betting, it will also empower athletes’ voices, especially in women’s sports.

According to Messler, who co-founded Players’ Tribune with former New York Yankees shortstop Derek Jeter in 2014, the goal is to “close the knowledge gap and use athlete voices to create inclusive, digestible fan-forward content.”

The Betting Academy: Hoops Edition podcast launched in January featuring NBA champion Kendrick Perkins and longtime sports-producer Gina Paradiso as they weave the culture of basketball into sports betting.

“The first goal is to have each athlete not just be seen for their talent and skill, but seen for their expertise,” said Garnett, a 15-time NBA All-Star, 2004 NBA MVP and 2008 NBA Champion. “We’re going to highlight players who are great and provide them a platform in this new industry. Their insights and voice will give bettors the tools to make more informed bets. We’re very focused on information and education.”

Financial terms and investment were requested, but not disclosed