Wednesday September 27, 2023
The Best Employers in Sports Survey is Now Open!

Vigtory Partners With Action Network Seeking Highly Engaged Bettors

  • The Action Network has several partnerships with betting operators, but Vigtory will incorporate the media company's tools in its betting app.
  • Vigtory will offer a place for high-wager bettors with no limits and a rewards program.
Denver Broncos
Isaiah J. Downing-USA TODAY Sports
Front Office Sports Today

Writer’s Strike End a Boon for Sports Networks, Agencies

We delve into the potential long-term impact of the five-month strike.
Listen Now
September 26, 2023 | Podcast
Linkedin
Copy Link
Link Copied
Link Copied

Vigtory, a new sports betting operator catering to high-wager bettors, has entered a partnership with sports betting media company The Action Network to target its audience. 

The partnership includes exclusive rights to integrate The Action Network’s betting tools into Vigtory’s app, taking the media company’s operator partnerships to a new level. The Action Network already has partnerships with operators like BetMGM, PointsBet and DraftKings. 

The deal will provide Vigtory with assets like The Action Network’s projection tools and social graph of expert picks, alongside Action’s Sports Insights platform. Vigtory will also give bettors subscriptions to The Action Network, providing them insights to bet better.

“Vigtory’s focus on product innovation combined with our industry-leading content is exactly the type of deeply integrated partnership we strive to bring to our audience,” The Action Network Chief Commercial Officer Ari Borod said. 

The aim of its launch is to innovate the American betting experience with product, price and experience, according to founder and co-Chief Executive Officer Sam Rattner.

Launches in Colorado, Indiana, Iowa and New Jersey are expected first upon regulatory approval, but Rattner said half-a-dozen additional markets are expected within 12 months.

Building the platform from scratch, Rattner said Vigtory could build a product catered to an American market, building in live streaming, merchandising and content like The Action Network’s insights and tools.

“We wanted to revamp the entire thing,” Rattner said.

Rattner was recently joined by former MGM Resorts International executive Scott Butera as Vigtory’s co-CEO. Butera was most recently president of interactive gaming, overseeing MGM Resorts International’s professional sports partnerships and sports betting operations and development.

Detroit Tigers

PointsBet, Circa Sports Taking Different Approaches To Grow Sports Betting Market Share

As the sports betting industry is increasingly becoming crowded with more and…
July 13, 2020

Butera said his goal is to help create a product that allows bettors to place larger bets quickly with expedient approval by the sports book, with a focus on online and in-game bets.

“What makes for great technology isn’t how pretty it looks but how easy it functions,” Butera said. “We’re creating a sportsbook and betting app that’s specifically designed for betting on sports. We want to hit true sports bettors, betting higher numbers who aren’t enticed by bonuses.” 

Along with being what Rattner calls the “most competitively priced operator in the U.S. market,” he said Vigtory will also treat bettors more like casinos treat high-stakes blackjack players. 

“[Blackjack players] are treated like superstars, they’re flown out, put up,” Rattner said. “Sports bettors, especially online bettors, are treated like commodities and it’s about who has the best marketing strategy.

“We’d rather build a differentiated and meaningful product and have a VIP program,” he added.

An example Rattner used: a bettor betting $20,000 on LeBron James and the Los Angeles Lakers and Vigtory flying them to Staples Center and putting them courtside. Rattner said the company is finalizing deals with sports leagues for expanded assets.

The deal with The Action Network gets them in front of those engaged bettors — 3 million subscribers — who will spend big dollars.

Rattner pointed to deals like NBC and PointsBet, and CBS and William Hill as big marketing spends to get in front of as many eyeballs as possible. In those deals, operators likely are hoping to transition fantasy and free-to-play game players to bettors, he said.

Rattner also said high-wager bettors, the players putting $500 or more on games, largely are doing so with illegal overseas sportsbooks. 

“People who bet don’t test whether they want to bet, the idea to convert legacy free-to-play on Yahoo to bet $400 on a game won’t happen,” Rattner said. “I’d rather be in front of 3 million people who bet than 100 million who might care.”

“We’re going after the more astute, engaged bettor, high volume bettor.”

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

Cincinnati Bengals quarterback Joe Burrow throws a pass in the first quarter of the NFL game between the Cincinnati Bengals and Los Angeles Rams at Paycor Stadium.

NFL Fans Can Now Bet On Games While Streaming

BetVision will allow users to bet while watching NFL games.
Deion Sanders with The Rock on ESPN's "College GameDay."

Deion Sanders Generated $45M In Earned Media For Colorado

From Sept.1-22, Sanders generated $45.7M for the public university.
Boise State Broncos running back Ashton Jeanty (2) runs the ball against the North Dakota Fighting Hawks during the first half at Albertsons Stadium.
exclusive

The First Official Proposal for Promotion-Relegation In College Football

Realignment is forcing Group of 5 schools to rethink their structure.
Simona Halep
exclusive

Former World No. 1 Simona Halep Says ‘There Is No Proof’ Behind Doping Ban

Simona Halep continues to fight her doping ban.
podcast thumbnail mobile
Front Office Sports Today

Writer’s Strike End a Boon for Sports Networks, Agencies

0:00
0:00

Featured Today

NFL's Swift Mania Starting To Show Impact Through Merch Sales, Viewership

Taylor Swift stole the NFL's spotlight by attending Sunday's Chiefs game.
First Take vs. FS1
September 26, 2023

Sharpe: 'First Take' Would Still Beat 'Undisputed' Without Stephen A.

Even if Smith leaves, Sharpe said he will still beat Skip Bayless in the ratings.
Rob-Manfred-MLB
September 25, 2023

Oakland-MLB Relationship Devolves Into Next-Level Toxicity

Commissioner, mayor have very different accounts of July meeting
Jacksonville Jaguars Team President Mark Lamping addressed community members at Strings Sports Brewery on Main Street for the first of 14 planned town hall sessions to present the team's plans for the new "stadium of the future" complex and address the public concerns.
September 25, 2023

Jacksonville Jaguars President Walks Back Stadium ‘Threat’

"Viewing those comments as a threat to leave Jacksonville isn't correct."

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
Chicago
Fanatics
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
Minnesota Vikings wide receiver Justin Jefferson fumbles the ball out of bounds in the end zone while being tackled by Philadelphia Eagles safety Terrell Edmunds during the second quarter at Lincoln Financial Field.

NFL Survivor Pools Remain Relevant in the Legal Sports Betting Era

Survivor’s appeal comes from its uncomplicated premise.
September 16, 2023

The Newcomers That Want To Upend Sports Betting’s Duopoly

Fanatics Sportsbook, ESPN Bet eye major market impact during NFL season
Colorado Buffaloes running back Dylan Edwards reaches for the ball past Nebraska Cornhuskers cornerback Deshon Singleton in the third quarter at Folsom Field.
September 14, 2023

Sportsbooks Are Content With Bettors ‘Embracing’ Colorado Hype

Heading into Week 3 and longer-term, the books aren’t sweating it.
Colorado Buffaloes head coach Deion Sanders on the sidelines during the game against the TCU Horned Frogs at Amon G. Carter Stadium.
September 8, 2023

Deion Sanders’ Colorado Is the ‘Worst-Case Scenario’ for Sportsbooks

The Buffaloes are darlings for the sports betting public.
DraftKings
September 7, 2023

NFL Season Start Heightens Sportsbook Battle For Customers

Sportsbooks get aggressive with promotions to attract new bettors
Iowa State quarterback Hunter Dekkers throws the ball during the Cy-Hawk Series football game against Iowa.
September 7, 2023

Five Plead Guilty in State Betting Probe Ahead of Iowa-Iowa State Game

The current and former players pleaded guilty to lesser charges.
College students can buy Sunday Ticket for $109, a decrease from DirectTV’s $120 student package from last season.
September 6, 2023

Expansive NFL Betting Presents Opportunity, Concerns For League

Latest data shows massive surge in projected NFL bettors
An overall view as Kansas City Chiefs quarterback Patrick Mahomes throws a pass against the Las Vegas Raiders in the first half at Allegiant Stadium.
September 6, 2023

Record 73.5 Million Americans Projected to Bet On 2023 NFL Season

About 28% of American adults plan to bet on the NFL.