FOX Bet became the sixth mobile app to go live in Colorado when it launched on Tuesday morning, offering fans up to $1,000 in free signup bonuses. FOX Bet is also live in New Jersey and Pennsylvania.
The first sports bets were taken in Colorado on May 1, when BetRivers, BetMGM, DraftKings, and FanDuel all launched mobile platforms amid the coronavirus crisis. Since then, BetMonarch launched last week, and Smarkets is expected to go live later this week, according to a source.
FOX Bet launches amid the busiest time in sports in two months — Germany’s Bundesliga became the first major professional sport in the Western world to resume play last week, and in the U.S., UFC and NASCAR are both holding live events with no fans. On Sunday, Turner Sports will host Capital One’s The Match: Champions for Charity, a rematch of the 2018 match play event between Tiger Woods and Phil Mickelson.
The Tiger vs. Phil charity event also features Peyton Manning and Tom Brady and comes just weeks before the PGA Tour hosts the first of four scheduled events with no fans, beginning June 11 in Fort Worth, Texas.
Plenty of familiar graphics on mobile app
Consumers who download the FOX Bet Colorado app will find the opportunity to bet on all of these events, as well as place futures bets on most major professional sports. FOX Bet is also taking wagers on emerging niche sports like darts and table tennis.
Which #Rockies star would you rather put your money on to win NL MVP? 🏆
— FOX Bet (@FOXBet) May 19, 2020
FOX Bet gained entry into the Colorado market via a partnership with the Stars Group, which allows FOX Bet naming rights to the group’s sports betting platform. What makes the app unique — whether in Pennsylvania, New Jersey, or Colorado — is the branding. The Colorado site has graphics that will be familiar to sports fans who watch sports on Fox, and includes a spot in the top right corner that reads “As Seen on Fox Sports” complete with the Fox Sports logo. Beneath the header are events that could be bet on and will also be televised by the network.
Consumers will also find Colorado-specific odds boosts on prop bets, including Henry Ruggs III & Jerry Jeudy to combine for over 1999.5 receiving yards during the NFL season, or for Nolan Arenado to win baseball’s National League MVP.
It wouldn’t come as a surprise if FOX Bet utilizes some of its on-air talent such as former Denver Broncos tight end Shannon Sharpe or sports betting analyst Cousin Sal Iacono to promote various offers on its mobile app. For the Colorado market, FOX Bet may design a futures wager on the Broncos’ 2020 win total that results in a rebate to customers if they make the same bet recommended by Sharpe. The bet hasn’t been offered yet, but it is an example of how Fox Sports has already incorporated its top media personalities into the betting promotions.
“Those have resonated very, very well,” FOX Bet SVP of Product & Strategy Mike Primeaux told Centennial Bet in January. “It just looks different to me than any other sportsbook, where you just see straight numbers.”
Each time a FOX Bet customer places a wager on the Broncos to finish with a winning season, the customer will receive $10 in free bets as part of a promotion to mark the occasion. New users will also receive a risk-free $500 bet for their first wager with FOX Bet, the company said in a statement.
Sharpe, a 2011 inductee into the Pro Football Hall of Fame, is a co-host on FS1’s Skip and Shannon Undisputed.
“Bronco Country and Colorado sports fans hold a special place in my heart and mind,” Sharpe said in a statement. “Now that FOX Bet is at your fingertips in Colorado, we are primed to make a big splash and enhance the sports viewing experience.”
Also expect FOX Bet to target recreational bettors instead of the high-end VIP player, continuing a strategy it has employed in other states. When the company completed an extensive market study following the 2019 NFL regular season, it showed that its core customers wager less and own fewer sports betting apps than the typical bettor, according to Primeaux.
“We’re definitely on the recreational end, we’re using more recreational type assets to acquire customers,” he said. “Our business is about getting more customers that bet less, compared to some of our competitors.”
Colorado retail casinos still remain shuttered under Gov. Jared Polis’ “safer-at-home” order.