YOU BET: An Examination of Instagram Messaging by Bally Bet and BetMGM

This study examines the Instagram strategies of sports betting companies Bally Bet and BetMGM for reaching their audiences. The three research questions focus on what sports bettors value in these companies and on their Instagram pages; which strategies are effective for reaching the target audience; and the importance of popular culture references, celebrity endorsements and influencers in this messaging. The researcher utilized both quantitative and qualitative methods to identify the messaging categories used by both entities. Findings revealed that sports betting companies can strategically reach their targeted audiences on Instagram by successful strategies on Instagram by creating content that engages sports fans. Because the average bettor values entertainment over profiting on bets, messaging that includes popular culture and current events references to sport are essential for achieving relevancy with the fan base. These findings set the stage for future research which includes studies surrounding messaging variation across different sports, social media strategies related to trends, spending for acquisition costs, and efforts to encourage responsible gambling.