Vertical integration: Endgame or folly?

Fubo Gaming president Scott Butera believes there is huge potential for businesses to build a 'one-stop shop' encompassing gaming, sports and media.

As gaming businesses continue to incorporate new verticals such as media and streaming into their operations, they create new experiences for the customer. Operators should consider ways in which they can harness this innovation and rethink their view of the consumer.

Fubo Gaming president Scott Butera sees sports betting as part of a global entertainment experience, and the levels of interaction at land-based venues as something that can be replicated in the digital domain by integrating streaming and wagering.

This integration can be seen in sports betting, but Butera believes there is huge potential should online casino be added to the mix. Do this, he explains, and you will ultimately create a ‘one-stop shop’ in which operating and marketing synergies can be achieved across verticals.