Sports Interaction debuts live watch and bet broadcast

The fall has been a rather busy one for the folks at Sports Interaction, the Canadian-based online sportsbook and igaming operating which Entain acquired from Avid Gaming back in February 2022. A new website was unveiled in September, a marketing campaign lampooned Americans’ hockey knowledge, and SIA got on board Hockey Night in Canada as the leading sportsbook partner for the iconic national TV franchise.

The latest activation, as they say in marketing/branding/content parlance is The Locker Room, a live watch party that will debut this evening on the Sports Interaction app and website during the NFL Thursday nighter between the Buffalo Bills and Tampa Bay Buccaneers. Michael Zitney, the former branded content mastermind for Sportsnet and these days the head of brand and content for Sports Interaction, joined the Gaming News Canada Show presented by Osler, Hoskin & Harcourt LLP, to talk about what the sportsbook is calling the first-of-its-kind Canadian integration of a live broadcast experience into its digital products.

Zitney, who had a bird’s-eye view of the efforts by Sportsnet to fit sports betting information and branding into HNIC last season, discussed the lessons learned from attempting to strike a balance that engages hockey fans who bet, and doesn’t annoy fans who don’t.

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