Lynnae is a journalist covering the intersection of technology, culture, and gambling. She has more than five years of experience as a writer and editor, with bylines at SlashGear and MakeUseOf. On the iGaming side,...
Read Full BioFanDuel announced that it is partnering with Amazon to become the exclusive odds provider for the NBA and WNBA on Prime Video.
In a September 30 press release, the sportsbook announced that the collaboration will commence with the start of the NBA season on October 22.
Prime members who watch the NBA on the streaming platform will be able to connect their profiles to their FanDuel accounts. Once they’ve done that, they’ll be able to track their active wagers in real time, as the game unfolds.
Viewers will also see on-screen updates showing progress, win/loss status, and other betting context, with an optional Odds View overlay that rotates live lines, spreads, totals, and player props.
These features are designed to provide fans with a deeper insight into betting markets as they watch the games. However, the system doesn’t let users place bets directly on Prime Video.
Mike Raffensperger, President of Sports at FanDuel, had this to say about the new deal: “Our partnership as the official odds provider for NBA and WNBA on Prime Video represents a significant milestone in how we connect with basketball fans.”
He added: “By integrating custom content into Prime Video’s NBA broadcasts, we will enhance the fan viewing experience and connect with new audiences.”
Amazon described the move as part of a larger strategy to build stronger connections with fans during games. Danielle Carney, Head of U.S. Video & Live Sports Sales at Amazon Ads, said: “By prioritizing innovation and storytelling, we can create unique opportunities for brands to connect with their audiences that are more meaningful.”
Marketing & Responsible Gaming
As part of the partnership, NBA on Prime analyst and retired six-time NBA All-Star Blake Griffin will serve as a FanDuel ambassador. In this role, Griffin will appear in creative campaigns, on-air integrations, social media, and live events, where he’s expected to add his perspective as a player and media analyst.
Both companies emphasized that responsible gaming is a crucial component of the initiative. Fans have to opt in to enable bet tracking, and they can disable the feature through Prime Video’s mobile settings.
At the same time, FanDuel continues to promote its customer protection tools, which include deposit limits and safer play initiatives.
In September, FanDuel joined forces with Keith Whyte, Executive Director of the National Council on Problem Gambling, and founder of Safer Gambling Strategies, during Responsible Gaming Education Month.
Industry Impact
The FanDuel and Prime Video partnership comes just a couple of months after ESPN Bet launched its FanCenter, which was created to build on the broadcaster’s new agreement with the NFL. These partnerships demonstrate that the sports betting industry is advancing with deeper integration between streaming, live sports, and wagering in the U.S.
Industry observers will likely be closely monitoring the adoption rate. For example, how many viewers actually link their FanDuel accounts and use bet tracking/Odds View features? Fans will be interested in seeing if the overlays are natural and don’t take away from the viewing experience.
If the partnership proves successful, we may see other platforms, whether sports networks or streaming services, looking to enter into similar partnerships.
