The opening of another legal sports betting location in Massachusetts won’t trigger another burst of statewide advertising, although locals will hear about the new book.
Members of the Massachusetts Gaming Commission (MGC) were told as much on Tuesday when they met to continue their review of an application from Massasoit Greyhound Association Inc., which does business as Raynham Park.
“What I don't want to see is saturation of the market again when a new retail place opens,” Commissioner Eileen O’Brien said during the meeting. “We've already had a lot of comments from consumers in the commonwealth that they don't want this. They don't want to be just blanketed with advertising.”
Like other states that have recently legalized retail and online sports betting sites, Massachusetts has been subject to a surge in sports betting-related advertising. That appears to be irritating some in the commonwealth, with word getting back to the state’s regulator of its new sportsbooks.
Jed Nosal, a lawyer representing Raynham Park, told commissioners their advertising plans are more limited in scope.
“I think you're going to see advertising that's much more targeted to the unique aspects of this particular facility,” Nosal said. “Obviously, it's going to be a great venue for watching sports, certain promotions of the restaurant, really targeted to people that can drive there, within that 50-mile radius that we discussed. And, honestly, I think market saturation isn't a Raynham Park issue. That's an industry issue.”
See for yourself
The MGC has yet to rule on Raynham Park’s license application as Tuesday’s meeting ended with commissioners still seeking more information about the facility’s plans to ensure diversity in its construction and workforce. Another meeting is scheduled for Wednesday.
Raynham Park is one of two entities eligible for a “Category 2” license for Massachusetts sports betting, as the former racetrack offers simulcast wagering on greyhound and horse racing. The other eligible entity is the Suffolk Downs simulcasting facility, which has yet to be licensed.
The plan for Raynham Park, located about a 45-minute drive south of Boston, is for a new brick-and-mortar race and sportsbook run in partnership with Caesars Sportsbook. The facility is under construction but will have at least five counters and 20 Caesars-branded self-service kiosks for placing bets, in addition to stadium seating and plenty of screens for watching games.
“This visual experience should be unrivaled in any venue in New England,” Raynham Park’s application states.
Getting the word out about that viewing experience at the new facility, expected to open in time for the NFL season, will be crucial. Caesars, however, plans to pick its spots, using its existing customer database (it already offers online sports betting in Massachusetts), outdoor advertising like billboards, and talk radio.
“It's not going to make sense to be marketing in every corner of the state,” said Dan Shapiro, chief development officer with Caesars Digital, during Tuesday’s meeting.
Small but significant
If approved, Raynham Park would be clear to open the fourth retail sports betting facility in Massachusetts. The first three are at the state’s commercial casinos.
Retail wagering in Massachusetts and most other states is relatively small compared to mobile betting. In May, the three Massachusetts casinos reported $11.4 million in legal sports betting at their facilities, while online sportsbooks handled $443.6 million.
Raynham Park will be allowed to offer statewide mobile sports betting if it receives its “Category 2” license, but it would need another, separate “Category 3” license to do so on its own.
In the meantime, the track has yet to announce a partner that could conduct online wagering on its behalf. Caesars already has a mobile sports betting license in Massachusetts that is "tethered" to the Encore Boston Harbor casino.
Yet retail facilities can drive business to online sportsbooks, and mobile apps and sites can drive business to their brick-and-mortar counterparts. That is part of the plan for Raynham Park.
“Retail will help build consumer trust and aids in driving digital customer acquisition and growth,” the Raynham Park application states. “While Caesars Sportsbook expects the vast majority of handle and revenue in Massachusetts to come via online and mobile channels, they know that the social, experiential aspect of sports betting remains attractive to a significant portion of the population.”
