Although PointsBet Virginia is not currently available, residents of Old Dominion frequently come across television commercials, particularly during sporting events, promoting the online sportsbook.
Could this be a mere troll, reminding Virginians about a sportsbook option they lack in VA? Or is there a deeper story behind this situation?
The reason behind this phenomenon can be attributed to regional broadcasting and the upcoming introduction of sports betting in a neighboring state of Virginia. Additionally, there is a promising prospect for PointsBet in Virginia, making TV advertising a viable strategy.
The status of PointsBet Virginia
PointsBet was among the initial candidates vying for a license to provide online sports betting in VA. Unfortunately, it did not meet the requirements and consequently is not among the current pool of eight choices accessible to residents of Virginia.
Although residents and visitors of VA have the option to download the app and view the lines, doing so is essentially futile. The app does not allow individuals in VA to place any real bets.
Why is PointsBet investing funds in airing commercials that Virginians are likely to come across?
Understanding what is happening next door and the mechanics of ad spots for sporting events reveals that it is neither a mistake nor a prank.
PointsBet’s coming berth on the river
Later this fall, Maryland is eagerly anticipating the arrival of legal sportsbooks, signaling the advent of sports betting in the state. PointsBet, having secured a market access deal with the Riverboat on the Potomac, is optimistic about obtaining a license to operate in the region.
Once Virginians are able to cross the state line, they will have the opportunity to place wagers on PointsBet’s platform. PointsBet’s marketing towards residents of VA could be seen as a strategy to capitalize on this potential crossover.
Nevertheless, it is likely that the targeting is not as precise as it may seem. Sports broadcasting contracts often have a regional focus rather than specifically targeting individual cities or states. This arrangement is reminiscent of peace conferences held by European colonizers in the 17th century, rather than reflecting current political boundaries.
Take, for instance, the Washington Nationals, whose territory assigned by MLB actually spans across four states, including Maryland and Virginia. Consequently, the broadcasting rights are distributed accordingly. MASN, the current rights holder, is responsible for selling advertising spots during these broadcasts.
People who watch Nats games in MD and VA see the same advertisements. Although PointsBet is not yet operational in VA, it is nearing completion in MD, which is also close to being up and running.
Additionally, it is possible that Virginians may not always be excluded from this opportunity. Recent legislative developments have created a new possibility for PointsBet Virginia to establish a presence in the Old Dominion.
More permits up for grabs in VA
In a recent development, the bill passed by the VA General Assembly earlier this month favors PointsBet. Essentially, it grants Virginia the opportunity to have additional sportsbooks, as stated by the Assembly: Yes, Virginia, you have the option to embrace more sportsbooks if desired.
The new law specifies that the cap of 12 online sportsbooks does not include online sportsbooks with a retail component. As a result, this has created an opportunity for five additional permits to be issued specifically for online-only sports betting brands.
It remains unverified if PointsBet is one of the 18 applicants seeking those permits. Nevertheless, their previous interest and marketing efforts in the area strongly indicate that they are likely one of the applicants.
Despite the possibility of the VA Lottery rejecting the application once more, the marketing blitz is likely to persist due to the sportsbook’s intentions in MD. However, PointsBet probably aims to eventually operate in both markets.
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