For years, betting companies have sought to introduce the concept of “Super apps” as the norm for global sports fans who wish to watch a game and place bets at the same time. The introduction of live streaming in the betting apps was a step towards this, but it came with limitations.
It appears, however, that the time of Super apps has come and can become the next big thing for many industries. The first applications of this kind let users watch a game, place bets, and buy goods.
Whether it’s the ESPN and DraftKings partnership in the US or DAZN’s shift to a broadcaster-bookie in Europe, the goal is to make the betting slip a seamless part of the live broadcast and everyday spending.
Why Is Account Linking A Game Changer?
A few weeks ago, the “account linking” launch between DraftKings and ESPN was the biggest thing in the betting industry in the USA. This is the first time a news giant and a sportsbook share a single platform.
The idea behind it is that if you track a team on ESPN, your DraftKings account automatically updates to match your preferences. The drive behind this idea is “speed”. The bookmakers want to provide quick access to your betting account the moment you read the latest news of your favorite team or any other team.
By creating a “Personalized Hub”, the app removes the need to switch between screens, ensuring you don't miss fast-moving lines during high-pressure events.
How Is Europe Embedding The Sportsbook?
In contrast to the U.S., where two separate apps are linked, Europe is adding the bookmaker directly to the video players. DAZN is the streaming giant in countries like Italy, Spain, and Germany.
Since they own a big amount of broadcast rights, they decided to add a “Quick Bet” button directly on the match. If a penalty is called, the button flashes. Viewers can simply tap and wager, without looking away from the action, as long as they have an account with the DAZN-owned betting company.
Sky Bet has seen similar success in the UK, proving that fans prefer to stay within the stream rather than navigate traditional menus.
Can You “Bet And Buy” In The Same App?
This tech coordination isn't just limited to wagering, but is expanding into merchandise and rewards. Fanatics Sportsbook is now using its massive retail database to offer FanCash on every bet.
This creates a “Bet and buy” ecosystem where your winning parlay can be instantly converted into a new team jersey or collectible without leaving the app. In Europe, some broadcasters look to integrate ticketing and official shop links directly into the match-day interface, turning the "Super app" into a one-stop shop for every fan.
