As reported by SportTechie, “Online casino PointsBet has partnered with sports entertainment firm Topgolf to bring sports betting experiences [with live game odds and special offers on-site] to Topgolf locations in New Jersey.” [Topgolf currently has two locations in the Garden State, one in Mount Laurel and one in Edison.]

“Bars at both of Topgolf’s NJ-based locations will be rebranded with PointsBet logos. More TVs and screens with sports gambling odds will also be added to the entertainment space. Special gambling offers will be available to Topgolf customers, though guests won’t actually be able to place physical bets at Topgolf locations. Wagers can only be placed through smartphones using the PointsBet mobile app, which launched in New Jersey this past January.”

“Our partnership with Topgolf is a perfect alignment of the sports and entertainment community,” said Johnny Aitken, PointsBet U.S. CEO. “The PointsBet-branded bar areas, with live game odds and the opportunity to unlock special offers and rewards for downloading the PointsBet mobile app, will be the essential hub for fans to experience new, one-of-a-kind VIP betting experiences.”

Topgolf’s New Jersey locations will host events targeted around major sports events, with participating guests able to win prizes. The next planned event, a March Madness Hole in One competition, will take place in Edison and Mount Laurel on March. 23, 2019 with a grand prize of $25,000.

“PointsBet is known for its guest-first and premium approach to sports betting, and we’re thrilled that Topgolf guests will be able to participate in this new venture that captures the spirit of competition and fun,” said YuChiang Cheng, Topgolf Media President.

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SportTechie Takeaway

“Over recent years, Topgolf has expanded from a high-tech driving range for serious golfers to become a premier sports bar destination with food, drinks, arcades, pool halls, music venues, with eSports gaming lounges. As more states continue to pass sports betting legislation, PointsBet will be expanding its mobile sportsbook and its partnership with Topgolf could roll out to venues outside of New Jersey. Perhaps more food and entertainment chains will also follow Topgolf’s lead in embracing regulated sports betting.

“Seth Young, PointsBet’s chief innovation officer, will be at SportTechie’s States of the Industry next week in New York City. Young will join an expert panel that includes Scott Butera, MGM’s president of interactive gaming, and Scott Kaufman-Ross, the NBA’s head of fantasy and gaming, to discuss

About PointsBet:  PointsBet recently announced the launch of its eagerly anticipated sportsbook, building on their reputation as the fastest growing betting company in Australia and bring their sports expertise, high-tech app, and inimitable PointsBetting product to the U.S. betting market. To begin betting, visit www.PointsBet.com. New customers will receive a free $25 bonus bet (no deposit required). In addition, new users will be given the opportunity to place two risk-free bets, with coverage up to $1,000. Customers will have up to $500 in losses covered for both their first traditional wager and their first PointsBetting wager, designed to give bettors a chance to try out PointsBet’s signature offering risk-free.

About Topgolf: Topgolf is a global sports entertainment community with a worldwide fan base of nearly 100 million. Topgolf prides itself on its special blend of technology, entertainment, food and beverage and the inherent good that can be accomplished when a community of all walks of life comes together. These multi-level complexes feature high-tech golf balls and gaming, climate-controlled hitting bays, renowned menu, hand-crafted cocktails, events, music and more. The nearly 48 U.S. venues along with four international venues entertain more than 17 million guests annually.

Beyond the venues, Topgolf brands include Topgolf Swing Suite, a luxury simulator experience; Toptracer, real-time tracking as seen on TV; Toptracer Range, bringing the tracing technology to driving ranges around the world; and WGT, the world’s largest digital golf audience. As a growing lifestyle brand, Topgolf is discovering new ways to engage and delight our Guests through original content series, pop up social experiences like Topgolf Crush, and even through building music venues like The Cowan in Nashville. To learn more, follow @Topgolf or visit www.topgolf.com.

What this could mean? Topgolf is leading the way to raise the bar for the out-of-home leisure entertainment industry, getting involved in all aspects of socialization.  However, the one category they have not yet mastered is how important and profitable an integrated games zone can be. I am aware that they have tried a few tests, but as they were not executed correctly, they were doomed to fail and not produce the desired revenues. FEC’s and bowling centers with great food/beverage operations may also find a way to get involved in sports betting, even if in a much smaller way. We will keep an eye on Topgolf and applaud them for making this deal with PointsBet.

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