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Gaming Society, UNLV partner for sports betting research project

Gaming startup company Gaming Society has aligned with the International Gaming Institute (IGI), a nonprofit academic center at the University of Nevada, Las Vegas (UNLV), to help shape the future of sports betting and gamification in the United States through industry data and insights.

As part of the collaboration, Gaming Society and IGI will conduct research – collecting and analyzing data from across the sports betting, technology, and media industries – to establish an understanding of female sports bettors, women’s sports fans’ attitudes pertaining to betting and betting motivations as well as betting firms investing in sponsorship of women's sports.

It is hoped the research will provide industry leading organizations with helpful market research, with the ultimate goal of deepening fan engagement and making the industry more inclusive and accessible.

Gaming Society and IGI will also collaborate on betting education programming development.

“Market research and data on fan behavior is critical in driving future innovation within the sports betting industry," says Jaymee Messler, Gaming Society co-founder. “Over the past year, Gaming Society has partnered with leading leagues and brands to make sports betting more inclusive and deepen fan engagement, with particular focus on women bettors and women’s sports. Now, together with IGI, we will help advance the industry with bettors’ behavioral data and insights that will offer a new lens through which teams, leagues, and brands can understand their fans. We are looking forward to joining forces with IGI, while also empowering the next generation of industry professionals.”

Last October, Gaming Society named prominent American gaming company FanDuel as its first official sportsbook partner.

In August, the Women’s National Basketball Association partnered with Gaming Society to create the free-to-play “Bet On Women” prediction game, which is designed to bolster fan engagement.

Gaming Society was co-founded by former National Basketball Association superstar Kevin Garnett. In 2021, the company secured a partnership with GameOn to create predictor games.

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