WWE exploring legalized gambling for scripted matches in Colorado and Michigan
World Wrestling Entertainment is looking to venture further into the sports betting landscape.
According to a CNBC report, WWE is exploring legalized betting on scripted matches. The company has reportedly held discussions with state gambling regulators in Colorado and Michigan.
A potential deal could change the WWE creative process. WWE talent wouldn’t know the result of their matches until hours before performing. It would significantly alter how storylines are presented in the buildup to weekly shows and premium live events.
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WWE aims to work with accounting firm Ernst & Young (EY) to ensure that scripted results are not released to the public. EY has worked with top award shows to help keep results secret. WWE hopes they can convince state gambling regulators the same principle can work in wrestling.
However, there is still another big hurdle. If WWE betting is legalized, betting companies will have to decide whether to list WWE odds on their platforms.
CNBC reports that the Colorado Division of Gaming is not currently considering plans to allow sports betting wagers on WWE matches. Michigan gaming publish a Sports Wagering Catalog that will update if changes are made. Those changes will be shared publicly and with sportsbook operators.
WWE place in sports betting
WWE is no stranger to the sports betting world. The company has worked with DraftKings in recent years. DraftKings agreed to serve as WWE’s official gaming partner in 2021. Ahead of WrestleMania 37, DraftKings listed a free-to-play pool for the annual wrestling event.
Fans were able to place prop bets for what wrestlers would do in given match. This included betting on when a potential signature move or finisher would be performed.
"As a cultural icon and incredible sports and entertainment company, we are thrilled to join forces with WWE and introduce its devoted fanbase to the DraftKings brand," Ezra Kucharz, Chief Business Officer at DraftKings said at the time of the deal. "This relationship helps fuel the engagement and drama of WWE’s signature matchups and storylines as audiences enjoy the second-screen experiences our products provide."
The partnership continues today. The free-to-play pool allows for fans to immerse themselves into matchups based on making predictions on what will happen.
WWE hopes legalized gambling will add more interest in the company. Rumors have circulated that WWE is evaluating buyers for their publicly traded company. The ability to bet on the finish of scripted matches will open the company to more mainstream viewers.