Mobile sports betting is changing how audiences engage with the Olympic Games, according to a recent report by KGW News.
In the segment, which explored the commercial and behavioural impact of widespread wagering on major sporting events, sports commentator John Gonzano and Portland State University Associate Professor, Tanner Cook, analysed how platforms such as DraftKings are influencing viewing habits.
While betting is credited with driving engagement and retaining audiences, Cook argued that it is also changing how sport is consumed.
He stated that widespread wagering “reduces the games to very specific, almost like financial instruments”, as bettors focus on odds movements, player props and in-play markets rather than the broader competition.
The report highlighted the financial scale of the market in Oregon. In January, residents wagered $82m on sports. However, total player losses exceeded $11m during the same period. Gonzano said the figures demonstrate that, in aggregate terms, “nobody wins”.
Cook also pointed to a psychological shift among viewers. He argued that bettors are no longer simply watching events but are “almost working” while monitoring markets and tracking potential returns. This, he said, adds pressure and reduces the ability to watch sport purely for entertainment.
Accessibility was identified as another key issue. The ability to link bank accounts and place bets within minutes via mobile devices lowers barriers to entry.
The KGW report concludes that while mobile betting is now embedded in the sports ecosystem and contributes to revenue growth, it also raises questions around consumer outcomes and the long-term impact on how global events such as the Olympics are experienced.
