Amazon Prime is bolstering its basketball broadcasts with NBA betting integrations from FanDuel ahead of the streaming giant’s league debut this season.
Prime Video announced on Tuesday that NBA betting fans will be able to link their FanDuel betting accounts directly to their Prime profiles. Once connected, active wagers will appear on-screen and update dynamically throughout the broadcast, showing progress on parlays, props, and straight bets.
All sports betting will still be completed through FanDuel’s app or website, however, as the feature stops short of offering wagering inside Prime itself.
Amazon preps for NBA season
The feature arrives as part of Amazon’s 11-year, $1.8 billion-per-year rights package with the NBA, marking another step in the convergence of betting, streaming, and live sports.
“We’re excited to launch a best-in-class bet tracking experience with FanDuel,” Jay Marine, head of Prime Video U.S. and global sports, said in a release.
FanDuel odds view and opt out
In addition to personal bet tracking, Prime will also offer an “Odds View” overlay. The feed rotates moneylines, spreads, totals, player props, and probabilities alongside the live game. A FanDuel account is not required to access Odds View, and the setting can be disabled for viewers who prefer a traditional broadcast.
Under the agreement Prime will also distribute NBA League Pass and FanDuel-branded regional sports networks through its platform.
Live sports, betting converge
FanDuel’s deal with Prime comes a day after DraftKings announced a marketing pact with NBCUniversal, as both market leaders embed themselves deeper into live sports coverage.
ESPN Bet, meanwhile, has begun layering its own integrations into the ESPN app alongside live streams.
The NBA integration builds on Amazon’s strategy of using live sports to drive Prime subscriptions while layering in personalization and interactivity.
Features first tested with Thursday Night Football on Prime, like customizable Multiview and AI-powered highlight recaps, will also appear in NBA broadcasts, according to Amazon.
