The NHL is debuting some new technology this season that’s sure to make sportsbook operators happy. The tech is called digitally enhanced dasherboards, or DED, and it will allow for television broadcasts to digitally replace the advertisements located on rink boards in arenas with ads targeted for the specific markets the games are airing.
So in other words, if you’re at Capital One Arena catching the Washington Capitals play the Philadelphia Phillies, you might see a Capital One advertisement on the rink board. But if you’re watching the game on the local broadcast in Philadelphia, you might see a Wells Fargo ad in the same spot. The local broadcast in D.C. might have sold that spot to a car dealership. And if you’re watching the national broadcast on TNT, you might see a McDonald’s ad.
So how does this benefit sportsbook operators? Because they can now target markets where betting is legal and they’re licensed to operate. That includes international games, as the NHL will have games aired in more than 100 countries. The league plans to create DED feeds for every country where there’s a big enough demand. That means European sportsbooks will have a chance to get their ads on the boards too.
Sponsors are able to buy five zones of digital space, sold to them in 30-second increments. Those ads will show when the main center-ice camera is broadcasted. Eventually, the DED system will allow for broadcasts to display stats and special goal celebration effects.
