Mergers, buyouts, funding announcements and strategic partnerships are littering the news showing how companies are jockying for position.

Unlike other industries where the thoughts, opinions and goals of executives are captured monthly, the sports betting industry had never captured the collective thoughts of its executives.

We remedied that. We were the first to capture the needs, wants and behaviors of the general American sports bettor and the first to measure the realities of how more than 200 sports betting executives are feeling about the market.

In parallel, we surveyed more than 800 American sports bettors to see how their experiences matched or differed from the realities of the executives.

In an industry where every user is important, there were clear disconnects between how executives viewed growth and user retention vs. what users found most important about keeping them coming back.