Considering illegal stream sites are getting advertisements from the competitors of Bally’s (from what I am told), I would bet that Bally will figure it out.
At some point the people that run the sports leagues are going to need to think about the next generation of fans. They are going to need them to watch their games. My kids don’t watch sports nearly as much as I watched sports. They have so many more things competing for their eyeballs - video games, tik tok, youtube, discord, pornography, weird Asian comics, etc. When I was 12 my options for entertainment on the weekends were to watch what was on tv (sports) or ride my bike to hang out with friends. Now every 12 year old carries a device in their pocket that gives them access to anything and everything. Also we played a different sport every season. Kids nowadays specialize so young, and focus on one or maybe two sports by the time they leave elementary school. By middle school you either play a ton of baseball across multiple seasons (the regular spring season plus summer travel and fall ball) or you don’t play. Hockey is year round. Club soccer teams want serious commitments. I have a friend whose son was a good high school football player - his coaches didn’t want him playing anything else.
I think esports are ridiculous, but kids watch other kids (either kids they know or various celebrities a guy my age has never heard of) play video games. High schools and colleges now have esports teams. Ohio has high school esports competitions. Check out how many schools participate. At some point local tv new coverage will start including the results of big esports rivalries.
Esports Ohio HS Member Schools
www.esportsohio.org