Sports betting content is about to become a key part of another live broadcast platform. If viewers want it.

A day after DraftKings announced an exclusive marketing integration across NBCUniversal’s sprawling sports portfolio, FanDuel on Tuesday said it will partner up with Amazon Prime Video. On live NBA broadcasts on Prime this season, viewers can opt into consuming a multitude of FanDuel betting data on-screen.

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As with ESPN’s new ESPN Bet integration on its direct-to-customer platform launched in August, viewers will not be able to bet via the portal. They will also be able to block betting content in their settings.

NBA on Prime will also provide access to the FanDuel Sports Network of regional sports outlets, NBA League Pass and a fully customizable multiview reminiscent of NFL Sunday Ticket.

“Since Day 1, we’ve challenged ourselves to invent features that heighten, customize and add storytelling elements for fans within the live sports experience,” Prime Head of Video U.S., Global Sports & Advertising, Jay Marine said in a release. “As we tip off this long-term relationship with the NBA, we’re excited to launch a best-in-class bet tracking experience with FanDuel, as well as a wide-ranging suite of broadcast innovations to enhance Prime Video’s comprehensive NBA offerings.

“As we’ve demonstrated through our coverage of Thursday Night Football and NASCAR, our innovation teams are continuously raising the bar and exploring what is possible within our produced coverage and add-on subscriptions.”

Here are details of the new FanDuel/Amazon integration:

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• Bet tracking with FanDuel. An opt-in functionality allows users to track bets throughout telecasts after linking their Prime Video profile and FanDuel accounts. Their active NBA bets will be displayed and updated on the screen, along with “relevant progress and won/lost status,” according to a release. The bet tracking feature does not offer the ability to place bets directly on Prime Video.

• Odds View. A rotating feed of live odds, spreads, and player props. A FanDuel sports betting account is not required to view this information. Also on demand: a rotating odds feed with lines and probabilities. The betting features can be disabled in the Prime Video settings.

• Fully-Customizable Multiview. A ubiquitous feature on platforms like YouTube TV, the Prime Sports multiview allows viewers to choose their games. Those with Prime Video and NBA League pass subscriptions can mix and match games from those platforms.

• Stats. A menu of traditional and advanced stats is available on-screen, on-demand.

DraftKings and FanDuel control about 80% of the sports betting market in the United States collectively, according to Barclay’s, and their pivot to high-profile marketing deals this week entrenches their brands in live sports coverage.

DraftKings gained exclusivity across a wide menu of sports — including the PGA TOUR and Super Bowl LX — with its NBC Universal pact, but while the Prime partnership focuses FanDuel toward a specific sports league, it’s a large and important one. Though pinpointing the exact amount wagered on certain leagues nationally is impossible because of differing reporting methods by states, the NBA is anecdotally understood to comprise the largest share of yearly handle, in part because of the amount of games as compared to the mega-popular NFL.

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While Colorado separates professional and NCAA versions for reporting purposes, “basketball” was its most-bet sport in 2024, accounting for 22% of the fiscal year handle.

Prime Video’s live sports lineup includes the NFLThursday Night Football broadcast, the WNBA, and the New York Yankees and Seattle Kraken regionally.

The NBA on Prime’s inaugural season begins Oct. 24 with the Boston Celtics at the New York Knicks (7:30 p.m. ET), and the Minnesota Timberwolves at the Los Angeles Lakers (10 p.m. ET).