Broadcasting and TV network GameOn Entertainment Technologies announced Tuesday a new signed partnership with Gaming Society, which entails predictor games that will enable fans to make free-to-pay bets on women’s sports, including leagues such as the WNBA, NWSL, and more.

Gaming Society will license GameOn’s proprietary technology to power the fan engagement initiatives. The companies will also share in all revenue generated by the platform, such as from sportsbook affiliates and sponsorships. 

Launched in June by Naismith Memorial Basketball Hall of Fame inductee Kevin Garnett and Players’ Tribune Cofounder Jaymee Messler, Gaming Society is a content and gaming platform bringing “a fan-forward voice, education and the athlete point of view to sports betting”, as described by the company. Its goal is to democratize sports betting “so every fan has the tools and knowledge to have skin in the game”. 

Gaming Society partnered with the WNBA Players Association in August to launch its “Bet On Women” campaign, a movement to advance women’s sports forward through gamification and sports betting. 

According to the company, “putting women’s sports at the forefront of the rapidly growing betting category will help increase visibility for new audiences, deepen engagement for existing fans and activate new revenue streams for women athletes, teams and leagues”. The partnership with GameOn further builds on these initiatives.

In an official press release, Matt Bailey, GameOn CEO, spoke about this new partnership and said: “We’re excited to partner with Gaming Society to elevate women’s sports and educate fans on sports betting through gamification. Despite women making up 40% of all athletes, they only receive 4% of media coverage, so it’s imperative platforms like Gaming Society help level the playing field through innovative, democratized fan engagement.”

Messler also added: “If you look around the gaming landscape, there aren’t many products that exist for the passionate fan communities of women’s sports. Partnering with GameOn will allow women’s sports fans to further invest in their favorite leagues, teams and athletes while entering the betting space in a more accessible and easier way.”

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