Why Legalized Gambling & Pro Wrestling Is A Bad Combo
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As part of a recent article by Alex Sherman of CNBC.com, reports are that WWE is working on strengthening a relationship with gambling regulators to allow for betting on scripted match results. On the surface, this seems like an intriguing way to get new fans interested in the product; however, the reality is, this is among the worst ideas WWE has had in years. It has the potential to dramatically change the industry, and almost exclusively for the worse.
The idea that a "fake" sport would allow for fans to gamble on predetermined results is ludicrous. While the argument is that award shows like the Emmys and Oscars can keep the results of the voting secret from fans, that WWE would be able to do this on a weekly and monthly basis over the long haul of an event calendar that runs year-round is absurd. So too, the amount of fans WWE might attract with this new feature does not outweigh the negative consequences of completely re-shifting the way WWE books its product.
What Is WWE Will To Give Up To Make This Possible?
WWE has offered to creatively book the results of their matches months in advance so that those who gamble on the results are not prone to last-minute changes affecting their ability to win money. However, this booking style leaves the sports entertainment juggernaut backed into a corner, should a character or a storyline not be resonating with fans. Long-term booking is ideal when it comes to creating the most dramatic narratives in professional wrestling, but that shouldn't come at the expense of the company's option to pivot if what they're producing is not being accepted by the WWE Universe.
For example, this year's WrestleMania is teetering the line between making Cody Rhodes its top star and force-feeding him to the fans and having the audience be unaccepting of his push. It is excepted that he'll be the winner and new WWE Undisputed Universal Champion when that event comes and goes, but fans have expressed their desire to see the uber-popular Sami Zayn get the top spot. Should WWE have given gambling regulators the results of this match well ahead of the Royal Rumble, and Cody was pegged to be the winner, there would have been no opportunity for WWE to put Zayn in a positive light if they felt the need to do so. If Zayn was the only winner the fans would have accepted, this could have spelled trouble for the company. Changing the results could've opened a can of worms among those who placed real money on a result if WWE simply decided to change things weeks, if not days before WrestleMania 39.
As was seen when Daniel Bryan became champion, this flexibility is an absolute must in WWE.
Fans Want a Good Story Over Profit
Undoubtedly, there would be a small contingent of fans who become attracted to WWE because of the ability to gamble on the product. Those fans would become more engaged, and possibly win a few bucks while taking in the product. That said, the amount of people in that category does not exceed the sheer number of fans who want good storytelling and a better overall product. WWE seriously runs the risk of damaging its presentation and programming by catering to such a small group. Yes, legalized sports gambling is a growing industry, but again, WWE is not a traditional sport.
The reality is, no matter how much money could be made on the results of a scripted match, that match itself is predetermined. Wrestling will never be a sport, one in which the outcome is not known in advance. As such, it is not an ideal candidate for the same gamblers who are attracted to NFL, NCAA, NBA, or other professional sports where gambling has become a hugely profitable business. WWE may want to be all things to all people, but the reality is, they simply aren't.
The Results Would Leak and Greed Would Take Over
WWE and Ernst & Young -- the firm WWE is working with to keep results secret -- might believe the general public won't know, but at some point, the WWE roster and the specific performers involved in these matches will be filled in on the company's plans. The matches can't take place without all those involved knowing the outcome. The company has to put a lot of faith in the fact that sometimes happy, and sometimes disgruntled employees will keep those results secret over the few hours in which they know the results of their respective matches. To think those results will stay quiet in a world where storylines and rumors are consistently linked to media outlets is unrealistic. Take the Royal Rumble for example. Betting on surprise entrants would be a popular option for gamblers. Breaking the story of who is slated to return is a full-time job for many wrestling-related media outlets and websites.
This does not even take into account the fact that wrestlers can get upset with how they're booked, and some performers tend to jump from one company to another on a regular basis. What's to stop an unhappy member of the roster from going into business for themselves or betting on their own match to make a little side money? Sure, WWE can force subcontractors to sign non-disclosure agreements, or take away their ability to text between the time the results are given and the match is complete, but everyone knows those containment measures are not terribly enforcible in a world where professional wrestling careers are almost as short as some of the highly-strung performer's tempers.
Once the results of an entire pay-per-view leak just one time, there's no way to put the cat back in the bag. For WWE, this is a lot of work for a one-strike policy where gambling regulators and online betting platforms can't afford to see a mistake happen more than one time.
Why Fix What Isn't Broken
One could certainly argue WWE isn't perfect. At the same time, the company is producing record profits, selling out arenas all over the globe, and is on the verge of being sold for a monumental amount of money. The idea that WWE would mess with this formula seems incredibly shortsighted. Going this route would unequivocably change the way WWE does business and book its product. It simply isn't worth the gamble... pun intended.
