In the US market, in-venue, real time sports betting on live games is enhancing fans' live viewing experience. What are fans' expectations for in-venue sports betting, and how is it influencing their engagement? What makes for successfully integrated live viewing and betting experiences, and how can stadiums deliver memorable live experiences, given the popularity of remote mobile sports viewing and betting? Why might operators want to move away from the digital transactional betting experience to the in-person betting experience? What are other retail revenue opportunities available as part of the fan experience in stadiums?