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Kroger, one of the biggest supermarket businesses in the US, is entering the online sports betting market. Through its supermarkets and petrol stations, the Ohio-based corporation now allows customers to register with gambling operators, providing special incentives and promotions. The Cincinnati Business Courier claims that the goal of this action is to increase marketing opportunities and improve client interaction.
Customers can create accounts with well-known gaming operators through Kroger Play by visiting the platform or scanning a QR code. The program links users to OwnersBox for daily fantasy sports, PENN Entertainment for online casinos, and ESPN BET for mobile sports betting. Customers who deposit $10 on OwnersBox, for instance, get $50 in DFS contest credits.
Although Kroger has not officially commented on the new initiative, reports suggest the company is looking to strengthen customer interactions. “Customer engagement remains strong,” said Kroger CEO Rodney McMullen during a December 2024 earnings call. “Mainstream households are the primary driver of our positive customer engagement trends.”
Kroger operates over 1,200 stores across 16 states, with nine allowing sports betting and two permitting iGaming. This latest initiative is not the company’s first foray into the gambling sector. In 2023, Kroger secured approval from the Ohio Lottery Commission to install 20 sports betting kiosks in select locations within Cincinnati and Dayton.
Retail gaming is gaining momentum as businesses seek innovative ways to engage customers. Convenience store giant 7-Eleven also entered the space by teaming up with Jackpot.com in 2023, enabling Ohio and Massachusetts residents to purchase lottery tickets online.
With major retailers integrating gaming services, the line between traditional shopping and digital betting continues to blur, shaping a new trend in customer engagement.