For years, consumers have been inundated with free promos, bet boosts and promotions designed to build handle, bolster brand loyalty and get the masses betting. This year, the sports betting industry saw one of its first market-moving pivots. Once a landscape of loud and boisterous touts screaming at you to bet this lock or fade this pick, content is shifting into a nuanced and sophisticated vehicle for education, accountability, entertainment and yes, picks. Sports betting content is experiencing an evolution.