The second, “Game Time,” features a fan using ESPN’s DTC service to browse live betting markets, place a bet on ESPN Bet, and track the wager from her couch. The scene then cuts to two fans at a bar pulling up FanCenter and doubling down on their fantasy football matchup with an additional bet.

“When we first floated the idea of the laundromat, we had some colleagues that looked at us quizzically, but we were saying that, for sports fans—and that is a very significant part of the adult population—sports are part of everything you do,” Rouache said. “How do we serve the fan? How do we serve that fandom experience? Because we believe that is our path to growth.”

It’s been seven years since the Supreme Court knocked down limitations on sports gambling, with 39 states and Washington, D.C., now offering some form of legalized sports wagering. Online sports gaming is now approved in 33 states and D.C., with a robust field of competitors that include multiple NFL gaming sponsors that aren’t ESPN Bet.

But with the NFL announcing its extended broadcast deal with ESPN and an equity stake in the broadcaster—and ESPN Bet placing a countdown clock on its sportsbook’s FanCenter ticking down to the NFL’s Sept. 4 kickoff game—ESPN Bet sees its new sportsbook features, campaign, and integration with the ESPN app as necessary tweaks to the playbook if it wants a distinct advantage over competitors during this time of year.

“Seamlessness is the key part of it, because, as with our lives, we want to reduce friction at every step,” Rouache said. We want to be able to think, ‘I have an opinion or prediction. I have a level of confidence, I’m going to convert that into a wager,’ and that there is no better place to celebrate opinions and predictions than ESPN—and that in the stats component, the editorial component, that is what drives that level of confidence.”