Yes. Ross, it's a little bit of all of that and more. And in -- I'll probably do that in reverse order. But in the question of what do we bring to the table that they don't already have. The answer is, we don't know. When we entered travel, we didn't bring anything to the table in travel. When we entered home services, we didn't bring anything to the table in home services and when we entered dating, we didn't bring anything to the table in dating. What we looked at is who is -- what do we think the future looks like. And I talked about that in the opener a little bit of is 10% penetration is going to be the case 10 years from now, then our answer with high confidence is no, it will be meaningfully higher than that. And when we get into it, we'll learn more and we'll figure out where we can help. There are some general dynamics that I think that we're very familiar with that we hope to share with MGM and try and be helpful in terms of things we've seen on conversion channels, we think, that have been valuable to us, things we've learned in direct marketing, things we've learned in performance marketing. What kind of metrics we view as successful metrics in certain channels and what kind of metrics we view as unsuccessful metrics in certain channels. And those general learnings have been helpful to us as we've entered new categories.
But we'll learn. And so one of the things that's great about MGM in what they're doing in digital is they have this partnership with GVC and GVC seems to be quite capable. They're a top 3 player in I think 20 countries or more than 20 countries now. And they have scaled these businesses, they have built the technology, they spent the marketing. And so they know we're doing -- what they're doing. And when you pair that expertise with the assets that MGM has, which we think are incredibly valuable in this area, we think that that's a winning combination. And so we look at this team and say, how do we enter this category with a winning combination. Very little known fact is we actually did enter this category years ago. We had the timing right, the execution wrong. We had, after DraftKings and Fanduel, we had also ran a third player in the market called Draft Street, which we built from scratch, invested in and went nowhere. I think we sold it. I can't even -- sold it, probably a generous term. I think we gave it to one of DraftKings or Fanduel. And that wasn't our best execution we've ever done.
But we've followed the category for a while, and we looked for the opportunity. What MGM has uniquely, and again also with the joint venture, is we view that the offline and the online are a complement to each other. A lot of time in the category, you think the off-line incumbent is going to move too slowly, it just doesn't have the technical bones to do it and has some expense infrastructure that is a drag rather than a benefit to the online. You can think about that in areas like retail and there's a big retail footprint that's expensive or you think about lots of analogies there. In gaming, our view is that the entertainment experience, the in-person experience, in a -- hopefully in a post-COVID world, but that experience is not replaceable online, and that experience is a tremendous complement the online experience.
Think about just one little benefit that -- not a little benefit, probably a big benefit that MGM has in this category. They're doing millions of room nights. They're interacting with those customers on check-in. That gives them an opportunity at a margin positive way to create a digital footprint on the device of their customers and a digital interaction point on the devices of their customers. When you think about the billions of dollars that we spend on marketing across all of our brands to make that digital footprint and then generate a revenue event or generate a positive customer experience in there, that's a very, very expensive channel for us. MGM has that with all their customers when they're checking into a room at a margin positive time before they've even started with the digital experience.
And we think that, that is a real significant overlap and a real asset. And we think there's lots of assets along those lines. And when you think about the pure digital players having to deliver a compelling, exciting, fun physical experience as against the physical players having to deliver a digital experience, I really like MGM's position on that and what they can deliver for the consumer. So that is pretty unique in the market. They're the only one, I think, who've been very aggressive in that combined area, and they're planning to win. And that's why we like them, and that's why we're backing them, and that's why we're excited about it. And hopefully, we can add value over time in the ways that we've been able to add value with lots of these businesses over time. But at the start, it's a great team with a great vision and great assets to go after a category that's very large with tailwinds.