Some of the biggest media companies in Australia are reportedly looking into investing in fantasy sports.

The Australian reported that TopBetta, a fantasy sports and wagering platform operator, had “early stage talks” with several traditional media companies about potential partnerships, with products to be launched as early as next year.

Sources familiar with the matter told the news agency that the interested media groups include Seven West Media and News Corp, publisher of The Australian. Crown Resorts’ Crown Bet is also considering investing in the fantasy wagering sector, according to the report.

If a partnership pushes through, TopBetta, chaired by former Seven COO Nick Chan, will provide a platform and gambling license to the table, while the media companies will bring in the audience and marketing muscle.