For sportsbook marketers, these insights can help pinpoint exactly where and how to engage bettors all season long. With 77% planning to wager, operators that leverage personalization, mobile-first experiences, and real-time campaign agility can capture greater share of wallet. Positionless Marketing makes it possible to act on these opportunities instantly delivering the right offer, to the right bettor, at the right moment.
Key takeaways:
Pre-Game Bets Lead the Action: Nearly half of NFL bettors prefer pre-game wagers, creating a prime opportunity for operators to tailor promotions and offers before kickoff.
Personalization Drives Loyalty: With email and SMS as top channels, bettors respond to timely, relevant messages tied to their NFL interests, making personalization essential for retention.
Mobile-First is #1: Seventy-six percent (76%) of bettors place wagers on mobile or online platforms, and 80% use multiple sportsbooks weekly, meaning seamless, cross-platform experiences are critical to winning repeat engagement.
Be the first to know all about the latest Marketing tips & tricks, Industry special insights and more
The Big Picture
Our 2025–2026 Consumer Report on NFL Wagering Intentions, based on a survey of 425 U.S. NFL bettors, uncovers how players plan to engage this season, which bet types and channels they prefer, and the moments that truly drive wagering.
For sportsbook operators, this is a playbook for capturing bettor attention, loyalty, and share of wallet throughout the entire NFL season.
What’s Inside the Report
Here are just a few of the headline findings:
77% of NFL bettors plan to wager during the 2025/26 season.
Pre-game bets dominate: 48% prefer them, while live betting has fallen to 25% (down from 37% last year).
Traditional bet types lead: Point spreads (61%), Moneyline (52%), and over/under (47%) remain the most popular formats.
Bettors keep betting beyond team loyalty: 82% will keep wagering even if their favorite team is eliminated, and 83% will bet on the Super Bowl no matter who plays.
Mobile-first behavior is the norm: 76% place wagers via mobile or online platforms, with 80% using two or more sportsbooks weekly.
Personalization drives retention: Email (40%) and SMS (33%) are top communication channels, and timely, relevant messages are key.
Responsible play is a trust-builder: 92% are aware of responsible gambling tools, but 63% have bet more than intended, highlighting an opportunity for operators to lead with trust.
Create personalized offers without waiting on other teams
Launch campaigns across channels in minutes, not days
From pre-game odds boosts to timely responsible play messages, Positionless Marketing ensures operators can deliver the right message, to the right bettor, at the right moment all season long.
The Guide to Re-Engaging Lapsed Customers
Identify at-risk and lapsed customers and bring them back with this guide.
The 2025–2026 Consumer Report on NFL Wagering Intentions includes 10 actionable recommendations for sportsbook operators to maximize engagement this season.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
