As the NFL season kicks off, operators have a small window to reactivate smarter.
Every marketer knows the NFL season drives big spikes in engagement. What’s less obvious is that the earlier a customer is reactivated before the season, the better the results. But timing is only half the story. The question is – who should be reactivated?
The Big Picture:
According to recent Optimove Insights, early reactivations significantly increase deposits, bet volume, and long-term retention. Waiting costs money.
Reactivation is not just about blasting every past player. The most effective campaigns target players with a high potential to return but a low likelihood of doing so without personalized marketing messages.
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Low Loyalty, High Potential
Marketers should focus on the following player criteria in their upcoming NFL campaigns for highest impact:
Customers with a first deposit over a year ago
A lifetime deposit total under $1,000
These players are often overlooked, but they are the most persuadable. They are not loyal, but they are still within reach, and they will not come back without a bit of effort.
What Works Best: Not All Reactivation Is Equal
This Optimove Insights study shows that how a customer is reactivated dramatically changes the outcome.
Based on NFL-related data across brands last season, here is what the numbers show:
Method
Difficulty
Avg Bet (2 weeks)
Avg Deposit (2 weeks)
Effectiveness Summary
Deposit
Most Difficult
$776
$220
High risk, high reward. NFL bets average 1.2x higher, with 4x higher deposits.
Sport Bet
Medium
$461
$35
Solid middle ground. Better than casino, but below deposit reactivation.
Casino Bet
Easiest
$172
$20
Easiest path, but lowest returns. Least effective overall.
Here are three recommendations operators should take into consideration when creating NFL campaigns:
Start campaigns now, not later: Early reactivation leads to higher retention and betting value.
Use deposits as a marketing tactic or trigger, not a follow-up: Even small deposit incentives drive stronger behavior.
Automate testing across reactivation types: Let performance signals dictate journey design, not guesswork.
Operators who treat reactivation like performance marketing will see higher marketing return on investment (ROI) than those who treat it like a reminder email. It is not about volume. It is about timing, segmentation, and the right trigger.
In Summary
To make NFL reactivation count, marketers must focus on timing, target the persuadable players only, and lead with deposit-based strategies. The earlier the campaign is sent, the higher the ROI.
For more insights on player marketing strategies, contact us to request a demo.
The Guide to Re-Engaging Lapsed Customers
Identify at-risk and lapsed customers and bring them back with this guide.
Jonathan is a Marketing Data Analyst on the Professional Services team at Optimove. He specializes in uncovering actionable insights by analyzing customer data for retail and gaming clients. With a strong foundation in marketing analytics, he helps businesses optimize their strategies through data-driven decision-making. Jonathan holds a Bachelor of Science in Management, with concentrations in Marketing and Legal Studies.
