Optimove Insights July iGaming Pulse Snapshot – U.S. Retention Rate Lower than Global Average
Optimove’s Pulse tool provides unprecedented visibility into iGaming and Sports betting industry performance, trends, and benchmarks. Here’s what you need to know about July
Optimove’s July 2025 iGaming Pulse Snapshot analyzes data from over 3.2 million active U.S. players and 21.3 million global players to offer fresh insights into player behavior. Operators should consider looking into the latest insights when planning upcoming campaigns to be on top of their game. For a closer look at the data behind these trends, visit the full iGaming Pulse report.
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Key Takeaways from July
Here are some insights to consider from the July iGaming Pulse Report:
Global active retention rate reached 70%, outperforming the U.S. average of 62% retention rates.
While U.S. players remain high-value, global retention success highlights untapped opportunities for loyalty optimization in the U.S. market.
Average Active Retention Rate
While U.S. and global retention rates remained close over the past 12 months, the global average consistently outperformed the U.S. In July 2025, the global active retention rate was 70%, compared to 62% in the U.S.
Key findings: Global markets maintain a retention advantage, as shown in the chart below:
Definition of Active Retention Rate: The percentage of bettors who were activein the preceding month and remained active in the current month.
This retention gap suggests that while U.S. players deposit more, as reported in June’s iGaming Pulse snapshot, operators may need to fine-tune retention strategies to keep pace with global benchmarks.
To maximize player value and retention, operators should focus on these actions:
Predict and prevent churn by using AI-driven models to identify at-risk high-value players and trigger timely reactivation journeys.
Reward long-term loyalty with tiered systems that value longevity, frequency, and engagement, not just spend.
Leverage real-time triggers to act on in-game milestones or betting patterns the moment they happen.
Test and optimize continuously with automated A/B/n experiments to refine offers, timing, and channels for maximum impact.
Create omnichannel consistency so messages, offers, and player experiences align seamlessly across email, SMS, push, and in-app.
In Summary
By acting on real-time behavioral insights, operators can strengthen player relationships, prevent churn, and boost player lifetime value. The right mix of personalization, predictive analytics, and loyalty incentives turns every interaction into an opportunity for engagement and growth.
For a closer look at the data behind these trends, visit the full iGaming Pulse report.
For more insights into player trends, contact us to request a demo.
Oren is a Marketing Research Analyst on the Professional Services team at Optimove. In this role, Oren focuses on extracting actionable marketing insights by researching and analyzing customer data for retail and gaming clients. Additionally, Oren is pursuing an industrial engineering and management degree at Shenkar College.
