The NFL isn’t just another sports season; it’s the cornerstone of U.S. sports betting. Player activity spikes dramatically, and sportsbooks gain a chance to re-engage dormant bettors, welcome first-time depositors, and reinforce loyalty with their VIPs. But this moment is more than just one weekend. The quality of a sportsbook’s Week One experience, from smooth Know Your Customer (KYC) flows to personalized offers, has a direct impact on brand loyalty for the rest of the season. First impressions last, and operators who deliver a seamless, personalized opening will reap long-term benefits.
To hear more about the new NFL season and how to treat loyal customers as VIPs, tune into iGaming Daily’s podcast:
The Big Picture
It’s that time of year again: the countdown to Kickoff. In just a few weeks, the Eagles and Cowboys will clash in the NFL’s opening game, igniting months of action that fans and sportsbooks alike have been waiting for. While the NFL season is a thrill for players and fans, it’s also a defining moment for operators. Week One sets the tone, and how sportsbooks prepare now will shape acquisition, retention, and profitability all season long.
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The Untapped Potential of Mid-Tier Players
While VIPs and first-time depositors often dominate attention, the “middle tier” of players represents an underutilized opportunity. Roughly 37% of users fall into this segment, yet they generate just 17% of revenue today. These recreational but regular bettors, often loyal to no single brand, are ripe for conversion into long-term, higher-LTV customers. Unlike entrenched VIPs or bonus-chasing casuals, mid-tier players are more open to personalized campaigns, tailored bonuses, and loyalty mechanics that make them feel valued. Think airlines: once a casual flyer gets hooked into a loyalty program, it’s hard for competitors to pull them away. The same dynamic applies here.
From Acquisition to Retention: A Market Shift
With few new state launches on the horizon, sportsbooks can no longer depend on market expansion to drive growth. Instead, profitability now hinges on retention and higher hold rates. Same-game parlays already account for more than 70% of sportsbook revenue in states like New Jersey, underscoring the importance of steering players toward more profitable betting behavior. To succeed, operators must deepen loyalty, personalize campaigns, optimize incentives, and reward players enough to keep them active, without over-bonusing.
AI and Personalization at Scale
This is where AI-driven decisioning becomes essential. Managing millions of players, each with unique behaviors, teams, and preferences, is impossible manually. The key is using AI to dynamically resolve campaign conflicts, personalize offers, and decide which message, channel, and bonus is most effective for each player at scale. Done right, AI-powered CRM transforms marketing from “batch and blast” into the digital equivalent of a personal handshake.
Final Whistle: Winning the Season Starts in Week One
Sportsbooks that succeed in 2025–26 will treat the NFL Kickoff not as an event, but as a launchpad. By leveraging data, tapping into the mid-tier segment, optimizing profitability levers like parlays, and deploying AI for personalization at scale, operators can secure loyalty that lasts well beyond the Super Bowl. Just as fans hope their team goes the distance, operators who execute now can turn week one engagement into season-long momentum.
For more insights on maximizing player lifetime value this NFL Season, contact us to request a demo.
Tune into Optimove’s Spotify playlist, iGaming Talks:
Jeff Laniado has led iGaming sales for Optimove in the US and Canada for over four years, working with top operators in sports betting, iCasino, DFS, sweepstakes, and lottery. He is responsible for managing many of the US-focused iLottery partnerships. Jeff has more than a decade of experience in sports, gaming, and promotional marketing strategy and sales.
