60% of Super Bowl Bettors Should Be Ignored by Sportsbooks

Optimove Insights' analysis of over 1.28 billion NFL bets from more than 9 million bettors during the 2023–2024 season shows that 3% of players generate 82% of the revenue for sportsbooks for big events like the Super Bowl. Conversely, 60% of bettors contribute only 1% of revenue, while the remaining 37% account for 17% of revenue.

Optimove Insights, the research arm of Optimove the #1 CRM Marketing Solution for iGaming and sports betting operators. Key data is depicted in the chart below:

Marketing Dos and Don’ts after the Super Bowl…

• DO focus on Mid-Tier players. They can contribute meaningful lifetime revenue and be converted into top-tier players.
• DON’T waste time on Low-Tier players who will likely never pay out.
• DON’T waste Marketing Retention Efforts on Top Tier + VIPs because they are loyal players. Player tier thresholds, defined per operator by net gaming revenue, are aggregated to establish overall player tiers.

Where bettors migrate to after the NFL season:

• 48% move to another sport. This group is still engaged and can be targeted with cross-sell offers for upcoming events
• 14% try casino gaming – A smaller but valuable segment that can be nurtured for subsequent sportsbook betting
• 39% churn

How to keep players engaged post-season?

Once the NFL season ends, the key is to give players a reason to stay.

1. Get players to explore both sportsbook and casino

• Multi-product bettors are more loyal. If a player engages in both sports betting and casino, they’re less likely to churn.
• Know your audience.  
  • If they’ve played casino games before, send offers based on their past behavior.
  • If they haven’t played casino previously, educate them with a fun intro campaign (think: tips, free spins, low-risk bets).

2. Encourage deposits (instead of just free bets)

• Many big-event bettors maximize free bets, then leave.
• The solution? Incentives for regular deposits—loyalty bonuses, deposit matches, or retention-based rewards.

In summary

The post-NFL season is make or break for retention. While VIPs are locked in, the real focus should be on Mid-Tier players—they’re engaged, they contribute solid revenue, and they’re open to sticking around with the right incentives.

So, what’s the game plan?

• Give them a reason to stay—whether it’s cross-selling into another sport or introducing them to casino gaming.
• Make deposits a habit, not just free bets. Smart incentives will keep them playing long-term.
• Use data to personalize re-engagement—not all players behave the same way, so treat them differently.

Churn is avoidable—but only if you take action. The off-season isn’t the time to sit back; it’s your chance to lock in long-term retention and build deeper customer loyalty.

For more insights on how to keep players engaged after the Super Bowl season, contact us to request a demo.