Essential Insights for Sports Betting Sites – from Optimove Insights

The Big Picture: 

Optimove Insights, the analytical and research arm of Optimove, released its comprehensive report, “Optimove Insights: Report on Wagering Intentions for Euro 2024.” This report provides an in-depth analysis of European bettors’ wagering intentions and communication preferences. The insights are invaluable for sports betting sites aiming to optimize their offerings, enhance player experiences, foster loyalty, and promote responsible gambling practices.  

Select Highlights from the Report: 

1. High Engagement Levels: Significant engagement was found among bettors, with 58% placing bets on one or more games weekly and 29% betting several times per week. Additionally, 76% of participants placed a bet at least once a month, indicating consistent interaction with sports betting platforms.
2. Real-Time Interaction: A notable 83% of bettors engaged in live betting during games, highlighting the opportunity for betting platforms to interact with users in real-time and enhance their overall experience through timely updates and in-game betting options.
3. Respondents overall will bet on Euro football whether their team is on the hunt or not.  Eighty-four percent (84%) will still bet on games without their national team.
4. Influence Factors: The top factors influencing betting decisions were player performance (52%), betting promotions (47%), and expert analysis or predictions (47%). Both intrinsic factors, like player stats, and extrinsic incentives, such as promotions, play crucial roles in decision-making.
5. Marketing Fatigue: While marketing fatigue is a persistent issue for consumers on retail sites, it is much less of an issue with Euro 2024 bettors. However, respondents indicated that too many or irrelevant marketing messages are the primary reasons they stop using a site/app. 

Recommendations for Sports Gaming Sites: 

The report emphasizes the importance of a strong data foundation and clean testing frameworks to fully leverage AI in marketing. Key strategies include integrating a Customer Data Platform (CDP) with a Multichannel Marketing Hub (MMH) to enhance marketing efforts by delivering real-time, relevant, and timely messages to players. Best practices to optimize player marketing include: 

• Comprehensive player insights through CDP-MMH integration
• Automated personalization of game recommendations and bet types
• Real-time event triggers to enhance engagement
• Consistent cross-channel messaging
• Segmented targeting based on betting history and preferences
• Behavior-based automation workflows
• Personalized promotions and optimal message delivery timing
• A/B testing and continuous optimization
• Integration of responsible gambling resources
• Transparent communication and ease of use across platforms
• Identification of high-value players and potential addiction risks 

In summary  

The results of this report provide a clear guide for sportsbook operators to deepen player loyalty and optimize customer lifetime value. It underscores how Euro 2024 is an incredible opportunity for operators to build even deeper relationships with both current and new players. 

Download the full report here. 

For more insights on how to make the most of Euro 2024, schedule a demo.