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Exclusive Forrester Report on AI in Marketing
Why it matters:
The data highlights the increasing impact of live betting on player engagement and sportsbook revenues. Live betting consistently outpaces pre-match betting in terms of both volume and average player spend across multiple markets.
For operators, targeted, timely, and personalized messaging to live bettors presents an opportunity to enhance player lifetime value and engagement. With over half of total bet amounts being placed live in most markets, real-time, dynamic betting experiences continue to resonate with players.
Live betting, also known as "in-play betting," continues to play a significant role in the iGaming industry. According to a recent analysis by Optimove Insights, the research arm of Optimove, live betting accounts for more than half of all bets placed in several major markets. The study, which examined data from 3,794,500 sportsbook bettors across the United States, United Kingdom, Greece, Italy, and Spain, found that 54% of all bets were placed live, with Greece leading at 70%.
Live Bettors Spend More Than Pre-Match Bettors
The analysis also showed that in each country analyzed, the average monthly bet amount per player was higher for live betting compared to pre-match betting. In the United States, for example, live bettors spent an average of $1,583.90 per month, compared to $846.20 for pre-match bettors.
Live Betting as a Percentage of Total Bets
Greece: 70%
Italy: 57%
Spain: 55%
United States: 52%
United Kingdom: 34%
Across all five countries analyzed, an average of 54% of monthly bet amounts were placed live.
Average Monthly Bet Amount per Player
United States:
Live Bet: $1,583.90
Pre-Match Bet: $846.20
Greece:
Live Bet: $1,063.90
Pre-Match Bet: $416.00
Italy:
Live Bet: $690.40
Pre-Match Bet: $147.60
Spain:
Live Bet: $932.40
Pre-Match Bet: $479.70
United Kingdom:
Live Bet: $234.40
Pre-Match Bet: $189.80
Optimove Insights is the analytical and research arm of Optimove, dedicated to providing valuable industry insights and data-driven research to empower B2C businesses.
To read the press release on these results, go here.
For more insights on how to leverage this trend, contact us.
Exclusive Forrester Report on AI in Marketing
In this proprietary Forrester report, learn how global marketers use AI and Positionless Marketing to streamline workflows and increase relevance.
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.
