Read time 3 minutes
Exclusive Forrester Report on AI in Marketing
In this post, sportsbooks get insights on how to capitalize on live betting in real-time. Optimove Insights analyzed data from over 4.1 million NFL bettors and 135 million wagers from September 2023 to the Super Bowl in February 2024. In addition, 356 U.S. NFL bettors (see report) were surveyed before the 2024 season. Bettors’ intentions to place live bets before the season, outpaced the actual live betting, however, Optimove Insights sees that live betting will be the majority of bets moving forward for NFL bettors.
The chart below highlights that live betting in NFL wagering intentions is growing. For the 2024-2025 season, 85% of players intended to place live bets, compared to 61% the previous year, while actual behavior from 2023-2024 shows 53% made live bets.
The trends above indicate a clear shift towards intentions in live betting, with room for sportsbooks to bridge the gap between intent and action through education, real-time engagement strategies, and more.
The 53% actual NFL live bets for the last season, 2023-24, is consistent with the distribution of live betting we reported on in the U.S. at 52% in our January 9th post on global live betting trends.
Note: We believe that in last year’s NFL season (2023-24), bettors’ intentions outpaced actual live bets because live betting was still new for more online sportsbook players. As there is a preponderance of advertising, promotions, and education about live betting, we expect growth after the 2024-25 season.
Below are the three recommendations for sportsbook operators to capitalize on the momentum:
Sportsbooks must invest in intuitive, user-friendly platforms that offer frictionless navigation, real-time updates, and instant bet placements. For instance, a delay of even a few seconds can mean lost engagement and revenue.
Live sports create moments of high emotion, and operators should capitalize on them. OptiLive, Optimove’s exclusive real-time sports marketing solution, triggers personalized, in-the-moment messages when key events happen—like a goal, a touchdown, or a breakpoint. These real-time messages drive immediate engagement and higher conversions.
Many bettors still hesitate to place live bets due to lack of knowledge, expertise, and overall uncertainty. Offer tutorials, quick guides, and "Free First Live Bet" promotions to lower the barrier and encourage participation. Addressing these concerns through education and incentives can encourage more players to engage in live betting.
Also, read our related post on The Rise of In-Play Sports Betting and How to Capitalize on It
Live betting is no longer a trend—it’s the future. Sportsbooks must invest in real-time, data-driven marketing solutions like OptiLive to capitalize on growth.
To learn more, Download the Full NFL 2023-2024 Season Data vs. Optimove 2024-2025 NFL Wagering Intentions Report.
For more insights on how to supercharge your marketing strategies, 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.
