Super Bowl: Twice as Many Bettors, Half the Wagers—The Playbook for Sportsbooks to Avert Losses

The Super Bowl will bring a wave of new and casual bettors. For sportsbook operators, it is a double-edged sword, first creating a unique opportunity to boost engagement and second providing bait for operators to waste marketing budget and effort on new players who are one-time players. By understanding betting behavior, sportsbook operators can ensure they invest marketing efforts in high-value players and players that can be profitable. The right strategy can ensure sustained growth and maximize lifetime value.

• Participation surges, but wagers shrink: Past data shows that the Super Bowl drives a 228% increase in number of daily bettors but a 50% decrease in average daily wager amounts, highlighting the challenge of segmenting players to focus only on those that can drive profits.
• Retention of the right players crucial: Only 54% of NFL bettors remain active one month post-season, emphasizing the need for targeted strategies. Some should be one and done, other offer promise.
• Focus on the right new players: Casual bettors drive volume but place smaller bets, again requiring tailored engagement to boost long-term value.

Based on an analysis of Optimove Insights data on more than 10 million bets, the Super Bowl attracts an extraordinary 228% increase in the daily number of bettors compared to the regular season, but daily average wager amounts drop by 50%. Even the playoffs see a 119% rise in daily players, though their bet sizes decrease by less than the Super Bowl: 26%. While these spikes in participation are exciting, they reveal a challenge for sportsbooks: how to focus efforts on the right players to drive profits.

The Challenge

During the Super Bowl, sportsbooks see a wave of new and casual bettors. Many of these bettors typically lack experience or confidence, leading them to place smaller, safer wagers. While this influx drives a significant rise in player numbers, it also reduces the average wager amount, diluting overall revenue potential.

The challenge doesn’t end there. Optimove Insights data reveals that only 54% of NFL bettors stay active one-month post-season, with retention falling to 46% after six months. Without targeted strategies to engage and retain only these casual bettors who promise profits to the operator, sportsbooks risk wasting marketing efforts and missing the Super Bowl’s potential as a catalyst for adding new profitable players and driving long-term growth.

Super Bowl – Lots of One-Bet Players

During the Super Bowl, just 12% of players make a multiple bet per game, compared to 41% during the regular season. Experienced bettors are more likely to make multiple bets per game, increasing engagement and opportunities for operators.

This is related to the recent growth of in-play or live betting. Multiple bets per game can be a bellwether for a player who can be profitable for an operator.

What It Means

This dynamic shows that short-term wins don’t guarantee long-term growth. Operators must focus on strategies that engage the right casual bettors beyond the Super Bowl and turn them into loyal, recurring customers.

The Playbook for Operators

1. Segment players: Make certain players are segmented.  Know the most valuable bettors and know the actions of new bettors who have the promise of being profitable. Do not make any offers or send promotions to players who are one and done.
2. Make Betting Simple: Create beginner-friendly bets like money lines or point spreads to encourage new bettors to participate confidently.
3. Targeted Post-Event Campaigns: Use data-driven personalization to re-engage players after the Super Bowl with deposit incentives or tailored promotions. Remember – no generosity programs should be targeted to one and one players.
4. Promote Cross-Selling: Highlight betting opportunities in other sports to retain engagement after the NFL season ends.
5. Exclusive Rewards: Keep players active with bonuses or preferred odds for upcoming events like March Madness.
6. Don’t send promotions to MVP players who will remain loyal.

In Summary

Operators can transform Super Bowl surges into profits by focusing on segmentation, personalization, education, and post-event engagement.

This blog is the first in a mini-series to help sportsbooks prepare for the Super Bowl. Stay tuned for more strategies to maximize this golden opportunity!

For more insights on how to benefit from the Super Bowl, contact us to request a demo.