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In-play sports betting is transforming the industry, offering huge revenue potential. To succeed, operators must leverage real-time engagement, personalized messaging, and scalable strategies.
In-play sports betting, or live betting, has revolutionized the online sports betting industry. Unlike traditional pre-match betting, in-play betting allows sports fans to place wagers on games as they unfold in real-time. As part of the booming online sports betting market, which is projected to grow to $93.31 billion by 2029, according to Mordor Intelligence, live betting stands out for its dynamic and interactive nature that cultivates sports enthusiasts across the globe. The appeal of in-play betting lies in its immediacy and excitement. Sports fans are no longer limited to guessing outcomes before a match starts; they can react to live events, leveraging their insights and instincts.
For sports betting operators, the rise of in-play betting represents a golden opportunity to boost revenue. Operators who have implemented robust in-play betting strategies, such as dynamic odds adjustment, live game analytics, and live stream integration, have seen significant increases in engagement during live events, with customers spending more time on their platforms. This growing engagement highlights why in-play betting is projected to expand at a 31% compound annual growth rate that will increase US in-play betting to a $14 billion revenue by 2030, as reported by Gambling News.
To truly harness the power of live betting, operators must engage customers in real-time with in-play campaign messages as live sporting moments happen. These messages are essential for prompting players to bet during live action, keeping them engaged and connected to the excitement of what’s happening in the moment. Real-time messaging is critical for capitalizing on in-play betting as it drives both engagement and revenue – so here are three essential considerations operators must keep in mind to effectively deliver impactful in-play campaign messages:
Live sports events move fast, and managing campaigns around these moments can be daunting. Sports marketers must deliver timely, relevant campaigns without relying on manual efforts that can’t keep up with the pace of live events. Automated solutions are essential for triggering campaigns at just the right moment, ensuring bettors receive offers or updates in sync with the action on the field.
Not all live sports moments are relevant to every bettor. For operators to succeed, campaign messages must be tailored based on individual betting histories, preferences, and behaviors. Content personalization ensures bettors receive only the most relevant updates, enhancing their experience and avoiding the pitfalls of generic, one-size-fits-all communication.
Maintaining consistent messaging across brands and channels is critical with the diversity of sports and the growing number of betting platforms. Operators need tools and strategies to scale campaigns effectively, ensuring consistency regardless of the sport or platform. From football leagues to tennis tournaments, bettors should enjoy a seamless experience that aligns with their interests, no matter where or how they engage.
As the popularity of in-play betting continues to soar, it is reshaping the sports betting landscape and revolutionizing customer engagement. Optimove is well-positioned to help sports book operators engage with their customers in real-time and capitalize on in-play betting. Check out our AI-Orchestrated Gamification Solution and stay tuned for more updates!
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Increase the Value of New Online Sports Players (Use Cases)
Download the report and discover proven methods to increase new player deposits, retention, and lifetime value when empowered by Positionless Marketing.
Edward is an experienced Product Marketing Manager in the B2B SaaS industry with a background in chemical engineering. He is currently driving product marketing efforts at Optimove, focusing on Go-To-Market (GTM) strategies, messaging & positioning, and competitive intelligence for the Opti-X platform.
He is passionate about simplifying complex and technical concepts into engaging stories that resonate with customers. Edward holds a master’s in Chemical and Process Engineering from the University of Surrey.
