This blog will help sports betting operators uncover data-driven strategies to identify high-value players during the Super Bowl, the biggest betting event of the year. It provides actionable tips on how to engage new bettors, keep them active beyond the game, and maximize long-term player value. By leveraging these insights, operators can effectively transform seasonal spikes in activity into sustained growth across multiple sports seasons.
- Capitalize on Super Bowl Betting Trends: The Super Bowl attracts 228% more bettors compared to the regular season, offering sportsbooks a prime opportunity to engage a broader audience despite lower average bet amounts.
- Retain Players with Strategic Engagement: Implement smart sign-up offers, personalized campaigns, and cross-season strategies to keep new players active and transition them into long-term, high-value bettors.
- Leverage Data to Build Loyalty: Use AI-driven insights to identify potential VIP players and develop retention plans that sustain engagement across marquee events like March Madness, MLB Opening Day, and the NBA Playoffs.
Research reveals that the NFL is the most popular sport to bet on in the U.S. Data shows that 81% of U.S. sports gamblers bet on the NFL, compared to 54% for basketball and 44% for Major League Baseball.
Optimove Insights revealed that the average daily bet amount per player (bettor) on playoff games was 26% less than it was during regular season games. And the average bet amount Super Bowl game day was 50% (half) of the regular season.
Compared to the regular season, there were 119% more players (bettors) in the playoffs and 228% more for the Super Bowl.
The Optimove Insights’ Player Data shows that the volume of bets increases as the average bet amount declines based on the importance of the game. It indicates that sportsbooks can use this spike in player activity to plan their marketing efforts.
Additionally, the timing is ideal for sportsbooks, as the NFL season concludes just one month before March Madness (NCAA Basketball Tournament), followed by MLB Opening Day in April and later the NBA Playoffs. This progression creates a seamless opportunity to retain and transition Super Bowl bettors into ongoing engagement across multiple sports.
The Super Bowl isn’t just a peak event—it’s a chance to turn new players into VIP players.
8 Tips for Sportsbooks to Leverage the Super Bowl and Find New Super Users
1. Craft Smart Sign-Up Offers to Drive Long-Term Engagement
- Design promotions that encourage sustained engagement beyond the Super Bowl rather than "one-and-done" participation.
- Instead of offering overly generous bonuses (read our series on optimizing Generosity) or risk-free bets that attract opportunistic players create tiered incentives (e.g., "Bet on the Super Bowl and unlock exclusive March Madness rewards") to encourage a second and third bet.
- Focus on offers tied to achievable milestones, such as placing bets across different sports or returning for upcoming events like the NBA Playoffs or MLB Opening Day.
2. Personalized Marketing Campaigns
- Use historical betting data to segment players and send personalized marketing campaigns tailored to their preferences, such as betting styles (spread, prop bets, etc.) or preferred sports.
- Highlight upselling opportunities, like cross-promoting March Madness to NFL bettors with personalized messaging.
3. Exclusive Super Bowl Experiences
- Create unique experiences such as VIP watch parties, premium live-streaming access, or live betting tutorials tailored for new bettors.
- Use these experiences to build trust and foster loyalty among potential high-value players.
- Encourage engagement during the game with dynamic, time-sensitive promotions for live betting.
- Offer real-time push notifications for trending bets, odds boosts, or player-specific props to increase the likelihood of repeat engagement.
- Highlight that new players who engage in in-play bets are more likely to evolve into VIP players.
5. Focus on Prop Bets and Casual Players
- The Super Bowl attracts a diverse audience, including casual bettors. Promote fun, easy-to-understand prop bets, such as halftime show outcomes or coin toss results, to engage beginners.
- Follow up with these players to guide them into deeper engagement with the platform by showcasing more strategic betting options.
6. Identify Potential High-Value Players
- Use AI and analytics to monitor Super Bowl betting activity and identify patterns in new players that align with high-value bettors, such as bet frequency, diversity of bets, or higher-than-average deposits.
- Develop targeted VIP onboarding strategies for these players after the event.
7. Retention Strategies Post-Super Bowl
- Launch retention campaigns immediately after the Super Bowl, offering exclusive promotions for March Madness and/or the NBA/NHL regular season.
- Create loyalty programs that reward Super Bowl players for continued activity across other sports seasons.
8. Track Cross-Season Engagement
- Build campaigns that transition Super Bowl bettors into March Madness, MLB Opening Day, or NBA Playoff bettors.
- Offer incentives for multi-sport activity, such as tiered loyalty rewards, to encourage sustained participation across seasons.
In Summary
By focusing on thoughtful, well-targeted offers and strategies that encourage sustained engagement, sportsbooks can transform the Super Bowl spike into a foundation for building long-term relationships with new players.
For more insights on turning Super Bowl bettors into super players, contact us to Request a Demo.
