It’s no secret that the sports industry is highly affected by seasonality and large-scale sporting events. Indeed, many players become active during their favorite sports’ season and around high-profile tournaments and leave operators right after the final games or matches. But just how bad is this defection?
Optimove, a customer data platform that provides relationship marketing technology to several of the major gaming brands, sought an answer to this question by crunching the data from the 2018 finals for the Champions League, UEFA and NBA, and discovered the average number of bettors drops 60 percent following league finals.
Furthermore, the research revealed the average bet amount during a final game is 38 percent higher compared to bets placed on earlier stages of the tournaments. In addition, 34 percent of the bettors on final games do not place bets on earlier stages of the tournaments. A player who placed a bet on the finals in one year, has a 26 percent chance on average to place a bet again the following year.
“Lowering the ratio of one-timers should be a key approach in every company’s marketing strategy,” said Asaf Cohen, vice president of revenue at Optimove. “Operators aim to get the next deposit made. This can be achieved by engaging players with relevant content and routine offers. For big event players, we’d recommend cross-sale campaigns for other sports products, such as the Wimbledon tennis tournament, that traditionally starts right after the Champions League and NBA seasons end, to keep players engaged.”
Looking at live and mobile data around global sporting events reveals that 67 percent of the bets placed on final games were placed via mobile. Among these mobile finals bets, 15 percent of players also placed bets on early stages. Another interesting aspect is live bets in which 39 percent of bets were placed in the early stages and 32 percent were placed in the finals. Among the finals live bets, 26 percent of players placed bets only on the finals, and 34 percent placed bets on early stages and finals.
“In order to retain and engage with finals players, encourage them to use mobile,” Cohen added. “Also prompt and incentivize live bets. The key is to keep players engaged and interested, so after finals are over is when the real marketing work begins. If done properly, operators will be able to crack seasonality and keep their player perpetually active.”