The popularity of football betting continued to grow in earnest in 2019, the first full year following the repeal of PASPA, and it has proven to be the most popular sport to wager on for U.S. bettors, according to NFL Season Report 2019/2020, a study issued by sports betting and technology services provider Kambi.
Within the report, in which Kambi collected and evaluated data from across the full breadth of the its sports betting network for the past 12 months, readers will find an examination of the behavior of the NFL bettor, as well as the most popular teams to wager on, the most popular bet offers, and enhancements made to the Kambi product throughout the season.
FOOTBALL DRIVES USER ENGAGEMENT
According to NFL Season Report 2019/2020, football was the most popular sport to bet on in the U.S. in 2019 and is now the fourth most popular sport across the entire global Kambi network. By some distance, it is also the sport most favored by first time bettors in the U.S., and this report details exactly how and when these newcomers are attracted.
The data collected underlines that delivering a strong offering to players across all sports for the purposes of cross-sell is paramount, demonstrating how football bettors transition into betting on and engaging with other events.
This report also features an appraisal of the individual football games which drove the most activity. This feature takes in the top game by overall handle, top game by pre-match bet volume and top game by live bet volume, while also showing the top teams and players by handle from across the Kambi network.
With the Super Bowl title having ended up in the hands of the Kansas City Chiefs, within these pages you will also a find a comprehensive breakdown of the Super Bowl game itself, with a detailed look at where the money was being placed during a game that was hard to predict throughout.
Building on last year’s inaugural edition, this new NFL Season Report 2019/2020 aims to shed light on the landscape for NFL betting in a regulated U.S. environment, offering real and actionable insight into how money is wagered on the country’s most popular sport.
VIEW FROM THE TRADING FLOOR
In NFL Season Report 2019/2020, Kambi sat down with a couple of its experienced football traders ahead of the Super Bowl to get their insights into a season that saw the AFC’s No.1 seed Baltimore Ravens team fall to a shock defeat against the Tennessee Titans in the playoffs.
Best game and why? The San Francisco 49ers at New Orleans Saints, which the 49ers won 48-46. Both coaches went deep into their playbooks here, and the game featured some great play from both offenses. An exciting game from beginning to end which had big implications on the post-season seedings.
Your personal MVP? Russel Wilson took a very average Seattle Seahawks team to the playoffs. The more the team needed him, the more he stepped up, with an incredible knack for picking the right play.
Most unexpected result? The Miami Dolphins triumphing 27-24 at the New England Patriots as +1450 underdogs. In a game the Patriots needed to win to maintain their position as the number two playoff seed, Ryan Fitzpatrick outdid Tom Brady with an excellent final drive at the Patriot’s home field in Foxboro, Mass.
Defining moments? When the Ravens hosted the Patriots, the Ravens crushed the then unbeaten reigning champions in all phases of the game, and with the benefit of hindsight, we can perhaps look back on that game as the beginning of the end for the Patriot’s dynasty. They never really recovered, going 4-4 for the remainder of the season and losing in the playoffs.
Best game and why? The Seahawks 40-34 win over the Tampa Bay Buccaneers. A ridiculous level of entertainment akin to two heavyweight boxers landing haymaker after haymaker.
Your personal MVP? Ryan Fitzpatrick, quarterback for the Dolphins. He has been on a one-man mission to prevent the Dolphins from drafting first overall and ended up winning more games in the second half of the season than the Patriots did.
Most unexpected result? The Dolphins defeating the Patriots was a staggering result, and the clearest indicator of the great Tom Brady and Patriot’s decline.
Defining moments? Russell Wilson’s physics-defying pass to Lockett for the Seahawks against the LA Rams was a big moment, and there have been countless dazzling runs by Lamar Jackson of the Ravens. However, when we look back on this season in 10 years’ time, there may be no more defining a moment than 28-year-old Carolina Panthers linebacker Luke Kuechly’s decision to retire despite no major injury—a move likely to become more common and have a huge impact on the future of the sport.
To obtain a copy of NFL Season Report 2019/2020, visit www.kambi.com.