Insights and Data
CRM marketing solution provider Optimove has unveiled its latest insights on bettors' wagering intentions for Euro 2024. The report, compiled by Optimove Insights, provides a detailed examination of the wagering and communication preferences of the average European customer.
Betting Behavior and Preferences
The findings reveal that more than half of bettors (58%) exhibit active betting behavior, placing bets on one or more games weekly. Notably, 29% of bettors bet on several games per week, and a substantial 76% of respondents bet at least once a month. Among the types of bets, over/under bets are the most favored, attracting 46% of bettors. Prop bets follow closely at 39%, while parlays round out the top three at 35%.
Bets are predominantly placed on major competitions, with 57% of bets on Champions League and European tournaments. National league season games account for 54% of bets, national tournaments or friendlies for 48%, and national cup games for 46%.
Euro 2024 Betting Trends
One of the standout insights is that 84% of bettors plan to bet on Euro 2024, even if their national team is not participating. Live betting during games is immensely popular, with 83% of bettors engaging in this form of wagering. The key factor influencing a bet is player performance, cited by 52% of respondents. Expert analysis and betting promotions are equally influential, each impacting 47% of bettors.
Marketing Challenges
Despite the enthusiasm for betting, the report highlights a significant challenge: many respondents have abandoned specific platforms due to an overwhelming number of marketing messages or irrelevant content. This insight serves as a caution for sportsbook operators to tailor their communication strategies thoughtfully. To optimize customer engagement, personalized and relevant content is essential.
Industry Implications
The results of this report offer a clear guide for sportsbook operators aiming to deepen player loyalty and optimize customer lifetime value. As Optimove points out, "Euro 2024 is an incredible opportunity for operators to build even deeper relationships with both current and new players." By leveraging the data, operators can enhance their marketing efforts to be more customer-centric, ultimately fostering a more loyal and engaged user base.
For sportsbook operators, the message is clear: to thrive in the competitive landscape, it's imperative to understand and cater to the nuanced preferences of bettors. With Euro 2024 on the horizon, the stakes are higher than ever, and the potential rewards are significant for those who can adeptly navigate these insights and apply them effectively.