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, delves into the wagering and communication preferences of the average European customer, providing a detailed examination of current trends and behaviors.
Betting Behavior and Preferences
The findings reveal that more than half of bettors (58%) exhibit active betting behavior by placing bets on one or more games weekly. Notably, 29% of bettors wage on several games per week. A substantial 76% of respondents bet at least once a month. This highlights a consistent and engaged betting population across Europe.
Among the types of bets, over/under bets are the most favored, attracting 46% of bettors. Prop bets follow closely, capturing the interest of 39% of bettors. Parlays round out the top three, with 35% of bettors placing such bets. In terms of tournament focus, 57% of bets are placed on Champions League and European tournaments. Following this, 54% of bets are placed on national league season games, 48% on national tournaments or friendlies, and 46% on national cup games. These statistics underscore the diverse betting landscape and the varied interests of bettors.
Euro 2024 Betting Trends
With Euro 2024 on the horizon, an impressive 84% of bettors plan to place wagers on the tournament, regardless of their national team’s participation. Live betting during games is particularly popular, with 83% of bettors engaging in this dynamic 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. These insights provide a clear picture of what drives bettor decisions and highlight the critical factors for operators to focus on during Euro 2024.
Marketing Challenges
Despite the enthusiasm for betting, the industry faces significant marketing challenges. Many respondents reported abandoning specific platforms due to an overwhelming number of marketing messages or irrelevant content. This points to an urgent need for sportsbook operators to tailor their communication strategies more thoughtfully, ensuring that they deliver relevant and engaging content to their users.
Industry Implications
The results of this report offer a clear guide for sportsbook operators aiming to deepen player loyalty and optimize customer lifetime value. By understanding the wagering preferences and behavior of their customers, operators can better cater to their audience, ensuring a more personalized and engaging experience. The insight serves as a caution for operators to avoid the pitfalls of over-communication and irrelevant messaging, pushing them towards a more customer-centric approach.
"The results of this report provide a clear guide for sportsbook operators to deepen player loyalty and optimize customer lifetime value," said an Optimove representative. They further emphasized that "Euro 2024 is an incredible opportunity for operators to build even deeper relationships with both current and new players."
The upcoming Euro 2024 presents a significant opportunity for sportsbook operators. By leveraging the insights from Optimove’s report, operators can strategically position themselves to enhance bettor engagement and satisfaction. Effective communication, personalized marketing, and a focus on the key influencing factors will be crucial for success. The tournament not only promises exciting games on the field but also a dynamic landscape for betting activities, offering operators the chance to make substantive gains in user loyalty and market share.