SBC News Voice of the Sports Betting Industry
CRM marketing solution provider Optimove has revealed the latest insights on bettors’ wagering intentions for Euro 2024.
The report comes from its analytical research arm Optimove Insights, and examines the wagering and communication preferences of the average European customer – providing valuable data for sports betting providers.
Looking at the numbers, more than half of bettors (58%) show active betting behaviour, placing bets on one or more games weekly, with 29% of them betting on several games per week.
The majority of surveyed respondents (76%) bet at least once a month, which is an indication of continuous engagement with the sports betting market.
In terms of the popularity among the betting options, over/under bets prove to be the most favoured among bettors (46%), with prop bets being second (39%) and parlays third (35%) in popularity.
The most bets are being placed on Champions League and European tournaments (57%), followed by national league season games (54%), national tournaments or friendlies (48%), and national cup games (46%).
As per Euro 2024, 84% of bettors across Europe whose national team will not be in it will still bet on the tournament.
Live betting seems to be a highly popular feature, with 83% of bettors engaging with it during games, which Optimove says is a key insight for betting platforms looking to enhance the player experience and build up customer loyalty.
The top factor when it comes to influencing a bet is player performance (52%), with expert analysis and betting promotions sharing the same level of influence (47%).
However, Optimove has warned that respondents are also exhibiting “marketing fatigue”, with many of them not using a specific platform anymore due to too many or irrelevant marketing messages.
Pini Yakuel, CEO of Optimove, commented: “The results of this report provide a clear guide for sportsbook operators to deepen player loyalty and optimise customer lifetime value. Euro 2024 is an incredible opportunity for operators to build even deeper relationships with both current and new players.”
