Report Delivers a Dozen Recommendations for Sportsbook Operators to Enhance Engagement and Optimize the NFL Season

Optimove Insights, the analytical and research arm of Optimove, has released its 2024-2025 Consumer Report on NFL Wagering Intentions. The report offers valuable insights into NFL bettors’ motivations, preferences, and behaviors.

A key finding is that a significant 85% of respondents plan to engage in live betting during games, a 39% increase from 2023, underscoring the growing complexity and appeal of in-play betting. A recommendation for sportsbook operators based on the finding is to enhance in-play betting options to keep bettors engaged and increase opportunities for additional wagers. (See Image 1)

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Other Key Findings: 

• Increased Betting Frequency: 71% of bettors placed wagers on one or more NFL games per week in the previous season, up from 63% in 2023. Additionally, 43% wagered several times per week, reflecting a marked rise from 37% last year.

• Betting Preferences: Point spread remains the top choice for 68% of bettors, followed closely by over/under and moneyline bets at 62%.

• Sources and Influences: Sportsbooks or web apps are the primary sources for determining bets (76%), with social media and betting tipsters also playing critical roles.

• Responsible Gambling: 97% of bettors are aware of responsible gambling resources, and 67% actively use them. However, 66% admitted to wagering more than they could afford or wanted to lose, up from 45% in 2023.

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Strategic Recommendations for Sportsbook Operators: Based on the findings, Optimove provides actionable recommendations for sportsbook operators to enhance engagement, build brand loyalty, and optimize player lifetime value:

1. Leverage Live Betting Opportunities: With the majority of bettors engaging in live betting, enhancing in-play options and providing real-time data can significantly boost engagement.
2. Optimize Generosity Programs: Operators should focus on developing comprehensive generosity programs that attract and retain valuable players while effectively managing bonus abusers.
3. Focus on Personalization: Utilizing player data to offer personalized experiences and relevant promotions can drive higher engagement and conversion rates.

Said Jonathan Collins, Strategic Consultant and Team Lead at Optimove, “As we approach the 2024 NFL season, live betting is expected to be major, with over 80% of bettors planning to place wagers during games. It means that the kickoff of any game is primetime for operators to drive incremental bets.”

Collins added that a key challenge for operators will be to also engage casual bettors who are more active during high profile games like the Super Bowl and playoffs. By delivering personalized offers and enhancing the user experience, especially during prime-time games, operators can tap into this growing market and drive significant growth.

The report’s findings indicate a maturing market with more engaged and informed bettors. The rise in live betting and multi-platform usage presents opportunities and challenges for sportsbook operators.