Insights and Data
CRM marketing solution provider Optimove has unveiled its latest insights into bettors' wagering intentions for Euro 2024. This report, compiled by Optimove Insights, offers a detailed examination of the wagering and communication preferences of the average European customer, shedding light on crucial betting behavior and trends.
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 engage in wagering on several games per week. A substantial 76% of respondents bet at least once a month, indicating the popularity of consistent betting among European customers.
When it comes to the types of bets placed, over/under bets are the most favored, attracting 46% of bettors. Close behind are prop bets, favored by 39% of bettors. Parlays round out the top three, with 35% of bettors showing a preference for this type of wager.
Bettors also show a clear preference for certain types of tournaments and games. A significant 57% of bets are placed on Champions League and European tournaments, while 54% are placed on national league season games. Additionally, 48% of bets are placed on national tournaments or friendlies, and 46% are placed on national cup games.
Euro 2024 Betting Trends
Euro 2024 is set to be a major event for bettors. A substantial 84% of bettors plan to place wagers on Euro 2024, even if their national team is not participating. Live betting during games is highly popular, with 83% of bettors engaging in this dynamic form of wagering. This points to a growing trend of in-play betting, which adds an extra layer of excitement to the experience.
The key factors influencing bets include player performance, which is cited by 52% of respondents. Expert analysis and betting promotions are equally influential, each impacting 47% of bettors. This highlights the importance of insightful commentary and attractive promotional offers in driving betting behavior.
Marketing Challenges
The report also highlights some marketing challenges faced by sportsbooks. Many respondents have abandoned specific platforms due to an overwhelming number of marketing messages or irrelevant content. This serves as a cautionary tale for sportsbook operators to refine their communication strategies, ensuring they are relevant and engaging to retain their customer base.
Industry Implications
The insights from this report offer a clear guide for sportsbook operators aiming to deepen player loyalty and optimize customer lifetime value. For operators, Euro 2024 presents an incredible opportunity to build even deeper relationships with both current and new players.
Thoughtful communication strategies and personalized content are essential for retaining customers and maximizing engagement. As the data suggests, addressing the preferences and behaviors of bettors can significantly enhance the betting experience and drive long-term customer loyalty.