Insights and Data
CRMs 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 place bets on several games each week. 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%.
Regarding the events on which bets are placed, the statistics are telling:
- 57% of bets are placed on Champions League and European tournaments.
- 54% of bets are placed on national league season games.
- 48% of bets are placed on national tournaments or friendlies.
- 46% of bets are placed on national cup games.
Euro 2024 Betting Trends
The enthusiasm surrounding Euro 2024 is palpable, with 84% of bettors planning to place wagers on the tournament, even if their national team is not participating. Live betting during games is highly popular, with 83% of bettors engaging in this form of wagering.
Player performance stands out as the key factor influencing a bet, cited by 52% of respondents. Expert analysis and betting promotions are equally influential, each impacting 47% of bettors.
Marketing Challenges
While betting volume and interest are high, many respondents have abandoned specific platforms due to an overwhelming number of marketing messages or irrelevant content. This highlights a critical issue for operators: the need for more strategic and targeted communication with their audience.
Industry Implications
The insights from this report serve as a caution for sportsbook operators to tailor their communication strategies thoughtfully. Overcoming the marketing challenges outlined in the report is essential for retaining bettors and enhancing their experience.
The findings offer a clear guide for sportsbook operators aiming to deepen player loyalty and optimize customer lifetime value. By understanding bettors' preferences and behaviors, operators can build more meaningful connections with their audience.
Euro 2024 presents an incredible opportunity for operators to build even deeper relationships with both current and new players. Thoughtful, data-driven strategies will be key to capitalizing on this major sporting event.
Optimove's report underscores the importance of targeted marketing and the potential benefits of leveraging detailed customer insights. By addressing the issues identified in the report, sportsbook operators can ensure they remain competitive and relevant in a rapidly evolving market.
The path to deeper player loyalty and optimized customer lifetime value lies in understanding and responding to the nuanced behaviors and preferences of bettors. Euro 2024 offers a prime opportunity for sportsbook operators to refine their strategies and foster stronger, more engaging relationships with their customers.