Insights and Data
The CRM marketing solution provider Optimove has unveiled its latest insights on bettors' wagering intentions for Euro 2024. The report, compiled by Optimove Insights, offers 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 these bettors bet on several games per week, demonstrating a high level of engagement among a significant portion of the betting community. A substantial 76% of respondents bet at least once a month, highlighting the regularity with which Europeans are placing wagers.
Among the types of bets, over/under bets are the most favored, attracting 46% of bettors. Prop bets follow closely at 39%, with parlays rounding out the top three at 35%. These preferences indicate a diverse interest in different betting formats, suggesting that bettors are open to varying their strategies to maximize their chances of success.
When it comes to the events on which bets are placed, 57% of wagers go on Champions League and European tournaments, epitomizing the popularity of high-stakes matches. National league season games account for 54% of bets, while 48% are placed on national tournaments or friendlies. Meanwhile, 46% of bets are associated with national cup games. These statistics reveal that European bettors distribute their wagers across a broad spectrum of competitions, with each type of tournament attracting its own dedicated betting audience.
Euro 2024 Betting Trends
Looking ahead to Euro 2024, an impressive 84% of bettors plan to place bets on the tournament, even if their national team is not participating. This figure underscores the universal appeal of Euro 2024 and suggests that the competition will be a major focal point for the betting community.
Live betting during games is highly popular within this group, with 83% of bettors engaging in this real-time form of wagering. The immediacy and excitement of live betting seem to resonate strongly with bettors, allowing them to respond dynamically to the unfolding events of the match.
The key factor influencing a bet is player performance, cited by 52% of respondents as the most critical consideration. Expert analysis and betting promotions are equally influential, each impacting 47% of bettors. These findings highlight the importance of providing bettors with comprehensive player statistics and expert insights, as well as attractive promotional offers, to enhance their betting experience.
Marketing Challenges
Despite the strong interest in betting on major tournaments like Euro 2024, many respondents have abandoned specific platforms due to an overwhelming number of marketing messages or irrelevant content. This issue points to a significant challenge for sportsbooks: the need to balance their marketing efforts to avoid deterring potential customers with spam-like communications.
Industry Implications
The insights derived from Optimove's report serve as a cautionary tale for sportsbook operators. It is crucial for them to tailor their communication strategies thoughtfully, ensuring that the content they send is both relevant and engaging for their audience. Operators aiming to deepen player loyalty and optimize customer lifetime value must heed this advice and refine their approaches accordingly.
"The results of this report provide a clear guide for sportsbook operators to deepen player loyalty and optimize customer lifetime value," stated an Optimove representative. The report emphasizes that Euro 2024 presents an incredible opportunity for operators to build even deeper relationships with both current and new players. By leveraging the insights provided, sportsbooks can effectively navigate the complexities of player engagement and establish themselves as trusted and favored platforms for betting.