Sports betting brands focus on customer retention
Experts say keeping players active even after big events is the key to successful growth.
The successful launch of mobile sports gambling services in New York shows an upward trend of US consumers for the growing number of online sportsbooks. As more states follow and offer legalized mobile sports betting during 2022, operators are focusing on retaining the growing number of US players, especially following this year’s Super Bowl.
Sportsbook operators can expect to see increased registrations from new customers around Super Bowl LVI. According to a YouGov survey from January 2021, almost 20% of Americans said they like to wager on the Super Bowl, with 77% of those betting purely on the game’s outcome.
While this increased interest can benefit businesses, successful growth will depend on new customers remaining active even big events like the Super Bowl are over.
Customer service experts at Enteractive said that retention of new players will be important to maintaining growth and building a loyal customer base. Enteractive provides loyalty and engagement services for the online gambling industry and contacts players on behalf of sports betting brands.
Mikael Hansson, Founder of Enteractive, said: “While sportsbook operators are spending large sums on licensing, promotion, marketing, and competitive odds to prompt fast growth as they enter these new markets in the US, they must keep a focus on retention of all those hard-won customers.”
“There’s currently a gold rush in the US sports betting market and the eventual winners will be those brands that engage with their customers and build relationships for the future. Every brand in this sector must keep a clear focus on all aspects of their offering, ensuring that all the hard work in getting to market is not quickly lost to the competition.”
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