Optimove Insights’ Americas Pulse Report: US player reactivation surge in run up to NFL kick-off

The Optimove Insights’ Americas Pulse Report provides insights into recent trends and shifts in the behavior of sports bettors in the US.

Optimove Insights is the analytical and research arm of Optimove, a CRM marketing solution for igaming and sports betting.

The August 2024 report examines the impact of the off-season period on sports and casino player behavior and betting patterns across various KPIs.

Understanding trends and insights around off-season months is crucial for optimizing player engagement and experience and retention strategies.

For more insights, visit Optimove Insights’ iGaming Pulse. 

More US casino players as sports betting growth slows

The Pulse highlighted a slowdown in US sports bettor growth in August, likely due to the NFL offseason and the Olympics, with a modest 11% year-over-year increase from 2024.

The declining US trend mirrors the global one, where growth dipped below the August 2023 baseline in recent months. In contrast, casino players in the US saw a 56% increase year over year, and a similar pattern globally. 

For igaming operators, success lies in understanding player behaviors and tailoring marketing strategies accordingly. To drive sports bettors’ engagement, leverage peak events, while to boost casino gaming, focus on the steady activity that comes with minimal seasonality.

By customizing their approach, operators can keep players engaged during off-peak times and maximize their lifetime value.

Sensing NFL action, new players are back 

Following a sharp decline in first-time depositors (FTDs) since March 2024, the Pulse has recorded an uptick potentially signaling a strong rebound heading into the NFL season. 

FTDs increased by 36% compared to July 2024 and surged 72% compared to August 2023. If the trend follows last year’s pattern, this positive momentum is likely to continue until November, creating a prime opportunity for igaming operators to attract new players and grow their customer base.

Total sports betting bet amount up 4.3x compared to casino

In August 2024, the total amount of sports bets surged by 29% compared to July and skyrocketed by 115% year over year from August 2023. Meanwhile, casino betting remained steady month over month but saw a 27% year-over-year increase. 

The growth rate in sports betting outpaced casino by 4.3 times, reflecting strong momentum. If 2023 patterns hold, this upward trend is expected to continue through the end of the year, presenting ongoing opportunities for growth in the sector.

US sports betting is heavily influenced by seasonality and major events such as the NFL, Super Bowl, March Madness, and others. The NFL kick-off generates plenty of excitement and can ignite elevated betting behavior.

Igaming operators should capitalize on this opportunity and provide personalized attention to players joining the fold at this stage of the season. 

August presents reactivation opportunity for US operators

The Pulse data revealed a steady 2024 decline in reactivation rate from a 7.4% peak in September 2023, to its lowest point of 2.4% in July. However, there’s a clear uptick in August 2024 with dormant players coming out of their July hibernation. 

The rise in the reactivation rate presents igaming operators with a great opportunity to build on the momentum. Operators who strengthen their reactivation strategies during August can seize the potential opportunity that September holds.