Optimove Americas Pulse Report June: Latam leads US and EU in player growth

The Optimove Americas Pulse Report provides insights into recent trends and shifts in the behavior of sports bettors across the US and Latam. Optimove Insights is the analytical and research arm of Optimove, the leading CRM marketing solution for igaming and sports betting.

This month’s report examines the impact of peak events like Euro 2024 and Copa América 2024 on betting patterns and player behavior in various KPIs. Understanding trends and insights around peak events is crucial for optimizing player engagement and experience and retention strategies.

For more insights visit Optimove Insights’ iGaming Pulse. 

Copa América vs Euro 2024: Player growth is higher in Latam

Using January 2024 as our baseline, the Pulse observed a notable increase in the number of sports bettors in both regions. Specifically, there was a 42% increase in Copa América countries (excluding the US and Canada) compared to a 21% increase in Euro 2024 countries.

Given that the Latam market is still developing compared to the more mature European market, it’s not surprising to see a higher level of enthusiasm among Latam players eager to participate in these events.

Copa América vs Euro 2024: More new players in Europe

While overall player growth was higher in Latam, the European market saw a greater influx of new players. The Pulse detected a 40% increase in first time depositors (FTDs or new players) in Euro 2024 countries, compared to a 31% increase in Copa América countries.

The mature European market, while growing more slowly overall, continues to attract a significant number of new players due to its established infrastructure and widespread popularity of soccer betting. Latam showed higher rates in April and May (137% and 139%, respectively) suggesting new players in Latam joined the action early compared to European new players joining as Euro 2024 kicked off.

Latam leads regions in conversion rate

June brought with it many opportunities for acquiring new players, in the form of peak sport events. In Latam, the Pulse recorded that a region-leading 48% of the players who registered in June made their first deposit during that month. In Europe there was a conversion rate of 31%, which is higher than its January to June 2024 average by 5%.

In the US, we recorded the lowest conversion rate at 37%, which is also lower by 9% compared to the 2024 average.

US: 97% growth in players year on year

The Pulse detected a significant year-on-year increase in the number of US sports bettors, driven by key sporting events.

In June 2024, there were nearly twice as many bettors compared to June 2023, marking a 97% rise. The growth peaked in January 2024 with a 285% spike, coinciding with the Super Bowl, before beginning to decline.

This trend suggests that, while soccer isn’t the top choice for US bettors, major events like Euro 2024 and Copa América, along with the upcoming Paris Olympic Games, do influence US betting patterns.

On average, 60% of global bets are live

On average, 40% of global bets are placed pre-match (or pre-game) while 60% are placed live during the game, highlighting the significant impact of live betting on the overall betting landscape.

For operators, the higher percentage of in-game bets underscores the importance of real-time campaigns that engage players as the action unfolds. Understanding your players’ preferences is crucial for maximizing engagement and success in this dynamic environment.

Stay tuned for Optimove’s iGaming Pulse report to be published next month.