PointsBet New Jersey market share hits 13.5% on targeted marketing drive
Operator records 222% jump in active users across US in Q4 as NBC Sports integrations are rolled out
PointsBet’s share of the New Jersey online sports betting market grew to 13.5% in the three months to November 30, the operator has reported, after active users across the US business soared 222% on the previous year to 68,094.
In the same period last year, the operator saw its NJ market share slip to 5.9% from 6.7% on lower turnover from high-staking bettors.
In a January 28 trading update, the operator attributed its rise in active users to targeted marketing efforts, assisted by its NBC Sports partnership.
Source: PointsBet
PointsBet’s marketing spend for the three months to December 31, 2020 reached $18.2m as its started to roll out a number of integrations with NBC Sports.
Thanks to further targeted marketing efforts in Illinois, including a pre-game football show on NBC Sports Chicago’s RSN, PointsBet seized 14.7% of the state’s online market during the quarter.
As part of the media partnership, it has already introduced email marketing, pre-game shows, and a bet-builder feature dubbed Name A Bet.
It expects to introduce igaming in Michigan in H2 2021, followed shortly by New Jersey.
The platform is being developed entirely in-house, with a dedicated team building the platform back-end, the remote server, and administrative tools.
The product will be supported by third-party casino content, including live-dealer games.
The operator recorded $6m in GGR across the US business in Q4 on a handle of $495.7m.
Its win margin dropped from 7.2% in Q4 2019 to 1.2% in 2020, causing net revenue to drop 2.6% YOY.