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Europe – European sports betters proving more impulsive than ever

By - 15 November 2016

Ninety-five per cent of European betting customers would change gaming sites for a better offer according to new research released by Rocket Fuel, a leading programmatic marketing platform provider that harnesses the power of AI.

The European Sports Betting research highlights how highly competitive the online gaming industry is and how consumers are loyal to the offer, and not the brand. France could be seen as the most loyal with only 1.7 accounts per player, whereas Germany has an average of three, therefore making it harder than ever for brands to differentiate themselves to prospective customers.

Moreover, over two thirds (62 per cent) of European bets are impulsive and unplanned, again with Germany the more spontaneous with 68 per cent of their bets falling under this pattern.

Half of respondents say they bet larger amounts for more important games, with nearly half (44%) of consumers surveyed say large events prompt them to bet on sports they wouldn’t usually. Large scale sporting events, such as the Olympics or the UEFA European Championships, are therefore key for betting companies – driving activation and average revenue per user (ARPU).

In such a crowded and spontaneous, data driven environment, advertising for gaming sites comes into its own – especially today, when Artificial Intelligence can be used to predict the unpredictable to drive optimisation and revenue. The research supports this, with exactly half of consumers surveyed said that an advert had helped remind them to place a bet.

AI technology also helps company decide the most appropriate channel to reach the customer in real-time. According to the research, desktop impression to conversion ratio is highest (69 per cent), whilst mobile represents a third of total conversions.

“Gaming sites know that attractive odds are at the heart of every bet which is processed – and the impulsivity of how players react to odds provides invaluable insight to help track every touch point on the customers’ journey,” said David Gosen, SVP and Managing Director, International at Rocket Fuel.

“Players change from moment to moment, across multiple devices and depending on sports event. Marketing aimed at them should be no different. AI gives marketers the chance to learn and reach users at exactly the right time, improving their user experience and boosting customer lifetime value.”

The research, which combined insight from both Rocket Fuel and research partner Qualtrics data across 1,530 active sports betting consumers in Italy, Germany, the UK and France in June 2016.

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