Optimove iGaming Pulse Report: Monthly sports deposits up 5% MoM
In a monthly column, Optimove looks at how casino and sports KPIs performed in December 2021
Lemons for Christmas? Thanks a lot.
What do sports betting brands want for the holidays in this day and age? Not much, nice bottom line; some new clients maybe. What does life give them? Plummeting conversion rates.
The tumbling conversion rates during the month of December in the UK (graph below) show a massive decrease of 23% MoM and 25% YoY (it’s down globally by 6% MoM and 10% YoY). At the same time, the UK is showing an increase of 12% MoM in the amount of monthly deposits and all that is happening in the traditionally football-crazy December (16 matches between December 26-30 alone).
So what’s happening here? The answer is perhaps ironic but logical. The attractive schedule and the advertising blitz that accompanies it attracts new players. Alas, often, these random players show up for a one-off experience on a big match, or just for fun. They bet on a game or two and often do not return which results in a huge drop in conversion rates.
Sports betting brands, it would appear, are getting lemons every Christmas. One of their significant challenges going forward is turning these players into lemonade. Not literally.
Sports KPIs
Monthly deposits
The average number of monthly deposits for sports bettors increased by 5% MoM and 8% YoY, now standing at 10.4 monthly deposits per player.
Monthly net gaming revenue per player
There has been a decrease of 1% MoM in average revenue per active player. It remained static YoY, now standing at €99 per player.
Average deposit amount
The average deposit amount for sports players decreased by 2% MoM and increased by 16% YoY, now standing at €43.
Retention rates
Retention rates for sports bettors have increased by 1% both MoM and YoY, now standing at 69%.
New retention rates
New retention rates have decreased by 18% MoM and by 5% YoY, now standing at 40%.
Conversion rates
Conversion rates decreased by 6% MoM and 10% YoY, now standing at 46%.
Number of activity days
This month, the number of activity days decreased by 6% MoM and increased by 3% YoY, now standing at 8.2.
Mobile bet rate
For this report, this KPI is defined as the total mobile bet amount during September, divided by the total bet amount. Looking at the data, the rate remained steady MoM and increased by 9% YoY, now standing at 71%.
Casino KPIs
Average deposit amount
The average deposit amount for casino players remained static MoM and increased by 16% YoY, now standing at €44.
Monthly deposit per player
The average number of monthly deposits per player increased by 5% MoM and 4% YoY, now standing at 10.6 deposits per player.
Monthly revenue
The average net gaming revenue per active player decreased by 2% MoM and increased by 5% YoY, now standing at €105.
Conversion rates
Conversion rates decreased by 2% MoM and 9% YoY, now standing at 43%.
Retention rates
Retention rates have increased by 4% both MoM and YoY, now standing at 72%.
Number of activity days
The number of activity days decreased by 1% MoM and increased by 4% YoY, now standing at 7.6.
Stay tuned for Optimove’s iGaming Pulse report to be published next month!