Optimove iGaming Pulse Report: North America trounces UK in deposit stakes

In a monthly column, Optimove looks at how casino and sports KPIs performed in January 2022

We look at the first month of 2022 as a tale of two sides of the pond, at least when it comes to sports betting. In one corner, the US and Canada, the UK in the other. It’s a clash as old as time, or at least a few centuries. January saw interesting opposing trends we think are worth keeping tabs on.

Let’s take the average monthly deposit: Canada is up 30% year-on-year (YoY) for a strong €104, the US is up 9% YoY, landing on €93. The UK? It was down 10% compared to January 2021 and a measly €53, its lowest in the past 13 months.

Does a lower average deposit in the UK translate into more smaller ones? Nope. It’s down 10% YoY with 6.1. Meanwhile, the US is up a whopping 35% YoY to 8.8 deposits a month. Canada is up 9% to 6.3.

What about monthly revenue per player (which represents average net gaming revenue per active player)? Mostly the same. It’s down 10% in the UK. It’s stagnant in Canada, but the US? Up 32%, thank you very much.

These trends are interesting in and of themselves, but simultaneously? We can’t wait for the end of February to see how this plays out.

Image: UK metrics on decline

Sports KPIs

Monthly deposits

The average number of monthly deposits for sports bettors increased by 4% MoM and decreased by 7% YoY, now standing at 9.7 monthly deposits per player.

Monthly net gaming revenue per player

There has been a decrease of 4% MoM in average revenue per active player and increased by 7% YoY, now standing at €95 per player.

Average deposit amount

The average deposit amount for sports players decreased by 5% MoM and increased by 18% YoY, now standing at €45.

Retention rates

Retention rates for sports bettors have decreased by 3% MoM and increased by 3% YoY, now standing at 69%.

New retention rates

New retention rates have remained steady MoM and decreased by 9% YoY, now standing at 41%.

Conversion rates

Conversion rates increased by 9% MoM and 2% YoY, now standing at 50%.

Number of activity days

This month, the number of activity days decreased by 5% MoM and by 9% YoY, now standing at 7.8.

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 increased by 1% MoM and 9% YoY, now standing at 72%.