Optimove iGaming Pulse March 2023: US and UK betting behaviours
In a monthly column, Optimove looks at how casino and sports KPIs performed in March 2023
Sports bettors in the US and UK share a passion for their favourite sports and teams, and a love of the excitement of placing a bet, but there are notable differences in their behaviour. Naturally, US bettors tend to focus more on American football, basketball and baseball, while UK bettors tend to focus more on soccer. But there are more significant differences.
For instance, according to the Pulse’s monthly single deposit distribution metric, in the UK, 55% of deposits made by bettors fall in the €5-15 range, only 3% are over €100 and a total of 18% fall between €30 and €100. Additionally, the average UK bettor places 47 monthly bets. On the other side of the pond, just 15% of deposits fall in the €5-15 range, while a massive 57% are between €30 and €100 and 18% are over €100. Furthermore, the average US sports bettor places 366 monthly bets. Different animals indeed.
These behavioural differences indicate that igaming operators should use vastly different approaches to maximise engagement from these audiences.
US monthly single deposit distribution
UK monthly single deposit distribution
Sports KPIs
Average monthly bet amount per active player
The average bet amount deposits for sports bettors increased by 3% MoM and decreased by 25% YoY, now at €578.
Average number of bets per active player
The average number of bets for sports bettors increased by 1.3% MoM and 9% YoY, now at 241.
Average net gaming revenue per active player
The average net gaming revenue per sports bettor increased by 31.9% MoM and decreased by 2% YoY, now at €44.1.
Average number of activity days per active customer
The average number of activity days per sports bettor increased by 2.5% MoM and decreased by 2% YoY, now at 6.6.
Average number of deposits per player
The average number of deposits per sports bettor increased by 6.1 % MoM and by 9.4% YoY, now at 10.4.
Average monthly single deposit amount distribution per deposit
Average monthly total deposit amount distribution per deposit
Casino KPIs
Average monthly bet amount per active player
The average bet amount deposits for casino bettors increased by 17.7% MoM and 11% YoY, now at €1,504.
Average number of bets per active player
The average number of bets for casino bettors increased by 2% MoM and decreased by 4% YoY, now at €990.
Monthly net gaming revenue per player
The monthly NGR increased by 10.5% MoM and 9% YoY now at €87.7.
Average number of activity days per active customer
The average number of activity days per casino bettor increased by 8.6% MoM and by 9% YoY, now at 6.1.
Average number of deposits per player
The average number of deposits per sports bettor increased by 5.6% MoM and by 4.8% YoY, now at 13.
Average monthly single deposit amount distribution per deposit
Average monthly total deposit amount distribution per deposit
Stay tuned for Optimove’s iGaming Pulse report to be published next month.