Go mobile, go live: three tips to score your World Cup 2022 marketing goals

Kick off your 2022 FIFA World Cup marketing plan with these exclusive insights from the CRM gaming experts at Optimove. The data you’ll find consists of over eight million players across 150 operators worldwide. It was collected during last year’s Covid-postponed Euro 2021. The main factors that were focused on:

1. Pre-match and live betting around the event

2. Web and mobile betting around the event

Now, go ahead and beat the competition with the findings that Optimove turned into tips.

Tip one: Mobile betting is more dominant than web during big events

Optimove data shows that a more significant chunk of football bettors prefer betting on mobile during national leagues. Regularly, there’s an 85-15 split in favour of mobile – Euro 2021 did not affect that breakdown. More traditional players probably still find web platforms more reliable and secure – and this could be the reason for the 15% who prefer playing on desktop.

Pro tip: Only 10% of football bettors made both mobile and web bets during Euro 2021. Another interesting factor to take into consideration when planning your World Cup campaign. Now, take this information and think of possible campaigns that can be personalised when, for instance, offering a web or mobile bonus for each player type.

Tip two: Live bets are worth more

Though it might seem obvious that live betting is more exciting, some traditional players would prefer to do the research and take the time to make the right decision before placing a bet. In other words, they’re making a knowledgeable bet when doing so – pre-match. With that being said, around and during Euro 2021, 90% of football bettors deposited on at least one pre-match bet.

During big events, however, the average live bet amount per player is indeed higher than the average pre-match bet amount per player – making it clear that nothing beats the thrill of live action during a game (also known as in-play betting.)

See table below for more details.

What should it mean to CRM marketers? It might be worth investing more in live betting promotions and gamification that could encourage live betting.

Furthermore, the average NGR (net gaming revenue) per player for those with at least one live bet is 12.8 times higher than that of players with no live bets. Another reason to implement such promotions.

Tip three: Mobile deposit amounts are much higher

As mentioned in tip one, the increased number of mobile players probably makes for the increased deposit amounts on this platform compared to web.

Take a look at the table below; during last year’s Euro 2021; the total bet amount rose by 137% on average. As mentioned, mobile bets are probably responsible for most of that spike. When comparing mobile average deposit amount to web deposit amount, it grew by 142% compared to 117%.

With these insights, shift your focus towards mobile marketing campaigns and encourage more activity on this channel.

Putting these tips into play

To maximise the value of your marketing campaigns for the upcoming World Cup, use these three insights to your advantage. The more you implement the findings of these figures into your campaigns, the more you’ll be able to reach the right player, on the right channel, at the right time.

Optimove is the leading CRM marketing platform, empowering brands to personalise CRM journeys at scale with customer insights, AI-led orchestration and all the channels they need in one place. With a CDP at its core, Optimove leverages AI to autonomously surface valuable customer segments, orchestrate self-optimising CRM journeys and accurately deliver the marketing interaction of highest incremental impact across email, mobile, web and more.