Interactive SPORTS-BETTING - OTHERLEVELS
Marketing specialists OtherLevels delve deep into the statistics headlining sports-book engagement today
Joe Hannaford, Senior Mobile Marketing Manager, OtherLevels
Across various western markets, sports wagering is a huge growth area for betting operators of all sizes. In the UK, total sports betting wagers came in at £9.518 billion ($12.32 billion) in 2015.
In the US – where gambling is only allowable in certain states, making statistics less easy to come by – 38 per cent of the population admitted to sports betting in an ESPN survey.
With interest in daily fantasy sports play, social gaming, and other forms of digital wagering seeing increasing interest among bettors, it’s clear that mobile is the hottest area for activity in coming years and will continue to outgrow traditional wagering methods. Now that mobile accounts for two out of every three minutes of digital media consumption in the US in a given month (and now that UK consumers spend nearly two hours each day on their smartphones), increased deployment of mobile betting apps is posed to drive higher levels of activity in regulated markets.
As evidence, look no further than the U.S. state of Nevada – where legal mobile sports betting accounted for 29 per cent of the state’s handle (or total amount of sports bets taken) in 2015. As more states and countries follow in Nevada’s footsteps by embracing sports betting, the appeal of mobile – for both bettors and operators – will go far beyond the convenience
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Sports-betting: on another level
of avoiding lines at the casino or betting shop... all the way to driving increased value, legitimacy, and engagement across the space.
Value: For traditional casino or betting shop operators, finding ways to increase existing customers’ betting frequency and share of wallet has long been a challenge given that in- person betting doesn’t lend itself to sophisticated data acquisition on wagerers’ preferences and habits. Mobile sports betting, however, enables operators to use a data driven approach to real-time notifications and personalisation tactics to drive instantaneous, device-in-hand revenue opportunities through targeted messaging strategies.
Mobile messaging can increase the likelihood that bettors will bet at times they otherwise wouldn’t. With mobile browser push functionality, betting operators can send messages to opted-in users as notifications on their device home screen, rather than just inside their site or app – giving them the ability to engage wagers even when they’re not on the betting platform. When incorporated with personalisation strategies, browser push can deliver high-impact promotions targeted to users’ preferences – creating stronger value for bettors and boosting revenue for real money gambling providors.
Legitimacy: In the U.S., sports betting carries with it a largely negative cache given the lack of firm laws governing the space state-by-state. But as mobile betting takes continues to grow at pace in the UK and in legalized places such as Nevada, it’s becoming hard to argue with the legitimacy of the space; since mobile app usage takes place in a digital world, policing legality
based on location of the user seems overly simplified at best (and impossible at worst).
In light of that, laws are changing to enable US consumers to engage in sports wagering – mobile and otherwise – more seamlessly. In 2015, a bill was signed into state law authorizing business entities in Nevada to place wagers on behalf of investors from around the world. As more and more operators release apps and capitalize on that authorization, we may see a strong uptick in the legalization, and perceived legitimacy, of sports betting space throughout the US.
Engagement: Te idea of sports betting taking place via mobile, rather than in-person, may seem to eliminate some of the community element that surrounds the betting shop and casino environments. But in fact, it’s much of the opposite: Given that it can be integrated with social networks and involve team-based play (as with fantasy sports), it may actually engender higher levels of digital engagement among wagerers, betting operators, and the sports teams or events themselves.
Moreover, since so many consumers carry their mobile devices with them at all times, mobile is proving to be a lower-barrier-to-entry space among new market participants. In Nevada, one bookmaker has remarked on how many more women are involved in sports betting since mobile apps infiltrated the market in 2010, as well as how many local wagerers come to casinos simply to bet on apps while watching the games together. Perhaps that’s the real benefit to a mobile-first future of sports betting: stronger social engagement across both the digital and physical realms.
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