should tap into this patriotic fervour by strategically deploying targeted betting promotions for matchups featuring rival nations, like Germany versus England and others.
In cases where their national team is absent or eliminated, fostering engagement with "adoptive teams" becomes crucial for maintaining activity levels. For example, fans of Portugal might bet on Spain if their team is eliminated.
Expect new players to churn quickly post tournament
Maximising retention post-mega events is crucial, as new players often exhibit a rapid churn, marked by 25 per cent lower retention rates. Tis trend is attributed to their tendency for casual betting and temporary engagement with the betting scene.
Despite this expected decline, a significant opportunity remains. Enhancing retention involves strategically linking the recently watched tournament to bets on national leagues, ensuring continued player engagement during the interim period. For instance, with the Paris 2024 Olympic Games commencing shortly after the Euro 2024 final, operators should leverage the momentum from Euro 2024 to captivate players' interest and encourage
them to participate in Olympic Games betting activities.
Expect players’ likelihood of retention to increase with every bet placed
New players making their second bet are twice as likely to be retained compared to one-time bettors. To capitalise on this, it's essential to identify these players and tailor marketing efforts accordingly, segmenting them into personas for personalised engagement.
Additionally, promoting bets related to players' national teams proves effective in enhancing their engagement. Utilising gamification strategies, such as offering free bets for participation in national team matches and tracking player engagement metrics like logins and email openings, ensures a comprehensive approach to retaining and stimulating player activity.
Expect a drop in retention post-tournament
Despite the anticipated drop in retention post- mega events, a substantial opportunity remains to enhance player loyalty. Operators can strategically link recently watched tournaments to bets on national leagues, maintaining player engagement during the interim period.
For instance, the Paris 2024 Olympic Games
present a prime opportunity to retain players’ attention following Euro 2024, thereby extending their lifecycle and boosting long- term profitability.
Expect a battle, on and off the field
As Euro 2024 approaches, operators must leverage the insights gained from the 2022 FIFA World Cup to refine their marketing strategies and drive success. By understanding the behaviours and motivations of new and reactivated players, implementing targeted retention tactics, and maintaining consistent engagement, operators can capitalise on the excitement surrounding major sporting events to foster long-term player loyalty and maximise profitability.
Jonathan Inbar Director of Strategic Services Optimove
NEWSWIRE / INTERACTIVE / MARKET DATA P87
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