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OPINIUM


What we found is that the sportsbook market is dominated by prominence and connection, as customers do not see much differentiation in the category. Clearly the huge marketing budgets that are being spent on acquiring and keeping customers are having a direct influence on brand choice.


6. Introductory bonuses remain the strongest weapon in the sign-up wars


Operators have long bemoaned the need to offer costly introductory sign-up bonuses to acquire new players, but the power of these offers is undeniable. Across the verticals, a good introductory


to acquire. Operators are understandably keen to retain them as long as possible, at it appears that the casino vertical in particular requires greater focus on retention. The most loyal players are bingo customers, of which just 27% said they had switched from their preferred brand. This is understandable, given bingo’s strong social element. But with acquisition costs lower for bingo, retention is not quite as important as it is elsewhere.


4. Paddy Power leads the way when it comes to marketing awareness


Paddy Power has long established a


reputation for its outrageous marketing and PR stunts, and the approach appears to be working.


5. Prominence is key to make a splash in sportsbook


An important question when considering


approaches to marketing is what makes punters choose one brand over another in such a crowded market?


offer was cited as the most common reason for a player to register with their favourite brand. It was most pronounced in the bingo vertical,


where almost half (47%) of users said the intro bonus was the reason they registered. Despite a lot of competition among


sportsbook operators on price, it remained a relatively niche concern among customers when it came to registration; only 25% of users cited it as the key reason for signing up with their favourite sports betting operator. Operators


will keen to find new ways to differentiate


We used the Opinium Brand Strength Index


It tops our league table that ranks the leading sportsbook brands by awareness of marketing activity, with a large lead from second-placed bet365 and SkyBet. Paddy Power has worked hard over the years


to build a very distinctive brand identity. Its marketing spend has not been the highest, and this shows the importance of positioning a brand within what is an extremely crowded marketplace.


(BSI) to gauge what drives brand usage in the sportsbook sector. The BSI model is based on three key elements that makes brands successful: emotional connection, prominence in the market, and being distinguished. As every category is different, these measures are weighted to reflect how important they are within sportsbook.


NOVEMBER 2017 57


themselves from competitors rather than relying on bonuses.


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