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Sports Betting

Sports betting brands aim for retention after Super Bowl LVI

With many US states recently legalising online sports betting, the market has grown at a particularly fast pace over the last year. And as such, online gambling brands are naturally keen to attract new customers ahead of the Super Bowl LVI this week on 13 February. However, according to igaming customer relations experts Enteractive, the main emphasis should be on retention of new players in order to maintain the growth that is currently experienced in the market. 

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Founded in 2008, Enteractive specialises in supporting loyalty and engagement for the online gambling industry. It contacts players on behalf of sports betting brands and believes in the importance of being personal and having real conversations. 

Mikael Hansson, founder of Enteractive commented, “While sportsbook operators are spending large sums on licensing, promotion, marketing, and competitive odds to prompt fast growth as they enter these new markets in the US, they must keep a focus on retention of all those hard-won customers.”

A recent YouGov survey from January 2021 showed that almost 20% of Americans like to wager on the Super Bowl, with 70% betting only on the outcome of the game. Furthermore, as a consequence of last month’s launch of mobile sports gambling in New York, it appears the interest from the US population is strong.   

With this year seeing many more states offering legal mobile sports betting platforms, sportsbook operators should experience an increase in registration from new customers around the Super Bowl LVI. But whilst an increase in interest is always good for business, the important step needs to be placed on these new customers remaining active rather than occasionally appearing for big events. 

Hansson added, “There’s currently a gold rush in the US sports betting market and the eventual winners will be those brands that engage with their customers and build relationships for the future. Every brand in this sector must keep a clear focus on all aspects of their offering, ensuring that all the hard work in getting to market is not quickly lost to the competition.”

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