Speaking at the iGB Affiliate London Conference, Maw delivered results from a Betting Hero survey, which took an in-depth look at the key characteristics and behaviours of US consumers within sports betting.
He also spoke of the ongoing battle for market share and customer retention amid the launching of sports betting in new states.
“I think we all know in this space that there is a lack of loyalty,” explained Maw. “Of the active sports bettors that we spoke to, 76% consider themselves not loyal to any operator, not loyal to a product.
“These are people that are actively looking for a reason to try another product, which probably indicates that they are not happy with the product they have, or that they are missing something.”
Maw examined many questions from the recent Betting Hero survey, including customer satisfaction with their chosen operator, why customers choose the apps they choose, and the promotions that customers found most valuable, among many others.
One other area of the survey focused on the reasons behind customers trying out new gambling apps, with Betting Hero asking respondents to pick out their top three factors that would inspire them to try out a new gambling app, as well as the top three factors that would deter them from trying out a new gambling app.
Regarding the former, ‘range of promotions’ (49%), ‘large sign-up offer’ (39%), and ‘speed’ (38%) were the top three factors.
And regarding the latter, ‘the brand looks of poor quality’ (84%), ‘you must deposit before you can see what is in the app’ (66%), and ‘large sign-up offer but with wagering restrictions attached’ (52%) were the top three factors.
