By Damian Martinez, journalist at G&M News.
As the world of sports continues to captivate audiences across the globe, sportsbooks are faced with both unprecedented opportunities and unique challenges in their quest to connect with these passionate players. This 2024 has proven to be an exhilarating season for football. The much-anticipated pinnacle of continental National team’s football competition, the 2024 Conmebol Copa America, is set to attract bettors worldwide in June and July.
This year’s Copa America takes place between June 20th and July 14th in the United States. Matches will be hosted at 14 stadiums across the country, with the tournament’s climax at the Hard Rock Stadium in Miami Gardens. In the tournament, there will participate 6 Concacaf teams, including Mexico and the hosts, with 10 Conmebol teams. Reigning champions and recent World Cup victors, Argentina, enter as favorites, whilst Brazil will be seeking redemption after their final defeat the last time around.
A SURGE IN BETTING ACTIVITY
Major sporting events, like the 2022 World Cup that took place in Qatar, allowed sportsbook operators to gain new players and reactivate dormant ones. The competition witnessed a surge in betting activity, with a higher number of players engaged, yet the average bet amount decreased, indicating a shift towards more casual betting behavior.
The tournament also saw a spike in first-time depositors, with the challenge for operators to retain these newcomers beyond the event period. Players who made their first deposit during the championship exhibited lower retention rates compared to those who started wagering at other times of the year
Whenever there is a big tournament, the most important thing for the operators is “to keep it simple” for the players. It should be as easy as possible when it comes to their different offers and even more so in the platform’s navigation. Each time there are competitions like this, the sportsbooks see a huge influx of inexperienced users that probably won’t be around for the rest of the year.
Also, in the last couple of years during big events, all the companies noticed an increase in the turnover for combination bets: this is something that will be very popular in the 2024 Copa America as well. That’s going to be a key element for the operators to promote by making them easier to find for the bettors because it’s something that the players really want and will help companies to deliver a stronger margin.
Moreover, trying to educate customers during these sport events is super important. Players love this kind of short competition. They really want to bet on their own National teams, and this is a very good opportunity for the operators to acquire new customers and increase player retention and their incomes.
HOW TO INCREASE PLAYER ENGAGEMENT
Football is the go-to sport for betting, with nearly every gambler placing at least one bet annually. For operators to optimize effective marketing communications, marketers must ensure they present the right incentives via preferred channels at opportune moments to kickstart their engagement. Newcomers attracted during peak events are prone to churn quickly. The companies should keep them engaged by highlighting the excitement of the upcoming major sporting events.
Also, tournament-year novices often exhibit lower wagering tendencies than their off-season counterparts. Sportsbooks must give them personalized offers and bet recommendations. Plus, educate them about betting options to help prevent premature disengagement.
Finally, while football holds precedence, tournament bettors often explore multiple sports. As other smaller tournaments and sporting events approach, marketing efforts should provide clues to players’ different interests and deliver pinpoint messages to engage them.