Enteractive highlights retention focus for sports betting brands

With the rapidly increasing number of US states legalising online sports betting, online gambling brands will be keen to attract new players ahead of Super Bowl LVI on February 14. However, Enteractive says that the retention of new players will be key to maintaining growth in the current gold rush to build a loyal customer base.

Mikael Hansson, founder of Enteractive, said: “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 U.S., they must keep a focus on retention of all those hard-won customers.”

Enteractive provides loyalty and engagement services for the online gambling industry, contacting players on behalf of sports betting brands with more personal one-to-one phone calls.

Following the successful launch of mobile sports gambling services in New York in January 2022, it is clear that there is a large appetite amongst US consumers for the growing number of online sportsbooks. In a YouGov survey from January 2021, almost 20% of Americans said they like to wager on the Super Bowl, with 77% betting purely on the outcome of the game.

In 2022, with more states now offering legalised mobile sports betting, sportsbook operators can expect to see increased registrations from new customers around Super Bowl LVI. While this increased interest is good for business, successful growth will depend upon those new customers remaining active, rather than ‘churning’ after big events like the Super Bowl are over.

Hansson added: “There’s currently a gold rush in the U.S. sports betting market,”

“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.”