NFL Betting Insights 2025/26 | Optimove

Re-engage your churned customers with this guide

Why it Matters:

For sportsbook marketers, these insights can help pinpoint exactly where and how to engage bettors all season long. With 77% planning to wager, operators that leverage personalization, mobile-first experiences, and real-time campaign agility can capture greater share of wallet. Positionless Marketing makes it possible to act on these opportunities instantly delivering the right offer, to the right bettor, at the right moment.

Key takeaways:

Pre-Game Bets Lead the Action: Nearly half of NFL bettors prefer pre-game wagers, creating a prime opportunity for operators to tailor promotions and offers before kickoff.
Personalization Drives Loyalty: With email and SMS as top channels, bettors respond to timely, relevant messages tied to their NFL interests, making personalization essential for retention.
Mobile-First is #1: Seventy-six percent (76%) of bettors place wagers on mobile or online platforms, and 80% use multiple sportsbooks weekly, meaning seamless, cross-platform experiences are critical to winning repeat engagement.

Download your free copy here

The Big Picture

Our 2025–2026 Consumer Report on NFL Wagering Intentions, based on a survey of 425 U.S. NFL bettors, uncovers how players plan to engage this season, which bet types and channels they prefer, and the moments that truly drive wagering.

For sportsbook operators, this is a playbook for capturing bettor attention, loyalty, and share of wallet throughout the entire NFL season.

What’s Inside the Report

Here are just a few of the headline findings:

77% of NFL bettors plan to wager during the 2025/26 season.
Pre-game bets dominate: 48% prefer them, while live betting has fallen to 25% (down from 37% last year).
Traditional bet types lead: Point spreads (61%), Moneyline (52%), and over/under (47%) remain the most popular formats.
Bettors keep betting beyond team loyalty: 82% will keep wagering even if their favorite team is eliminated, and 83% will bet on the Super Bowl no matter who plays.
Mobile-first behavior is the norm: 76% place wagers via mobile or online platforms, with 80% using two or more sportsbooks weekly.
Personalization drives retention: Email (40%) and SMS (33%) are top communication channels, and timely, relevant messages are key.
Responsible play is a trust-builder: 92% are aware of responsible gambling tools, but 63% have bet more than intended, highlighting an opportunity for operators to lead with trust.

How to prevent churn and reactivate customer

Insights

NFL bettors are informed, research-driven, and highly responsive to personalization. The winners this season will be the operators who can:

Deliver relevant offers at precisely the right moment.
Adapt campaigns instantly to changing player performance, odds, and betting behavior.
Provide a mobile-first, seamless experience across platforms.
Build loyalty through responsible gambling initiatives that protect players and enhance trust.

The Positionless Marketing Advantage

To act on these insights, sportsbook marketers need speed, flexibility, and precision. That’s where Positionless Marketing comes in.

Optimove’s Positionless Marketing platform empowers any marketer to:

Analyze bettor behavior instantly
Create personalized offers without waiting on other teams
Launch campaigns across channels in minutes, not days

From pre-game odds boosts to timely responsible play messages, Positionless Marketing ensures operators can deliver the right message, to the right bettor, at the right moment all season long.

The Guide to Re-Engaging Lapsed Customers

Identify at-risk and lapsed customers and bring them back with this guide.

In Summary: Get the Full Report

The 2025–2026 Consumer Report on NFL Wagering Intentions includes 10 actionable recommendations for sportsbook operators to maximize engagement this season.

Download your free copy here.

For more insights on Optimove’s Positionless Marketing platform, contact us to request a demo.

Published on

August 14th, 2025