Super Bowl: Why 60% of Bettors Should Be Ignored

See the difference control groups make in this guide

Optimove Insights’ analysis of over 1.28 billion NFL bets from more than 9 million bettors during the 2024–2025 season shows that 3% of players generate 82% of the revenue for sportsbooks for big events like the Super Bowl. Conversely, 60% of bettors contribute only 1% of revenue, while the remaining 37% account for 17% of revenue.

Optimove Insights, the research arm of Optimove the #1 CRM Marketing Solution for iGaming and sports betting operators. Key data is depicted in the chart below:

Marketing Dos and Don’ts after the Super Bowl…

DO focus on Mid-Tier players. They can contribute meaningful lifetime revenue and be converted into top-tier players.
DON’T waste time on Low-Tier players who will likely never pay out.
DON’T waste Marketing Retention Efforts on Top Tier + VIPs because they are loyal players.

Where bettors migrate to after the NFL season:

48% move to another sport. This group is still engaged and can be targeted with cross-sell offers for upcoming events
14% try casino gaming – A smaller but valuable segment that can be nurtured for subsequent sportsbook betting
39% churn

How to keep players engaged post-season?

Once the NFL season ends, the key is to give players a reason to stay.

1. Get players to explore both sportsbook and casino

Multi-product bettors are more loyal. If a player engages in both sports betting and casino, they’re less likely to churn.
Know your audience.
- If they’ve played casino games before, send offers based on their past behavior.
- If they haven’t played casino previously, educate them with a fun intro campaign (think: tips, free spins, low-risk bets).

2. Encourage deposits (instead of just free bets)

Many big-event bettors maximize free bets, then leave.
The solution? Incentives for regular deposits—loyalty bonuses, deposit matches, or retention-based rewards.

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In summary

The post-NFL season is make or break for retention. While VIPs are locked in, the real focus should be on Mid-Tier players—they’re engaged, they contribute solid revenue, and they’re open to sticking around with the right incentives.

So, what’s the game plan?

Give them a reason to stay—whether it’s cross-selling into another sport or introducing them to casino gaming.
Make deposits a habit, not just free bets. Smart incentives will keep them playing long-term.
Use data to personalize re-engagement—not all players behave the same way, so treat them differently.

Churn is avoidable—but only if you take action. The off-season isn’t the time to sit back; it’s your chance to lock in long-term retention and build deeper customer loyalty.

For more insights on how to keep players engaged after the Super Bowl season, contact us to request a demo.

Published on

February 6th, 2025