As the 2023 NFL season commences, the landscape of sports betting apps is undergoing notable transformations. A recent report by SensorTower highlights these key changes.
Notably, there’s been a modest reduction in the number of downloads for sportsbook apps compared to the previous year. This can be attributed to many individuals in regions where sports betting is legal having already explored these platforms. However, there’s a flip side to this—user engagement is on the rise. Existing users are increasingly active on these apps, indicating a shift in focus from acquiring new users to retaining and satisfying the existing user base.
Leading the race, FanDuel and DraftKings are employing enticing promotional campaigns such as “Bet $5, get $200.” In contrast, bet365 stands out with its “Bet $1, get $365” promotion, albeit with certain state restrictions. On the other hand, newcomer Fanatics Sportsbook is pioneering a unique rewards program, offering “FanCash” to users as a percentage of their bets, redeemable for sports merchandise—a strategy reminiscent of credit card cashback and point loyalty programs, designed to foster customer loyalty.
As the NFL season unfolds, prominent sportsbooks are displaying a diverse array of advertising strategies. DraftKings is allocating investments across various channels, while FanDuel and BetMGM are focusing on high-quality video creatives for Over-the-Top (OTT) and YouTube platforms. Caesars, in contrast, is implementing a strategy centered on display ads. Notably, bet365 maintains a balanced advertising approach with a particular emphasis on YouTube.
Celebrity endorsements are unmistakably prevalent in this segment. Influencer-inspired creatives on social networks, particularly TikTok, are gaining traction too. In these ads, influencers and actors deliver narratives to viewers in an organic, user-generated content style, contributing to higher audience engagement. These ads are more budget-friendly and adaptable, making them ideal for rapid testing.
The sports betting app market is experiencing significant shifts, marked by reduced new downloads but increased user engagement. This transformation underscores the need for inventive promotions, diversified advertising approaches, and a responsive approach to user preferences. As the digital sports betting landscape matures, adaptability and innovation remain crucial for success in the 2023 NFL season.
Sporting events wield significant influence over sports apps. For instance, during Super Bowl LVII US installations of sports news apps and sports games apps surged, showing a remarkable 19% and 16% year-over-year growth.