Optimove iGaming Pulse Report February: Spike in US conversion coincides with Super Bowl

In a monthly column, Optimove looks at how the Super Bowl impacted player behavior while comparing core KPIs from European operators

The Super Bowl stands as a mega sporting event, akin to the FIFA World Cup or the UEFA European football Championship. Such events significantly alter betting patterns and player behavior. But how did the Super Bowl influence key metrics in the igaming industry this February?

In February, conversion rate of new players in the US surged to its highest level in 13 months, hitting a peak of 42%. This notable rise starkly contrasts with the rest of the world, where conversion rate reached 28% during the same period.

Examining the trend reveals a steady rise starting from December (37%), a further uptick coinciding with the NFL playoffs in January (40%), and ultimately peaking at 42% in February.

Despite January hosting 12 playoff games compared to one in February, the 42% peak highlights significant opportunities for operators during such peak sporting events, even if they consist of just one game. The 10% year-over-year increase suggests heightened fan enthusiasm and the implementation of enhanced acquisition strategies by operators.

For more insights visit Optimove’s Pulse.

US monthly deposit amount breaks away from global average

The monthly deposit amount in the US demonstrated a notable deviation from the global average, compared to the September 2023 baseline. This divergence became apparent from December onwards, coinciding with the onset of the NFL playoffs.

The peak occurred in January, reaching +34%, and maintained a robust level at +33% in February. In contrast, the rest of the world recorded figures of +6% and +3% for January and February, respectively.

Total sports bettor growth – US peaks at the height of the playoffs

The chart below illustrates a notable 15% increase in the number of active sports bettors during the month of January, coinciding with the peak playoff season and the involvement of more teams. In contrast, on this metric the rest of the world seems unaffected by the NFL playoffs.

US casino player growth trend is up

High profile events such as the Super Bowl offer a significant cross-selling opportunity for igaming operators, capitalizing on the event’s influx of bettors and first-time depositors.

The impact of this year’s Super Bowl extended beyond sportsbook betting, influencing the casino sector as well. The chart illustrates the surge in the total number of casino players in comparison to a September 2023 baseline.

Notably, US casino player growth reached its peak in February, hitting +14% compared to the September 2023 baseline, while the rest of world trend declined. This suggests that operators are strategically adjusting their approaches to optimize cross-selling during peak events.

Number of US deposits peaks in January

The total number of US sportsbook deposits reached its peak in January at +41% compared to the September 2023 baseline, before experiencing a slight decline in February (+37%).

This trend commenced in December (+38%), indicating heightened excitement leading up to the playoffs. In contrast, the rest of the world exhibited a stable trend during this period, seemingly unaffected by the event.

In this two-part special, Optimove also detailed core KPIs from the rest of the igaming industry away from the US to provide a comparison against stateside operators.