Betting Hero President Jai Maw says there is “a lack of loyalty” in the US sports betting space.
Maw presented results of a Betting Hero Survey, which examined key behaviours and characteristics among US sports bettors.
He discussed the continuing battle for market shares and customer retention during the introduction of sports betting to new states.
“I think we all know in this space that there is a lack of loyalty,” explained Maw. “Of the active sports bettors that we spoke to, 76% consider themselves not loyal to any operator, not loyal to a product.
“These are people that are actively looking for a reason to try another product, which probably indicates that they are not happy with the product they have, or that they are missing something.”
Maw analyzed many of the questions in the Betting Hero survey. These included customer satisfaction with the operator they chose, the reasons customers select the apps that appeal to them, and which promotions customers find most valuable.
The survey also covered the motivations behind new betting apps. Betting Hero asked the respondents to choose their top 3 motivators for using a gambling app and the top 3 factors to discourage them.
Regarding the former, ‘range of promotions’ (49%), ‘large sign-up offer’ (39%), and ‘speed’ (38%) were the top three factors.
And regarding the latter, ‘the brand looks of poor quality’ (84%), ‘you must deposit before you can see what is in the app’ (66%), and ‘large sign-up offer but with wagering restrictions attached’ (52%) were the top three factors.
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