Betting Hero President Jai Maw says there is “a lack of loyalty” in the US sports betting space.
Maw spoke at the iGB Affiliate Conference in London. She presented the results of a Betting Hero study, which looked at key traits and behaviors among US customers who bet on sports.
His comments included the continuing battle for market shares and customer retention as a result of the new state’s launch of sports betting.
“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 reviewed many questions from the Betting Hero Survey, such as customer satisfaction, reasons why they select certain apps, and most importantly, which promotions were the most valued by customers.
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 3 that 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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