## Optimove iGaming Pulse – May 2019 – iGB
This report focuses on Optimove’s iGaming Pulse data, and Omer Liss, head of the research lab team, discovered that sports and casino customer activity is increasing.
The May Optimove iGaming Pulse indicates that spring tendencies first observed in April are continuing.
The average deposit sum for sports and casinos was 11% higher than in April (from €36 to €40), while the average number of monthly deposits per player remained consistent at 8.1. Revenue per player decreased slightly (down 3%).
Retention rates in May were 3% higher compared to the previous month and 8% higher compared to the same month last year. Mobile betting rates stayed steady at 54% on average for sports and casinos. Conversion rates in May were slightly lower than in April (down 2%).
This can be attributed to the fact that many sports bettors registered and deposited funds at the start of the season and before the Champions League knockout rounds, with the semi-finals taking place in May.
In casinos, we observe an upward trend in average deposit amounts, which increased by 11% (from €38 to €42). As a result, we see monthly revenue per player rise to €105.
Gambling house retention percentages climbed both monthly and annually, going from sixty-two percent in April to sixty-five percent in May, and steadily rising from sixty-one percent in January (see below).
In athletics, average monthly deposits rose by ten percent monthly, but fell by eleven percent compared to May 2018. Monthly deposit frequency per gambler increased by twenty-seven percent annually, and monthly revenue per gambler increased by twelve percent annually (see below).
Retention percentages were six percent higher than May 2018 and two percent higher than April. Mobile wagering rates remained at sixty percent. Conversion percentages fell again by six percent, likely due to sports bettors joining and depositing at the start of the season, then using those deposit amounts to play (see below).
Examining Champions League participating teams, we found some betting pattern discrepancies between competing nations. In the United Kingdom, Tottenham and Liverpool both participated in the Champions League final, with an average deposit of sixty-nine euros, compared to an average deposit of thirty-two euros across all regions.
However, the monthly deposit frequency per gambler was considerably lower than the average across all nations (four point four), likely because players registered to wager on major events or series of events (e.g., Champions League semi-finals), and made fewer deposits, but larger amounts.
Within the Netherlands, where Ajax represented the nation in the Champions League semifinals, we witnessed an average deposit sum of €52, exceeding the average across all territories of €32. In other words, Dutch players deposited more often per month than the norm, reaching 10.1 times compared to the average of 8.4 across all markets.
In Spain, another nation that reached the semifinals (represented by Barcelona), we discovered that the average deposit sum was comparable to the Netherlands, but the frequency of monthly deposits was actually lower than the average for the general category.
**Crucial Performance Indicator: Conversion Rate**
Conversion rate is defined as the number of initial depositors in May divided by the number of registered participants. This metric effectively reflects how many participants actually sign up to play.
In sports wagering, this figure typically increases before significant sporting events like the World Cup and Champions League, as these events attract new participants who specifically register to wager on them and place bets shortly after registering.
**Omer Liss:**
Omer Liss leads Optimove’s Strategic Services Research team, assisting leading marketers in optimizing their customer retention strategies. As a marketing data scientist, Omer has extensive experience advising clients, analyzing their customer data and revealing actionable data-driven marketing insights. Omer holds a Bachelor’s degree in Industrial Engineering and Management, specializing in Information Systems.
**About iGaming Pulse:**
…
The iGaming Pulse is a standard tool for the gaming sector. It enables gaming operators to precisely evaluate their overall performance and contrast it with industry-wide key performance indicators.
iGaming Pulse data is refreshed every month, giving gaming operators a more comprehensive view of how their KPIs compare to the rest of the industry, categorized by location and game category. This information, made public for the first time, lets operators conduct comparative analysis and gain understanding into how their performance matches up to industry averages.
iGaming Pulse incorporates data collected from more than 200 online casinos and sports betting companies, including industry leaders and smaller operators, providing a precise and statistically significant sample of the industry. Access to this information is essential for operators who are restricted to their own data. Optimove’s iGaming Pulse is now completely accessible, ensuring operators can gain a better understanding of how they measure up to the industry.
Sign up for the iGaming newsletter.