The Impact of Conversion Rate Optimisation (CRO) in iGaming during the Champions League Final
6 mins • 2nd June 2023
The National Football League (NFL) Super Bowl is one of the most highly-anticipated and watched events in the United States. Millions of fans tune in to see their favourite teams battle it out for the coveted Vince Lombardi Trophy, and the halftime show has become a highly-publicised event in its own right. But as the popularity of the Super Bowl continues to grow, so too does the popularity of iGaming – and it’s no surprise that the two are often intertwined.
iGaming, or online gambling, has become increasingly popular in recent years. According to a report by the American Gaming Association (AGA), the iGaming market in the United States is expected to reach $9 billion by 2025. This growth can be attributed to the increasing availability of iGaming options, as well as the legalisation of sports betting in more and more states.
But it’s not just the overall growth of iGaming that’s worth noting – it’s also the spike in activity that occurs during the Superbowl. In fact, the AGA reports that the Super Bowl is the single biggest day for sports betting in the United States. In 2020, the Super Bowl generated $158.6 million in sports betting in the states where it is legal. This represents a whopping 91% increase from the previous year.
It’s not just sports betting that sees a spike during the Super Bowl, however. Online casinos and poker rooms also see a significant increase in activity. In fact, a study by the online poker site PokerStars found that there is a 25% increase in players during the Super Bowl. And while sports betting may be the biggest driver of iGaming activity during the Super Bowl, it’s worth noting that other forms of iGaming also see a boost.
So why is the Super Bowl such a big day for iGaming? There are a few reasons. First, the Super Bowl is a highly-publicised event that draws a massive audience. With millions of viewers tuning in, it’s no surprise that many of them are also interested in iGaming. Second, the Super Bowl is a social event – and what’s more social than placing a friendly wager with friends and family? Finally, the Super Bowl is a great opportunity for casual iGamers to try their hand at sports betting – something they may not have done before.
But while the Superbowl may be the biggest day for iGaming, it’s not the only day. The National Basketball Association (NBA) Finals, Major League Baseball (MLB) World Series, and the National Hockey League (NHL) Stanley Cup Finals all see a similar spike in iGaming activity. This highlights the growing trend of iGaming as a companion activity to traditional sports events.
So what can operators do on the lead up, or during the Superbowl to make the most of the increased traffic visiting their websites?
1. While the industry average conversion rate stands at around 7%, this means 93% of your traffic is reaching your website but not registering or making their first time deposit. Considering how much money gets thrown at increasing website traffic through PPC, SEO, Social Media and more, operators need to put a considerable amount of focus on onsite conversion tactics. By utilising Onsite Engagement tools such as Pre-registration Exit Intent Overlays, operators can interrupt the leaving player to highlight their welcome bonus at a crucial point in the player journey and increase the potential of registrations by +10% on average.
2. While the number of players increases naturally during big sporting events, the majority of players deposit once, then more than often, drop off and never make a second deposit. This in itself is another opportunity to utilise retention strategies, and there’s no better way to leverage this than daily ‘free bets’ leading up to the final round of a tournament, or using gamification solutions to entice players to come back every day for the chance to win a free ‘low cost’ prize.
So what does the future hold for iGaming and the Super Bowl? It’s likely that we’ll continue to see a steady increase in iGaming activity during the Super Bowl and other major sports events. As more states legalise sports betting and online gambling, the market will continue to grow. And as technology improves, it will become even easier for fans to place bets and play casino games from the comfort of their own homes.
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