Optimove Research Finds Competitive Odds Key to Customer Loyalty
LISTEN TO THIS ARTICLE:A recent survey carried out by Optimove has provided insights into online gamblers' behavior and preferences, which are likely to be of help to operators looking to increase player loyalty.
Competitive Odds Key Consideration for Players
The survey took place over two months in 2023 and included 396 US residents of legal gambling age. It showed that the iGaming scene is thriving. Around 85% of those who bet on sports visit live online casinos or gambling websites every week, and an unexpected 34% check in multiple times a day. In terms of betting preferences, sports were the most popular for 76% of people in the survey. However, there is variation within this; 56% enjoy live betting, and 70% prefer making single bets instead of parlays.
The most important consideration for visitors was competitive odds, according to 40% of those surveyed. User-friendly platforms and good bonuses followed, each mentioned by 23% of participants. Quick and reliable payouts were important for 58% of respondents, and a large selection of games was important to 50%.
Too Much Marketing Drives Players Away
The survey also revealed that players are receiving too many marketing messages. A worrying 86% said they've unsubscribed from iGaming sites because they were getting too many promotional messages. About 30% said the messages were too frequent, suggesting operators need to consider their marketing campaigns more carefully.
The report made a number of recommendations for operators. Faster website loading times were mentioned by 63% of respondents. Other recommendations include better mobile offerings and easier site navigation. Customers also wanted to see more betting options and early cash out options.
The survey found that 75% of respondents looked for responsible gambling tools, which suggests a growing awareness of the dangers of gambling. An impressive 90% of people in the study said they set limits on how much they'll bet, and 56% said they use resources for responsible gambling.
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