Optimove iGaming Pulse – July 2020

As Europe’s major football leagues concluded in July following their novel coronavirus (Covid-19) enforced breaks, did customers flock back to betting operators?

After Covid-19 caused sports leagues around the world to shut down, leaving millions of disappointed fans at home for months, most major European leagues finally played their remaining fixtures in July. 

Also, after a break of almost five months in some cases due to the pandemic, the Spanish, English and Italian soccer leagues concluded during the month. As a result, there’s an evident increase in monthly deposit amounts per player and average deposit amounts.

Surely, online sports betting operators are benefitting from the return of these sporting events? Take a look at the numbers below.

Sports KPIs

Average Deposit Amount
The average deposit amount increased by 9% month-over-month and by 19% year-on-year, now standing at €37 (£33.5/$44.0) per player. Last year, we were in the off-season by this point, hence the significant difference to the prior year.

Monthly Deposits
The average number of monthly deposits for sports bettors increased by 5% month-over-month and by 10% compared to July 2019.

Net gaming revenue per player
Though we see an increase both in average deposit amounts and monthly deposits, there is a decrease in average revenue per active player during July of 4% from June, and 15% year-on-year, now standing at €117 per player.

If we look closely at the country of Spain, where La Liga’s top professional football division of the Spanish football league comes from, we can see a sequential increase of 28% for monthly revenue per player.

Retention rates
We would expect that in July, there would be higher retention rates due to the leagues returning, but surprisingly enough, retention rates for sports bettors have decreased by 6% month-on-month. However, retention rates increased by 3% compared to July 2019, due to the prior year being in the off-season.

Conversion rates
We also see a decrease in conversion rates in the online sports betting sector, which fell 7% from June. Compared to last year, rates are up 13%.

Casino KPIs

Average deposit amount
The average deposit amount for casino players increased by 9% month-on-month and by 9% year-on-year in July, now standing at €36.

Monthly deposit per player
The average number of monthly deposits per player in July increased by 3% sequentially and by 9% from July 2019, now standing at 9.5 deposits per player.

Retention rates
There is a slight decrease in retention rates of 2% month-on-month, but a 5% year-on-year increase.

Conversion rates
Conversion rates remained flat month-on-month at 41%. However, there is a substantial year-over-year increase of 37%.

Number of activity days
At Optimove, we calculate this as all the monetary activities of players during a month – for instance, those who have made a deposit or placed a bet. In July, we can see an increase of 8% from June and 16% year-on-year, now standing at 6.4 activity days.

About iGaming Pulse:
iGaming Pulse is an industry benchmark tool for the gaming sector. iGaming Pulse enables gaming operators to accurately assess their overall performance against industry-wide key performance indicators.

Its figures are updated on a monthly basis. It enables gaming operators to gain a clearer understanding of how their KPIs compare against the rest of the industry, broken down by geography and game type. This type of data, which is made publicly available for the first time, provides operators with the ability to conduct comparative analysis and derive insight into how their performance compares with industry averages.

iGaming Pulse comprises of data collected from over 200 online casinos and sports betting companies, including industry giants and boutique operators, providing an accurate, statistically significant sample of the industry. Access to this information is vital for operators that are limited to only their own data. Optimove’s iGaming Pulse is now fully accessible, ensuring operators will have a clearer overview of how they compare to the industry.