Optimove iGaming Pulse – June 2020

7 July 2020

In June the key metrics returned to pre-Covid-19 levels, which is good news for the industry.

But rather than simply celebrate things getting back to normal, now is an ideal time to implement best practice-based methodologies to reap the benefits of your new and existing players.

One way of doing this is by sending out cross-selling offers to players with single product preferences. This will increase the likelihood of players becoming and remaining active.

Sports KPIs

Average deposit amount
The average deposit amount decreased slightly by 3% month-on-month, but increased by 13% year-on-year, to €35 per player.

Though we haven’t have any major sporting events such as the World Cup or the Euros this year, sports betting numbers were still higher than last year.

Monthly deposits
Monthly deposits for sports bettors were almost the same as they were in May, increasing by 1% month-on-month and 11% year-on-year in June.

Monthly revenue per player
The average revenue per active player during June decreased by 2% month-on-month but increased by 17% year-on-year to €95 per player.

All of the above KPIs support the fact that numbers were higher last month than during the same month last year. This could be due to the pandemic, as some players are still social distancing or going out less, which allows more time to play online.

Retention rates
After a sharp decrease in retention rates in April, there’s been an upward trend evident since May. Last month the retention rate for sports bettors increased by 10% month-on-month and by 18% year-on-year.

Conversion rates
Conversion rates increased by 7% month-on-month and by 26% year-on-year in June.

Now that most major sporting events have returned, it could be a good time to cross-sell your players into casino games. We wrote recently about campaign ideas on how to cross-sell successfully.

Casino KPIs

Average deposit amount
The average deposit amount remained the same for casino players both month-on-month and year-on-year, sticking at €33.

Monthly deposit per player
The average number of monthly deposits per player during June decreased by 2% month-on-month but increased by 7% year-on-year to  9.2 deposits per player.

Retention rates
Last month saw an increase in retention rates, which rose by 2% month-on-month and 14% year-on-year.

Conversion rates
Conversion rates increased last month, by a relatively modest 3% month-on-month but by a massive 37% year-on-year.

Mobile bettors ratio
As we mentioned in last month’s report, there has been an increase in mobile bettors since last year as more gaming operators are offering casino games that are available to play on the go.

Though we did see a small decrease of 3% month-on-month in June, there was a significant 33% year-on-year increase to 57%. That means that more than half of all casino players now play on mobile devices.

We might have expected to see a decrease in mobile bettors since the beginning of the pandemic as players at home have access to desktop games. However, it’s clear they still prefer playing on mobile.

For this reason, it might be worthwhile trying to cross-sell players from web to mobile, as mobile games usually generate higher revenue.

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.

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