Optimove iGaming Pulse - November 2019
Deep into autumn, is the industry gearing towards hibernation or holiday celebration? Optimove’s iGaming Pulse gives a peek into the industry and its various aspects. What can operators learn from November’s performance in sports and casino?
In sports, the average deposit amount decreased by 3% year-over-year, and increased by 3% month-over-month.
The number of monthly deposits increased by 10% from the prior year to to 8.5, with a very slight decrease of 1% from October (8.6 to 8.5).
Conversion rates increased by 5% sequentially, still showing an 8% decrease from November 2018, and holding at 46%.
Retention rate increased slightly year-on-year (up 2%) and held steady month-on-month for the past four months of the of-season.
The new retention rate increased 5% from 2018, and decreased 5% from October.
In casino, the average deposit amount decreased by 3%, (or €1 in actual currency), both sequentially and from the prior year, and holds at €35. Generally, last year’s trend is very steady increases and slight decreases between €35 and €38.
Monthly deposits show a very slight decrease of 1% month-over-month, but an annual increase of 5%, and holds at 8.2.
Mobile bet rate is still on the rise with an overall increasing trend showing an 18% year-on-year and 2% month-on-month jump.
Similarly, conversion rate is up by 23%, though down 3% from October 2019.
Activity days increased by 2% from the prior year, and decreased by 3% month-over-month.
Black Friday Close-up
This month we’re taking a closer look at a phenomenon rather than a KPI, but paying attention to it could very well significantly increase your KPIs. We’re referring to Black Friday, which despite being perceived as a retail event, is actually showing great results for gaming operators.
Research by Optimove shows that casino and sports operators who ran Black Friday Campaigns in 2018 won the jackpot in many KPIs. For example, the number of players how made a deposit following a Black Friday campaign was 37% higher than an average Friday in 2018. The number of deposits themselves was 36% higher than the average Friday, and the deposit amount was 29% higher compared to the average Friday in 2018.
Casino operators who ran a Black Friday campaign enjoyed 13% increase in total casino bet amounts and the number of players was 28% higher on average compared to the Friday average in 2018. The number of players who responded to Black Friday campaigns was 7% higher compared to other campaigns. So, does Black Friday put gaming operators in the ‘black’? You bet it does!
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.