Optimove iGaming Pulse - October 2019
Autumn brought with it a wave of cool air but it was mainly sports betting that caught a chill, with casino continuing its upward trend, according to the latest data from Optimove’s iGaming Pulse.
In casino, the average single deposit amount increased by 6% month-on-month and remained steady year-on-year.
The monthly deposit per player increased by 6% year-on-year, and by 4% month-on-month. Despite these increases, the monthly revenue per player decreased by 13% year-on-year and by 4% month-on-month to €69.
The conversion rate – players who made their first deposit divided by the number of players who registered – rose by 36% year-on-year, and by 3% month-on-month.
The new retention rate rose by 15% year-on-year, meaning there were 15% more players who made their first deposit in September and remained active during October. The new retention rate was unchanged month-on-month.
In sports, we saw the opposite trend to casino. The average single deposit amount decreased by 7% year-on-year, and remained the same month-on-month, though in monetary terms this decline accounted for only €2 overall, with the figure dropping to €28 from €30 last year.
Consequently, monthly revenue per player decreased by 13% year-on-year and by 3% month-on-month to €70, down from €80 in the same month in 2018.
Despite these decreases, the number of monthly deposits per player increased by 11% year-on-year and by 5% month-on-month. This means more players are making more deposits, but committing lower amounts. This could potentially be explained by the Champions League group stage.
The opposite direction of travel in the sports vertical was also apparent in the conversion rate. Whereas in casino we saw an increase, both year-on-year and month-on-month, in sports both metrics decreased by 4% and stands at 44%. The retention rate (players who had been active the previous month and remained active last month) decreased by 4% year-on-year and by 6% month-on-month.
Perhaps the more advanced stage of the Champions League, which is still in the group stage, will attract more bettors to convert and retain. Stay tuned for the round of 16!
KPI close up: mobile bet rate
The mobile bet rate increased by 14% year-on-year and by 2% month-on-month, to 67%, continuing a rising trend since February 2019.
The mobile bet rate is defined by the total mobile bet amount per month, divided by the total bet amount in the same month. In the age of the smartphone, in which each one of us does far more with their phone than just call, it is no surprise that the mobile bet rate is continuously rising, for both sports and casino.
More and more of our daily and leisure activities are performed on mobiles, including shopping, social media, content and, of course, gaming.
Omer Liss is Optimove's director of strateic services, helping leading marketers optimise their customer retention strategy. As a marketing data scientist, Omer has vast experience consulting clients, analysing their customer data and revealing actionable, data-driven marketing insights. Omer holds a BSc in Industrial Engineering and Management, specialising in Information Systems.
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.