If we take the 2023 game as a starting point, betting around the game is expected to increase by 153 percent in comparison.
United States.- The Super Bowl LIX is expected to attract 153 percent more bettors compared to 2023 and 48 percent more than in 2024, according to data from Optimove Insights. The projection is based on 759 million bets analyzed over the last three NFL seasons.
The report highlights steady growth in betting participation in the championship. Using the 2023 edition as a baseline, the Super Bowl played in 2024 saw a 105 percent increase in bets placed. For this year's edition, which will be held next Sunday, February 9, the trend is expected to continue growing, reaching a 153 percent increase over the baseline value from two years ago.
Despite the considerable increase in betting, the report also highlights a 50 percent decrease in the average bet amount, underscoring the importance of segmenting players to focus on those who generate profits.
Casual bettors increase the volume but place smaller bets, requiring personalized engagement strategies to maximize their long-term value. In this regard, Optimove Insights emphasizes the need for retention strategies to ensure that it is not merely a one-time action.
Optimove Insights data reveals that only 54 percent of NFL bettors remain active one month after the season ends, and retention drops to 46 percent after six months. Without targeted strategies to retain only casual bettors with potential profitability, operators risk wasting marketing efforts and missing the opportunity to turn the Super Bowl into a long-term growth engine.
In this sense, the report includes keys to avoid this situation:
See also: A record number of bets expected at the next Super Bowl
