Year-round loyalty plan to keep players after a tournament

Soft2Bet's Harrison Barret argues that betting operators should not judge success by sign-up spikes during tournament periods. In his view, the real question is whether the players won during the tournament continue to play afterward.

During Euro 2024, more than two million active online sports betting accounts were recorded in the European market in June. A year earlier, that figure was 1.25 million. In the first half, total betting turnover rose 24 percent year on year, and gross gaming revenue rose 16 percent. According to the writer, these figures show strong growth, but they do not tell us whether the players acquired during the tournament were profitable.

High acquisition costs narrow the margin for players who leave a few weeks later. Welcome offers can also push operators to pay again to win back the same player.

According to the Gambling Commission's Euro 2024 research, many tournament bettors planned to bet on other sporting events too. However, this intention did not become more widespread after the tournament. Because the research surveyed different groups, it was not possible to measure how many players actually continued.

The writer suggests asking players about their team and competition preferences during registration, and offering short tasks and weekly goals. He says that when the local season starts, suggestions should change according to the calendar and the player's interest. Soft2Bet's gamification system also reports that these journeys can be added to existing casino and sports betting platforms via API.