## Optimove iGaming Pulse – April 2019 – iGB
iGamingBusiness.com has joined forces with Optimove, specialists in marketing and customer loyalty, to provide readers with unique insights into player behavior across various markets and all iGaming sectors. In the April edition, Omer Liss, leader of the research lab team, reported an increase in player activity and examined the effect of Tottenham’s first-leg Champions League semi-final match against Ajax.
This data will be accessible here exclusively before its public release next week.
Examining the April Optimove iGaming Pulse, we observe that, with the arrival of spring, bettors are emerging from their winter hibernation.
Following a decline in March, average monthly revenue per player for sports and casino operators rose by 17% (from €76 to €88).
From the start of January 2019, the rate at which new users remain has been steadily climbing, going from 37% to 40%.
Taking out seasonal influences, monthly deposits have gone up by 27% compared to the same time last year, and the rate at which new users remain has increased by 39% year-on-year from April 2018 to April 2019. Conversion rates have gone up by 47% year-on-year.
In the sports area, the typical monthly income per user has gone up from €61 to €73, a 20% increase, likely due to activities during the Champions League quarter-finals and semi-finals held in April.
When we compare the typical deposit amount across all nations to the typical deposit amount in the Netherlands, we find that the typical deposit amount in the Netherlands is almost 60% higher than the overall average across all nations.
This impressive number is small compared to the typical deposit amount in the UK, which is 130% (!) higher than the overall average across all nations. Both of these measurements can be explained by the Champions League semi-final between Ajax and Tottenham, which was held on the last day of April.
Another interesting thing we see in sports shows that after a decrease following the World Cup in August 2018, the rate at which new users remain has continued to go up. Since August 2018, the increase has been steady at 48%, a 13% year-on-year increase.
In the casino, we see a 16% year-on-year increase in the typical number of monthly deposits per user.
Every participant’s monthly income has been on an upward trajectory, reaching €100 per participant in April 2019, as opposed to €77 in April 2018. Although each participant’s monthly income is on the rise, the average payment amount has remained constant. One explanation for this could be that participants are making smaller payments more often, which implies they are more active and involved with the company.
Another fascinating observation is the mobile wagering rate, which shows an 8% year-over-year increase and a 2% month-over-month increase. In general, over half of the wagers (52%) this month were placed through mobile devices. The proportion of mobile bettors is also exhibiting a similar upward trend.
**Key Performance Indicator Spotlight:**
**Profit Margin:** The profit margin is calculated as follows:
Profit Margin = 1 – (Winnings divided by Wagers)
In simple terms, the profit margin is the profit the operator makes from each wager placed by a customer. A 10% profit margin means that for every €100 wager, the operator makes €10. While sports wagering has a higher profit margin, casino wagering has a higher turnover rate, so in reality, operators make more profit from casino players than from sports players.
**Omer Liss:**
Omer Liss leads the Strategic Services Research team at Optimove, assisting leading marketers in optimizing their customer retention strategies. As a marketing data scientist, Omer has extensive experience consulting with clients, analyzing their customer data, and uncovering actionable data-driven marketing insights.
Omar possesses a Bachelor’s degree in Industrial Engineering and Management, with a focus on Information Systems.
Concerning iGaming Pulse:
iGaming Pulse serves as a standard measurement tool for the gaming sector. iGaming Pulse empowers gaming operators to precisely evaluate their overall performance and contrast it with key performance indicators across the industry.
The data is refreshed monthly. It enables gaming operators to gain a more comprehensive understanding of how their key performance indicators stack up against the rest of the industry, categorized by geographical location and game type. This data, made public for the first time, equips operators with the capability to conduct comparative analysis and glean insights into how their performance measures up to industry averages.
iGaming Pulse incorporates data from over 200 online casinos and sports betting firms, encompassing industry giants and smaller operators, providing a precise and statistically significant representation of the industry. Access to this information is essential for operators who are restricted to their own data. Optimove’s iGaming Pulse is now fully accessible, guaranteeing operators have a clearer grasp of how they compare to the industry.
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