Optimove Gaming Pulse – June 2019 – iGB

## Optimove Gaming Pulse – June 2019 – iGB

The Optimove Gaming Pulse for June reveals that while sports wagering experienced a decline following the Champions League championship, casinos maintained their stability.

**Optimove Gaming Pulse – June 2019**

The Champions League final in early June led to a decrease in average deposit sums and retention percentages for the month. However, our examination of the Optimove Gaming Pulse data indicates that casino trends were more consistent.

In June, the average deposit amount for sports betting decreased by 3% (to €29) compared to the preceding month. This is likely attributed to the conclusion of the Champions League, with the final occurring on June 1st.

The average number of monthly deposits per player increased by 46% annually in June, but decreased slightly by 2% from the previous month.

The substantial year-on-year increase is likely due to the commencement of the 2018 World Cup in June (the final was held in mid-July 2018). It’s plausible that more players last year were casual bettors rather than dedicated gamblers and enthusiasts.

In June, the average monthly income per player increased by 19% annually, remaining unchanged from the previous month.

Conversion rates decreased by 13% annually and by 8% from the previous month, reaching 46%. This signifies that fewer players made their initial deposit after registering.

Retention percentages were down 11% from the previous year, reaching 59%.

Once more, this appears to be a consequence of the Champions League concluding at the start of the month, and there were no other significant events to motivate players to re-engage. New retention rates declined by 17% compared to May, indicating that new players (who may have signed up in May to wager on the Champions League) had no reason to continue playing in June.

Odd-numbered summers bring not only sunshine and heat waves but also a lengthy off-season, which results in a decrease in retention metrics. To combat this, operators should enhance their engagement and strive to keep their bettors active, utilizing cross-selling to other sports and special promotions.

In the casino, average deposit amounts exhibit a very steady trend, although there was a minor month-to-month decrease. Mobile betting rates were 50%, an increase of 4% year-over-year, but a decrease of 7% month-over-month. Revenue per player per month remained stable at €86.

KPI Focus: New Retention Rate

New retention rate is the number of players who made their initial deposit in one month and remained active the following month, divided by the number of players who made their initial deposit in the first month. In essence, it’s the number of new players who remain active for two consecutive months.

This KPI reflects the loyalty of first-time depositing players, as players who make their initial deposit during major events are more likely to depart after the finals.

Maintaining player involvement and activity is a constant hurdle for all operators.

For instance, last month, new player retention decreased by 17% from the previous month, indicating that many new players who made deposits during the Champions League in May did not have sufficient engagement to continue playing in June.

Note: Data is still being updated at the time of this writing. Figures may differ slightly.

Omer Liss:

Omer Liss is the Head of Strategic Services at Optimove, assisting top marketers in enhancing their customer retention strategies. As a marketing data analyst, Omer possesses extensive experience consulting with clients, examining customer data and uncovering actionable data-driven marketing insights. Omer holds a Bachelor of Science in Industrial Engineering and Management, specializing in Information Systems.

About iGaming Pulse:

iGaming Pulse is an industry standard tool for the gaming sector. iGaming Pulse empowers gaming operators to precisely evaluate their overall performance against key performance indicators across the industry.

Its data is updated each month. It allows gaming operators to gain a more comprehensive understanding of how their KPIs compare to the rest of the industry, categorized by location and game type.

This information is being made available to the public for the very first time, enabling operators to carry out comparative analysis and gain understanding into how their performance compares to industry averages.

iGaming Pulse has collected data from more than 200 online casinos and sports betting businesses, including industry leaders and smaller operators, providing a precise and statistically significant sample of the sector. Access to this data is essential for operators who are restricted to their own information. Optimove’s iGaming Pulse is now completely open, ensuring operators have a better grasp of their performance within the industry.

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