UK Marketing Evolving Trends in Sports Betting Apps for the 2023 NFL Season

As the 2023 NFL season kicks off, the world of sports betting apps is going through significant changes.

Shifting Landscape: Reduced Downloads, Increased Engagement

Notably, there's been a modest reduction in the number of downloads for sports betting apps compared to the previous year. This can be attributed to the saturation of the market in regions where sports betting is legal, with many individuals having already explored these platforms.


However, there's a flip side to this trend - user engagement is on the rise. Existing users are becoming increasingly active on these apps, indicating a shift in focus from acquiring new users to retaining and satisfying the existing user base.

Promotional Battles

In the race to win over sports betting enthusiasts, FanDuel and DraftKings have launched enticing promotional campaigns like "Bet $5, get $200."

On the other hand, bet365 stands out with its "Bet $1, get $365" promotion, albeit with certain state restrictions.

A new entrant, Fanatics Sportsbook, is pioneering a unique rewards program, offering "FanCash" to users as a percentage of their bets, which can be redeemed for sports merchandise. This strategy is reminiscent of credit card cashback and point loyalty programs, designed to foster customer loyalty.

Diverse Advertising Strategies

DraftKings is allocating investments across various channels to ensure their message reaches a wide audience.

FanDuel and BetMGM, on the other hand, are focusing on high-quality video creatives tailored for Over-the-Top (OTT) and YouTube platforms.

Caesars, in contrast, is implementing a strategy centered on display ads.

Notably, bet365 maintains a balanced advertising approach with a particular emphasis on YouTube.

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The Rise of Influencer Marketing

Celebrity endorsements are unmistakably prevalent in this segment, further solidifying the connection between sports and entertainment.

However, what's gaining even more traction are influencer-inspired creatives on social networks, particularly TikTok. In these ads, influencers and actors deliver narratives to viewers in an organic, user-generated content style.

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This approach not only enhances audience engagement but is also more budget-friendly and adaptable, making it ideal for rapid testing.

Navigating the Transformation

The sports betting app market is navigating a landscape characterized by reduced new downloads but increased user engagement. This transformation underscores the need for inventive promotions, diversified advertising approaches, and a responsive approach to user preferences.

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As the digital sports betting landscape matures, adaptability and innovation remain crucial for success in the 2023 NFL season.

Influence of Sporting Events

Sporting events, such as the Super Bowl, wield significant influence over sports apps. For instance, during Super Bowl LVII, US installations of sports news apps and sports games apps surged, showing a remarkable 19% and 16% year-over-year growth.

In summary, the 2023 NFL season brings forth a dynamic and evolving world of sports betting apps, shaped by changing user behavior and creative marketing strategies. The key to success in this ever-transforming landscape lies in adaptability, innovation, and a keen eye on user preferences.