Optimove iGaming Pulse Report: Black Friday boosts monthly casino conversion rates by 3%

Last month, all monetary KPIs clearly increased YoY, proving a strong month of November across the entire casino vertical. This was likely influenced by proper CRM marketing strategies and acquisition efforts. In the sports betting vertical, the UEFA Champions League continued to take place with tons of exciting, action-packed games for sports fans to bet on. The Nitto Association of Tennis Players (ATP) Finals also took place 15-23 November. Let’s see how both casino and sports KPIs were affected below:

Casino KPIs

Average deposit amount

The average deposit amount for casino players decreased by 5% MoM and increased by 13% YoY, now standing at €35.

Monthly deposit per player

The average number of monthly deposits per player in November slightly increased by 3% MoM and by 7% YoY, now standing at 9.6 deposits per player.

Monthly revenue

The average net gaming revenue per active player in November slightly decreased by 7% MoM but increased by 15% YoY.

Conversion rates

Gaming operators took advantage of Black Friday promotions that involved promo codes, free spins, match-up bonuses, etc. Evidently, this brought along with it new players as conversion rates increased by 3% MoM and by 11% YoY.

Retention rates

Retention rates decreased by 1% MoM and by 3% YoY.

Number of activity days

This KPI is based on the number of activity days where a player places either a bet or makes a deposit that month. Casino players had the highest number of activity days per player in the last 13 months – reaching 7.3 activity days a month – an increase of 12% MoM and 14% YoY.

Sports KPIs

Average deposit amount The average deposit amount remained the same MoM and increased by 22% YoY, now standing at €33 per player.

Monthly deposits

The average number of monthly deposits for sports bettors slightly increased by 2% MoM and increased by 7% YoY. Not surprisingly, players who make more deposits tend to have a higher future value. By following the number of deposits personalisation strategy, gaming operators can easily encourage players to make as many deposits as possible.

Net gaming revenue per player

There has been a decrease in average revenue per active player during November of 18% MoM, but an increase of 25% YoY, now standing at €74 per player.

Retention rates

Retention rates for sports bettors have slightly decreased both MoM and YoY by 1%, almost without change.

New retention rates

This KPI is explained as the number of players who made their first deposit in October and remained active in November. New retention rates increased by 3% both MoM and YoY. This can be explained by the many sporting events that probably kept October’s new players active and entertained throughout November, with plenty of games to bet on.

Conversion rates

Conversion rates decreased by 5% MoM and by 2% YoY, now standing at 40%. Stay tuned for Optimove’s iGaming Pulse report to be published next month. Got any questions? Feel free to reach out.