The COVID-19 pandemic has hurt the sports betting industry in a variety of ways, and it has also impacted the actions and tendencies of sports bettors. In a recent survey conducted by Hot Paper Lantern (HPL) Digital Sport, bettors revealed that they have scaled back the number of bets and amount of money that they are willing to bet.
The survey polled more than 600 frequent sports bettors and asked them several questions. Of those 600 bettors, 25% admitted to showing a decreased interest in sports betting or in participating in Daily Fantasy Sports.
Although that leaves 75% of bettors that are still making the same number of wagers, at least 40% of those bettors have decreased the amount of money they are willing to spend. As the sports betting industry is looking to bounce back after some disappointing months, these numbers will hurt the industry in the long run.
Another interesting thing found in this survey is that bettors are not loyal to just one sportsbook or one daily fantasy sports provider. Over 60% of those surveyed admitted to playing on multiple platforms and not showing any loyalty to a certain operator.
Industry leaders are concerned that sportsbooks are not able to build any customer loyalty, but there could be a good explanation. When a new operator launches, it often offers some terrific bonuses or promotions that attract new bettors.
In the survey, 36% of bettors also revealed that they are more willing to choose an operator that sends them promo codes directly as opposed to just broadcasting them over the internet. Of those bettors, 29% chose a sportsbook based on friend/family referrals.
Another trend that popped up during this survey is that 24% of bettors are more willing to sign up at a sportsbook if they know that the operator is giving back to the community. Other bettors (20%) look for sportsbooks that can clearly state how or why they are better than the competition in that area.
Almost half of the respondents in this survey noted that the promotional ads don’t sway them into joining a sportsbook or daily fantasy sports operator. These companies have been ramping up the promotional advertisements of late, especially now that the 2020 NFL season is underway.
What is HPL Digital Sport
Hot Paper Lantern Digital Sport works closely with brands in the sports betting, daily fantasy sports, and e-sports industries. This company helps these operators build brand loyalty and point out recent trends in each industry.
Another aspect that HPL Digital Sport provides its customers is a larger audience base by targeting specific groups of bettors. Several operators rely on HPL Digital Sport to provide these things, but the company does its best to deliver for each client.
HPL Digital Sport integrates specific services in an effort to deliver for each client, including public relations and media strategy. The group also routinely conducts polls and research to help determine what the next steps should be.