They are all around us, the silent majority of the sportsbook world. They only get up from the sofa when – and only when – there’s a good enough reason, and guess what? The coming 2022 World Cup is an excellent reason. So yes, expect large numbers of causal bettors during this World Cup but what do these players even want? And can you make them stay?

Marketing leaders love to talk about emphasizing "retention" and "loyalty". But when it comes to the holiday/shopping season, most will go back to old-fashioned, perhaps outdated, tactics. Even though the data begs otherwise

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