NFL betting behavior shifts dramatically throughout the season. Optimove Insights reveals crucial engagement peaks—Super Bowl bettors increase by 220%, and pre-game wagers dominate at 86%. This means operators should align campaigns with high-engagement moments to maximize impact.
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The Big Picture
Optimove Insight’s 2024–2025 NFL Betting Trends Report dives deep into the behavior of nearly 4 million bettors, uncovering how wagering patterns shift as the stakes rise from regular season games to the playoffs—and ultimately peak at the Super Bowl.
The report analyzes the betting behavior of a representative sample size of 3,905,969 NFL bettors during the 2024–2025 season, highlighting key shifts in recreational wagering patterns across the regular season, playoffs, and Super Bowl.
The chart below shows a staggering 220% surge in Super Bowl bettors compared to regular season games, a significant rise in single bets during major events, and a strong preference for pre-game betting.
Using regular-season games as a baseline, the data shows that the betting landscape transforms as the season progresses. During the playoffs, the average number of bettors per game increased by 80% compared to regular-season matchups. But it’s the Super Bowl that truly supercharges the action. Betting on the championship game skyrocketed by 220% compared to regular-season games and saw a 140% increase over playoff games.
Turning Big Games into Big Opportunities
With its cultural significance and high-profile appeal, the Super Bowl draws in casual and seasoned bettors alike, making it the ultimate betting event of the season. For operators, these trends offer golden opportunities—highlighting the importance of personalized marketing campaigns around peak betting moments and preferred betting types.
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While the Super Bowl attracts a surge of players, many place smaller bets and are unlikely to become loyal VIPs. This makes it crucial for sportsbooks to be strategic, ensuring they don’t waste resources marketing to one-time casual bettors. By understanding player lifecycles, engagement peaks, and the power of personalization, sportsbooks can focus on maximizing retention and long-term profitability.
In Summary
Optimove’s 2024–2025 NFL Betting Trends Report highlights a 220% surge in Super Bowl bettors compared to regular season games, with significant increases in single and pre-game bets.
These findings reveal key opportunities for operators to tailor marketing efforts around high-engagement moments, particularly during the playoffs and Super Bowl, ensuring maximum impact and player engagement.
Oren is a Marketing Research Analyst on the Professional Services team at Optimove. In this role, Oren focuses on extracting actionable marketing insights by researching and analyzing customer data for retail and gaming clients. Additionally, Oren is pursuing an industrial engineering and management degree at Shenkar College.
