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The World Cup Is a Marketer’s Golden Trophy: Here’s What You Need to Know

We've got 52 days, 1,248 hours, 74,880 minutes until the whistle blows and the 2022 FIFA World Cup kicks off. Fans will soon be arriving in Qatar to cheer on their favorite team. Now’s the time to capture your players and provide them with a winning experience

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The much-anticipated World Cup is a competition that’s hard to match. With an estimated 5 billion people about to watch it, the most passionate fans and the world’s best players – national leagues worldwide are even halting their games during this mega event.  

What does it all mean for gaming operators and their players? We revisited the stats from the last World Cup in 2018. Here’s what we found.  

2018 FIFA World Cup vs. UEFA Euro 2021 

Optimove data shows that the average bet amount per player has been on the rise throughout the world’s last two major soccer events. From the 2018 FIFA World Cup to the UEFA Euro 2021, there has been an increase of 17% in the average bet amount on the final games and a 34% increase on all the other tournament games (groups and knockout stages.) 

Average Bet Amount 

In addition, bets placed on the 2018 World Cup Final were 63% higher than any other game in the World Cup, while the UEFA Euro 2021 Final showed a 42% increase in the average bet amount.  

The Value of an Average Bet on Final vs. an Average Bet on a Regular Game 

Let’s get even more specific. During the 2018 FIFA World Cup, the average bet amount was $9.2 during all regular games outside the Final, compared to a $15 average bet size during Final. Whereas during UEFA Euro 2021, the average bet size was $12.36 during all regular games and the average bet amount during the Final was $17.59. 

Therefore, it is clear players love betting on the World Cup, particularly on the Final! Take this knowledge and focus your campaigns on offering your players rewards, promos, and bonuses accordingly.  

Mobile vs. Web Players 

During the 2018 FIFA World Cup, 52% of total bets during the tournament were placed on mobile devices. During UEFA Euro 2021, a whopping 74% of bets were placed on mobile. Optimove gaming experts confirm that it’s safe to say this trend will continue in Qatar.  

Number of Bets Per Platform  

So, now’s the time for you to put your biggest and best mobile campaigns into action. For example, showcase your mobile app, migrate your web players to mobile, and offer incentives to play on this platform. With the right game plan, you’ll be able to increase ROI significantly. 

2 Key Points to Take (The Cup) Home 

Win this world cup with strong campaigns using these valuable insights: 

  1. The World Cup games are more prestigious than the Euros, particularly the Final  
  2. Go mobile – the percentages of bets placed on mobile are on the rise and we expect this trend to continue 

Gaming operators, the World Cup is the greatest competition of all time. Use some of these best practices to take the championships – and if you want more – talk to us. 

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Dafna Sheinberg

Dafna is a creative marketing content writer and editor who produces strategic content for various online industries. With over ten years of professional writing experience, she helps brands grow and increase profitability, efficiency, and online presence. Dafna holds a B.A. in Persuasive Communications from Reichman University (IDC Herzliya).

Roni Sfadya

Roni is a Marketing Research Analyst serving on Optimove's Professional Services team. As the Marketing Research Analyst, Roni specializes in gathering actionable marketing insights through research and analysis of customer data for retail and gaming clients. Roni holds a dual degree in Psychology and Business from Reichman University (IDC Herzliya).

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