Enteractive emphasises customer retention focus after Super Bowl LVI

Leading iGaming firm Enteractive has said that with the number of US states legalising online sports betting growing at a fast pace over the last year, iGaming firms have been particularly keen to attract new players ahead of the Super Bowl LVI.

With the event having now taken place, the focus, according to Enteractive, will turn to retaining these valuable new players.

In a statement, the company described a "gold rush to build a loyal customer base" in the US, as operators move to establish a presence in newly liberalised markets.

Enteractive is a prominent customer engagement company, which provides loyalty and reactivation services for the online gambling industry, contacting players on behalf of sports betting brands with more personal one-to-one phone calls.

“While sportsbook operators are spending large sums on licensing, promotion, marketing, and competitive odds to prompt fast growth as they enter these new markets in the US, they must keep a focus on retention of all those hard-won customers,” commented Mikael Hansson, the company's founder.

Following last month’s successful launch of mobile sports gambling services in New York, it’s clear that there’s a large appetite amongst US consumers for the growing number of online sportsbooks.

In a YouGov survey from January 2021, almost 20 per cent of Americans said they like to wager on the Super Bowl, with 77 per cent betting purely on the outcome of the game.  

In 2022, Enteractive predicts that with more states now offering legalised mobile sports betting, sportsbook operators can expect to see increased registrations from new customers around Super Bowl LVI.

The company acknowledges that while this increased interest is good for business, successful growth will depend upon those new customers remaining active, rather than "churning" after big events like the Super Bowl are over. 

“There’s currently a gold rush in the U.S. sports betting market,” added Mr Hansson, “and the eventual winners will be those brands that engage with their customers and build relationships for the future. Every brand in this sector must keep a clear focus on all aspects of their offering, ensuring that all the hard work in getting to market is not quickly lost to the competition.”