With the Paris 2024 Olympics behind us, it’s time to delve into the details, examine the data, and see what it tells us about betting habits and consumer behaviour during the world’s biggest sporting event.
Nestled in with the data—provided by GG.BET—you’ll find recommendations for maximising consumer engagement and enhancing their betting experience for future significant sports events.
Predict Popularity and Promote
The betting data from Paris 2024 highlights that sports like basketball, football, volleyball and tennis attracted the highest stakes, with basketball leading the way in terms of the total value of the stakes
This isn’t a big surprise as these sports are also the most popular options in Europe.
Looking in more detail, the most popular basketball match was USA vs Serbia, which attracted eight percent of the total stakes for that sport, surpassing even the gold medal final game.
Similarly, the semi-final football match between France and Egypt garnered more attention than the final, with seven percent of the total stakes.
Considering the data, operators should list future bets and launch marketing campaigns early for the top sports, teams, and most anticipated matches to increase user engagement and excitement before the contest starts. Then, follow up with strategic in-tournament campaigns to keep excitement and engagement levels high.
Moreover, operators also need to capitalise on the momentum and adjust their strategies and targeting depending on the action and how the tournament develops, focusing on key games as they garner attention.
GG.BET press office adds, “Bookmakers should consider offering special personalised bonuses for key final and semi-final matches. Since bets on these events are so popular, more users might be interested in spicing up their experience with custom situational offers from the bookmaker; this may also tempt them to try different bet types.”
Keep Momentum High
We can’t predict everything during sports events, but we can move with the action, providing live betting and keeping consumer momentum and engagement high.
During the Olympics, the USA vs Serbia basketball game was so popular because it was a nail-biting match. The USA was down 13 points in the fourth quarter but made a phenomenal comeback and emerged victorious with a score of 95-91, advancing to the final.
“To capture the action during gripping games like Serbia vs USA, operators should ensure they use low-latency live data and provide competitive odds. This will provide the best user experience, as consumers can follow the gameplay and bet along with the game. Simultaneously, operators will capture more bets”, added GG.BET press office.
Promote Simpler Bets
During the Olympics, consumers preferred more straightforward, intuitive bet types, such as Outright Winner, 1×2 Bets—betting on the result in a match with three possible outcomes—home win, away win, and draw—and Winner (including overtime).
These bet types captured over 36 percent of the total spend at GG.BET during the Olympics, while more complex bets gained less traction.
Looking forward, operators should promote easier-to-understand bet types, especially during large-scale sporting events, where more new or casual bettors are likely to participate.
Moreover, operators marketing more complex bets should guide players and provide enticing analysis to help familiarise consumers and increase engagement, especially if the nature of the sport or betting system they want to promote is more challenging to understand.
Leverage Bonuses
The GG.BET data revealed that players preferred deposit bonuses during the Olympics, with 77 percent of users opting for that deal, 18 percent taking a free bet offer, and four percent opting for a ten percent winback deal.
Therefore, operators should prioritise competitive deposit bonuses during significant sports events, especially deposit match offers, to secure new and casual players. For existing users, target personalised promotions.
However, according to GG.BET, it’s important to remember that “bonuses are not the only way to increase retention and keep users engaged. Operators should also analyse user activity to offer them relevant upcoming events in their favourite sports at the right moment or to draw their attention to other potentially interesting disciplines.
“The bookmaker’s goal is to create new opportunities for the betting experience while controlling the number of offers to avoid overwhelming users with too much information. Every email, push notification, or message to users must be valuable to them.”
Prioritise Mobile Accessibility
Paris 2024 showed that 67 percent of all bets were placed via mobile, with Android leading the way at 37 percent.
This emphasises the importance of mobile-friendly platforms and interfaces for future sports events and a clear consumer preference for handheld devices.
To increase user engagement and maximise the consumer experience going forward, operators should continue to optimise betting platforms for mobile, particularly for Android and iOS users, and ensure the experience is frictionless and fast.
The Roadmap
These insights provide a clear roadmap for the future of major sports betting events. By focusing on the most popular sports (before and as the tournament develops), enhancing live betting, promoting more intuitive bet types, targeting bonuses, and prioritising mobile optimisation, operators can maximise engagement and increase betting volume.
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