April saw all monetary metrics on the rise as the global lockdown continued, even in fixture-starved online sports betting, where only the most valuable players remained active and spending
While the global lockdown drove an increase in the number of online gamers during April, we saw a decline in retention and conversion rates.
Valuable players however remained active during the period, and therefore we saw a rise in all monetary amounts per player (deposits, net gaming amounts etc.)
In this update, we drill further into the igaming activity of both online casino and sports players during the lockdown.
Since some sports betters have already been migrated across to casino, this month we also provide you with some actionable insights for cross-selling players within casino games.
Casino KPIs
According to research we recently conducted, 88% of slots players have been playing only slots during the outbreak.
Table game and live dealer players are however more diverse and tend to mix up their activity across other games, therefore, it will probably be easier for operators to cross-sell table game players, for instance, to spinning the reels.
For live dealer players, the chances of playing table games are relatively low (4%). Live dealer games generate the highest revenue among the group in each player state. So, it may be wise for operators not to try and cross these players over at all.
- Monthly deposit per player
The average number of monthly deposits per player during April increased by 10% month-over-month (MoM) and by 12% year-on-year (YoY).
- Average single deposit amount
The average single deposit amount during April was €34, stable on the March figure but down by 6% YoY.
- Monthly revenue per player
The average net gaming revenue per active player during April increased by 7% MoM and there has been no change in this amount since last year.
- Retention rates
The retention rate for casino players has decreased by 15% MoM and by 13% YoY. But the new player retention rate has increased by 9% MoM and 3% YoY.This shows that in general there are fewer active players MoM, and also that newly acquired players remain active in the month following their deposit (with 37% retained).
Two questions came to mind here. One, was the lockdown helping to generate new players just because more people found themselves stuck at home with nothing to do? Or was it driving back some previously churned players?
According to our research across more than 50 European online casino brands, the answer is undoubtedly “yes” to both questions.
Sports KPIs
You would expect that in the absence of all major sporting events there would be a sharp decrease in numbers. But again, in online sports betting, we saw high numbers as only the most valuable players remained active.
- Monthly deposit per player
The average number of monthly deposits per player during April increased by 26% MoM and by 24% YoY. That means that players, on average, are depositing 10 times a month.This high amount is most likely due to the coronavirus lockdown, which raises the question if this trend will persist when the global lockdown is eased?
- Average single deposit amount
The average single deposit amount increased by 20% MoM and by 16% YoY.
- Monthly revenue per player
The average net gaming revenue per active player during April increased by 36% MoM and by 16% YoY, now standing at €102.
- Retention rates
Retention rates have decreased dramatically by 31% MoM and by 33% YoY. This is also due to the fact that there are barely any sporting events to bet on. New player retention rates also decreased by 10% MoM and by 14% YoY.
- Conversion rates
YoY conversion rates haven’t changed, remaining stable at 46% YoY. But MoM, conversion rates have increased by 2%.
About iGaming Pulse:
iGaming Pulse is an industry benchmark tool for the gaming sector. iGaming Pulse enables gaming operators to accurately assess their overall performance against industry-wide key performance indicators.
Its figures are updated on a monthly basis. It enables gaming operators to gain a clearer understanding of how their KPIs compare against the rest of the industry, broken down by geography and game type. This type of data, which is made publicly available for the first time, provides operators with the ability to conduct comparative analysis and derive insight into how their performance compares with industry averages.
iGaming Pulse comprises of data collected from over 200 online casinos and sports betting companies, including industry giants and boutique operators, providing an accurate, statistically significant sample of the industry. Access to this information is vital for operators that are limited to only their own data. Optimove’s iGaming Pulse is now fully accessible, ensuring operators will have a clearer overview of how they compare to the industry.
