the Super Bowl blueprint🏆

Super Bowl Sunday

It’s the single most bet-on event in the US (~$23.1 Billion in handle in 2024), making it arguably the most important day for US sportsbooks each year. Other nominees: Jan 1, December 31, Thanksgiving Day, and any day where Luka gets traded.

Let’s break down how operators actually think about the 3 main goals for the biggest betting day of the year. 🧠 ⬇️

Goal 1: Acquire net new customers

With the entire sports world’s eyeballs laser-focused on the Super Bowl, sportsbooks have a massive window to bring in new customers. Competition for these players is fierce, and with high stakes, comes high-pressure marketing decisions, such as:

• How aggressive should we go on our Super Bowl promo? 💸 

  • FanDuel’s Kick of Destiny, Caesars’ deposit bonuses, etc..books will throw out massive incentives to pull in first-time bettors. It’s a tightrope walk between calculated risk and reckless spending.

• What’s the most effective acquisition channel for Super Bowl weekend? 📊

  • Aiming to find the right mix of marketing dollars between influencer campaigns, affiliate deals, mainstream ads, etc…

• Should we drop $10,000,000 on a Super Bowl ad? 📺

  • A single 30-second spot costs that much, or should you just Venmo every American $0.03 and call it a loyalty program? If there’s no Super Bowl ad in play, books will try to find their version of a “big swing”.

**Operators need to consider that large promotions come with a feeding frenzy of “bonus hunters” and multi-accounters looking for a way to make some quick cash. Tread lightly.

There will be billions in bets and millions in marketing spend. The right strategy can drive record-breaking signups, but the wrong one is just a boring way to light money on fire.

Goal 2: Keep existing customers engaged

• How do we make sure our existing players enjoy their experience? 🎉 

  • Fun promos, loyalty perks, exclusive boosts, and engaging campaigns create a seamless and entertaining experience. Top players get the VIP treatment they expect. (Maybe even a trip to the game.)

• How do we handle a possible record in App traffic? 🖥️

  • Servers need to hold up under pressure, and customer support has to be fully staffed and ready. When millions of bets flood in, everything from bet placement to instant grading must run smoothly.

• How do we keep engagement high even if the game is a blowout? 😴

  • Creative markets like cross-sport parlays, quirky prop bets, and live challenges keep bettors locked in.

A digital sportsbook is an entertainment hub. If customers have a great Super Bowl experience, they’re way more likely to stick around for that random Tuesday night MACtion game.

Goal 3: Own the Conversation

• How do we stay top of mind before, during, and after the game? 📣

  • Social media is where the conversation around betting starts. The Super Bowl chatter heats up well before kickoff and lasts for days. The best operators plan content, promotions, and campaigns to maximize attention.

• How do we compete for organic engagement? 📊

  • Your brand has to be in the mix when everyone is talking about the Super Bowl (or any tentpole event) or you’re missing out. Social media strategy, partnerships, and PR all play a role. The Underdog NBA account is one of the best at this.

• How do we capitalize on the chaos? 🤯

  • Big moments keep brands relevant. A smart marketing and social media strategy ensures you can capitalize in real time. Social teams have to be dialed in and ready to pounce.

From viral moments to strategic branding, the right approach keeps your name in the mix long after Mahomes shouts, “I’m going to Disney World!”

Enjoy the spectacle.

If there are any specific topics you want covered, just shoot us a DM or reply to this email!

Dillon