How do sportsbooks adapt to changing punter preferences?

Imagine what you might need to stand out in an industry that has already exceeded the $98.67 billion mark. The sports betting sector, which, according to Polaris Market Research & Consulting Inc., is expected to expand by 10.8% CAGR, has become super competitive. If you, as a sportsbook, do not provide relevant experiences, you might soon be out of business.

After all, the days when punters would visit a platform just to pick a winner are long gone. Times have changed, and today’s bettors demand options, flexibility, personalisation and an experience that mirrors the convenience and speed they get everywhere else in life. This helps to keep platforms more competitive and encourages return visits.

That’s why platforms like Casino Kings do not just provide sports betting services; they deliver experiences. For instance, if you want to wager using your smartphone, you can now seamlessly do that as you would on your desktop. And since this is just the tip of the iceberg, you want to stay around to learn more about what these gambling platforms are doing to remain relevant.

Taking advantage of the growing popularity of mobile phones

Just recently, Exploding Topics reported that over 90% of the world’s population has smartphones. And it follows that most of these people use the devices to do almost everything, including betting. In fact, in most areas, 80% of sports betting happens on mobile phones. Imagine the pain of missing out on this population just because you didn’t tailor your platform for mobile usage.

The pain can be unbearable, as 61% of customers are unlikely to return to websites that aren’t mobile-friendly. That’s why most bookmakers have adopted responsive websites to cater to the growing popularity of mobile phones. Responsive websites use flexible layouts to adjust platforms automatically to fit multiple screens.

As such, whether you use a smartphone, laptop or tablet, you can always be sure to wager seamlessly without worrying about zooming or pinching websites. According to BusinessDasher, having such designs can improve conversion rates by up to 11% compared to not having them.

Moving from one-size-fits-all to tailored bets

Back then, you’d log into a sportsbook and see the same odds and banners as everyone else. But with the rise of online platforms, it’s become possible to access punters’ data in order to provide tailored experiences. And you may be surprised to learn that most customers actually love personalisation.

According to Contentful, more than seven in ten shoppers want tailored encounters, with 76% getting frustrated if they don’t find them. Also, brands could lose up to 62% if they don’t provide these experiences. To avoid such losses, bookmakers are now leaning into AI-driven personalisation to create user experiences that reflect punters’ habits. Some even go a step further, offering customised bet builders or suggesting combo bets based on your previous wagers.

Personalisation gives the perception that a brand understands punters’ unique preferences, which may result in stronger customer bonds. And, of course, the more connected bettors are to your platform, the better it is for you, as it could result in better business performance.

Catering to the need for instant action

If you’re keen, you may have noticed that in-play wagering has become the centre of bookmaker action in most places. In the US, for instance, more than 50% of all sports bets in 2024 were placed in-play, highlighting how real-time engagement has become a significant allure for many bettors.

Another study by TGM Research noted that 67% of respondents prefer placing wagers while an event is ongoing. This is perhaps why Verified Market Reports expects the in-play betting market to jump from $21.10 billion in 2024 to $45.90 billion by 2032, representing an annual growth rate of 10.2%.

But you don’t just want to integrate live betting features that load slowly. Any delay in odds updating or lag in processing bets might cause a significant share of punters to bounce to competitors that feel ‘more live.’ Bookmakers must invest in high-speed data feeds, machine learning algorithms and rock-solid platforms to avoid losing many fast-paced bettors.

What about online security?

It may sound simple, but online security has become crucial for many punters. Especially now that cyberattacks have become common, the need to ensure secure online interactions has never been as critical. By the way, do you know that daily cyberattacks have hit over 600 million? In the sports wagering industry, over 50% of websites recently reported encountering attacks.

Interestingly, many punters know about these statistics – no wonder most often survey platforms’ security before placing wagers. Of course, you don’t want to turn out insecure to such a population, explaining why features like 2FA and SSL encryption have become common on most online sportsbooks.

2FA improves security by requiring extra verification beyond the usual password credential. SSL encryption, on the other hand, encrypts online communications between servers and clients, preventing eavesdropping by malicious persons.

At a time when bettors have become super discerning, it makes sense for sportsbooks to go an extra mile beyond just setting the right odds. Taking advantage of technologies like responsive websites ensures punters can access seamless experiences, even on devices with smaller screen sizes. On top of that, providing tailored bets and in-play betting experiences while paying attention to online security helps improve relevance, as bettors can enjoy great experiences peacefully.