The Rise in Sports Betting: Blockbuster Summer Sees Increased Searches

A rise in sports betting: blockbuster summer sees increased searches 

The sun has been nothing short of spontaneous in the United Kingdom so far this summer, but the adverse weather hasn’t dampened the spirits of sports fans, as a blockbuster schedule has kept them on the edge of their seats.  

With England going all the way to the final of the highly anticipated Euro 2024, once again captivating the imagination of football fans, and other prestigious events like Royal Ascot and the T20 World Cup thrilling racing and cricket enthusiasts alike, the nation has been gripped by sporting fever.  

Excitement and feeling of being involved in major events driving searches 

This surge in excitement has not only electrified stadiums and living rooms across the country but it has also sparked a significant increase in online activity related to sports betting. Searches for ‘betting apps’ and related key betting terms soared, reflecting a growing trend as fanatics seek to engage more deeply with their favourite events.  

The stark rise in online searches paints a vivid picture of a country where the love of sport and the thrill of betting converge. The coming months will see the return of the Premier League and Champions League, alongside major racing events taking place consistently throughout the year, promising a dynamic and lucrative period for the betting industry.  

What we did 

To understand the full extent of this trend, we delved into search data, uncovering the patterns and spikes in online interest summer-on-summer over the last four years. Our research reveals the specific moments and events driving these increases, providing insight into how major sporting events influence betting behaviour. 

From the kick-off of Euro 2024 and the first ball of the T20 World Cup to the final furlong at Royal Ascot, the data showcases a fascinating correlation between peak sports moments and heightened search activity for betting opportunities.  

Betting app searches 

Google searches for the top ‘betting app’ terms in the UK saw a substantial rise compared to last summer, with over 180,000 additional searches. The numbers jumped from 408,480 in June 2023 to 591,830 in June 2024, marking a nearly 45% increase. 

The European Championship in Germany, which featured Scotland and saw England once again go agonisingly close to bringing football home, ran alongside Royal Ascot and the T20 Cricket World Cup in June. This was likely the biggest driving force in increased searches for betting apps, and the surge in interest from the last Euros in 2021 is notable.  

Of course, England also reached the European final three years ago and the industry was back on the rise after the pandemic, but UK searches for ‘betting app’ terms in June 2021 were almost a quarter of a million lower than June 2024 at 349,990.  

How brands can capitalise

The substantial rise in searches for betting apps, particularly during major sporting events, highlights a critical opportunity for those in the industry. With searches rising and significantly surpassing the numbers from the last European Championship in 2021 and the last T20 World Cup in 2022, it is evident the appetite for betting is growing. 

This surge indicates a heightened public interest and engagement that betting companies can leverage by enhancing their marketing strategies, optimising their user experience, and offering promotions tailored to major sporting events.  

Effective link-building and on-page optimisation can significantly improve a betting company’s search engine visibility, ensuring that potential and returning customers can easily find their apps when searching for relevant key terms. Building a better backlink profile can also drive more organic traffic to your platforms and increase brand awareness. 

Additionally, enhancing the user experience by offering seamless navigation, quick betting options and engaging features such as daily free games and real-time updates can retain customer interest. Promotions and special offers tied to major sporting events can also attract new users and encourage existing ones to stay active.  

By capitalising on this increased interest and implementing these strategies in collaboration with our expert team at Receptional, you can expand your reach and customer base and boost profitability, ensuring a strong presence in a competitive market during these crucial peaks.  

What’s next?

Looking ahead, we plan to delve deeper into the rise in search interest for each of this summer’s major sporting events through a series of detailed blogs. These upcoming posts will break down the data, examining how specific events like Euro 2024, Royal Ascot, the T20 World Cup, Wimbledon and others have driven spikes in betting-related searches.  

By analysing trends and identifying key moments of peak interest, we aim to provide actionable insights for industry stakeholders. Stay tuned as we explore the dynamics behind this surge in engagement, offering strategies and recommendations for capitalising on these opportunities throughout the sporting season.  

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