Three Personas You Can Prioritise in Your Sports Betting Campaigns (UK Edition)

The online sportsbook market is extremely competitive, with constant changes and rapidly-evolving regulations making it difficult for marketers in the industry to keep up. That makes it even more important to understand your audience and create effective sports betting campaigns.

In our eBook, Sports Bettors’ Buying Habits 2023 UK Edition, we wanted to get a clearer idea of how political, economic, social and technological trends have changed bettors’ behaviours in the last 12 months.

The merry-go-round at Westminster and the frequent changes in leadership have left an indelible mark on the nation’s political climate, leading to uncertainties and potential impacts on the economy and people’s daily lives.

That ties in significantly with the cost of living crisis, which is a huge concern for many citizens in the UK. As the cost of essentials rise, sports bettors have adapted their betting budgets — once again having a direct impact on bettors’ behaviour following the recent disruption of the COVID-19 pandemic, which changed the dynamics of sports betting entirely.

Furthermore, technological advances have also played a pivotal role in shaping the future of sports betting. The rise of digital platforms, mobile apps and online betting at your fingertips has made the industry more accessible and convenient for sports bettors. The growth of betting influencers on social media has also transformed how insights and information are relayed in the decision-making process.

 

To find how bettors’ behaviour has changed, we surveyed 540 people in the UK who had:

• At least one account with a betting operator
• Placed a sports bet online in the last year.

Having studied the results closely — taking things like age, gender and number of accounts into consideration — we discovered that there are three key betting personas.

• The Young High-Stakes Bettor
• The Cautious Midlife Bettor
• The Leisurely Senior Bettor

By tailoring your strategies to these bettor profiles, you can increase engagement, drive conversions and boost customer satisfaction.

The Young High-Stakes Bettor

 

Characteristics:

The young high-stakes bettors are a dynamic bunch, primarily composed of enthusiastic males aged 18-30. They bet to win and spread larger stakes across multiple operators, with the average person having three, four or even five+ accounts — enabling them to explore various opportunities and maximise their chances of success.

They are motivated by making money and feeling part of the competition. The young high-stakes bettors consume video content to make informed picks, spending anywhere between 30 minutes and two hours conducting research on YouTube, Tik Tok and Instagram.

Their average monthly spend is £20-100. But their predicted spend for 2023 is increasing, indicating that they are confident in their betting abilities and are committed to upping their game even further. Their winnings can be monumental, with payouts as significant as £500+.

Strategies for engagement:

If you want to grab the attention of the young high-stakes bettor, you’ve got to reach them on their favourite platforms. Embrace the power of a multi-channel approach and dominate the scene on the likes of YouTube and TikTok.

These savvy bettors live and breathe video content, so give them what they want — engaging and informative videos that offer expert insights, solid predictions and in-depth analysis that helps them make informed and knowledgeable betting decisions.

It is also worth investing in Instagram advertising to increase brand visibility and attract them to your website. This will help you connect with these young bettors on a personal level by interacting, engaging and making them feel part of your community.

 

The Cautious Midlife Bettor

 

Characteristics:

The cautious midlife bettor is again mostly male but aged 30-50. They are all about betting to get involved in the action and feeling the rush of excitement. They prefer spreading their bets across fewer operators, with just two or three accounts, keeping it simple and hassle-free.

With a keen sense of intuition, they trust their gut to land them some decent payouts. But don’t underestimate their dedication, they will spend between 30 minutes to an hour conducting thorough research.

They are more vigilant with their wallets, averaging between £0-20 a month, and their predicted spend is to decrease in 2023. However, they still seek payouts of between £100 and £500. They get their information from reliable sources like Google, YouTube and Facebook, with their fingers on the pulse of the latest trends and insights.

Strategies for engagement:

To stop the cautious midlife bettor in their tracks, you need to create informative blog posts and eye-catching YouTube videos that cater to their hunger for entertainment and involvement. Create interactive content that leaves them wanting more, using data analytics to understand their preferences and betting habits.

Armed with this inside information, you can tailor promotions that speak directly to their interests and gives them the involvement that they seek. Facebook is the best place to find the cautious midlife bettor and with carefully crafted ads, you can lead them straight to your betting universe.

Your website and mobile app are key for this persona. Ensure they offer a smooth and seamless user experience — optimising them for ease and convenience so that you don’t lose any potential new customers.

The  Leisurely Senior Bettor

 

Characteristics:

This persona is a fun-loving bettor, who adds a touch of elegance to the industry. They are mostly female, aged over 51 and place the occasional bet on major sporting events. With a budget-conscious approach, they keep their stakes low, with the onus on adding an extra layer of excitement to the big occasions.

Therefore, for the leisurely senior bettor, it’s not about the money. They wager for fun and enjoyment and they keep things simple with just one or two betting accounts.

In fact, simplicity is key. They spend less than 30 minutes researching and depend on reliable sources to provide them with only the essential information. With an average spend of £0-20, they’re wise with their ways and that results in modest payouts of no more than £100. Not that it matters to them.

Strategies for engagement:

For the leisurely senior bettor, targeted campaigns that revolve around those epic sporting events worldwide are key — designed specifically to take them on a thrilling rollercoaster ride of fun and make those big occasions even more unforgettable.

They like sticking to what they know, so you’re going to need a good, well-rounded product to turn their heads. Start by focusing on consistent branding that speaks to this persona and showcase your reliability by using real-life testimonials and reviews from other senior bettors.

When they see people of the same demographic raving about their positive experiences, it’s time to make them customers by offering exclusive promotions and bonuses that are just too irresistible to pass up. But the process needs to be a piece of cake, with things like signing up, betting and accessing customer support straightforward and accessible.

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Understanding and catering to the specific needs of these three personas can help you create sports betting campaigns that resonate with your target audience. By implementing strategies that address their motivations, preferences and betting habits, you can foster long-term loyalty among sports bettors in the UK.

Remember, the key is continuous data analysis, staying up-to-date with industry trends and adapting your marketing efforts accordingly to ensure success in the dynamic world of sports betting.

 

To learn more about prioritising your sports betting personas, download our eBook here.