Super Bowl Will Bring More Bets, Smaller Wagers Says Research Firm

Posted on: January 29, 2025, 05:49h. 

Last updated on: January 30, 2025, 10:40h.

The Super Bowl is the most wagered-on individual sporting event in the US and while the big game drives an increase in the number of bets made, data indicate wager size often declines.

Super Bowl betting odds Kansas City Chiefs
Kansas City Chiefs quarterback Patrick Mahomes hoists the Vince Lombardi Trophy after winning Super Bowl LVIII on Sunday, Feb. 11, 2024. A research firm says the big game drives more bets, but at reduced size. (Image: AP)

A new report by Optimove indicates that the Super Bowl often lures casual bettors who may be inclined to wager on the NFL’s biggest game and not much else. That means sportsbook operators need to be in tune with bettor behavior and not expend resources chasing people who won’t become devoted long-term clients.

Past data shows that the Super Bowl drives a 228% increase in number of daily bettors but a 50% decrease in average daily wager amounts, highlighting the challenge of segmenting players to focus only on those that can drive profits,” according to the research firm.

Over the past several years, operators have become more judicious regarding promotional spending as investors demand a more intense focus on profitability, but the Super Bowl is one of the marquee marketing opportunities for gaming companies on the annual sports calendar, and several respond with related promotions and high-priced commercials.

Focus on the Right Bettors is Essential

Football is the most wagered-on sport in the US, and the NFL leads the way on that front, but as Optimove points out, it’s on gaming companies to identify the right bettors.

The research firm notes that while the NFL playoffs often stoke more wagers, the average bet size on those games decreases by 26%. That’s better than the 50% drop in average bet size on the Super Bowl, but it also says many clients are just around for the NFL playoffs and unlikely to become long-term customers.

“Only 54% of NFL bettors remain active one month post-season, emphasizing the need for targeted strategies. Some should be one and done, others offer promise,” observes Optimove.

Among the reasons the Super Bowl entices casual, one-off bettors is because sportsbooks offer a massive betting menu, including some fun wagers not found on regular season or other playoff games. Bets on the pregame coin flip or the length of the national anthem can be attractive in terms of luring budget-minded bettors, but those offerings aren’t effective when it comes to converting the casual bettor to the “serious” category.

Early Super Bowl Insights

As for this year’s edition of the big game, scheduled for Sunday, February 9 at the Caesars Superdome in New Orleans, Fanatics said that in the past 48 hours, 56% of the money line handle has come in on the defending champion Kansas City Chiefs while 56% of all bets are on the Philadelphia Eagles.

The sportsbook operator added that “79% of the money and 53% of bets are on the Eagles (+1.5).” As for the total of 49.5, 84% of the bets and money are on the over, meaning bettors holding tickets at 49.5 need the combined score to be at least 50 to cash.

Those data points pertain only to trends among Fanatics Sportsbook clients.