For several years, sportsbook competition focused heavily on customer acquisition. Operators used sign-up bonuses and large advertising campaigns to persuade players to open an account. But now, that model is changing as established markets become more competitive and bettors divide their activity between several platforms.
Customer retention has become a growing challenge for online sports betting operators. This is because acquiring new users does not always guarantee long-term engagement. For instance, an analysis of 778,241 gambling users across 349 licensed brands in the UK found that around 37% of players active in early 2023 were no longer active by the end of 2024. The challenge was even greater among new customers, with approximately 65% of new entrants stopping activity within a year.
These figures illustrate that downloading an app does not necessarily create loyalty, especially when a bettor can compare several accounts from the same device. Now, online sports betting platforms are moving beyond traditional acquisition campaigns and investing in more data-driven retention strategies.
Gamification is turning promotions into ongoing experiences
Traditional sportsbook promotions usually involve a single action. A player places a qualifying wager, receives a bonus and completes the transaction. However, gamification extends that interaction by giving players something to look forward to.
Industry data reveals that retention data is one reason sportsbooks are exploring gamification more aggressively. For example, an analysis by Xtremepush suggests that leading iGaming operators can achieve Day-30 retention rates of 30% to 40%. Compare this with an estimated industry average of 15% to 25%. In fact, the analysis stated that gamified loyalty systems were among the tools supporting stronger engagement.
Some of the gamification elements that have become common with the top-performing online sports betting platforms include:
- Prediction challenges: Users can make selections before games and earn points or rankings.
- Loyalty tiers: Customers progress through levels based on activity, unlocking personalized rewards or exclusive experiences.
- Leaderboards: Competitions where users compare predictions or performance.
- Missions and achievements: Users complete activities such as following leagues or participating in promotions to earn recognition or rewards.
- Personalized rewards: Data analytics allow platforms to provide incentives based on individual interests rather than generic promotions.
Operators are no longer treating engagement as something that happens only through promotional messages. The challenge, reward and progress can now appear directly within the betting journey.
Faster payments are becoming a retention feature
Payment speed may not be as visible as a new betting market, but it has become one of the strongest influences on sportsbook selection.
Paysafe’s 2025 research surveyed 4,300 online sports bettors across Europe, North America and Latin America. It found that 82% were more likely to continue using a sportsbook after receiving a positive payment experience. In fact, quick and easy payouts were the leading factor in sportsbook selection for 34% of respondents. This was higher than brand trust, promotion and competitive odds.
Additionally, expectations are also moving towards immediate access to funds. The same report by Paysafe also stated that 42% of bettors expected withdrawals to be completed instantly. Because of this, digital wallets were preferred by 38% of respondents. However, the popularity of individual methods still differed considerably between markets.
Sportsbooks are responding by integrating real-time bank payments and faster payout networks. You see, the retention value is straightforward. When a withdrawal is processed quickly, the player receives confirmation that the platform is reliable. On the other hand, delays create uncertainty, especially when another operator offers a faster method.
Push notifications are becoming more selective
Push notifications remain an important way of bringing players back to an online sports betting platform. But now, operators are becoming more careful about timing and relevance.
A generic message announcing that football markets are available provides little value to someone who follows basketball. A more useful notification may alert the customer the starting lineup of the team he is following has been announced or when a relevant market has opened.
It is true that timing matters because a lot of sportsbook activity occurs around specific events. A 2025 NFL survey by Optimove found that 48% of respondents preferred pre-game bets, compared with 31% who preferred live wagering. This gives operators a clear window for sending useful information before kickoff rather than repeatedly contacting customers throughout a match.
Broader mobile engagement data also supports a targeted approach. A recent Airship report stated that players receiving personalized, behavior-based push notifications have shown a 20% higher retention rate. Its platform data also indicated that predictive optimization can increase direct notification open rates by 60%. These results demonstrate why operators are replacing mass notifications with segmented communication.
Sportsbooks are now using account behavior to determine which message should be sent to whom and when. A customer who follows a particular league will receive an alert about an upcoming fixture. On the other hand, someone who has not used the app recently may receive information about a new feature instead of another standard promotion.
The top online sports betting platforms clearly illustrate that they understand their markets better than ever before. Instead of doing what everyone is doing, they have specialized in researching their customer behavior and giving them exactly what they need. Ultimately, the sportsbook that wins is the one that adapts best to the market.
