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Sports Betting Study, 7 Types Of Sports Bettors

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Which one are you ?


Betting on Sports America: Study identifies seven ‘personas’ of sports bettors


Seven sports-betting personalities

Getting a better understanding of their current customers might help. The Eilers & Krejcik study, one of the first publicly available reports on the U.S. market, describes these groups of bettors and suggests ways to appeal to each:

  • Sharps: Medium- to high stakes bettors at highest frequency, motivated mainly by profit; Sharps consider themselves professionals and win more than they lose; still, they can bring value to the sports book by attracting High Rollers and Would-be Pros.
  • High Rollers: Highest-stakes bettors, with low to medium frequency, who bet for fun or ego; will gamble in other forms, most likely poker and table games; generally profitable to sports books; high-stakes betting make them valuable, but they are expensive to court.
  • Would-be Pros: Low- to medium-stakes bettors at medium to high frequency; motivated by profit and lifestyle, but lack bankroll and dedication of a Sharp; will gamble in casino, preferring skill or edge-based casino games but willing to try chance-based game; generally profitable to sports book but likely to complain and require consistent promotions.
  • Action Chasers: Medium-frequency, medium-stakes bettors who enjoy gambling in many forms, particularly action games such as craps; generally profitable to sports books with good cross-sell potential, but also higher risk of problem gambling.
  • Superfans: Low-stakes bettors at low to medium frequency, primarily on favorite teams; generally profitable to sports book with limited cross-sell potential.
  • Status Seekers: Low- to medium-stakes bettors at medium to high frequency; driven by public recognition, such as winning a bracket contest or touting wins on social media; generally profitable to sports book, with low cross-sell potential.
  • Casual dabblers: Low-frequency, low-stakes bettors seeking novelty or going along with friends; profitable for sports book; although not likely to gamble otherwise, this group offers opportunity to cross-sell.

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