With the NFL season nearly here, Optimove recently released a report focusing on betting trends related to football season which had many important takeaways for Massachusetts and the rest of the country.
The NFL season almost always brings a massive boost to betting frequency in the United States because no other sport has the same level of popularity. The same will be true in Massachusetts, which has consistently shown a large jump in statewide sports betting handle when the NFL season kicks off.
However, with increased betting comes increased risk. This report from Optimove could serve as a warning to bettors at Massachusetts sportsbooks and beyond to gamble responsibly as NFL season nears.
Optimove report suggests biggest Massachusetts NFL betting season yet
Before discussing the takeaways, let’s examine the goal and process of the 2024-2025 Consumer Report on NFL Wagering Intentions.
Optimove defined the goal and methodology of this study, explaining:
“The Optimove Insights 2024–2025 Consumer Report on NFL Wagering Intentions provides an in-depth analysis of the betting behaviors, preferences, and trends among NFL bettors. Key findings from the report include significant increases in betting frequency, confidence, and engagement, as well as insights into the motivations and habits of bettors.”
“The Optimove Insights 2024–2025 Consumer Report on NFL Wagering Intentions was based on queries of 356 U.S. citizens who bet on NFL football fielded in August 2024. Respondents were ages 21-plus, and household incomes were $75,000-plus.”
84% of Optimove respondents plan on NFL betting this season
The Optimove report had many takeaways, but the sheer increase in betting frequency was impossible to overlook. Of the 356 respondents to the survey, 84% said they ‘definitely will’ bet on football this season while 71% of those bettors claimed they will bet at least once per week.
This betting frequency has grown by 21% in two years. That’s compared to data from Optimove’s 2022 survey in which 63% said they “definitely will” bet on football that season.
Interestingly, the Optimove report found that brand loyalty continues to be a farce in many ways.
“While DraftKings (24%) and FanDuel (22%) were the top two branded name sites identified and preferred by NFL bettors, it must be noted that in 2023, our survey revealed that 23% of sports bettors said that they have no preference. It underscores that brand loyalty is fleeting in NFL sportsbooks.”
Out of the report’s total respondents, 68% said they use two or more sportsbooks. And 42% said that free bets are the main reason for their selection of operator. So, while DraftKings and FanDuel continue to own the most market share, it has less to do with branding and more to do with offerings.
Those are staggering betting frequency growth numbers for a national survey. Sure, the pool of respondents was not vast, but that does not take away from the recent annual growth figures Optimove has seen. It also shows the need for enhanced resources for Massachusetts responsible gambling and beyond to keep pace with betting’s growing popularity.
Increased NFL betting requires increased responsible gambling practices
There is no denying that increased betting also means increased irresponsible gambling habits on a large enough scale. Some might be fine wagering more often without slipping into bad habits, but not everyone can.
There is also no denying that Massachusetts sports betting frequency will increasewhen the NFL season kicks off. In Massachusetts last year, sports betting handle grew by a massive 62.7% from August to September, when the NFL season began. Experts expect a similar jump in 2024 as well.
That’s why it is paramount to limit the amount of money being risked. Thankfully, the Optimove report found that 90% of bettors surveyed said they set a budget either weekly or for the full season.
Unfortunately, the Optimove survey found that 66% of respondents admitted to betting more than they could afford or had planned to lose. That seems to be connected to the excitement many feel while betting each week. Over 90% of those surveyed said betting increased their happiness while watching the NFL.
Clearly, the excitement and increased betting frequency that comes with the NFL season also brings with it more risks. Fortunately, Massachusetts regulators are aware of these trends. They recently formed a workgroup to study how AI technology could assist responsible gambling efforts.
PENN plans for ESPN Bet upgrades in Massachusetts this NFL season
PENN Entertainment has big plans for its sports betting platform ESPN Bet ahead of football season as well.
First, let us start with the mobile app improvements:
- Mobile app homepage improvements
- Added parlay carousel functionality
- Dark mode option
- Parlay+ will be rebranded to Same Game Parlay
- A new ‘Profit Boost’ button will be added
On top of mobile app improvements, PENN Entertainment and ESPN plan to better integrate ESPN Bet into many other ESPN digital properties. That includes a dedicated ‘odds and futures’ tab on the ESPN mobile app as well as targeted advertisements. There will also be further integration into the ESPN Fantasy App. If you use ESPN’s digital offerings in a state where ESPN Bet is active, expect to see a lot more ESPN Bet marketing.
Additionally, Plainridge Park Casino will rebrand its retail sportsbook in Massachusetts this September to feature the ESPN Bet brand.
