Prior to the Super Bowl, sportsbook operators frequently increase their marketing efforts, with some investing heavily in advertisements that air during the game. Evidence suggests that gaming companies can ease up after the major game since certain bettors aren't worth pursuing. 

According to certain estimates, $1.7 billion in legal bets are expected to be made on Super LIX, but for operators' revenue growth, this will rely on a small fraction of gamblers.

"Optimove Insights’ analysis of over 1.28 billion NFL bets from more than 9 million bettors during the 2024–2025 season shows that 3% of players generate 82% of the revenue for sportsbooks for big events like the Super Bowl,” notes the research firm. “Conversely, 60% of bettors contribute only 1% of revenue, while the remaining 37% account for 17% of revenue.”

These percentages suggest that gaming companies must not only leverage the Super Bowl as a means for client acquisition but also establish strong customer retention since football is the most bet-on sport in the US, and when the season concludes, some bettors refrain from wagering on sports altogether. 

Post-Super Bowl, Sportsbooks Need to Target this Audience 

An individual report from Optimove shows that the Super Bowl frequently attracts casual gamblers who only participate in the major event and are not likely to become loyal, long-term customers. According to the research firm, that’s a market segment gaming companies should avoid concentrating on. 

Similarly, operators are not required to invest considerable resources and time into VIPs since they have already shown their loyalty. Instead, the time after the Super Bowl is when gaming companies should concentrate on the 37% of bettors who generate 17% of football wagering revenue, as noted by Optimove. 

“They can contribute meaningful lifetime revenue and be converted into top-tier players,” said Optimove of mid-tier players.

The research organization advises gaming businesses to prioritize strategies that motivate customers to deposit funds instead of relying on free bets for attracting clients. The rationale for that recommendation is that some customers may just take the free bet and depart, while loyalty bonuses, deposit matches, and other retention-focused strategies can cultivate long-term clients. 

iGaming Major Post-Super Bowl Chance 

Online casinos might present a major opportunity for gaming firms following the Super Bowl, as data shows that 14% of customers are likely to shift to iGaming at the end of the football season. This indicates considerable potential for expansion, provided that operators effectively implement cross-selling strategies. 

As per Optimove, an additional 48% of bettors are likely to switch to different sports following the Super Bowl. This is also crucial since when the NFL concludes, a substantial part of the NBA season is left, March Madness, and the Kentucky Derby in May, along with other major sporting events in the coming months. 

“The post-NFL season is make or break for retention. While VIPs are locked in, the real focus should be on Mid-Tier players—they’re engaged, they contribute solid revenue, and they’re open to sticking around with the right incentives,” concludes Optimove.