Optimove NFL Study Gives Sportsbook Operators Insights on How To Shape Offerings

Key Findings:

• 77% plan to wager on the NFL this upcoming season.
• The Optimove NFL study aims to guide sportsbook operators on the motivations behind wagers placed on the NFL.

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The NFL season is around the corner, and Optimove, a customer data platform, has released a new study on NFL wagering intentions. This research is crucial for sportsbooks to effectively tailor their offerings to bettors this season.

Regular Season Kick-Off

Mark your calendars for September 4, when the Dallas Cowboys visit Philadelphia to take on the Super Bowl champion Eagles.

In an exciting wager, a bettor placed $50,000 on Baltimore Ravens quarterback Lamar Jackson for the NFL Regular Season MVP at odds of +550, which could yield a whopping $325,000 payout. This marks an intense beginning to the interactive season!

Bettors Favour the Ravens

The Ravens rank as the third most popular team for Super Bowl bets on ESPN BET, standing behind the Eagles and Buffalo Bills. They also command two-thirds of the total bets on the AFC North.

As detailed in the Optimove Insights: 2025-2026 Consumer Report on NFL Wagering Intentions, the research involved 425 NFL bettors and revealed that an impressive 77% intend to wager this season, irrespective of whether their favourite teams progress to the playoffs. The survey targeted respondents aged 21 and older, with household incomes above $75,000.

Shifting Preferences in Betting

Interestingly, 82% of respondents indicated they would continue betting even after their favourite team has been knocked out, with 83% willing to bet on the Super Bowl, regardless of team involvement.

Several notable trends emerged from the study:

• Pre-game betting remains dominant, with 48% preferring it over in-game betting, which dropped to 75% from 85% last year.
• Point spreads (61%) are the most favoured type of bet, followed by Moneyline (52%) and Over/Under (47%).

Personalisation as a Key Driver

The study highlights an undeniable trend: digital platforms dominate betting, with 76% of bettors choosing mobile or online options, and 80% using multiple platforms weekly. Only 15% prefer betting in person at casinos.

To enhance customer retention, personalisation is essential—the study shows that the top channels for communication are email (40%) and SMS (25%), allowing operators to engage bettors with tailored messages based on their interests.

“This report can serve as a roadmap for sportsbook operators looking to earn bettors’ loyalty this NFL season,” stated Tomer Imber, Senior Director of Sales, U.S. Gaming at Optimove. “Modern bettors desire customised, real-time, mobile-first experiences.”

Additional Findings

• 64% of survey participants placed bets weekly last season, with 34% betting multiple times per week, and 30% once weekly.
• 72% plan to make several bets during the 2025-2026 season.
• Key factors influencing betting behaviours include player performance (58%), point spreads and odds (56%), and team loyalty (55%). Promotions and bonuses motivate 41%, while expert analysis and the thrill of watching games influence 28% and 24%, respectively.
• A mere 2% indicated that betting detracted from their enjoyment of NFL games.

Average Betting Patterns

Regarding research sources, sports websites and apps top the list at 61%, followed by social media (49%) and tips from experts (45%). Notably, DraftKings (29%) and FanDuel (21%) remain the preferred choices for bettors, with Hard Rock (12%), BetMGM (10%), and Caesars (4%) also in the mix.

The data revealed that 60% usually bet between $11 and $100 per game, with 31% in the lower bracket ($11-$50), 29% in the higher ($51-$100), and only 4% placing bets over $500 on a single game.

Conclusion

As the NFL season approaches, understanding the betting habits and preferences of fans can greatly assist sportsbooks in crafting targeted strategies to enhance engagement and loyalty. Insights from the Optimove study provide a beneficial tool for operators to navigate the competitive landscape of sports betting effectively.