Enteractive: March Madness customer retention will be key to growth

Enteractive believes the retention of new sports bettors that wager during NCAA March Madness will be key to the growth of any sportsbook.
Image: Al Sermeno Photography/Shutterstock

Enteractive, a company specializing in player reactivation and retention for the igaming industry, believes the retention of new sports bettors that wager during the NCAA March Madness basketball tournament will be key to the growth of any sportsbook. 

With sports betting opening up across the US, a survey from the American Gaming Association has discovered that 45 million American adults plan to wager $3.1bn on this year’s NCAA Men’s Division I basketball tournament.

CRM experts at Enteractive believe that March Madness betting is an opportunity for sportsbooks to build a loyal customer base.

Mikael Hansson, Founder and CEO of Enteractive, commented: “While igaming operators like Caesars, FanDuel, DraftKings and more are spending large sums on promotion, marketing, and competitive odds to prompt high-speed growth as they enter these new markets in the US, they must keep a focus on retention of all those hard-won customers.” 

Compared to 2021’s March Madness, 29 million more American adults can now legally wager in their home state. In the past year, Arizona, Connecticut, Louisiana, Maryland, North Dakota, South Dakota, Washington, Wisconsin, and Wyoming have launched new legal sports betting markets.

With more states now offering legalized mobile sports betting, increased registrations from new customers should happen around March Madness. However, Enteractive states growth depends upon retaining those new customers.

Hansson added: “There’s currently a gold rush in the US sports betting market, and the eventual winners will be those brands that engage with their customers and build relationships for the future.

“Every brand in this sector must keep a clear focus on all aspects of their offering, ensuring that all the hard work in getting to market, and the expense of customer acquisition is not quickly lost to lapsing relationships.”