Third Party Reports Kambi NFL Report Final | Page 5

However, with approximately 25% of bettors sticking exclusively to NFL, there may well be an opportunity for marketing teams to engage this group with other sports during the long off-season. Following the repeal of PASPA in May 2018, and the subsequent legalisation of sports wagering in a number of US states, global sports betting supplier Kambi, the market-leader in New Jersey and Pennsylvania, has collected and evaluated betting data and trends from the Kambi network throughout the 2018 NFL season. In-game action On the following pages, in what is the first report of its kind, you will see the impact NFL had on the legal US sports bettor and their betting behaviour, from it being the main driver of new account sign-ups, to NFL bettors being by far and away the most lucrative category of sports bettors. Cross-sell Furthermore, we present how bets were distributed during the Super Bowl itself, plotting not only the most popular bet types but exactly how on-field action served as a driver for bettors that wagered on particular markets. Overall, this report seeks to provide the first real insight into the American NFL bettor in a regulated environment, and shine a light on how bettors spend their money before, during and after games. It also indicates why operators looking to launch US-facing sportsbooks should select a data-driven supplier with a product able to meet the US bettor’s requirements. For more Kambi Insights contact [email protected] Perhaps unsurprisingly, the data shows the majority of NFL bettors also wagered on other sports, and this report details where and when this money went. This varied spend highlights the importance of operators having a strong offering across a wide variety of sports, both pre-game and in-game. The report also goes beyond the sport and dives down into which games and markets NFL bettors flocked to in large numbers. Interestingly, betting patterns – and stake sizes – deviated slightly between online and on-property bettors. Football is the most popular sport in the US, and the NFL the most watched league in the country. However, until now, we’ve been unable to say with 100% confidence that the NFL is also the most popular sport for fans to wager on.