While I was researching various topics for my master’s thesis on fan engagement strategies with the advent of technology in the modern world, one of the most interesting parts of the research was how significant the impact of sports betting platforms has been on fan engagement, especially when it comes to their long-term influence. Then my focus shifted toward something my thesis wasn’t covering — the other types of content found on sports betting platforms, most notably casino games. Nearly every major sports betting platform, including European giants like Betclic, Unibet, and Bwin, features them. This made me wonder: what is the connection between sports fans and casino games?
Why Sports Betting Platforms Added Casino Games
From a business perspective, integrating casino games into sports betting platforms is a masterclass in customer value maximization. It’s not simply about offering more gambling options—it’s about strategic cross-selling that transforms user behavior and lifetime value.
Betting platform Party Gaming promoted blackjack to their existing player base of poker, thus fundamentally increasing their revenue per customer. There is empirical evidence to suggest that the players who partake in multiple game types show higher engagement metrics. These include more frequent platform visits, longer average session times, and they are more valuable than single game players.
From an operational standpoint, platforms make use of behavioral data, frequency of visits, win/loss patterns to build models to identify the best cross game prospects based on the existing player base. This is data driven strategic customer relationship management.
There is also another aspect of sports betting that it is cyclical. It peaks around matches and major tournaments, this creates natural downtimes between games, off seasons, and when the preferred teams are not playing. By incorporating casino games, this engagement gap is being filled. This transforms what would be dormancy time for the provider into active sessions.
Another side of the coin to consider is that different types of games serve different needs psychologically. Sports betting requires planning, extensive knowledge, and analytical prowess for efficiency and improved chances. On the other hand, casino games offer immediate gratification, quick entertainment and simpler decision making for the average player. By including multiple types of betting platforms under one roof, you are becoming an entertainment system.
Understanding Player Segmentation: Who’s Playing and Why
As I was looking through the players’ motivations I found some interesting topics that are worth sharing. I believe mainly there are 3 types of players as listed below:
- Entertainment-Motivated players – These players view gambling as a form of entertaining activity of leisure. They are seeking fun, setting limits, and also balancing gambling with other activities. For the business, these are your long term customers. They have healthy engagement patterns, creates predictable revenue impact as well.
- Cross-Game players – Research shows these aren’t just casual users. They engage in both sports betting and casino games of a platform. They demonstrate higher lifetime values, more frequent visits, and remain a strategic priority for companies. The challenge is converting single-product users into cross-game players without pushing too aggressively.
- Escape motivated players – These users engage in gambling as a form of mood modification or escape from their normal life. Research links this type of behavior with problem gambling. While they may show high short term engagement, they also pose a big risk for the reputation and regulations of a brand. Thus, calling for a need for careful management for the players who are linked to this segment.
Building Sustainable Competitive Advantage Through Responsible Gaming
Key fact: Platforms that frame themselves as entertainment providers, rather than gambling operators create fundamentally different relationships with the users, regulators and media.
One of the biggest betting providers in Betclic is an example of a company with… Another interesting factor was that the platform that provides more than gambling options was more likely to be successful. In the context of sports betting platforms, this would be adding more sports blogs, having a community around the app and the games they are providing a great entertainment value for the users. Platforms like Betclic enable autonomous motivation, which is described as players feel in control and make informed decisions. The opposite is controlled motivation when the players feel pressured or compelled to gamble. Again, taking Betclic as an example, they are providing a player experience focused content, consumer protections and safe play. It isn’t just good ethics, this is also smart differentiation in the market with growing competition. These responsible gaming actions help build stronger customer relationships and brand loyalty, as it will be a differentiating factor as the EU regulation tightens.
Evidence also signifies successful platforms offer beyond gambling content. Platforms that integrate sports content, community features, etc providing an overall high entertainment value for its users will have the competitive advantage. This is something sports betting platforms need to incorporate into their future strategies.
The Data Advantage: Turning Insights Into Action
The online betting sector is one of the fastest growing segments within the entertainment industry. The platforms that will succeed will be the ones that identify how to generate sustainable engagement, not just user acquisition.
This integration of casino games into sports betting platforms isn’t just product expansion, it’s strategic positioning into becoming entertainment destinations. For providers like Betclic, Bwin, Unibet etc, the opportunity lies within the data, but how they use this data to reach commercial growth and industry leadership will the competitive advantage. Platforms that maximise players lifetime value, while protecting players welfare, are not just getting market share, they are setting the standard for what modern entertainment platforms should be like.
Challenge still remains: How do we build platforms that are commercially successful, and genuinely providing great value for users? Answers lies in customer understanding, smart use of data, and a commitment to responsible innovation.
This is exactly the kind of problem I want to help solve!!
References
- Wardle, H. (2021). When games and gambling collide: Modern examples and controversies. In Games Without Frontiers? Socio-historical Perspectives at the Gaming/Gambling Intersection (pp. 35-77). Cham: Springer International Publishing.
- Lee, C.-K., Lee, B., Bernhard, B. J., & Lee, T. K. (2009). A Comparative Study of Involvement and Motivation among Casino Gamblers. Psychiatry Investigation, 6(3), 141. https://doi.org/10.4306/pi.2009.6.3.141
- Gainsbury, S. M., Russell, A. M., Hing, N., & Blaszczynski, A. (2018). Consumer engagement with and perceptions of offshore online gambling sites. New Media & Society, 20(8), 2990–3010. https://doi.org/10.1177/1461444817738783
- Rodriguez, L. M., Neighbors, C., Rinker, D. V., & Tackett, J. L. (2015). Motivational Profiles of Gambling Behavior: Self-determination Theory, Gambling Motives, and Gambling Behavior. Journal of Gambling Studies, 31(4), 1597–1615. https://doi.org/10.1007/s10899-014-9497-7
- Wood, R. T. A., & Griffiths, M. D. (2015). Understanding Positive Play: An Exploration of Playing Experiences and Responsible Gambling Practices. Journal of Gambling Studies, 31(4), 1715–1734. https://doi.org/10.1007/s10899-014-9489-7
