Fullstory Survey Quantifies Bettor Shift from Sportsbooks to Prediction Markets

A behavioral data analytics survey has quantified the competitive pressure prediction markets are exerting on traditional sportsbooks. 60% of bettors report that the rise of yes/no exchanges is altering their sportsbook usage, with 35% confirming they have scaled back activity on those platforms.

One in four bettors uses both prediction markets and sportsbooks, choosing according to the event under consideration. Other studies indicate bettors frequently opt for sportsbooks in direct matchups.

Expanding Appeal Across Event Categories

The survey from Fullstory shows 62% of consumers have engaged with sports event contracts. 42% have traded economic or financial derivatives, with a comparable percentage participating in election or political event contracts. More than a quarter have transacted in entertainment or pop culture derivatives.

This diversification matters as analysts project sector volume could reach $10 trillion by 2035, largely driven by non-sports categories. Nearly a third of respondents said increased event contract breadth could compel consistent selection of a prediction market over a sportsbook.

Personalization and Seamless Experience as Retention Tools

Sportsbooks maintain an edge through larger sign-up and retention bonuses, with promotional spending rising this football season. The data nevertheless point to demand for customization.

12% of respondents switched platforms for personalization aligned with their interests. 9% said recommendations based on their interests would make them more likely to try a prediction market.

“Consumers are being presented with more options for how they can participate in online gaming, creating a more competitive landscape where a seamless digital experience is increasingly becoming part of the value proposition,” said Jason Wolf, president of Fullstory, in a statement. “The brands that understand how consumers are navigating, comparing, and engaging with their platforms in real-time can identify where friction is getting in the way of trust and retention.”

The findings, as reported by Casino.org, signal that sportsbooks must address user friction and deliver tailored experiences. Platforms that integrate real-time behavioral data to build retention will hold advantage as prediction market options widen.

Reporting: Casino.org News

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