When it comes to sports betting in the US, there are many players in the game. Each sportsbook has its unique approach to attracting and retaining users. From generous rewards programs to innovative betting systems, let’s take a closer look at how some tier 2 and 3 US sportsbooks strategically market towards different groups of users.
BetRivers, owned by Rush Street Interactive, differentiates its product from other sportsbooks with a generous rewards program called iRush Rewards. Bettors can earn points for every wager they make and redeem them for free bets, bonus money, and other rewards. BetRivers also offers a wide range of betting markets and live streaming of many sporting events. They aim to enhance the betting experience by streaming games that are hard to find a broadcast for in the US. These streams are offered through their mobile app and website. This includes streams for smaller leagues in sports such as Soccer, Baseball, Tennis, and more.
PointsBet, based in Australia, is a relatively new player in the US sports betting market. PointsBet differentiates itself with its innovative PointsBetting system, which allows bettors to win or lose more money based on how right or wrong their bets are. Points betting is a high-risk, high-reward sports betting option available only at PointsBet. They also gain plenty of exposure through promotional press releases on the big winners that utilize this format. One bettor recently turned $30k into $600k using their exclusive points betting format. PointsBet has partnerships with several professional sports teams in the NBA, MLB, NFL, and NHL, as well as collaborations with teams in less popular leagues such as the NLL and MLS to target the niche groups of bettors that watch soccer and lacrosse.
BetMGM, owned by MGM Resorts International, is one of the largest sportsbooks in the US. BetMGM differentiates itself with its mobile app, which offers a seamless and intuitive user experience. It also provides a wide range of betting markets, including unique prop bets and in-play betting options. BetMGM has partnered with several professional sports leagues to offer special promotions and exclusive betting markets to fans of those leagues. Bettors can redeem BetMGM Rewards Points for a variety of rewards, including bonus credits for online casino play, poker play, and sports wagering. BetMGM Rewards Points can also be converted into MGM Rewards Points that can be used for hotel, dining, and other experiences at MGM Resorts properties nationwide. This is an example of leveraging existing resources that major players like Draft Kings and FanDuel couldn’t easily offer.
Caesars, owned by Caesars Entertainment, is a significant player in the US sports betting market. Similar to the approach used by BetMGM, Caesars differentiates itself through its Caesars Rewards program, which allows bettors to earn points for every wager they make. These points can be redeemed for free bets, hotel stays, and other rewards. Caesars offers a wide range of betting markets, including unique prop bets and in-play betting options. Additionally, Caesars has partnered with several professional sports teams to offer special promotions to fans of those teams.
Barstool Sports leverages its brand and loyal fanbase as a sports media company to drive growth for its sportsbook. Barstool has a unique approach to targeting niche groups of sports bettors, which is closely tied to its brand identity and loyal fanbase. Barstool Sportsbook differentiates itself from other sportsbooks, focusing on social media and influencer marketing. Known for its extensive and dedicated following on social media, the company uses its platforms to promote its sportsbook to its fans. Barstool also has a network of influencers and personalities who promote its sportsbook to its followers, providing amateur picks and promotions centered around its influencers. Additionally, Barstool has a loyalty program called Barstool Bets Club, which offers rewards and promotions to frequent bettors.
Betfred Sports USA, owned by Betfred, a well-known sportsbook and online gambling operator in the UK, has formed partnerships with major sports teams to expand its reach and appeal to particular sports bettors. Among its notable alliances are with the Colorado Rockies in Major League Baseball (MLB), the Denver Broncos and Cincinnati Bengals in the National Football League (NFL), and the Vegas Golden Knights in the National Hockey League (NHL). Additionally, Betfred has partnered with Loudoun United FC in Major League Soccer (MLS), the Windy City Bulls in the NBA G League, and the Henderson Silver Knights in the American Hockey League (AHL). Betfred partners strategically with minor league teams, allowing the company to appeal to a broader range of sports fans and bettors who may be less interested in major league sports or live in smaller markets. Additionally, they offer creative promotions, such as providing up to $300 of losses back for multiple weeks after registration, in hopes of driving retention.
Overall, each US sportsbook strategically markets toward different groups of users by offering unique features, betting markets, and loyalty programs. Whether you’re a fan of a specific sports team, a casual bettor looking for a fun experience, or a massive horse racing enthusiast, there is a sportsbook out there that caters to your interests and needs.
