The Super Bowl is growing again in betting, but… is that really what they want?

This year’s Super Bowl is expected to generate a total bet of approximately 1.76 billion dollars, which represents a 27% increase compared to the previous year, solidifying it as the largest sports betting day worldwide. This growing interest coincides with the ongoing development of the sports betting market in the United States, where more and more states are regulating and legalizing these activities.

Everyone to play!

Betting houses like DraftKings and Fanatics have confirmed their presence in Super Bowl advertising, highlighting a renewed focus on marketing strategy. While DraftKings maintains its usual participation, Fanatics will make its debut at this event with a campaign featuring the influential figure of Kendall Jenner, under the slogan Bet on Kendall. This strategy aims not only to capture the attention of active bettors but also to attract new customers in a highly competitive market.

However, some betting houses, like BetMGM, are reevaluating their advertising tactics, choosing to focus on acquiring “high-value players” instead of running massive campaigns just to attract newcomers. BetMGM will be absent from this year’s Super Bowl television ad, preferring to adjust its focus towards later events, such as the World Cup and March Madness, where they can have a more significant impact according to their recent analysis.

As the event approaches, pre-Super Bowl advertising campaigns are gaining more relevance. Marketing experts suggest that betting starts to activate before the game, and ads aired before the event could be more effective in engaging bettors at a more strategic moment. With other major sporting events on the horizon, the competition among betting houses is intensifying, indicating an exciting season full of opportunities to capture the attention of fans.