Gen Z consumers are swapping 90-minute football matches for streamed events and short-form videos to watch on their own terms and that match their schedules and time commitments. They are multi-taskers — streaming games on their phones while simultaneously playing FIFA, dipping in and out of clip highlights, esports streams, and commenting and sharing content on social media.
A recent survey found that 83% of Gen Zs and Millennials say short-form premium content fits well into their days — while more broadly — global mobile viewership is growing 6% annually, outpacing growth on all other video platforms. The pandemic has further accelerated this trend, with younger consumers watching mobile content for an average of 33 minutes longer than on TVs in 2020, with this set to grow even further.
How do we cater to this new market?
So, how can we cater to these behaviors and what action do we need to take? To engage younger bettors, you must understand what motivates them. Only then can you start serving them with relevant and compelling products, services, and content they find engaging and will come back to time and again, such as esports which have boomed in the last year.
We need to digitally engage with this new generation and create richer, more immersive mobile and social experiences that combine attractive promotions with betting opportunities.
One example is more targeted, quick-fire pre-match and in-play betting markets. Combine these with relevant short-form videos across live streams and across social media, for example, and you could immediately increase your appeal within this demographic.
The industry’s increasing use of data-driven behavioral insights instantly generates personalized messaging, offers, and experiences directly to bettors as they are watching or streaming events. This will also serve to attract more of this segment to both traditional and emerging sports, with next-generation consumers now so used to being served bespoke content.
Another thing to address is the way the media now hones in on star players instead of teams. Following this trend, the betting opportunities can be enriched with several types of player markets to bet on, multiplying the fun. It’s no longer just about picking favorite teams, it’s also about picking favorite players and estimating how many goals they score and so on.
In addition, innovative products that offer customers far more interactive reasons to bet, that are personalized, and offer longer and more enjoyable experiences, which will engage this generation in new ways.
Where to find these products?
There is a massive range of options in the market to help you target this new generation of sports bettors. To make things easy for you, GamingSoft has put together all the best and most popular iGaming products in one comprehensive package.
With GamingSoft Global iGaming white label solution, you get a full-featured, prebuilt iGaming website ready to launch — perfect for operators looking to penetrate the market! GamingSoft Connect is our iGaming API solution that gives you all the best providers with As Simple As One integration process.
Click here to get in touch with us and find out more!