{"id":40004,"date":"2022-03-24T17:47:17","date_gmt":"2022-03-24T17:47:17","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=40004"},"modified":"2026-05-05T16:04:35","modified_gmt":"2026-05-05T20:04:35","slug":"estudio-de-mercado-de-apuestas-deportivas","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/es\/pericia\/estudio-de-mercado-de-apuestas-deportivas\/","title":{"rendered":"Sports Betting Market Research | SIS International"},"content":{"rendered":"
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Sports Betting<\/a> Estudios de mercado<\/h1>\n<\/p>\n
\"Investigaci\u00f3n<\/figure>\n<\/p>\n
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Predecir y realizar una apuesta en un evento deportivo son "apuestas deportivas". Ganar m\u00e1s dinero es el principal objetivo de las apuestas deportivas. Las apuestas deportivas no siempre se tratan de qui\u00e9n gana y qui\u00e9n pierde entre los jugadores. Tambi\u00e9n se puede predecir el n\u00famero de goles, los jugadores que marcar\u00e1n goles, el tiempo que marcar\u00e1n y mucho m\u00e1s. Las apuestas deportivas son apuestas en deportes como f\u00fatbol, baloncesto o boxeo. La gente tambi\u00e9n hace apuestas en rugby, balonmano y carreras de autos. Hacer apuestas en carreras de perros, peleas de gallos y carreras de caballos son extensiones no humanas. Tambi\u00e9n forman parte del \u00e1mbito de las apuestas deportivas. Uno de los riesgos vinculados a las apuestas deportivas es la adicci\u00f3n a ellas. Las apuestas deportivas tambi\u00e9n pueden generar h\u00e1bitos de gasto incontrolables.<\/p>\n

\u00bfPor qu\u00e9 son importantes las apuestas deportivas?<\/h2>\n

Las apuestas deportivas han crecido con el paso de los a\u00f1os. Ahora es una de las industrias de m\u00e1s r\u00e1pido crecimiento del mundo. Con sus numerosos beneficios, tambi\u00e9n ha ganado popularidad en todo el mundo. Internet facilita que los apostadores reserven sus apuestas desde la comodidad de sus hogares. Independientemente de la diversi\u00f3n de las apuestas deportivas, tambi\u00e9n existe la posibilidad de ganar dinero extra o m\u00e1s. Las apuestas deportivas tambi\u00e9n brindan un placer particular que hace que los fan\u00e1ticos regresen por m\u00e1s. Los fan\u00e1ticos disfrutan viendo f\u00fatbol, pero tener inter\u00e9s en el juego agrega una sensaci\u00f3n \u00fanica.<\/p>\n<\/div>\n

Sports Betting Market Research: How Operators Win Share in a Maturing Market<\/h1>\n

Sports betting market research has shifted from sizing exercises to operator-grade intelligence on retention, product velocity, and regulatory arbitrage. The operators gaining share are running structured behavioral studies on bettor cohorts, not relying on handle data alone.<\/p>\n

The category is consolidating around fewer dominant brands in regulated U.S. states, while LATAM, Africa, and parts of Asia open at speed. The winners are reading both curves at once.<\/p>\n

Why Sports Betting Market Research Now Drives P&L Decisions<\/h2>\n

Handle and gross gaming revenue tell finance what happened. They do not explain why a high-deposit cohort migrated from parlays to live in-play, or why a state with strong launch metrics flattens after month nine. Operators that treat sports betting market research as a quarterly retention instrument, not an annual brand tracker, see the inflection earlier.<\/p>\n

The relevant unit of analysis is the bettor cohort, segmented by acquisition channel, sport vertical, and product mix. FanDuel, DraftKings, and BetMGM have built internal teams against this question. Mid-tier operators and new entrants close the gap through external primary research because their first-party data lacks the cross-operator comparison set.<\/p>\n

SIS International Research has found, across qualitative work with bettors in the U.S., Brazil, and the U.K., that the strongest predictor of twelve-month retention is not bonus size at acquisition but the presence of a perceived edge in one specific bet type within the first thirty days.<\/span> Operators optimizing welcome offers in isolation miss this mechanism.<\/p>\n

The Cohorts That Matter: Beyond Casual Versus Sharp<\/h2>\n

The casual-versus-sharp framing is dated. Modern segmentation in sports betting market research separates at least five operator-relevant cohorts: social parlay players, single-sport specialists, live in-play traders, exchange-style bettors, and DFS-crossover users. Each carries a different lifetime value curve and a different sensitivity to product friction.<\/p>\n

Single-sport NFL specialists, for example, churn predictably in February and reactivate around the draft. Live in-play traders churn on latency and pricing, not on promotions. Exchange-style users, visible in markets where Betfair operates, behave more like retail traders than bettors and respond to liquidity depth rather than bonus structure.<\/p>\n

Treating these cohorts as one population produces averaged insights that fit none of them. The operators with the cleanest segmentation work invest in paired depth interviews and ethnographic observation of the betting session itself, not just exit surveys.<\/p>\n

Product Research Where the Margin Is<\/h2>\n

Margin in sports betting compresses on core markets and expands on same-game parlays, micro-markets, and live in-play. Product research has to follow the margin. Concept testing for a new same-game parlay builder, a cash-out trigger, or a player-prop interface needs structured behavioral protocols, not preference surveys.<\/p>\n

The methodology that holds up is moderated session observation paired with post-session in-depth interviews. Bettors articulate their decision process when walked back through their own screens. Stated-preference surveys overstate appetite for complexity and understate the role of trust signals at the bet-slip stage.<\/p>\n

In paired depth interviews SIS conducted with exchange-platform users in Brazil and the U.K., participants consistently described a learning cliff between casual betting and exchange trading that operators systematically underestimate. The implication for product design is a guided onboarding ladder, not a simplified interface.<\/span><\/p>\n

Geographic Sequencing: Where the Next Handle Comes From<\/h2>\n

The U.S. opportunity is now a state-by-state share fight, not a greenfield. Texas, California, and Georgia remain the structural prizes. Outside the U.S., Brazil’s regulated market, Mexico’s expansion, and selected African markets carry the highest growth slope. Each requires distinct research design.<\/p>\n

Brazilian bettors, based on qualitative fieldwork in S\u00e3o Paulo and Rio, index heavily on football-specific markets and on PIX payment integration. Importing a U.S. product template misreads the audience. African markets favor mobile-first, low-stake, high-frequency play with airtime and mobile money rails. The product economics differ by an order of magnitude.<\/p>\n

\n\n\n\n\n\n\n\n\n
Market Type<\/th>\nResearch Priority<\/th>\nDominant Methodology<\/th>\n<\/tr>\n<\/thead>\n
Mature regulated (UK, NJ, PA)<\/td>\nRetention and share-of-wallet<\/td>\nCohort tracking, VOC programs<\/td>\n<\/tr>\n
Newly regulated (Brazil, NY, OH)<\/td>\nAcquisition mix and product fit<\/td>\nConcept testing, ethnography<\/td>\n<\/tr>\n
Emerging (Africa, parts of LATAM)<\/td>\nPayment rails and stake elasticity<\/td>\nIn-market interviews, mobile diaries<\/td>\n<\/tr>\n
Pre-regulation (CA, TX, FL)<\/td>\nLatent demand and channel readiness<\/td>\nQuantitative sizing, expert interviews<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

Source: SIS International Research<\/em><\/p>\n

Responsible Gambling as a Commercial Variable<\/h2>\n

Responsible gambling is treated by regulators as a compliance line and by sophisticated operators as a retention variable. Heavy losers churn or self-exclude. Bettors who feel the operator manages their exposure stay longer at lower variance. This is measurable through sports betting market research designed around session intensity, not just spend.<\/p>\n

The U.K. Gambling Commission’s affordability checks and the emerging frameworks in Brazil and Ontario shift the design constraints. Operators that pre-research bettor reaction to deposit limits, reality checks, and cooling-off prompts protect long-tail revenue. Those that retrofit lose the cohort that pays the rent.<\/p>\n

The SIS Approach to Operator-Grade Intelligence<\/h2>\n

SIS International Research applies four methodologies to sports betting clients: paired depth interviews with active bettors, moderated session ethnography on live platforms, B2B expert interviews with regulators and payment providers, and quantitative cohort surveys for sizing and segmentation. The combination produces evidence that survives a CFO review.<\/p>\n

Across SIS engagements with betting operators and exchanges in the U.S., U.K., and Brazil, the consistent finding is that operators outperform on retention when product, payments, and responsible-gambling design are researched together rather than sequentially.<\/span> The siloed model is what creates the month-nine flattening.<\/p>\n

For Fortune 500 entrants evaluating the category, sports betting market research is the difference between buying a license and building a position. The operators that scale are the ones reading the bettor, not the handle.<\/p>\n

Acerca de SIS Internacional<\/h2>\n

SIS Internacional<\/a> ofrece investigaci\u00f3n cuantitativa, cualitativa y estrat\u00e9gica. Proporcionamos datos, herramientas, estrategias, informes y conocimientos para la toma de decisiones. Tambi\u00e9n realizamos entrevistas, encuestas, grupos focales y otros m\u00e9todos y enfoques de investigaci\u00f3n de mercado. P\u00f3ngase en contacto con nosotros<\/a> para su pr\u00f3ximo proyecto de Investigaci\u00f3n de Mercado.<\/p>\n

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Related SIS Resources<\/h3>\n