{"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":"etude-de-marche-sur-les-paris-sportifs","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/competence\/etude-de-marche-sur-les-paris-sportifs\/","title":{"rendered":"Sports Betting Market Research | SIS International"},"content":{"rendered":"
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Sports Betting<\/a> \u00c9tude de march\u00e9<\/h1>\n<\/p>\n
\"\u00c9tudes<\/figure>\n<\/p>\n
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Pr\u00e9dire et parier sur un \u00e9v\u00e9nement sportif est un \u00ab pari sportif \u00bb. Gagner plus d\u2019argent est l\u2019objectif principal des paris sportifs. Les paris sportifs ne concernent pas toujours qui gagne et qui perd parmi les joueurs. On peut \u00e9galement pr\u00e9dire le nombre de buts, les joueurs qui marqueront des buts, le temps pendant lequel ils marqueront et bien plus encore. Les paris sportifs consistent \u00e0 parier sur des sports comme le football, le basket-ball ou la boxe. Les gens parient \u00e9galement sur le rugby, le handball et les courses automobiles. Placer des paris sur les courses de chiens, les combats de coqs et les courses de chevaux sont des extensions non humaines. Ils font \u00e9galement partie du domaine des paris sportifs. L\u2019un des risques li\u00e9s aux paris sportifs est l\u2019addiction. Les paris sportifs peuvent \u00e9galement conduire \u00e0 des habitudes de d\u00e9penses incontr\u00f4lables.<\/p>\n

Pourquoi les paris sportifs sont-ils importants ?<\/h2>\n

Les paris sportifs se sont d\u00e9velopp\u00e9s au fil des ann\u00e9es. C\u2019est aujourd\u2019hui l\u2019une des industries \u00e0 la croissance la plus rapide au monde. Gr\u00e2ce \u00e0 ses nombreux avantages, il a \u00e9galement gagn\u00e9 en popularit\u00e9 dans le monde entier. Internet permet aux parieurs de r\u00e9server plus facilement leurs paris dans le confort de leur foyer. Quel que soit le plaisir des paris sportifs, vous avez \u00e9galement la possibilit\u00e9 de gagner de l\u2019argent suppl\u00e9mentaire, voire plus. Les paris sportifs procurent \u00e9galement un plaisir particulier qui incite les fans \u00e0 revenir. Les fans aiment regarder le football, mais participer au jeu ajoute une sensation unique.<\/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

\u00c0 propos de SIS International<\/h2>\n

SIS International<\/a> propose des recherches quantitatives, qualitatives et strat\u00e9giques. Nous fournissons des donn\u00e9es, des outils, des strat\u00e9gies, des rapports et des informations pour la prise de d\u00e9cision. Nous menons \u00e9galement des entretiens, des enqu\u00eates, des groupes de discussion et d\u2019autres m\u00e9thodes et approches d\u2019\u00e9tudes de march\u00e9. Contactez nous<\/a> pour votre prochain projet d'\u00e9tude de march\u00e9.<\/p>\n

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Related SIS Resources<\/h3>\n