The NFL, sports betting and invalid traffic

Richard Metcalf, Global VP of Sports Betting and Online Gaming at TrafficGuard, shows us how we can score more depositing customers by beating the bots.

Five years ago, sports betting was almost entirely outlawed in North America. Over the past few years, the number of states that have legalized sports betting has exponentially grown, and the market is now estimated to reach $10bn by 2028 in the US.

A staple in American sporting culture, the NFL brings competitiveness, community and, for the most dedicated of fans, high stakes. However, it’s not just a crucial time for supporters, but for sports betting operators that have an opportunity to capture a wider target audience, scale marketing campaigns and drive up the number of depositing customers.

However, sports betting operators are up against substantial gambling tax and customer acquisition costs. In comparison to countries like the UK which does not tax winnings, the tax rate on betting earnings ranges from 2-3% to over 50% from state to state. Customers need much more convincing from sportsbooks to bet, especially if they know half their winnings will disappear the moment they win.

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