Illinois legalized mobile sports betting in June 2020, and CGA found that 22% of consumers have participated in mobile sports betting while at a bar or restaurant. In New York, where legislation supporting legal sports betting is expected to pass, 43% of consumers say they would participate in sports betting while out at Bars and Restaurants. While still appealing to a minority of consumers, mobile sports betting is quietly changing on-premise behavior.
An astounding 70% of On Premise visitors said they would order more drinks if watching a game they placed a bet on opposed to one they did not. Given that baseline, it is unsurprising, yet significant, that 79% of bettors between the age of 35-54 agree that they are more likely to stay at a bar or restaurant for another drink if they win a bet.
Bars and restaurants poised for longer visits
So, what does On Premise mobile sports betting engagement look like? In Illinois, 61% of sports bettors have placed bets at Sports Bars and 41% have done so at Neighborhood Bars. These subchannels lead betting engagement and are well positioned to benefit. Streaming relevant sports is key and the right sport-schedule mix can prove more lucrative than showing a rerun of Die Hard 2. Football is the most popular sport to wager on with 62% of bettors participating, followed by College Basketball at 44%, and Baseball at 40%.
Also encouraging for Operators, 71% of respondents agreed that mobile sports betting would keep them at a bar or restaurant longer. To complement the occasion, 39% of visitors drink beer while watching sports. 12% of On Premise bettors typically drink shots – however CGA believes there is opportunity for more Shot Category engagement given strong correlation to celebratory occasions in the On Premise.
Value-added offers for consumers
Alexandra Martin, Operator & Analytics Director, Americas, said: “Operators must offer consumers value they cannot replicate at home in order to become a sports betting destination. A predictable schedule of televised games available along with compelling food and drink offers can help bars build sustainable incremental revenue”.