The Two Most Effective Marketing Method to Attract Players to Your Sportsbook
So, you finally got your sportsbook up and running. All of your friends and acquaintances are playing with you but want to expand your gambling operation. Apart from the basic marketing strategies to promote your sportsbook, you need more ideas to get bigger faster. This is where our Ultimate Bookie Marketing Guide to Attract More Players will come in handy.
Method 1 – Attract Players with Sportsbook Bonuses
Attracting players is one of the most important parts of growing a sportsbook business. As a bookie, offering bonuses can help bring in more players but only if done correctly.
Bonuses Can Help or Hurt Your Business
Bonuses are a powerful tool for getting more active players. But if you don’t plan your bonus strategy carefully, you could lose money or even shut down your sportsbook.
- Done right: More players, more betting, more profit.
- Done wrong: Reduced profit margins or big losses.
According to a survey we did of our bookie clients, bonuses are most useful when:
- You’re trying to grow quickly.
- You’re losing players to competitors.
- You run an offshore sportsbook that needs to attract local customers.
Bookies who take bets from close friends or small circles often don’t use bonuses, because they already have trust and loyalty. But larger or online sportsbooks need to stand out and that’s where bonuses help.
Why Offshore Bookies Use Bonuses
Offshore sportsbooks often compete with major brands, so they need to work harder to get attention. They usually partner with online marketing companies that help promote bonuses to local bettors.
This gives them an edge over larger sportsbooks that may not offer such targeted promotions.
How to Offer Sportsbook Bonuses Without Losing Money
To use bonuses safely, follow these steps:
Step 1: Know Your Budget
The initial step is sorting out the amount you can monetarily stand to give out without becoming penniless.
- Decide how much you can afford to give as a bonus.
- Always assume that some players will win and cash out.
- On average about 30% of players will successfully rollover their bonus.
This means that you need to have at the minimum enough capital to payout 30% of the bonus money you give out.
Step 2: Choose the Right Bonus Size
There’s no one-size-fits-all answer, but here’s a general rule:
| Type of Bookie | Typical Bonus Size |
| Large sportsbooks | 5% to 15% of deposit |
| Small bookies | 30% to 50% of deposit |
Giving bigger bonuses may attract more players, but it can also scare them away if it seems too good to be true. Players may think you’re a scam or worry that you can’t pay out winnings.
Step 3: Have Clear Sportsbook Bonus Rules
The next part is clearly spelling out the rules and end dates of the bonuses you are offering. This will protect your sportsbooks from any liability as well as:
Prevent Confusion and Disputes
When players don’t understand how bonuses work, they may feel cheated or complain. Avoid this by:
- Clearly stating wagering requirements (e.g., “You must wager 5x the bonus before withdrawing”)
- Explaining which bets count toward unlocking the bonus
Use End Dates to Create Urgency
- Deadlines encourage players to act quickly. A time-limited bonus feels more exclusive and valuable.
- Example: “Offer valid until Sunday at midnight” motivates users to sign up and deposit right away.
Protect Your Business
- Written terms give you a legal and policy-based reason to:
- Reject abuse or bonus farming
- Avoid paying out bonuses to inactive or ineligible users
- Cap potential losses
Step 4: Use a Bookie Software to Set Up Bonuses
The next part is being able to track all of the bonuses you have given out. If you’re using the Bwager.com Sportsbook Pay Per Head software, you can:
- Set up custom bonus amounts
- Automate deposits and bonus payouts
- Track how players use their bonuses
Always test your bonus system to make sure it works smoothly and is easy to understand.
Final Tips for Bonus Success
- Don’t offer more than you can afford to lose.
- Start small and test what works for your audience.
- Avoid extremely high bonuses unless you have the cash to back them up.
- Use bonuses to stand out, especially if you’re in a competitive market.
- Consider hiring marketing experts to promote your bonus offers locally.
Method 2 – Get More Players with a Sportsbook Referral Program
There are many ways to attract more players to your bookie business. One way to get more players is through a sportsbook referral program. It is using your existing players to do word-of-mouth marketing for you.
Word-of-mouth referrals make up between 20 and 50 percent of the purchasing decisions. Thus, having a sportsbook referral program is crucial for the growth of your bookie business.
For it to work, you need to offer the right incentive to make them refer your sportsbook to their family, friends, and acquaintances. This is because people are more likely to refer your sportsbook to their friends if they gain something from it. Technically speaking, a referral program is a type of affiliate marketing. The main difference is that it is on a more personal level.
A good sportsbook referral program can help you attract new players without spending a lot of money. It incentivizes pay per head players to share their love for your sportsbook. You can establish a reward tier system that would provide better rewards, the more referrals they bring to the sportsbook.
How Is How a Sportsbook Referral Program Works
- A player invites their friends to join your sportsbook.
- When the friend signs up and makes a deposit, both people get a bonus.
Example
- Player A refers Player B.
- Player A gets a $25 free bet.
- Player B gets a $10 welcome bonus.
Why It Works
- People trust their friends more than ads.
- Referral programs are low-cost and high-return.
Once you have a referral program, make sure your players know about it. Marketing deals and promos are part of the lessons on how to be a bookie. You can send your players an email or have a banner on the sports betting site.
