Summer of sport: Copa America sees over 200% growth in online betting interest as Messi retains title
Copa America in the United States fuels explosive trend in online betting: Messi and Argentina prove vital influence on a 205% surge in the years between tournaments.
Another summer of international football has come and gone, and while we eagerly await the return of Premier League action this time next week, there is plenty of entertaining action to reflect on from both Europe and South America.
England’s pursuit of Euro 2024 glory in Germany perhaps overshadowed the Copa America – South America and CONCACAF’s premier competition. This year was especially unique as it was held in the United States – one of three host nations for the 2026 World Cup.
Delayed final results in dynamic market trends
Argentina’s extra-time triumph over Colombia ensured that they retained the title in a game watched by over six million people worldwide according to viewing figures.
The delayed kick-off inside the Hard Rock Stadium in Miami highlighted the unpredictable nature of the tournament, something that sports betting brands capitalised on as Lionel Messi’s side won 1-0.
Compared to the last tournament in Brazil’s Maracanã, there was a significant increase in betting-related searches for ‘Copa America betting’ and related key betting terms soared throughout June and July, with over 205% growth offering insights into how major sporting events shape betting behaviour.
The stark rise in online searches not only showcases the increase in popularity of the Copa America across British bettors, but also serves as a great case study to identify trends in future tournaments like the 2026 World Cup, bridging the gap between causal football fans and sports bettors.
What we did:
To fully grasp this trend, we analysed search data to uncover patterns and spikes in online interest between the last Copa America in 2021 and this summer’s competition for betting app searches.
We delved into keyword data, uncovering the patterns and spikes in online interest summer-on-summer, with research revealing the most popular times for patterns to spike in online interest.
The research showed that despite a dip in July from 4,420 searches to 2,520 searches, there is still a massive increase from the 1,460 in July 2021, highlighting an increased growth in betting interest for South American football, and the Copa America.
Why such a massive spike?
There are several variables to consider for the increased popularity at Copa America 2024.
With the United States hosting, games were played at a time that was still scheduled at a convenient time for regular bettors, making it easier than ever for fans to place their bets and search for the best brands to go with.
Another driving force is the participation of high-profile Premier League players representing South American nations. With stars like Liverpool’s Luis Díaz, Manchester United’s Lisandro Martínez, and Manchester City’s Julián Álvarez on the field, fans of these clubs are more engaged and eager to bet.
Finally, the unpredictability of the matches has also contributed to the betting boom. With twice as many red cards in Copa America compared to the Euros, even with fewer games, the tournament has become a hotspot for in-play betting, adding to the excitement and drawing more bettors in.
How brands can leverage this traction
According to Zimpler, a leader in instant payment solutions for the iGaming industry, international matches attract more interest compared to domestic leagues, with a 40% increase in betting activity for international matches compared to regular season games.
One of the most significant drivers of change in the sports betting industry between the last two Copa Americas has been the global expansion of legalised sports gambling.
This expansion has led to increased competition among operators, driving innovation and growth in the industry, especially within the LatAm market, where the majority of teams in the Copa reside.
Latin America stands at the forefront of the online gambling industry’s meteoric global expansion, and with the right strategies, your brand can optimise a pivotal market for sports betting operators.
Effective link-building and on-page optimisation are crucial for boosting a betting company’s search engine visibility, making it easier for potential and returning customers to find their apps with relevant search terms. A stronger backlink profile can also drive more organic traffic to your platforms, enhancing brand awareness.
What’s next?
Our expert team at Receptional can help you apply these strategies and react quickly to trends, navigate evolving regulation and contribute unique insights, helping you drive change and take market share.
We have already maintained strong relationships with Tier One operators in the South American markets, showcasing our specialism and commitment to establishing future partnerships in a prosperous space.
Ultimately, a strong presence in an ever-changing, dynamic market during these times of heightened search interest is vital.
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If you found this interesting, be sure to read our previous blog: Searches hit for six: Thrilling T20 World Cup sparks online betting interest and look out for future instalments in our summer of sport series, breaking down 2024’s major sporting events with in-depth trend analysis.
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Publish date : 2024-08-11 23:56:00
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