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NFL Season Report2019/2020
Trading Floor
Super Bowl
Road to the Super Bowl
On-Property
NFL Season
Preseason
Background
Introduction
2723
1715
0705
0301
NFL Season Report2019/2020
The popularity of football betting continued to grow in earnest in 2019, the first full year following the repeal of PASPA, and it has proven to be the most popular sport to wager on for US bettors. Collecting and evaluating data from across the full breadth of the industry’s premium sports betting network, global sports betting supplier Kambi presents this year’s NFL review, throughout which we will be displaying and analysing a number of trends from across the past 12 months. Within the report you will find an examination of the behaviour of the NFL bettor, as well as the most popular teams to wager on, the most popular bet offers, as well as enhancements made to the Kambi product throughout the season.
Driving user engagementFootball was the most popular sport to bet on in the US in 2019 and is now the fourth most popular sport across the entire global Kambi network. By some distance, it is also the sport most favored by first time bettors in the US, and this report details exactly how and when these newcomers are attracted.
The data collected underlines that delivering a strong offering to players across all sports for the purposes of cross-sell is paramount, demonstrating how football bettors transition into betting on and engaging with other events.
This report also features an appraisal of the individual football games which drove the most activity. This feature takes in the top game by overall handle, top game by pre-match bet volume and top game by live bet volume, while you will also find
the top teams and players by handle from across the Kambi network.
With the Super Bowl title having ended up in the hands of the Kansas City Chiefs, within these pages you will also a find a comprehensive breakdown of the Super Bowl game itself, with a detailed look at where the money was being placed during a game that was hard to predict throughout.
Building on last year’s inaugural edition, this new NFL report aims to shed light on the landscape for NFL betting in a regulated US environment, offering real and actionable insight into how money is wagered on the country’s most popular sport.
01
02
Introduction
Introduction
NFL is still the most popular 'sport' for
newcomersTwo in five US players place their
first wager on an NFL game
Newcomer take-up of big leagues
Top 10 Sports in 2019
USA
Top 10 sports USA during NFL season
Top 10 Sports in 2019 across the
global Kambi Network
Cricket Motorsports Handball
Boxing Cricket Cricket
UFC/MMA Boxing Volleyball
Golf UFC/MMA Horse Racing
Ice Hockey Ice Hockey Ice Hockey
Soccer Soccer Baseball
Tennis Tennis Football
Baseball Baseball Basketball
Basketball Basketball Tennis
Football Football Soccer
Proportion of newcomers betting on the event group
Seasonality in sports impacts newcomersNFL, March Madness, NBA and MLB take it in turns as the most popular
Newcomer take-up of big leagues
2019 / US bettors / Desktop and Mobile
Data taken from the Kambi network 2019
Data taken from the Kambi network 2019
0% 10% 20% 30% 40%
03
04
Background
Background
Pittsburgh Steelers
Indianapolis Colts
New York Giants
Chicago Bears
Los Angeles Chargers
Los Angeles Rams
Kansas City Chiefs
New Orleans Saints
Philadelphia Eagles
New England Patriots1
2
3
4
5
6
7
8
9
10
New York:Kansas City Chiefs 11%
West Virginia:Minnesota Vikings 12%Buffalo Bills 11%
New Jersey:Philadelphia Eagles 22%Kansas City Chiefs 11%
Rest of World:
Kansas City Chiefs 18%
Chicago Bears 17%
Iowa:Kansas City Chiefs 55%
Pennsylvania:Philadelphia Eagles 37%Pittsburgh Steelers 17%
Indiana:Chicago Bears 62%
Data taken from the Kambi network 02/04/2019 – 09/05/2019
New England Patriots were the bettors' favorite to win the NFL ChampionshipMost popular teams by handle:
Bettors show loyalty to local teamsPreseason highest % of handle generated by teams in regulated states
A
BC
D
NFL Stadium Locations:
A Kansas City Chiefs
B Chicago Bears
C Pittsburgh Steelers
D Philadelphia EaglesData taken from the Kambi network 02/04/2019 – 09/05/2019
06
05
Preseason
Preseason
NFL sees the largest proportion of half time turnover (25%)
compared to the other big leagues Keeping offers open for operators is key
Time and Turnover proportion over the Big Leagues
Recent Football Enhancements – Cash Out Impact of increased cash out availability
Recent Football Enhancements
– AvailabilityCountdown
decrease NFL
Increase in cash-out availability from 10%-50%
2 secin-play
countdown or delay this season
10 secobserved in-play
countdown on leading B2C
in-play offers
Cash out use increased 300% over the course
of the season
Data taken from the Kambi network 09/05/2019 – 12/31/2019
0% 20% 40% 60% 80% 100%
Data taken from the Kambi network in 2019
08
07
NFL Season
NFL Season
During the NFL season, newcomer penetration rises to over 50% of all newcomers
First wager of new players
College Football sees over 20%
newcomer penetration in some months
% handle 3% NFL4% NFL+16% NFL+2
10% NFL+3
19% NFL+4
58% NFL+5
Data taken from the Kambi network in 2019 Data taken from the Kambi network 2019
Value of cross sellHandle generated by NFL and a combination of the top US leagues – NHL, NCAAF, NCAAB, MLB, NBA
10
09
NFL Season
NFL Season
58% of all handle is produced by
bettors who wager on all 6 leagues
Top game by live handle
Philadelphia Eagles
9
11/24/2019
Seattle Seahawks
17
Top game by bet volume live
Kansas City Chiefs
32
01/19/2020
Tennessee Titans
35
Top game by prematch handle
San Fran 49ers
37
01/19/2020
Green Bay Packers
20
Top game by bet volume prematch
San Fran 49ers
37
01/19/2020
Green Bay Packers
20
Top game by overall handle
San Fran 49ers
37
01/19/2020
Green Bay Packers
20 New England Patriots Patrick Mahomes
Kansas City Chiefs
Seattle Seahawks Ezekiel Elliot Dallas Cowboys
Kansas City Chiefs Aaron Jones Green Bay Packers
Green Bay Packers Lamar Jackson Baltimore Ravens
Philadelphia Eagles Russell Wilson Seattle Seahawks
Top game by overall bet volume
San Fran 49ers
37
01/19/2020
Green Bay Packers
20
Data taken from the Kambi network 09/05/2019 – 01/19/2020 Data taken from the Kambi network 09/05/2019 – 01/19/2020
Kambi top games
12NFL Season
11NFL Season
Top teams and top players by handle
Teams Players
Spread
Total Points
Moneyline and Points Parlay
Total Rushing Yards by the Player
Alternative Spread and Points
Pre-match
1
34
25
Moneyline
Spread
Total Points
Next scoring play
Result of Drive
Live
1
34
25
Unique to Kambi –
generates 8% of live handle
on site
Most popular bet offersTop offers by bet volume
Pre-match Live
Data taken from the Kambi network 09/05/2019 – 01/19/2020 Data taken from the Kambi network 09/05/2019 – 01/19/2020
1413
NFL Season
NFL Season
Home Visitors
5/1 12/1
vs
x2
On-property by numbers
23%BYOD
Two-thirds of on-property bets are placed via Kambi Kiosks
Bettors include more teams in their parlay when using the Kambi Kiosk, an average of six selections
versus four at the window
To arrange a demonstration of Kambi's on-property solutions
and the Kambi Kiosk, email [email protected]
23% of all bets placed at the window are placed using Bring Your Own Device.
At some casinos it's as high as 40%
Retail stake size is just over double the online stake size
Approx. 80% of in-game bets are placed at
a Kambi KioskKansas City Chiefs vs Tennessee Titans was the most popular game
by wager volume
Data taken from the Kambi network 09/05/2019 – 01/19/2020 Data taken from the Kambi network 09/05/2019 – 01/19/2020
1615
On-Property
On-Property
San Francisco 49ersKansas City Chiefs
Together with the New England Patriots, the Kansas City Chiefs were the favorites in pre-season.Despite perhaps not playing as impressively as many would have expected, they started the season strongly with four straight wins. Two subsequent defeats to the Indianapolis Colts and Houston Texans shook their momentum, as did an injury to star quarterback Patrick Mahomes. Mahomes returned after two games out of the side, with the Chiefs in shaky form losing two from three.However, from week 11 they returned to winning ways, establishing a formidable run of form to haul themselves into playoff contention, where they beat the Houston Texans and Tennessee Titans.
The 49ers came into the season as an underdog, having claimed only four victories in 2018.However, with a good coach in the form of Kyle Shanahan, the return of Garoppolo from injury and a defence strengthened in the draft, they have posted a formidable set of results this season. They registered victories in their first eight games, before the schedule toughened in the second half of the season to lose two tight games to the Seattle Seahawks and Baltimore Ravens.They conquered New Orleans Saints in key game number one with a conclusive field-goal, before overcoming the Seattle Seahawks in key game number two to secure the NFC West title.
1817
Road to the Super Bow
l
Road to the Super Bow
l
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
0
200
400
600
800
1000
1200
1400
1600
2019
-09-
0220
19-0
9-04
2019
-09-
0620
19-0
9-08
2019
-09-
1020
19-0
9-12
2019
-09-
1420
19-0
9-16
2019
-09-
1820
19-0
9-20
2019
-09-
2220
19-0
9-24
2019
-09-
2620
19-0
9-28
2019
-09-
3020
19-1
0-02
2019
-10-
0420
19-1
0-06
2019
-10-
0820
19-1
0-10
2019
-10-
1220
19-1
0-14
2019
-10-
1620
19-1
0-18
2019
-10-
2020
19-1
0-22
2019
-10-
2420
19-1
0-26
2019
-10-
2820
19-1
0-30
2019
-11-
0120
19-1
1-03
2019
-11-
0520
19-1
1-07
2019
-11-
0920
19-1
1-11
2019
-11-
1320
19-1
1-15
2019
-11-
1720
19-1
1-19
2019
-11-
2120
19-1
1-23
2019
-11-
2520
19-1
1-27
2019
-11-
2920
19-1
2-01
2019
-12-
0320
19-1
2-05
2019
-12-
0720
19-1
2-09
2019
-12-
1120
19-1
2-13
2019
-12-
1520
19-1
2-17
2019
-12-
1920
19-1
2-21
2019
-12-
2320
19-1
2-25
2019
-12-
2720
19-1
2-29
2019
-12-
3120
20-0
1-02
2020
-01-
0420
20-0
1-06
2020
-01-
0820
20-0
1-10
2020
-01-
12
Kansas City Chiefs
Start of playoffs, shock Patriots
loss to Miami gifts Kansas City a first
round bye
Home loss to Packers with Mahomes sidelined
with a knee injury
Start of season
2-0 start, whilst division rival LA Chargers
look unlikely to challenge
Handle Index Odds to win Super Bowl
Data taken from the Kambi network 02/09/2019 – 01/19/2020
Odd
sH
andle Index 2019
Road to the Super Bow
l
Road to the Super Bow
l
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
0
500
1000
1500
2000
2500
3000
2019
-09-
0220
19-0
9-04
2019
-09-
0620
19-0
9-08
2019
-09-
1020
19-0
9-12
2019
-09-
1420
19-0
9-16
2019
-09-
1820
19-0
9-20
2019
-09-
2220
19-0
9-24
2019
-09-
2620
19-0
9-28
2019
-09-
3020
19-1
0-02
2019
-10-
0420
19-1
0-06
2019
-10-
0820
19-1
0-10
2019
-10-
1220
19-1
0-14
2019
-10-
1620
19-1
0-18
2019
-10-
2020
19-1
0-22
2019
-10-
2420
19-1
0-26
2019
-10-
2820
19-1
0-30
2019
-11-
0120
19-1
1-03
2019
-11-
0520
19-1
1-07
2019
-11-
0920
19-1
1-11
2019
-11-
1320
19-1
1-15
2019
-11-
1720
19-1
1-19
2019
-11-
2120
19-1
1-23
2019
-11-
2520
19-1
1-27
2019
-11-
2920
19-12
-01
2019
-12-0
320
19-12
-05
2019
-12-0
720
19-12
-09
2019
-12-11
2019
-12-13
2019
-12-15
2019
-12-17
2019
-12-19
2019
-12-2
120
19-12
-23
2019
-12-2
520
19-12
-27
2019
-12-2
920
19-12
-31
2020
-01-
0220
20-0
1-04
2020
-01-
0620
20-0
1-08
2020
-01-
1020
20-0
1-12
San Francisco 49ers
Start of playoffs
Thrashed Carolina 51-13, now an
established Super Bowl front-runner
Crushed Cleveland 31-3 on Monday Night
Football, starting to look like the real deal
What a game!After a 48-46 win on the road
at New Orleans, essentially guaranteed a first round
bye in the playoffs
Handle Index Odds to win Super Bowl
Data taken from the Kambi network 02/09/2019 – 01/19/2020
Odd
sH
andle Index 22
21
Road to the Super Bow
l
Road to the Super Bow
l
0
20
40
60
80
100
120
18:4
118
:43
18:4
518
:47
18:4
918
:51
18:5
318
:55
18:5
718
:59
19:0
119
:03
19:0
519
:07
19:0
919
:1119
:1319
:1519
:1719
:1919
:21
19:2
319
:25
19:2
719
:29
19:3
119
:33
19:3
519
:37
19:3
919
:41
19:4
319
:45
19:4
719
:49
19:5
119
:53
19:5
519
:57
19:5
920
:01
20:0
320
:05
20:0
720
:09
20:11
20:13
20:15
20:17
20:19
20:2
120
:23
20:2
520
:27
20:2
920
:31
20:3
320
:35
20:3
720
:39
20:4
120
:43
20:4
520
:47
20:4
920
:51
20:5
320
:55
20:5
720
:59
21:0
121
:03
21:0
521
:07
21:0
921
:1121
:1321
:1521
:1721
:1921
:21
21:2
321
:25
21:2
721
:29
21:3
121
:33
21:3
521
:37
21:3
921
:41
21:4
321
:45
21:4
721
:49
21:5
121
:53
21:5
521
:57
21:5
922
:01
Inde
xed
Han
dle
Bet minute
Super Bowl handle volume by minute, split by offer type Main Drive Next Team to Score MVP Winner Player Other
Data taken from the Kambi network 02/02/2020
20.35 End of half time
21.13 Mahomes sacked by Buckner
21.37 The game turns with a touchdown by Kelce
20.03 Half timeCountdown reduced to almost
no delay at all to give an optimum experience
19.09 Drop in activity as the Chiefs
begin to look solid and Garoppolo throws an interception
18.40 Actual kick off
20.57 Mostert touchdown
Super Bowl
Super Bowl
24
23
0
20
40
60
80
100
120
18:4
118
:43
18:4
518
:47
18:4
918
:51
18:5
318
:55
18:5
718
:59
19:0
119
:03
19:0
519
:07
19:0
919
:1119
:1319
:1519
:1719
:1919
:21
19:2
319
:25
19:2
719
:29
19:3
119
:33
19:3
519
:37
19:3
919
:41
19:4
319
:45
19:4
719
:49
19:5
119
:53
19:5
519
:57
19:5
920
:01
20:0
320
:05
20:0
720
:09
20:11
20:13
20:15
20:17
20:19
20:2
120
:23
20:2
520
:27
20:2
920
:31
20:3
320
:35
20:3
720
:39
20:4
120
:43
20:4
520
:47
20:4
920
:51
20:5
320
:55
20:5
720
:59
21:0
121
:03
21:0
521
:07
21:0
921
:1121
:1321
:1521
:1721
:1921
:21
21:2
321
:25
21:2
721
:29
21:3
121
:33
21:3
521
:37
21:3
921
:41
21:4
321
:45
21:4
721
:49
21:5
121
:53
21:5
521
:57
21:5
922
:01
Inde
xed
Bets
Bet minute
Super Bowl wager volume by minute, split by offer type Main Drive Next Team to Score MVP Winner Player Other
Data taken from the Kambi network 02/02/2020
18.40 Actual kick off
20.35 End of half time
20.57 Mostert touchdown
21.13 Mahomes sacked by Buckner
21.37 The game turns with a touchdown by Kelce
19.09 Drop in activity as the Chiefs
begin to look solid and Garoppolo throws an interception
20.03 Half timeCountdown reduced to almost
no delay at all to give an optimum experience
26
25
Super Bowl
Super Bowl
View from the trading floorWe sat down with our experienced football traders ahead of the Super Bowl to get their insights into a season that saw the AFC’s No.1 seed Ravens team fall to a shock defeat against the Titans in the playoffs and a Kambi product go from strength to strength.
Trader oneBest game and why? The San Francisco 49ers at New Orleans Saints, which the 49ers won 48-46. Both coaches went deep into their playbooks here, and the game featured some great play from both offenses. An exciting game from beginning to end which had big implications on the post-season seedings.
Your personal MVP? Russel Wilson took a very average Seattle team to the playoffs. The more the team needed him, the more he stepped up, with an incredible knack for picking the right play.
Most unexpected result? The Miami Dolphins triumphing 27-24 at the New England Patriots as +1450 underdogs. In a game the Patriots needed to win to maintain their position as the No.2 seed, Ryan Fitzpatrick out did Tom Brady with an excellent final drive at Foxborough.
Defining moments? When the Baltimore Ravens hosted the New England Patriots, the Ravens crushed the then unbeaten reigning champions in all phases of the game, and with the benefit of hindsight we can perhaps look back on that game as the beginning of the end for the Patriot’s dynasty. They never really recovered, going 4-4 for the remainder of the season and losing in the playoffs.
Trader twoBest game and why? Tampa Bay Buccaneers 34 – 40 Seattle Seahawks. A ridiculous level of entertainment akin to two heavyweight boxers landing haymaker after haymaker.
Your personal MVP? Ryan Fitzpatrick. He has been on a one-man mission to prevent the Miami Dolphins from drafting first overall and ended up winning more games in the second half of the season than the New England Patriots did.
Most unexpected result? The Miami Dolphins defeating the New England Patriots was a staggering result, and the clearest indicator of the great Tom Brady and Patriot’s decline.
Defining moments? Russell Wilson’s physics-defying pass to Lockett for the Miami Dolphins against the LA Rams was a big moment, and there have been countless dazzling runs by Lamar Jackson of the Baltimore Ravens. However, when we look back on this season in ten years’ time, there may be no more defining a moment than 28-year-old Luke Kuechly’s decision to retire despite no major injury – a move likely to become more common and have a huge impact on the future of the sport.
Trader threeBest game and why? Week 17 treated us to the 49ers against the Seattle Seahawks, which the 49ers won 26-21. The game is a huge rivalry and had major implications for playoff seeding. A 49ers blowout seemed inevitable after a 13-0 first half, but Russell Wilson dragged the Seahawks back into content, and the Seattle side’s final attempts at the 49ers goal line was probably the most intense possession of the season.
Your personal MVP? TJ has a monster of a motor and consistently elevates the talent around him to another level. He led a Pittsburgh Steelers’ defense which kept the team’s playoff hopes alive for many weeks, and while he is set to be snubbed for the Defensive Player of the Year award, it is an accolade no player is more deserving of this season.
Most unexpected result? It’s hard to disagree that the Miami Dolphins overcoming the New England Patriots was the season’s biggest shock. It was billed as close to a sure thing as possible for the Patriots, but the Dolphins refused to simply roll over and handed out a defeat few saw coming.
Defining moments? Drew Brees breaking the touchdown record in a game for the New Orleans Saints, as well as setting the single-game completion percentage record was no mean feat, while the emergence of Lamar Jackson has got plenty of people talking.
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27
Trading Floor
Trading Floor
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