Snapchat is making a stronger pitch to sportsbook and prediction market advertisers. The platform has released new research on how eligible bettors use Snapchat before and during wagers. The findings suggest betting decisions on Snapchat are highly social.
Friends appear to play a major role, while creators can also influence platform choices. Major sporting events create another opening for advertisers. Snapchat worked with research firm Alter Agents on the study, which surveyed more than 1,000 legal-age Snapchat users.
Snapchat Says Bettors Are Highly Active on the Platform
Snapchat’s research points to a highly active audience among legal-age bettors. Monthly U.S. bettors were 1.4 times more likely to use Snapchat daily. The comparison covered the general population aged 21 to 44. These users also research betting strategies and follow live updates. Many place wagers while sporting events are underway. That gives advertisers several chances to reach potential customers during a single event.
Snapchat Bettors Report Higher Monthly Wagering
The research also found a noticeable difference in wagering activity. Snapchat says bettors on its platform wager 1.6 times more monthly than non-Snapchatters. That does not prove Snapchat causes people to spend more. Instead, it suggests the platform attracts an audience already active in betting. These users also explore several services. Snapchat says they have tried more than four sportsbook or prediction market apps on average.
Friends Can Influence Betting Decisions
Betting activity on Snapchat appears to have a strong social element. Users discuss wagers, exchange screenshots and share results with friends. Those conversations can also affect decisions. Snapchat says 59% of bettors feel more confident after discussing wagers with their inner circle. Platform choice can follow the group too. Users may prefer betting apps that their friends already use. For advertisers, that makes personal recommendations particularly valuable.
Creators Can Influence Which Betting Apps People Choose
Creators are another important part of Snapchat’s findings. Around 73% of surveyed bettors said creators influence their choice of betting apps. Trust appears to make that influence even stronger. Snapchat found that 64% would consider a platform after seeing a trusted creator use it. That gives sportsbook brands another route to potential customers. However, gambling-related creator campaigns still require careful age targeting and compliance with advertising rules.
Major Sports Events Create Bigger Advertising Windows
Large sporting events can change how people approach betting. Snapchat says 75% of its bettors plan larger wagers during major events than regular-season games. Users also become more willing to experiment with other services. Around 71% said they were more likely to try another betting app during a major sporting event. These periods could therefore become valuable acquisition windows for sportsbook and prediction market advertisers.
Sportsbook Promotions Can Spread Through Private Conversations
A sportsbook advertisement on Snapchat may travel beyond the original impression. The platform says more than one in three Snapchatters may message friends about an offer or app recommendation. That creates an additional form of word-of-mouth exposure. A paid advertisement can quickly become a private conversation between friends. For betting brands, that social effect could increase campaign reach. It also makes responsible targeting especially important.
Snapchat Is Positioning Creators as Part of the Customer Journey
Snapchat’s research suggests creators can influence more than simple brand awareness. They can introduce a sportsbook, explain how it works and help build familiarity. Friends can then reinforce that decision through private conversations. Major sporting events may provide the final reason to try the service. Snapchat says 52% of surveyed bettors became fans of a real-money gaming brand because of its Snapchat presence. That suggests social content can influence longer-term brand preference.
Age Safety Remains an Important Issue
There is an obvious complication in Snapchat’s advertising pitch. Snapchat has a significant younger audience, while sportsbook promotions are restricted to adults. Social Media Today also highlights this concern. Gambling advertisers therefore need strong age controls when running campaigns. Platforms must also prevent promotions from reaching underage users. High engagement does not remove that responsibility. If anything, stronger engagement makes effective safeguards even more important.
Prediction Markets Add Another Dimension
Prediction markets have become another area of interest for Snapchat. These services allow eligible users to trade contracts based on possible outcomes. Sports-related markets have helped bring the category closer to traditional sports betting. That overlap creates new advertising possibilities. It also creates regulatory questions, particularly when prediction markets and sportsbooks compete for similar audiences.
Snapchat Wants Betting Brands to Think Beyond Traditional Ads
Snapchat’s message to advertisers is fairly clear. Sports betting marketing does not have to stop at a standard advertisement. Creators, private conversations and live sports engagement can all influence the customer journey. That gives brands several ways to reach eligible bettors. Snapchat’s social structure could make those interactions particularly powerful during major sporting events.
Sportsbook Advertising Is Becoming More Social
The bigger story is not simply another advertising study from Snapchat. Sports betting is becoming tied more closely to creators and social conversations. People discuss wagers while games are happening. They share recommendations and compare platforms with friends. Those habits create opportunities for sportsbook and prediction market advertisers.
Snapchat wants brands to see those conversations as part of the advertising funnel. The research gives the platform a strong sales pitch. Yet betting promotions remain a sensitive advertising category. The opportunity is there, but responsible targeting and age protections need to remain part of the equation.
Sources
- Social Media Today — Snapchat Highlights Opportunities for Sportsbook and Prediction Market Ads
Read the original report - Snapchat for Business — Beyond the Wager: Sports Betting and Prediction Markets on Snapchat
Read Snapchat’s research