Beyond the Wager: Sports Betting and Prediction Markets on Snapchat
New research from Snapchat and Alter Agents explores the high-value sports betting lifecycle of Snapchatters, highlighting how peer validation, creator trust, and tentpole sporting events dictate platform choice and long-term loyalty.
As the Real Money Gaming (RMG) industry continues to grow, the traditional acquisition playbook needs a refresh. Today, securing sustainable ROI and market share requires looking beyond promotional offers. For sportsbook and prediction market platforms, resonating with high-value bettors hinges on understanding what matters to those users and the social dynamics behind their betting.
New research from Snapchat, conducted in partnership with Alter Agents, surveyed 1,003 Snapchat past month bettors of legal age to gamble in the US, uncovering their weekly betting behaviors, the dynamics fueling their long-term platform loyalty, and the role of peer influence in deciding which RMG platforms they use.
The data is clear: the most active participants in the RMG space are on Snapchat.
Monthly U.S. bettors are 1.4x more likely to be daily Snapchatters compared to the general population aged 21-44. And when it comes to prediction markets and sports betting in particular, Snapchat bettors are more likely to be regularly placing bets compared to non-Snapchatters.
However, Snapchat bettors aren’t just placing bets. They’re leveling up their betting by researching betting strategies, monitoring live updates, and placing real-time wagers at least weekly.
This level of engagement builds confidence and is reflected in their willingness to spend Snapchatters on average invest 1.6x more every month in the bets and wagers compared to non-Snapchatters.
This deep engagement doesn't mean Snapchatters are exclusively loyal to one platform. They are active category explorers, having tried an average of more than four different sportsbook and prediction market apps.
For advertisers, this deep category familiarity reveals an educated audience with high wagering capacity. Securing their long-term retention depends entirely on understanding what drives their platform decisions when the promos run out. And in the RMG space, that driver is inherently social.
Placing wagers isn’t a solitary experience for the Snapchat bettor, who instead treats sports betting as an opportunity to connect with their inner circle. Snapchatters elevate their betting experiences, connecting with friends weekly through sharing screenshots, competing in challenges, and celebrating communal wins.
But these conversations aren’t just for entertainment. 59% of Snapchat bettors report feeling more confident about the wagers they place after discussing them with their inner circle on Snapchat.
This desire for peer connection directly impacts how they evaluate which RMG brands to try. When deciding where to place a wager, Snapchatters look beyond basic odds, actively seeking out platforms with features that facilitate these ongoing conversations.
Translating initial trial into long-term retention requires Sportsbooks and Prediction Markets to offer the features that seamlessly complement the group chat. When asked what drives their continued use, Snapchatters are 1.6x more likely to say they use platforms that allow them to maintain a stake in the conversation, and 1.4x more likely to remain active on apps where their network is already active compared to non-Snapchatters.
When brands show up on social, they aren’t just capturing attention; they’re driving deliberate betting behavior.
Content from an RMG brand on social platforms primes Snapchat bettors for action, triggering immediate research, active brand engagement, and direct conversion.
Creators serve as the primary architects of an RMG brand’s reputation. 73% of Snapchat bettors state that creators actively influence their betting app selections, and 64% report being more likely to use a platform if they see a trusted creator utilizing it. On Snapchat specifically, this influence is amplified by native authenticity.
This creator-led ecosystem yields a distinct structural advantage. 52% of Snapchat bettors report becoming fans of an RMG brand specifically because of its presence on Snapchat. For operators, cultivating this brand affinity is the ultimate antidote to the churn cycle as it transforms an app from a transactional utility into a core component of the player's social habits.
The social betting dynamics and behavioral trends come to a fever pitch during tentpole sporting events. For future tournaments, RMG brands have a clear opportunity to capture market share when player intent is at its peak:
Acquire High-Value Players When Barriers are Low: Major tournaments naturally lower the consumer barrier to app adoption. During these events, 71% of Snapchat bettors are more likely to try a new betting app, and they are 1.4x more likely to take action after seeing a sportsbook ad compared to non-Snapchatters. This heightened receptivity gives challenger brands the perfect window to poach market share.
Showcase Live Wagers and Parlay Options to Match Demand: 75% of Snapchat bettors plan to make larger bets during major events than they do during the regular sports season. Ad creatives prominently featuring options like live, in-play betting and Same Game Parlays directly addresses this increased demand and captures these bettors’ spending power.
Fuel the Organic Referral Loop: Advertising during live sporting events creates a powerful secondary acquisition network. Over 1 in 3 Snapchatters will instantly message their inner circle to discuss a specific promotional offer or ask for an app recommendation. By aligning campaigns with live events, operators can easily translate paid media spend into organic, peer-validated word-of-mouth acquisition.
