The Bundesliga’s return last month led to German affiliates and sportsbooks alike enjoying a rise in business.
Germany’s top division, as well as the 2. Bundesliga, resumed behind closed doors in mid-May after being forced to suspend action due to COVID-19.
International broadcasters also reported a significant rise in viewership, with many other leagues still suspended when German football made a comeback.
A large number of players in Germany had stopped betting while the country had been in lockdown, due to a lack of sporting events.
Much-needed May boost
MyWettBonus.de, owned by Stockholm-headquartered affiliate company Leadstar Media, reported a 100% rise in business after the resumption of German football.
Searches for ‘sportwetten’, which is German for ‘sports betting’, were also 2.5 times higher last month – compared to April.
The return of Bundesliga sports betting also appears to have had a positive influence on other searches. ‘Wettbonus’ (bookmaker bonus) and ‘Wettanbieter’ (bookmakers) both enjoyed higher month-on-month interest.
Sports channels also reported an upturn in activity, with some enjoying their highest-ever viewing figures. Last month’s North Rhine-Westphalia derby between Borussia Dortmund and Schalke attracted 203,000 viewers for FOX Sports 1 in the Netherlands. This is over double what said channel normally enjoys for Bundesliga matches.
It’s possible that the Dutch channel’s success was further-boosted by the early conclusion of the 2019/2020 Eredivisie season, which has been voided.
Suspension of Bundesliga and other events caused a drop in betting activity
MySportWetten.de, also part of Leadstar Media Group, conducted research on how Germany’s lockdown had impacted gambling activity in the country. 77% of users it surveyed had not just stopped sports betting, but also not bothered with any other forms of wagering.
Deutscher Sportwettenverband (DSWV), which is Germany’s sports betting federation, also speculated about the impact of the lockdown. Its estimates suggested that losses for betting operators in this market could be in excess of 90%.
In 2019, sports betting stakes in Germany had risen by 21% year-on-year.
