Retaining players after March Madness is key to maintaining growth across the US market and building a loyal customer base according to CRM specialists Enteractive.

The firm predicted that with more states beginning to legalise sports betting, there is a growing opportunity for sportsbook operators to attract new customers.

“While igaming operators like Caesars, FanDuel, DraftKings and more are spending large sums on promotion, marketing, and competitive odds to prompt high-speed growth as they enter these new markets in the US, they must keep a focus on retention of all those hard-won customers,” said Mikael Hansson, founder and CEO of Enteractive.

“There’s currently a gold rush in the US sports betting market and the eventual winners will be those brands that engage with their customers and build relationships for the future.

“Every brand in this sector must keep a clear focus on all aspects of their offering, ensuring that all the hard work in getting to market, and the expense of customer acquisition is not quickly lost to lapsing relationships.”

But with an increased interest in sports betting, Enteractive has urged operators to place more of a focus on making sure these new customers remain active after large events such as March Madness.

A survey from the American Gaming Association (AGA) indicates that 17% of American adults plan to wager $3.1bn on this year’s NCAA Men’s Division I Basketball Tournament.