Sports book investors are calculating that bonus money, in addition to other acquisition costs, are less than the lifetime-value of a bettor. That's the simple math that wall street is uh.. betting on. If you're not part of the 2% who comes out a winner, you're their ideal bettor.

The difference between bonus bets and deposit bonuses is the satisfaction comes from the action of betting, not depositing, centering the dopamine hits for an onboarding novice around their key action (placing a bet) .

The industry determined that for a betting habit to develop, a certain number of successful bets need to happen in a specific window, thus the change from bonus deposits to bets.

- A sports industry professional.