In the recently concluded Super Bowl, customers placed a total of 16.6 million wagers in FanDuel - a substantial increase of 19% compared to last year. FanDuel is the largest sportsbook operator of them all, and at the peak of the Super Bowl, it was taking in an astonishing 70,000 wagers per minute.

Flutter Entertainment's FanDuel, the largest online sportsbook operator in the United States, was able to process an astounding 16.6 million bets on Super Bowl LIX, marking a 19% increase from the previous year. Almost three million active customers participated in betting on the big game, with peak activity reaching an impressive 70,000 wagers for each minute.

But despite the surge in betting activity, the financial impact on Flutter's first-quarter results remains unclear. For instance, experts in the industry suggest the game yielded a low-hold outcome for sportsbook operators, as the Philadelphia Eagles triumphed over the Kansas City Chiefs and the total points exceeded 48.5. "Fans predicted a high-scoring game, with the majority picking the Over on the 48.5-point total ahead of kickoff," FanDuel reported. The final score - Philadelphia Eagles 40 and Kansas Chiefs 22 - meant that the most popular exact score bets, including Chiefs 38-Eagles 35 as well as Chiefs 27-Eagles 24, did not pay off for bettors.

Investors remain unfazed by Super Bowl results

The Super Bowl capped off a stretch of customer-friendly National Football League outcomes that sportsbooks have been navigating, and this trend appeared to continue with Super Bowl LIX. However, investors seemed largely indifferent. Flutter's stock closed slightly higher on Monday, while its rival DraftKings saw a 1.32% increase. Rush Street Interactive stood out with a 2.41% gain on above-average trading volume to start the week.

While the overall betting landscape favored customers, FanDuel found some relief in prop bets. Philadelphia Eagles running back Saquon Barkley emerged as the most popular pick for Super Bowl MVP in terms of both handle and total bets. In addition, he was also the top choice for anytime touchdown scorer. However, Barkley failed to achieve either accolade, benefiting the sportsbook's bottom line.

In an intriguing highlight of the event, one FanDuel customer successfully turned a $10 wager into a $7,612.63 lucky payout through an eight-leg same-game parlay that included Barkley as one of the bets.

"Kick of Destiny 3&" campaign proves to be a hit

The Super Bowl continues to be a prime event for customer acquisition in the sports calendar of the United States, and FanDuel capitalized on this opportunity with its 'Kick of Destiny' advertising campaign. The third edition of the campaign featured former Super Bowl-winning brothers and quarterbacks Eli and Peyton Manning, both well-known figures in the sports world.

Eli Manning, who led the New York Giants to two Super Bowl victories, won the field goal competition against his older brother Peyton. This outcome resonated with FanDuel clients, as "almost two million fans made a pick on 'Kick of Destiny 3,' with over one million selecting Eli," the company reported. Each of those participants will receive $10 in Bonus Bets, further engaging the platform's user base.

A move forward

As FanDuel cements its status as the leading online sportsbook in the US, its impressive Super Bowl LIX performance demonstrates the growing popularity of sports betting throughout the country. While the financial implications for Flutter Entertainment remain to be seen, the record-breaking volume of bets and innovative marketing strategies signal a robust future for the company in the ever-competitive online gaming and sports betting industry.