CRM Article

Original publication location:http://www.smartlivegaming.com/blog/uk-gambling-performance-comparison/

Relevant to operators and affiliates

Research recently compiled and published by online casino operator Smart Live Gaming revealed several actionable marketing insights for operators across the industry. Their figures and statistics are based on their own CRM database which means that the player demographics within their database would be influenced by their personal marketing strategy.The performance league table with map

1. Age group 40–44 spends more than 4 times as much as age group 18–20

According to their database, the highest spending demographic is between the ages of 40–44. This is followed by the 35–39 age group. This information could have a large impact on future marketing campaigns, as a great deal of marketing currently portrays much younger male gamblers and often tones are tailored to suit that market. This implies that the industry may be undervaluing an older segment of the UK public. Smart Live Gaming stated that this group formed only 9% of their total players.

2. 44% of all players are between ages 20 to 29

The other half of the argument, according to Smart Live Gaming, stems from the majority of their players being in their twenties. This means that this younger demographic is still highly important to the gambling industry.

3.Staggering drop off from the age of 45

The data shows that engagement for a high percentage of Smart Live Gaming clients drop offs from 44–46 years of age. Could it be the games lose appeal their appeal for this group, or is it simply that current marketing methods lack the incentivizing needed to sustain engagement and attract new players in this demographic?Performance index per age group graph

4. Most gamblers are male

Further evaluation of the data revealed that males make up the majority of the operator’s database with an 86% / 14% split. However, despite their smaller numbers, women were shown to wager comparable amounts to that of their male counterparts – indicating they are just as willing to stake big bets when the opportunity presents itself.Players and Spend per City Chart

5.Spend per city

In terms of UK cities that spend the most, Smart Live Gaming noted their Top 12 in this order:

London (highest population)
Birmingham
Leeds
Manchester
Bristol
Leicester
Cardiff
Liverpool
Newcastle
Edinburgh
Newcastle
Glasgow

The below represents the Top 12 UK cities based on number of players:

London
Birmingham
Manchester
Newcastle
Glasgow
Leicester
Liverpool
Sheffield
Cardiff
Leeds
Bristol
Edinburgh

More granular examination of the data reveals that there is more to successful market penetration and player spending than just a high population. Below are two examples that illustrate this point.

-As a positive example: Leeds is within the top 3 for spending – despite being within the bottom 3 for the number of players.
-Conversely, Newcastle has a relatively high base level of active players – but they’re also within the last two for spending.

Through the above information, industry stakeholders can gain a valuable point of comparison for their own player segments. While it’s possible to simultaneously target a range of segments and markets, operators must also be strategic in their allocation of resources, both financially and logistically.

With long-term planning, operators can also look at targeting different segments on a quarterly or seasonal basis to determine where they acquire the most revenue and player engagement.