Key insights on UK online slots players
Online slots gambling for money is one of the most popular forms of gambling in the UK, behind only online sports betting and online lottery participation. Among gamblers – defined as those who placed any bet other than the lottery in the past month – an average of one in seven say they engage in online casino participation for money in the past month (16%).
In this piece we explore who these players are, and how they differ from those who engage in other types of gambling activities online.
Players who play casino slots games online stake higher amounts on average than online sports bettors and online lottery players. Overall, 35% of them wager more than £100 per month, including over a tenth who stake more than £500 monthly. By contrast, only 16% of sports bettors wager over £100 each month. Among the five most popular types of online gambling activities in Britain, only poker players wager more each month, with 42% saying they stake more than £100.
As far as betting audiences go, online casino players also have a fairly even male to female split. 41% of those who play online casino slots for money are female, compared to just a quarter of online sports bettors or poker players being women (24% each).
Online casino slots players also skew younger, with a third of them aged between 18-34 (32%). For reference, only 23% of online sports bettors sit in that age bracket. But online poker players are even likelier to be from the young crowd, with over two-fifths of them belonging to that age group (42%).
Online casino players have also among the highest representation of middle-aged members out of all online gambling sub-audiences, with nearly half of them belonging to the 35-54 demographic (48%).
Global Gambling Profiles also provides insights into online betting accounts that audiences are using. Among online casino slots players, Sky Bet and William Hill lead with a 23% user share each, reflecting strong brand presence in the online casino space.
Following closely, Ladbrokes (20%) and Paddy Power (19%) also have significant penetration within this audience, with a fifth of online casino slots players saying they use either of these accounts in the past week. Bet365 held an 18% share, while Coral and Sky Vegas each captured 15%. Other notable brands included Betfair (12%), Tombola (9%), and BetFred (9%).
How can betting brands win over online casino slots players?
For betting brands looking to capture the loyalty of online casino slots players, a few critical factors stand out. The top priority for players (51%) is an easy-to-use website or app, signalling that intuitive, seamless digital experiences are essential to retain their engagement. Competitive odds and promotions rank next, at 44% and 43% respectively, highlighting that players are keen on value and deals.
The variety of slots and games available (37%) also plays a significant role in player choice, with 28% citing the entertainment factor as a reason to stick with a brand. Features such as loyalty benefits (26%) and smooth transaction processes (26%) show that players appreciate brands that recognize their loyalty and make managing funds simple.
Additionally, while casino players primarily seek slot games, 22% value a good selection of sports betting options. Brands that provide a broad range of gambling experiences and cater to habitual preferences stand to gain a stronger foothold among this audience.
For brands aiming to thrive in the competitive online slots market, focusing on user-friendly design, attractive promotions, game variety, and a rewarding customer experience will be pivotal.