Free-to-play games: A smart bet for online gambling providers?
In the regulated and competitive world of online gambling, operators are constantly looking for low-risk, high-impact engagement tools. Free-to-play (F2P) games could be one of the methods to keep existing users engaged and perhaps appeal to those who don’t actively gamble either.
These types of games could be instrumental in various ways: influencing brand perception, fostering habitual engagement, and nudging users toward paid bets. So, how do gamblers and non-gamblers really respond to them?
Strong awareness and habitual play among gamblers
Among British gamblers, awareness of F2P games stands at 70%. Even among non-gamblers (including lottery-only participants), awareness is reasonably high at 39%. Once aware, gamblers are (expectedly) significantly more likely to engage: 51% play these games weekly, and another 22% play at least monthly. Additionally, 9% of non-gamblers play weekly, and another 5% play monthly.
Encouragingly, there’s still headroom for adoption—8% of Brits who weren’t aware of F2P games before the survey said they would be interested in trying them out. Another 11% of them say they are not that interested, suggesting there’s some room for more widespread penetration.
Gamblers view F2P games more positively
Free-to-play games aren’t just habit-forming—they can boost brand favourability. Among gamblers who are aware of these games, 46% say F2P improves their perception of online betting brands, including 19% who say it does so significantly. This suggests these games are not only enjoyable but can also serve as perception-lifting tools.
For non-gamblers, however, F2P has a more polarising effect. Just 10% report improved perception, while a much larger 39% say it worsens their view, including 27% who say it significantly worsens it. That said, 43% say it makes no difference. Given the fairly high shares of consumers who say that these types of games can worsen their view of a betting brand, it is particularly important for providers to be transparent with their positioning.
F2P nudges users toward paid bets
The commercial appeal of F2P lies in its ability to convert play into paid activity. Among gamblers who use F2P games, 69% say it increases their likelihood of placing real-money bets—26% to a great extent, and 43% to some extent.
Even among non-gamblers, the conversion potential is notable: 58% say F2P makes them likely to place a paid bet.
Attitudes and motivations differ by audience
While many gamblers acknowledge F2P’s commercial intent — 77% agree it’s a way to encourage gambling — they still find value in the format. Seven in ten (71%) say these games offer a fun chance to win without spending, and 54% say they play these games mainly for entertainment, not winning.
Non-gamblers are markedly more cynical. 88% see F2P as a gateway to gambling and only 27% believe it provides a fun, free experience, while 53% actively disagree with that idea. Furthermore, 79% express skepticism about the fairness of these games, compared to 69% of gamblers.
That said, entertainment remains a motivator across the board—52% of non-gamblers also say they play F2P mainly for enjoyment rather than prizes.
The takeaway: Know your audience
Free-to-play games clearly work — for engagement, perception, and even conversion. But they aren’t one-size-fits-all. Among current gamblers, they’re a proven lever for retention and spend. For non-gamblers, they can be a reputational risk if not positioned carefully. Betting brands providing these services need to be subtle in their attempts, if any, to convert F2P players into gamblers.
To unlock their full value, operators must tailor F2P experiences for each segment—emphasising fun and fairness for the curious, and deeper engagement mechanics for loyal players. With the right strategy, F2P can move from novelty to necessity.