Know Your target: The Online Casino Player of 2021
How many people playing your games, on average, are younger or older? What is the most popular age range for your games? What's the overall picture of the educational and income level of players who choose your games? How many women are among them? Which country has the highest gambling activity? The more information you get about your audience, the better you can create a realistic portrait of your ideal client. To gain all the necessary knowledge about your target group, refer to our review of the latest data for 2021 on this important topic.
Sports betting and online games are among the most dynamic, rapidly changing, and profitable industries in the world. Frequent innovations in high technology and revolutionary changes in this field make the gaming industry one of the most attractive business spheres, as complex as it is profitable. Experts estimate that within just five years, global iGaming revenue will grow to $100 billion!
Fortunately, the 2020 pandemic did not have as strong an impact on remote gambling as it did on some other industries. Moreover, the sector benefited from the temporary closure of its land-based casino counterparts. But despite the uniqueness of this industry, there are some basic marketing rules that work equally well for any business, no matter what field you work in. One of them states that if you want to succeed, you need to know your target consumer well.
What is the average age of a player in Australia? And what are the average metrics in other countries? Is it really important to know, and are there other important personal traits that will help develop a better marketing strategy?
A clear understanding of your target audience, being aware of its main traits and motivations is very important for the success of a business. However, for those who are just starting their business in the iGaming field and need a quick and effective study on how to start making a profit, finding the right approach to this task becomes one of the main priorities.
Continue reading to learn more about online casino players in 2021.
Is a young male the real stereotype of iGaming?
It's not easy to draw a brief portrait of an average player - because the average data around the world varies greatly from region to region. Nevertheless, there are two things common to all casino players, regardless of their location. The first is that they belong to the younger generation (18-35 years), and the second is that men slightly predominate over women (with a difference of about one percent).
For both offline casino players and online players, it's true that men predominate over women, but those who play remotely exhibit more pronounced gender differences. In Canada, for example, about 58% of casino players are men, but when it comes to iGaming, the share of men increases to 78%. According to one study on sports betting in Kenya, 70% of participants are men. Another study showed that 77% of young Kenyan men (aged 25-30) have gambling experience, and almost two-thirds of them place bets at least once a week.
As for age, the general trend is that the older generation (those over 60) prefer traditional casinos, but this may change over time thanks to evolving technologies and the overall growth of a society that constantly follows novelties.
According to recent research, the gambling experience of men and women is gradually increasing. In 2019, participation in online games of both sexes in the UK grew by 2%. 17% of British women and 25% of men admitted that they gambled in the last 4 weeks.
A recent article in the Industrial and Intelligent Information magazine reported that the majority of players in China are men. It was also found that more than half of all players in this country are under 35 years old, about a third are aged between 36 and 50, and only 9% of players fall into the 51-65 age category.
Canada also shows quite a high level of gambling. Researchers from the University of Lethbridge found that more than two-thirds of Canadian online players are aged 18 to 39, and about half of them are under 30. The country's statistics also show that the overwhelming majority (82.4%) of all who play online are also men.
The same can be said about Australia. In a country where the male population is only 49%, more than half of men (54%) gamble. Interestingly, a 2018 study found that Australian players are the oldest on the planet: 43% of people over 65, for example, play video games.
As you can see, each country is different and has its own unique profile. The statistics of iGaming players by age group and gender depend on various circumstances and vary greatly. While the younger generation predominates today, there is also a trend towards an increasing number of older users (50+ years), and the number of women in different countries continues to grow year by year. The global gaming audience is very diverse, and targeting more narrow demographic groups is one of the main priorities of online business marketing strategy.
Education and income level of players
As for the income levels and education of players, the facts and figures here are also very diverse. An analysis of African players, specifically Kenyan, leads to the conclusion that the most active categories of players in the country are people with low incomes and the unemployed. However, if we take, for example, Canada, the pattern changes and is represented by the middle class with a median annual income of $75K. People with higher education are not rare among this category. As for Australia, people with limited means spend the most significant part of their incomes on games, but the top income group spends huge amounts of money in total.
Player participation activity worldwide
Gaming activity in different countries varies for the following reasons. Firstly, different levels of participation are caused by each country's historical attitude towards gambling. In some cultures, this form of entertainment is long accepted as something long-standing and quite natural, which is confirmed by the large number of players. In countries where gambling is still banned, players may resort to foreign online platforms.
Europe is considered the area with the largest iGaming market, which enjoys a fairly high level of player activity. As reported by the European Association of Bookmakers and Gamblers, about 17 million Europeans have gambled at least once in 2018. Among all European countries, Sweden is the leader in the number of iGaming users: about 60% of all bets in the country are made online.
As for the UK, this country is considered one of the leaders in the gambling market. The UK Gambling Commission's report states that the number of online players in the country is constantly growing. According to a study conducted by the organization in 2020, 47% of respondents had gambling experience in the last month, and 21% of them are online players.
A steady growth in gambling participation is constantly observed in Asia. And while there is a slight discrepancy between official statistics and unofficial data, it does not interfere with the general conclusion that online gambling is a very popular pastime in this region, especially in China. Despite the fact that almost all forms of gambling are still banned, Chinese players widely use foreign platforms based in countries with different laws, such as the Philippines and sometimes South Korea.
Despite the various restrictions that still exist in some Asian countries, many residents of this region are actively seeking ways to participate in this exciting activity. Thus, a 2018 study revealed that more than half of the residents of Macau, Hong Kong, and Singapore (51%, 62%, and 52%, respectively) are engaged in some form of gambling. Another example is Thailand, where gambling is prohibited, but there, according to the study, 60% of local residents are gamblers.
Many African countries are currently experiencing a boom in sports betting. Thus, a large percentage of the population of Kenya and Nigeria are enthusiastic about football betting, especially on European league matches. According to 2019 statistics, 57% of Kenyans have placed bets at least once. And when it comes to age, young Kenyan players show the highest gaming activity: 76% of Kenyan players aged 17 to 35.
African countries also show interest in gambling, and age also plays a key role here. According to several surveys, 42% of all young people in Ghana and 57% in Uganda have tried betting. The largest share of the African gambling market belongs to South Africa with a participation level of 50% - and this is despite various restrictive laws that have always slowed the country's progressive movement in this direction.
Most South American countries are known for their love of football and passion for betting. About 60% of Colombia's adult population have participated in some form of gambling. Peru and Brazil traditionally top the list of Latin American countries with the most active players.
According to a study conducted by Sherlock Communications, 18% of respondents place sports bets every week. The agency also found that 16% of Colombians and Peruvians place bets monthly. 38% of respondents from other South American countries, such as Chile, Argentina, and Mexico, reported having had at least one gambling experience in the past.
In a further survey, most Latin Americans indicated that they choose bookmakers based on welcome bonuses, special offers, and free games. However, these criteria are not the most important for Colombian players, for whom the local payment system remains the most important factor in choosing.
Consumer betting behavior: where, when, how much, and why
Frequency and size of bets worldwide
A detailed analysis of your target audience will allow you to run your business effectively and smoothly. Certain marketing factors such as the frequency and size of bets will provide a solid foundation for setting betting limits and making important marketing decisions.
Players living in Europe are considered quite consistent: as reported by the European Association of Bookmakers and Players, in 2018 the average European player placed their bets every second or third day. In total, 16.5 million European gamblers made about 32 billion bets that year.
As for British players, they bet a little less frequently. According to a UKGC survey, only 20% of them place bets twice a week. About a third of players in the UK engage in betting weekly, and another third do so once a month. It was also noted that in 2020 the volume of online bets in the UK exceeded the indicators of physical betting shops. More precisely, only 29% of bets from £10 to £100 were made when physically visiting a shop, compared to 40% of online bets for a similar amount of money.
The number of African players is dictated by their tendency to make frequent bets for small amounts. Almost a third of Nigerian players place their bets daily, spending only about 300 Naira (approximately $0.78) on one bet. According to a 2019 Geopoll survey, more than half (58%) of Kenyan male players play weekly. According to official country data, the cost of the average bet is just $1.80, but Kenyan players manage to make 180 million personal bets per month.
In conclusion, the role of online games nowadays cannot be overestimated. They are spreading around the world and showing fantastic growth in many countries, leaving traditional gaming establishments far behind.
Players and their motives
People play for different reasons. Some play for entertainment: they consider gambling the perfect way to relax and have a good time. Others see gambling as a great way to socialize with friends, whether virtually or in person. Those who previously played in offline casinos had to switch to online gambling during the COVID-19 pandemic as a less risky way to entertain and earn money without risking infection.
The desire to amass more coins has always been a strong motive for anyone who decides to regularly engage in gambling. African players, for example, more often than others see gambling as a good (and often the only) source of income. Most of them sincerely believe that gambling will make them rich sooner or later.
Various motives, intentions, and views of players determine different behavior. Those who see gambling as one of various types of entertainment that can be easily replaced with another alternative play monthly or weekly. Players who, on the contrary, consider gambling something much more important that can make them richer, play almost every day and even more often.
Setting a budget limit or time restriction is one of the common features of player behavior. Those who set a fixed budget for gambling stop as soon as they reach a turning point. Other players who are used to allocating time frames for rest are likely to continue playing regardless of whether they are winning or losing. They just follow their intention to get the most out of their time, not paying much attention to the consequences. This pattern is most typical for those who play online.
Mobile apps have long become a regular part of our lives. Therefore, many gamblers consider their mobile devices as the main means of enjoying bets and games.
This is especially true for European gamblers, who are gradually moving from their computer screens to mobile devices. It is assumed that by the beginning of 2022, the mobile gambling market will finally catch up with and overtake its desktop counterpart.
According to UKGC research, in 2019 half of British players satisfied their gambling needs only with their smartphones. And it's not surprising that the younger generation was the most active users of mobile apps: more than a third of the total were people aged 18 to 34.
Interestingly, several African countries are not lagging behind Europe in this matter. Some countries, such as Kenya, South Africa, and Uganda, which are also experiencing an explosive popularity of mobile technologies, show a steady interest in mobile device apps for gambling. Just think about it, 88% of Kenyan players use their mobile devices for betting, and more than half of them place their bets through their smartphones weekly.
The given examples confirm the assumption that the online form of gambling will soon become dominant compared to its land-based counterpart, and the mobile form of iGaming will become the most common means for it. Thanks to this fact, the creation of mobile games and online casinos is becoming a top priority for all game developers.
Virtual gambling websites offer a plethora of games for people of any level of experience. There are countless online casino games created not only for experienced players but also for newcomers looking for a fresh kind of entertainment. Gambling newcomers learn quite quickly how to play and place bets, and soon become very skilled players.
As a rule, experienced and novice players have different preferences and choices. Experienced players understand the mechanics of betting volatility and know how the return to player (RTP) ratio can help them. They may not be interested in themes that impress newcomers, and they will look for new, complex storylines with advanced graphics and high-tech effects. Creators and operators of gambling games must always keep a finger on the pulse to meet the various expectations of different target groups.
Preferences and tastes
The preferences and tastes of casino users in general are quite similar. Overall, both online and offline players have fairly similar preferences and tastes. However, a more detailed analysis shows that players from different parts of the world differ from each other.
Europeans place bets on sports, bet money on horses, play slots or casino table games such as baccarat, roulette, blackjack. It has been noted that Canadian and Australian players have highly similar preferences.
While football betting is popular worldwide, countries' preferences for other sports vary. If you work in the gambling business, keep in mind that almost all Indian Asians are crazy about cricket, and if you work in Ireland, be sure to include hurling betting, a favorite sport of many locals. As mentioned earlier, Kenyan, Nigerian, and some other African players are deeply in love with European football, while South American gamblers focus on their national football clubs.
In a recent survey, Australian women prefer to play games of chance such as slot machines and roulette, while most men enjoy strategic games like blackjack or sports betting.
Many Asian players prefer to play Mahjong, Sic Bo, Dragon Tiger, and some other games with regional features or national origin. As for India, most of its players are similar to Europeans and love to play in the casino, but are also very likely to choose some area-specific variations of gambling games, such as Indian Flash, Andar Bahar, or Indian Rummy.
The Remote Player Today
So, what are the characteristics of the modern online player? The first assumption that comes to mind is confirmed by reality: most modern players are young men (18-35 years old). Also, players living in developed economies are generally more affluent, educated, curious, and mobile-oriented.
However, the overall picture cannot be complete without considering the main details of which it consists. Just a slightly higher share of male players implies that the proportion of women playing is still quite significant. This is especially true for regions such as North America and Europe.
Less developed countries are not far behind and represent a quite significant part of regular players. The same can be said about age: the above figures confirm that in some regions, the older generation is quite active in gambling.
These observations lead us to the conclusion that gambling software should consider a wide variety of its target audience and be oriented towards gender and age aspects to meet the needs of specific target groups (for example, women and people over 50). The combination of flexibility and equal opportunities is an important condition for the continuous success of the industry today and in the future.
If you are in the gambling business, Biggame Solutions can share its knowledge and latest offers and software solutions with you. This includes not only software for online and offline games but also extensive assistance in obtaining the appropriate license. Biggame Solutions also offers other services that may be needed for the successful running of your business. If you're looking for a reliable provider and consultant, contact us to make 2021 the year you reach your business goals and win your target audience.