KNOW YOUR TARGET USER: A PORTRAIT OF 2021 ONLINE CASINO PLAYER
How old are most of your players? What is the average age of your customers? What about their education and income level? Are there many women among them? Which country has the highest gambling activity? The harder the question is, the more important it might be for creating a realistic portrait of your audience. Find out everything you need to know about your target groups with our 2021 review of the latest findings in this hot topic.
Sports betting and online gaming are among the most dynamic, fast-changing, and profitable industries in the world. Frequent high-tech innovations and revolutionary changes in this field make the gaming industry one of the most attractive areas of business, which is as challenging as it is rewarding. Experts estimate that just in five years from now the iGaming worldwide revenue will grow to $100 billion!
Fortunately, pandemic events of 2020 didn't affect remote gambling as much as they did so with some other industries. What is more, the sector has benefited from the temporary shutdown of its land-based big brother. But despite its uniqueness, there are some basic marketing rules, which work equally well for every business no matter which area you are in. One of them states that if you want to succeed you are to know your target customer well.
What is the mean age of the Australian player? What about average figures in other countries? Is that really important to know, and are there any other vital personal traits that will help you to work out the best marketing strategy?
A clear understanding of your destination clientele, awareness of its main features and motivations – all this is very important for the business success. But for those who have just started their new iGaming enterprises and need to learn quickly and efficiently how to start making the profit finding the right approach to this point becomes one of the greatest priorities.
Keep on reading to find out more about the 2021 online casino players.
Is young male a true iGaming stereotype?
Painting a summarized portrait of a mediocre player is not that easy – for the statistically average data across the world varies greatly from one region to another. Nevertheless, there are two things that all casino players, no matter where they are from, have in common. The first one is that they belong to the younger generation (18-35), and the second is that male players slightly prevail over female ones (with a difference of roughly one percent).
This is equally true for both off- and on-line casino users, but those who play remotely show more prominent gender differences. In Canada, for example, there are about 58% of male casino players, but when it comes to iGaming, the proportion of men becomes 78%. According to one of the Kenyan studies on sports betting, it is featured by about 70 percent of males. Another research has found that 77% of young Kenyan men (25-30) have gambling experience, and nearly two-thirds of them set their bets at least once a week.
Regarding the age, there seems to be a general tendency that the older generation (those who are over 60) prefers a good old land-based way to gamble. Nonetheless, this trend may change over time thanks to advancing technologies and the ever-growing level of the general public that is constantly keeping up with the times.
The recent research has found that gambling experiences of both males and females are also steadily mounting. In 2019 online gaming engagement of both genders in the UK grew by 2%. 17% of British women and 25% of men admitted that they practiced gambling in recent 4 weeks.
A recent article in the Journal of Industrial and Intelligent Information has reported that most of the Chinese players have been men. It was also discovered that more than a half of all players in this country were younger than 35, about one third was aged 36-50 years old, and only 9% of players belonged to the category of 51-65 y. o.
Canada is also showing a pretty high rate of gambling activity. Researchers from the University of Lethbridge have found that more than two-thirds of Canadian online players are 18-39 years old, and about a half of them are under 30. The country’s statistics reveal that the overwhelming majority (82.4%) of all who play online are also men.
The same can be said about Australians. In the country where the male population comes to only 49%, more than half of menfolk (54%) are gamblers. What is interesting, the 2018 study has discovered that Australian players tend to be 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 different pictures. iGaming players’ statistics by age group and gender depend on different circumstances and vary a lot. While the younger generation prevails these days, there is also a tendency towards an increase of older (50+) iGaming users, and the amount of females across countries is flourishing from year to year. The worldwide gaming audience is pretty mixed, and targeting smaller demographics is one of the top priorities of the online business marketing strategy.
Educational and income characteristics
As for the players’ income levels and education, facts and figures are very mixed here too. The analysis of African gamblers, and, in particular, Kenyan ones, leads to the conclusion that the most active playing categories in the country are the low-income and unemployed people. But if we take, for example, Canada, the pattern is drastically transformed and represented by the middle-class earners with a median annual income of $75K. People with higher education are not a rare occurrence among this set. As for Australia, people with limited means spend the largest portion of their incomes on games, but the top-income group spends huge amounts of money overall.
Participating activity across the globe
Gambling participation varies from country to country due to the following reasons. Firstly, the different involvement activity is caused by the different historical attitude of each country towards gambling. Some cultures have long accepted this kind of pastime as something long-standing and quite natural, and that is indicated by a large number of players. Countries where gambling is still illegal yet have players who can do that through offshore online platforms.
Europe is considered as the area with the largest iGaming market, which enjoys a pretty high rate of gaming activity. As reported by the European Betting and Gaming Association, about 17 million Europeans had at least one gaming experience in 2018. Among all the European countries, Sweden is the one with the highest portion of iGaming users: about 60% of all the country’s bets are made online.
With respect to the UK, the country is reviewed as one of the tops in the gambling market. The UKGC (United Kingdom Gambling Commission) report says that the number of online UK players is constantly mounting. According to the 2020 research made by the organization, 47% of interviewees had a gambling experience during the past month, and 21% of them did it online.
Asia is constantly showing a stable increase in gambling participation. And although there is a slight discrepancy between official statistics and unofficial data, it doesn’t prevent us from the overall conclusion that online gambling is a very popular pastime in this region, and especially in China. Even though nearly all forms of gambling are still prohibited, Chinese players make extensive use the offshore platforms based in countries with different laws such as the Philippines and sometimes South Korea.
Despite various restrictions that are still taking place in some Asian countries, a lot of Asian residents are actively looking for ways to be engaged in this amusing activity. Thus, the 2018 study discovered that more than half of Macau, Hong Kong, and Singapore residents (51, 62, and 52 percent respectively) are wrapped up with some form of gaming. One more example is Thailand, where gambling is banned, but where, according to the research, 60% of natives are gamblers.
Many African countries are currently experiencing an upsurge in sports betting. Thus, a large percentage of Kenya and Nigeria populations is obsessed with betting on football, especially on European leagues’ matches. According to the 2019 statistics, 57% of Kenyan people had at least one betting experience. And when it comes to age, the younger Kenyan players show the highest gaming participation: 76% of Kenyan gamblers are 17-35 years old.
Looking at other African countries, the age factor is playing a key role here too: according to multiple surveys, 42% of all young people living in Ghana and 57% - in Uganda have tried wagering. The largest share of the continent gambling market is owned by South Africa with a 50% level of engagement - and this is despite the various restrictive laws that have always slowed down the country’s progressive move in that direction.
Most of the South American countries are famous for their affection for football and passion for betting. About 60% of the Colombian adult population has taken part in one some form of betting. Peru and Brazil traditionally top the list of Latin countries with the highest number of the most active gamblers.
According to the research conducted by the Sherlock Communications agency, 18% of answerers are placing their sports bets every single week. The agency has also found that 16% of Columbian and Peruvian residents are betting monthly. 38% of the interviewed people from other South American countries such as Chile, Argentina, and Mexico said that they had at least one gambling experience in the past.
When questioned further, most Latin Americans indicated that they choose bookmakers on the basis of welcome bonuses, special offers, and free games. These criteria, however, are not favored by the Colombian gamblers for whom a local payment system remains the most important factor in making their choice.
Australians are notorious for their love to gamble: about half of the population is involved in some form of wagering. An average Australian player spends about one thousand dollars on gambling every year and loses more money than any other median counterpart elsewhere. Australians are followed by Singaporeans who spend for their gambling needs nearly the same amount of money.
As for the United States, at the moment each state is bound by its own gambling laws. Regarding gambling outlay, the country has long been considered as the world’s number one. According to many reviews, a lot of American players have lately switched to the rapidly developing iGaming. This is especially true for the states where online gambling was legalized only recently: three-thirds of the last year New Jersey bets, for example, were made on-line.
These days, internet gambling through social media platforms is booming in the country that has the highest number of passionate players. In all likelihood, the extensive legalization of online betting in all the remaining American states will not only benefit their budget but would be highly welcomed by their citizens.
Betting consumer behavior: where, when, how much, and why
Frequency and size of bets across the globe
The detailed analysis of your target audience will allow you to run your business effectively and smoothly. Specific marketing factors such as the frequency and size of bets will provide a good basis for setting bet limits and making important marketing projections.
Players living in Europe are regarded as pretty frequent players: as reported by the European Betting and Gaming Association, during 2018 an average European player placed his or her bets every second or the third day. On the total, 16.5 million European gamblers made about 32 billion bets that year.
As for British gamblers, they are a bit less frequent. According to the UKGC query, only 20% of them place their bets twice a week. About one-third of the UK players indulge in betting weekly, and another third does that on a monthly basis. It was also observed that in 2020 the volume of the UK online bets exceed the rates of its land-based rival. To be more precise, only 29% of £10-100 bets were placed via the physical visit of a store, compared to 40% of online bets set for a similar amount of money.
A pretty high frequency of African gamblers is caused by their tendency to make dense low-value bets. Nearly one-third of Nigerian gamblers place their wagers daily spending only about 300 Naira (roughly $0.78) for a bet. The 2019 Geopoll inquiry reported that more than half (58%) of Kenyan male wagerers played every week. According to the country’s official data, the cost of an average bet is only $1.80, but Kenyan gamblers manage to place 180 million personal bets every month.
To sum up, it is impossible to overvalue the role of online gaming these days. It is spreading through the planet and showing fabulous growth in many countries, leaving traditional land-based businesses far behind.
People play for different reasons. Some play for entertainment: they consider gambling as a perfect way to loosen up and have a good time. Others view gambling as a good way to socialize with your friends either virtually or in person. Those who used to play via physical outlets in the recent past, during the COVID19 pandemic were forced to shift to remote gambling as a less dangerous way to have fun and make some money without being infected.
The desire of gathering more coins has always been a strong motive for all those who decide to engage in gambling on a regular basis. African players, for example, more often than others view gambling as a good (and often the only) source of revenue. Most of them wholeheartedly believe that gambling will sooner or later make them wealthy.
Different grounds, intentions, and views of different players define different behavior. Those who treat gambling as just one of the various forms of pastime, which could easily be replaced by another alternative, gamble on a monthly or weekly basis. Players, who, on the contrary, take gambling as something much more important that could make them wealthier, play nearly every single day and even more often than that.
Setting a budget or a time limit is one of the common features of player behavior. Those who set a fixed budget for gambling make themselves stop as soon as they reach the turning point. Other players who are used to allocating time frames for recreation will more likely than not continue to play no matter if they are winning or losing. They just follow their intention to get the most out of their time without paying much attention to the consequences. Such a pattern is the most typical feature of those who play online.
Mobile apps have long become a common feature of our lives. That is the reason that many gamblers treat their mobiles as basic means for having fun through betting and gaming.
This is especially the case with the European gamblers who are steadily moving from their computer screens to their mobiles. It is estimated that by the beginning of 2022 a mobile-based gambling once and for all will catch up and overtake its desktop counterpart.
According to the UKGC research, in 2019 a half of British players satisfied their gambling needs only through the use of their smartphones. And it’s not surprising that the younger generation was the most active user of mobile apps: more than one-third of the total were people aged 18-34.
It is interesting enough that quite a few African countries are not far behind Europe. Some countries like Kenya, South Africa, and Uganda, which are also experiencing the explosion of mobile technologies are showing a stable interest in smartphone-based gambling apps. 88% of Kenyan gamblers used for betting their mobiles and more than a half of them placed their bets via their smartphones every week.
The above examples confirm the assumption that the online form of gambling will soon dominate over its land-based analogue, and the mobile form of iGaming will be the most prevailing means of it. Thanks to this fact, the creation of mobile-friendly games and online casinos is becoming the highest priority for all gaming developers.
Level of skills
Virtual gambling websites provide an immense amount of games for people with any level of experience. There is a huge number of online casino games designed to entertain not only experienced players but also newcomers who are looking for a fresh type of entertainment. Gambling beginners pretty quickly learn how to play and set bets and soon become very experienced players.
As a rule, gambling experts and beginners have different preferences and choices. Experienced gamblers understand the mechanics behind the volatility rates and know how the RTP may help them. They might not be interested in the themes that impress greenhorns and will be looking for new, challenging plots with advanced graphics and high-tech effects. Gambling creators and operators should always keep their eyes on the ball to satisfy different expectations of different target groups.
Tastes and preferences
Broadly stated, the preferences and tastes of casino users are very much alike. In general, both online and offline customers have pretty similar preferences and tastes. Nevertheless, the more detailed analysis demonstrates that players from various parts of the world deviate from each other.
European residents set sporting bets, back the horses, and play slots or casino table games such as baccarat, roulette, or blackjack. It was noticed that Canadian and Australian players have highly similar preferences.
While football betting is widespread throughout the world, country-by-country likings for other sports vary. If you are in the gambling business, bear in mind that nearly all Asian Indians are crazy over cricket, and if you operate from Ireland, make sure to include betting on hurling, a favorite sport of many locals. As already mentioned above, Kenyan, Nigerian, and some other African punters are deeply in love with European football, while South American gamblers are focused on their national football clubs.
According to one of the recent surveys, Australian women like playing games of chance like slots and roulette, while most males enjoy strategic activities such as blackjack or sports bets.
A lot of Asian gamblers would prefer playing Mahjong, Sic Bo, Dragon Tiger, and some other games with regional traits or of national origin. As for India, most of its players are similar to Europeans and adore playing casino games, but also are very likely to choose some area-specific gambling variations such as Indian Flush, Andar Bahar, or Indian Rummy.
Present-day remote player
So, what are the distinctive features of the current-day online casino user? The very first assumption that comes to your mind is proved by the reality: most of the present-day gamblers are young males (18-35). What is more, gamblers who live in advanced economies tend to be more well-off, more educated, more inquisitive, and more mobile-oriented.
However, the overall picture cannot be complete without looking at the basic details that it consists of. Only a slightly larger proportion of male players implies the fact that a share of playing women is still quite substantial. This is especially true for the areas like North America and Europe.
Less developed countries are not too far behind and represent a pretty sizable portion of regular players. The same can be said about the age: the above mentioned figures have confirmed that some regions show pretty active participation of older generation in gambling.
These observations lead us to the conclusion that the gaming software should recognize the great diversity of its target audience and be more gender- and age-oriented to satisfy the needs of the specific target groups (i. e. women and people 50+). The combination of flexibility and equal opportunity is an important condition for the continuous success of the industry today and in the future.
If you are in a business that works for the wagering sector, Biggame Solutions can share with you its expertise and its latest product offerings and solutions. This includes not only on-and off-line gambling software but also extensive assistance in getting the appropriate license. Biggame Solutions also offers other services that might be needed for the successful performance of your business. If you are looking for a reliable provider and advisor, contact us to make 2021 the year you achieve your business goals and win your target audience.