UK Gamers Turn to Mobile Casinos and Turn Backs on Social Media

Posted: 10/02/17 Online Casino Gamification

UK Gamers Moving Away From Social Media in Move Towards Mobile Casinos

This week, the UK Gambling Commission (UKGC) released its latest online casino participation and perception report. While there aren't any big surprises this time round, it seems that online gaming participation remains relatively unchanged. The average UK person that visits online casino operators reportedly holds four different accounts. We love our gaming!

Mobile Online Casino Operators Shine

According to the report, gamers prefer to use laptops to access online casinos. However, mobile phone use has gained 10 points up to 30% while those who use tablets or mobile phones gained 8 points. The PC seems to have slipped down to third place. The stats for online in-play betting participation haven't changed much either compared to last year. Here's an overview:
  • Online in-play betting participation - 26%
  • The highest demographic of players is both the 45 - 54 age group and the 55 - 64 age group
  • The 55 - 64 demographics gained five points this year, up to 14%.
  • Social Media and Advertising

    26% of respondents reported that they follow an online casino's social media platform. But, that's dropped six points from the previous year. In fact, all social media platforms reported lower engagement with online players:
  • Facebook is down 6 points
  • Twitter is down 3 points
  • Google+ is down 2 points
  • Instagram is down 1 point
  • Facebook is down 6 points

  • It's also been noted that social media marketing has become more ineffective, with just 19% of online gamers saying they were prompted to play online bi a social media post. In complete contrast, 53% of gamers were prompted to spend their money at online casinos by some other form of advertising. As for the most effective types of advertising, bonuses and free bets convinced 40% of respondents to spend money or open a new player account. Television adverts came in seconds at 26%, and online adverts hit third place with just 23%. Social media ads, though, came in at a mere 14%.

    Problem Player Measures Might Backfire

    The UKGC reports that 0.8% of respondents were deemed problem gamers, while 3.9% are "at risk" of developing adverse gaming behaviours. It's worth noting that the commission carries out condensed gaming questionnaires for its particular survey and the more accurate figures have been borrowed from the governments 2015 study of Gambling Behaviour in Great Britain. Online casino operators are coming under increasing pressure to provide players with detailed accounts of their gaming activity so as to reduce the likelihood of problems. Three-fifths of gamers reported either seeing or receiving such info, mostly based on their transaction history or actual chances of winning a prize. While looking at your transaction history may result in reduced game time, some respondents have reported that the information hasn't influenced their decisions, while others say it's increased either the amount of money the spend or the amount of time they spend playing poker, slots, blackjack and other online casino games. The overall consensus of this year's report, though, is that more players are gaming on the go via their mobile devices.