YouGov: insights on slots gambling patterns in the UK
YouGov analyses the demographics of online slots players and what sports betting brands can do to win their loyalty
Online slots is one of the most popular forms of gambling in the UK, behind only online sports betting and online lottery participation.
Among UK gamblers – defined as those who placed any bet other than the lottery in the past month – an average of one in seven say they engaged in online slots participation for money in the past month (16%).
In this article, YouGov explores who these players are and how they differ from those who engage in other types of gambling activities online.
Customers who play slots games online stake higher amounts on average than online sports bettors and online lottery players. Overall, 35% of this group wager more than £100 per month, including more than 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 the UK, only poker players wager more each month, with 42% saying they stake above £100.
As far as betting audiences go, online slots players have a fairly even male-to-female split. Females account for 41% of those who play online slots for money, compared to just a quarter of online sports bettors (24%) or poker players (24%).
Online slots players also skew younger, with a third of them aged 18-34 (32%). For reference, only 23% of online sports bettors sit in that age bracket. Online poker players are even more likely to be from the younger crowd, with more than two-fifths of them belonging to that age group (42%).
Online slots players have among the highest representation of middle-aged members out of all online gambling sub-audiences – nearly half of them belong to the 35-54 demographic (48%).
YouGov’s Global Gambling Profiles tool provides insights into online betting accounts that audiences are using. Among online slots players, Sky Bet and William Hill lead with a 23% user share each, reflecting strong brand presence in the online slots space.
Following closely, Ladbrokes (20%) and Paddy Power (19%) also have significant penetration within this audience, with a fifth of online slots players saying they had used 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%).
For betting brands looking to capture the loyalty of online slots players, a few critical factors stand out. The top priority for players is an easy-to-use website or app (51%), 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 also plays a significant role in player choice (37%), 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 players appreciate brands that recognise their loyalty and make managing funds simple.
In addition, while casino players primarily seek slots 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, game variety, attractive promotions and a rewarding customer experience will be pivotal.
About YouGov
YouGov is an online international research, data and analytics group, providing brand tracking, brand health analysis, audience profiling and consumer intelligence. Headquartered in the UK, the company has more than two decades of experience in capturing intelligence across a variety of sectors via its extensive global research network.