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With recent estimates placing global revenues at over $100 billion within the next five years, there is a lot of pie to compete for, and many competitors joining the chase, especially with online gaming's resilience shown in the year of Covid.
Key Data Profiles
Leading online casino and betting software solutions provider Slotegrator just published a strategic profile of data collection so operators can market effectively.
Two Main Characteristics
Two primary characteristics of players and sports bettors are clear and ubiquitous: they fall within the 18-35 age group and they tend to be male, though the gap between male and female use can be as slow as a single percentage point in some jurisdictions today.
Young v Older Players
Across all jurisdictions, play rises dramatically among young males, with the increases higher in the online space. Older players still favoring land-based establishments, though more are shifting towards online play with the passage of time.
Census versus Participation Data
Further, census demographics are not sufficient to establish your target market, because gambling among males is proportionally higher than females, meaning any census data has to be informed with participation in gambling and player data.
Amongst your young male target audience, you need to know in each jurisdiction the proportion of males who are gambling and gambling online, and compare that to the data for similar participation rates among female participants in the same jurisdiction. The young male demographic just represents the starting point for beginning to learn more about your audience.
Secondary Data
You also need to know key background data, with Slotegrator offering education and income levels as two key variables that change across jurisdictions.
Kenya Example
For example, in Kenya an African country with a substantial iGaming market, gambling participation rates are higher among the lower-income segments of the population, and highest among the unemployed.
Canada Comparison
However, in Western society and massive market Canada, Slotegrator reports that online players have an average annual income of nearly $75,000, and tend to have at least some university education.
Australia Comparison
Meanwhile, in another massive emerging market, most of Australia's GGR contributions by participation levels comes from lower-income gamblers spending a higher percentage of their income on gambling, but those in higher earning brackets spend more overall.
Outlook
The value of data is knowing where to target your marketing, in a day and age where you can set your marketing according to the demographic characteristics of the audience you want to reach, with the baseline data being gathered around participation rates of young males in your jurisdiction of operation or expansion. Read the full report at Slotegrator site.
