Lithuania Market Proves Strong, as Does Study Approach
Published November 7, 2019 by Lee R
Youth gambling and self-exclusion improved, while gambling popularity almost doubled in Lithuania.
Lithuania has released key market figures in a market where gaming has doubled in its two years of regulation.
Survey Model
New figures from the Lithuanian Gambling Supervisory Authority indicate the overall number from a Vigorous research firm which carried out a study containing 1,001 survey participants.
Participation
Study results revealed 10% of those who took part in the survey had gambled before, representing a drop of 13% from the last comparison group polled in 2017, with people under the age of 29 the most likely group to gamble.
Overall, research recorded a substantial increase in the amount of people gambling online, from 16% in 2017 to 30% in the new study.
Comparative Baseline
The increase jibs with August figures from the Ministry of Finance indicating a 41.8% jump in online gambling revenue in the Lithuanian market to €17.5m (£15.2m/$19.4m) for H1 2019.
More findings indicated 71% of respondents acknowledging that advertising had an impact on their decision to gamble for a slight 3% drop from 2017's 74%.
Ad Changes in Store
The impact of advertising seems destined to be curtailed with the government approval of new laws to introduce stricter regulations for gambling advertising.
Protection Figures
Other key results included heightened understanding of problem gambling with 66% indicating awareness of the ability to self-exclude (up 5%); with 10,347 requests from players for self-exclusion (94% men), and the majority of the requests coming from the 18-40 demographic.
Youth gambling has been reduced as well, with minors accessing gambling services down 5%.
Behavior
Users were most prone to gambling for the first time at a slot machine parlour, casino and betting shop.
Players are spending 20 euros on average per casino visit or online play.
Outlook
The Lithuania market appears strong, and youthful gambling and self-exclusion seem to be moving in the right direction. The study model of comparison every two years seems a good foundation for studies across more markets as well.
