New Entain Data Bolstered by Rise in Formula 1 PopularityPublished October 19, 2022 by Lee R
The rise in Formula 1 betting has bolstered Entain’s fortunes.
Global sports betting, gaming, and interactive entertainment group Entain data have revealed a rise in popularity among players for Formula 1.
Bets are way up on Formula 1 to the tune of record-breaking rates over the past several years.
Four-year Success Set
Entain data from 2018 to 2022 was full of interesting tidbits, including the total number of Entain customers betting on Formula 1 increasing by 50% from 2018 to 2021, with the total number of bets per season growing by 30%.
Leading areas of betting on Formula Drift between 2018 and 2021 are the UK (35%), Brazil (17%), Germany (17%), and Spain (5%).
This Year’s Success
Across the industry’s largest market, the UK, Entain research reports an early and healthy 18% increase in UK customers betting on Formula 1 from 2021 to 2022, with four races still yet to go in the 2022 season.
For July 2022, Formula 1 racing event British Grand Prix saw a 121% increase compared to 2018, accompanied by a four-fold increase in the number of winning bets.
The growth parallels a similar rise in Formula 1 as a sport, with viewership across streaming and multimedia platforms revealing Formula 1 to be acquiring followers at the highest rate possible off of 2021.
Social Media Growth
Social media followers of Formula 1 increased 40% year-on-year to 49.1 million; video views rose 50% to 7 billion, and total engagement jumped 74% to 1.5 billion.
Entain Leader Speaks
Entain Chief Commercial Officer Dom Grounsell lauded Entain customers for discovering Formula 1 to be “an increasingly exciting sport to participate in” with “numbers…growing year on year, in line with the popularity of the sport.”
Grounsell identified a key driver of growth as the famous hugely Netflix Formula 1 Drive to Survive series and further asserted his company’s “bench-strength of global sporting brands…perfectly placed to keep our customers entertained and close to the action.”
The spike in popularity of Formula 1 racing lends added momentum to Entain’s general rise as a premiere interactive entertainment group sustaining customer experience and engagement thrills while maintaining necessary engagement limits.
Leading AI Technology
Entain is renowned industry-wide for its player protection programme technology, including the Advanced Responsibility and CareTM leveraging artificial intelligence to proactively identify potential problem behaviour to preventatively protect players.
The power of Formula 1 racing at Entain establishes the leading role that Entain is taking in its field in accelerating growth.
Entain plc (LSE: ENT) is among the biggest sports-betting and gaming groups; Entain operates both online and in retail.
The leading company is based in the UK, but the group targets over 30 regulated (and territories in the regulation process). The Group employs over 20,000 worldwide in over 20 offices across five continents.