More than half of UK customers failing to cross-sell, research shows
A new study by Opinium focused on the UK online gambling market finds 52% of players still only bet on a single vertical
Online gambling operators are failing to cross-sell more than half of UK customers into other gaming verticals, according to a new study by market research firm Opinium.
The report found 52% of customers were still betting on a single vertical despite concerted cross-sell efforts by the industry, although 21% played across all three verticals (sports, casino and bingo).
The majority (33%) of punters betting on a single vertical were sportsbook-only, while only 8% of players surveyed were casino/slots-only and tended to be much younger.
The Opinium Gaming study – 1,500 gamblers who bet online at least once a month
Approximately 11% were bingo-only customers who were found to be older (44% aged 55+) and far less likely to be using either a mobile or tablet to play.
Opinium’s ‘Gaming’s not so quiet revolution: the changing face of the UK punter’ report was based on research conducted by its Sports & Leisure team and is based on interviews with 1,500 punters who bet online at least once a month.
Steve Looney, research director at Opinium, told EGR Intel: “Operators are quickly learning that they must take a customer-centric approach to remain competitive, and this means gaining a deep understanding of customers.
“While many impressively leverage their own data to this end, this survey provides a broader snapshot of the UK customer and paints a picture of the major challenges the sector faces when it comes to cross-selling, retention and brand loyalty.”
The report also found that 38% of all gamers had switched at least once from the brand they most used to another – 35% for sportsbook-only, 49% for casino-only and 27% for bingo-only.
The majority of sportsbook and bingo players signed up to one new account within the last 12 months, compared to between two and five accounts for casino-only players.
And according to the study, good introductory deals/offers was the single biggest factor for customers when deciding which brand to sign up with.
The Opinium Gaming study – 1,500 gamblers who bet online at least once a month