McDonald’s could provide answer to UK bonus dilemma, says YouGov

UK-facing operators could mitigate the impact of potential bonusing restrictions by forming commercial relationships with major brands such as McDonald’s, Walkers and Coca-Cola, a new report from research firm YouGov suggests.

In light of the ongoing Competition and Market Authority’s (CMA) investigation into bonus terms and conditions, YouGov found that 82% of those who had gambled in the past 12 months would continue to do so if free bet promotions were banned but other promotions allowed.

Of that group, almost one in five said they would actually be more likely to bet should bonuses be replaced with promotions such as cashback or gift vouchers for major brands.

According to YouGov, operators should look to form tie-ins with brands such as McDonald’s, Walkers, Coca-Cola, Greggs and PlayStation, all of which YouGov found gamblers were more likely to use.

“This underlines that gambling companies need to be selective in their targeting, by ensuring that any potential brand tie-ups are with organisations that budding online gamblers are sympathetic to,” Stephen Harmston, head of YouGov Reports, said.

However, the survey also found gamblers preferred free bets and bonuses as an acquisition offer, with 52% of respondents saying they’d rather a £10 free bet than a gift voucher for their chosen brand or retailer, which was favoured by 29%.

The CMA is currently conducting an investigation into the ‘fairness’ of the industry, with bonus T&Cs one element of the review.

The full YouGov report can be accessed here.