Retention, cross-selling and building brand loyalty are the key challenges facing operators in the UK, according to new research from strategic insight agency Opinium.

In a new paper titled “Gaming’s not so quiet revolution: the changing face of the UK punter”, Opinium surveyed 1,500 people who gambled at least once a month online.

The report found that:

A good introductory bonus or offer was the most important factor for 42% of sportsbook customers when signing up to a new brand; 25% said best odds was the most important factor
33% of those gambling online once a month exclusively play sportsbook; 11% play bingo exclusively; 8% play casino exclusively
The gender-split between casino-only players is closer than many think, with 57% of users male and 43% female
UK gamblers are more likely to come from the 35-54 age bracket (43% of the Opinium sample versus 34% of total UK population) than the 18-34 bracket (30% Opinium sample, 29% UK population)
Casino players are the most proliferate when it comes to brand loyalty, with 49% switching from their most commonly used brand, versus just 27% of bingo players

Steve Looney, Research Director at Opinium, said: “An understanding of the customer is absolutely critical to success in a market as competitive as the UK, and we are proud to publish this insightful report giving the industry a glimpse of exactly what the modern gambler looks like.

“This has been an extensive study utilising a robust methodology, and we hope the results inform both operators and suppliers to make better, more customer-centric decisions.”

The report, which includes a foreword from betting and gaming PR and marketing specialists Square in the Air, is the first in a series from Opinium.

Opinium will publish additional reports taking an in-depth look at the sportsbook, casino and bingo verticals in the coming months.

For a copy of the first report, please visit: