Demographics Of iGaming Players Across The Globe

January 28, 2022

A dynamic, complex, and ever-growing industry, iGaming has become an incredibly profitable business over the years. From casino games to sports betting, the technological advancements and changing regulations have seen players really taken with the idea of being able to play their favorite games from the comfort and privacy of their own homes.

A global pandemic has also meant people are forced to work from home and are seeking a way to relax and escape from the uncertainty of the future. The fact that most online casinos have user-friendly mobile apps has been a huge drawcard, making it even more convenient for players.

With iGaming set to become a multi-billion-dollar industry in the next two years and showing no signs of slowing down, it is vital that online casino sites know who their audience is so that they can ensure success in the coming times for their company.

What age group wagers the most online? Which gender is more inclined to bet more? What are their income and education levels? The future of online casinos depends on this key information, which we will briefly discuss in this article.

Are Stereotypes Applicable To Online Players?

Although it is difficult to make broad generalizations about online players, and it will be different in every country, there are two universal ideas that tend to be correct – online bettors and players are usually young males between the ages of 18 and 35.

This average is similar to brick-and-mortar casinos, but the percentage of online participation is much higher – 58% to 78% that are young and male. If considering males between the ages of  25 and 24, at least 60% gamble once a week.

A survey of sports bettors in Kenya found that 69% are males and 44% are females. Despite Australia having a higher ratio of females to males, the men still made up the majority of gamblers in the country (54%). Canada has an overwhelming number of online male players, with 82.4% being men and 17.5% being female.

Understandably, the over 60 age group tend to prefer land-based casinos over online but, as iGaming popularity and options grow, so too does the over 60 demographics.

Income and Education Levels

This is again country-dependent. African countries are shown to have online participants that are from the lower-income brackets, with most of them being unemployed. Canadian players are in the middle-to-upper class section, and most have some form of higher education qualification. In Australia, those who earn less spend a higher proportion of their salaries on gambling, but bigger earners gamble more overall.

In the U.S., people earning more than $100,000 yearly, gamble considerably more online than those of the middle-class income category. Similar to Australian and African countries, those in the lower-income group are inclined to gamble more than the others.

One of the reasons for this could be because wagers can vary in amounts online (they can be smaller than that of a normal casino), which is why so many players from the lower-income category are prone to online wagering and sports betting. In this way, it is an equalizer between the wealthy and the not-so-wealthy.

Popular Online Sports Betting and Casino Games 

It has been found that online and sportsbook participants have similar tastes to those who frequent land-based casinos, however, preference within these games may differ.

In Europe, Australia and Canada for instance, players enjoy placing wagers on sporting events such as football or horseracing, slots and casino games like roulette and blackjack. Football is a very popular sport to bet on in most regions, but cricket might be slightly ahead in a country like India. Sportsbooks in African countries are predominantly about European football leagues, while national leagues are the focus in Latin America.

Interestingly enough, a study done in Australia came to the conclusion that men prefer games of strategy and skill, such as blackjack or sports betting, whilst women prefer games of chance, such as slots.

The Asian market has its own section carved out online, with games like Sic Bo, Mahjong and Andar Bahar.

The Player Of Today

Taking all of this into account, it is safe to say that today’s player is predominantly male and young, with gamers in first and second-world countries having a higher level of education and income. Technology is also something that is easily accessible to them, thus the increased interest in online games and mobile apps.

In Europe and North America, female bettors are not far behind, but the lion’s share of online participants who gamble at least every week, are males aged 18 to 35.

Perhaps the industry would benefit from looking into ways to attract female players going forward.

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