Online gambling: twice as many gaming accounts belong to customers in most deprived areas National Centre for Social Research
When talking to people about this, they are often shocked to hear that activities such as bingo or amusement arcades are classed as gambling – but they most certainly are. Customer acquisition and retention are key in the online betting market with the number of sites competing for business. It’s predicted that in 2 years time, the UK gambling market will increase to £1.6bn with 2.1m active gamblers. Many of the sites listing Euro 2008 betting options required a certain level of understanding of gambling terminology with terms like ‘Antepost Betting’ and ‘Double Chance’.
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The survey data represents gamblers from two of the seven operators who were active on their account for more than 14 days between July 2018 and June 2019. The deprivation level of the neighbourhood to which the account was registered was measured by the Index of Multiple Deprivation (IMD). A sample of 139,152 accounts was available for analysis. The final aggregated dataset comprised of 139,152 accounts that ‘represented’ a total of 10.23m accounts across the seven operators, which means the results can be generalised to all participating operators. Seven major online operators agreed to supply data to be used in the analysis. Betting generally relates to events external to the gambling environment, for example results of a cricket match.
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