Know your target audience – online casino player profile in 2022

Experts from slotscrapera thesoftware developer and aggregator, share key points and insights on the importance of knowing player profiles – taking into account the player’s age, country of residence, gender, education level and income typical – in a comprehensive new analysis by Ayvar Gabidullin, Business Development Manager. Slotegrator has conducted detailed research to find out which features prevail in different countries, as the profiles allow operators to better understand a player’s needs and wants, thus tailoring their products to the demands of each market.

Each culture has its own relationship with gambling, but online gambling can bring people from different cultures together – Irish players can play poker with Italians, and a South Korean can chat with a Japanese player during live roulette . But how old are the players in different countries? What sex are they? Online casino operators should make it a point to know this – read on to find out.

The clearer he can imagine the customer, the more likely the operator is to offer the player what he really needs. There is no single portrait of the average user; the criteria vary from country to country.

age and sex

The popular image of an online casino player or sports bettor is that of a male between the ages of 18 and 35. However, there are a considerable number of players in other age categories and in some countries the number of female players is increasing.

According to Geopoll, in Kenya, 69% of men and 44% of women have already bet on sports. 77% of men between the ages of 25 and 34 have played online casinos at least once in their life, and around 60% of them play once a week.

In Canada, 82.4% of online casino players are male and 6 out of 10 people in the country are involved in gambling activity. According to a University of Lethbridge study, 70% of players are between the ages of 18 and 39 years old, and 47% are between 20 and 29 years old.

In China, according to the Journal of Industrial and Intelligent Information, men gamble more often in online casinos than women. More than 50% of them have not reached the age of 35 and 37% are between 36 and 50 years old. The positive trend in the use of new technologies among the adult population is confirmed by the fact that 9% of Chinese gamers are men. aged 51 to 65.

In Australia, the percentage of men who gamble at online casinos (54%) is higher than their share in the general population (49%). At the same time, there are more and more women who like to play every year; 51% of the general population is female and 45.8% of women play at online casinos.

Education level and income

Education and income levels of players differ from country to country. For example, in African countries, the less wealthy and the unemployed most often gamble at online casinos. At the same time, in Canada, the average player’s income can reach $75,000 and they usually have at least a university education.

In Australia, low-income gamers spend more on gambling than wealthier users. In European countries, where people particularly enjoy betting on sporting events, gamblers with middle income and higher education predominate.

The game in the world – statistics

Indicators of people’s involvement in gambling in different countries vary. If the game is culturally accepted, it is often widespread among the population. In countries where gambling is prohibited by law, many players use offshore gambling sites.

The high levels of gambling participation in Europe make it the largest market in the world by some metrics. According to a 2019 report by the European Gambling and Betting Association, 16.5 million Europeans placed bets in 2018. In Sweden, a large proportion of gambling activity takes place online – over 60% of betting are done online. In the UK, according to UKGC research reports, engagement rates are increasing every year – 47% of respondents have played in the last month and 21% of them have done so online.

Many investors and entrepreneurs have their eyes fixed on one or more Asian markets. According to a study, 51.1% of Macau residents, 52% of Singaporeans and 61.5% of Hong Kong residents gamble. Despite Thailand’s gambling ban, 60% of the population continues to gamble. This trend has spread across the continent – ​​gambling participation is only increasing in Asia, with online gambling being the dominant format.

Africa is experiencing a boom in sports betting, with Nigerians and Kenyans regularly betting on football, especially in European leagues. Nearly 60 million Nigerians between the ages of 18 and 40 bet regularly. Every year the participation rate in the game increases and most of the people involved are between 17 and 35 years old.

Latin Americans love sports and bet on them. Two of the most active countries are Brazil and Peru, and around 60% of Colombia’s adult population confirmed having ever participated in some form of betting. According to a survey by Sherlock Communications, 18% of residents of Latin American countries place bets once a week; 16% of Peruvian and Colombian residents bet once a month or more, and 38% of respondents, including Argentinian, Brazilian, Chilean, Mexican, Colombian and Peruvian citizens, said they had gambled in the past.

In Australia, almost 50% of the population has already gambled. According to statistics, they spend around $1000 per year on games. Second place goes to Singapore, where gamers spend over $600 a year.

Player demands and expectations differ from market to market. To build a loyal player base, operators must study all the nuances of their target audience. slotscraper has been in the market for over 10 years, so the team has the ability to give the right advice to its clients and keep them competitive in any market.