Opinium report: Introductory offers still most important to UK punters
UK operators would be wise to take advantage of the reprieve they were given when the government dropped its plans to tax free plays earlier this year, the findings of a report prepared by Opinium suggest.
Although it is widely assumed that the decision to remove the planned tax from the Finance Bill in April was temporary and that it will be resurrected at some stage, Opinium’s research suggests free play and bonus offers are the most important factor in luring in new igaming customers.
The insight agency’s sports and leisure team interviewed 1,500 gamblers in the sportsbook, casino and bingo sectors for its report Gaming’s Not So Quiet Revolution: The Changing Face of the UK Punter.
“It appears that the battle over introductory bonusing is one worth fighting, as this is cited by all three customer types as being the most motivating factor for signing up with the brand they use most often,” it says.
The research found that for 47% of bingo customers, 42% of sportsbook customers and 41% of casino customers good introductory deals/offers were the reason they originally signed up with the brand they used most often.
The next most important factor was which brand was most well known, with respective percentages of 29%, 23% and 21%.
Other findings from the survey included the most popular vertical for Millennials, the most affluent group of punters and also some interesting findings about the cross-selling opportunities available.
On the last point, the findings may be somewhat disappointing given the strong focus in the industry on encouraging punters to move across verticals – despite the strong push, 52% of users bet on a single vertical, with the majority of these (33%) sportsbook customers.
Read the full report here or view it below.