The results of the recent study of the Australian market confirmed that local gaming enthusiasts are gradually switching to the online environment.
According to experts, 11% of Australians indicated that they had participated in online gambling activities within the past 6 months.
The most sought-after entertainment for Australians was sports betting. About 8% of survey participants noted that they had bet on sporting events or horse racing during the previous 6 months. Another 5% of respondents confirmed their participation in online betting in the previous year.
The most requested directions of the sportsbook business were as follows:
- sports — 57% of bets;
- racing — 55%;
- esports — 6%;
- fantasy sports — 3%;
- non-sporting events, for example, elections — 5%.
The Reasons for Online Services' Growing Demand
The Australian Communications and Media Authority (ACMA), which conducted this study, suggested that the rise in popularity of online resources was caused by the pandemic.
About 16% of Australian betting enthusiasts surveyed reported more frequent use of virtual betting resources after the introduction of coronavirus restrictions. However, ACMA concluded that the growth in demand for internet projects during the strict quarantine measures (until June 2021) was not very significant.
The state of Victoria had the tightest restrictions. Nevertheless, the activity of the players before and after the lockdown remained almost unchanged.
According to analysts, the pandemic has had some slight impact on the entertainment industry. However, the internet segment has been more influenced by:
- the improvement of digital technologies;
- the emergence of new iGaming projects;
- the increase in the number of entertainment online portals' ads.
The resumption of major sporting events in Australia and around the world was of great importance for the betting business. The removal of restrictions allowed operators not to lose their regular customers and attract new audiences.
The Stability of the Legitimate Business in Australia
ACMA also noted the low interest of the local gamblers in illegal online resources. Only 5% of respondents have used the services of unlicensed gaming companies in the last 6 months. Mostly, these are young people with low incomes.
The authorities are trying to do everything possible to promptly block unlawful online projects aimed at the Australian audience.
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