New Survey from UKGC: What Rewards Attract Players?

17 february 2022
Author: James Burton
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A sociological study organised by the UK Gambling Commission showed the attitude of entertainment sites users to various kinds of bonuses. Most participants noted that free bets or spins do not affect their gaming activity. However, a significant number of respondents confirmed that promotions inspire them to play games of chance more often.

UKGC survey about bonuses: what rewards attract players

The survey was conducted based on a platform created by the well-known company Yonder Consulting. The organisation collects data on 8,000 UK adults annually. The study was conducted in the summer of 2021 (in June).

The Results of the Sociological Research

The experts presented to the audience the following results:

  • 61% of participants noted that bonus offers do not affect the duration of gaming sessions and the size of bets;
  • 31% of respondents confirmed that additional rewards encourage them to visit online gambling resources more often.

Free spins and bets attract mainly young people:

  • 39% of respondents aged 18 to 24;
  • 46% of participants are between the ages of 25 and 34.

About 35% of surveyed citizens noted that they are ready to try the services of a new operator, subject to receiving a bonus. At the same time, 28% of respondents reported that they could agree to participate in a new type of gambling activity for a certain reward.

65% of participants received bonuses from gaming companies at least once in the last year. Free bets or spins are the most popular type of promotion (58%).

The Most Popular Communication Channels

According to the study, the most common ways to attract customers using bonus programs are as follows:

  • e-mail — 47%;
  • instant messengers — 17%;
  • gambling app notifications — 16%.

About 73% of respondents noted that betting resources offered them various bonuses most often. The second place is occupied by online casinos — 39%. In third place are bingo projects — 37%.

Learn interesting facts about the international iGambling industry from the Casino Market professionals.

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