Pulse
ONLINE TRENDS UPLATFORM
Sports betting and casino operating
platform, Uplatform, recently released a publication outlining
How are player demographics shifting?
It’s a great subject for discussion. To quickly clarify, I'm addressing this not from the viewpoint of concrete data but through my experience, findings, and observations of working in the industry. It’s clear the online entertainment sector – games of chance, not skill - have undergone significant changes over the last five years. Five or so years ago, the online casino and betting industry developed at apace as people shifted from land-based to online. Tis shift was relatively smooth as the world over shifted online and, more precisely, to mobile.
Te demographic for games of chance was predominantly men and women in their late twenties to over fifties and online gaming CRM strategies changed accordingly. Ten esports happened. Tis audience is relatively young and a fair portion underage for placing bets legally. Esports games of skill integrated into the online gambling sector very fast considering the challenges facing the vertical.
One of these challenges was operators acquiring a new target audience. It was easy to see that, in general, online betting businesses were attempting to capture this new audience by adjusting their creative material, wording, bonus types, and conducting marketing campaigns targeting younger individuals.
Another factor in esports’ rapid growth in iGaming has developed around streamers, a new acquisition channel. Casino streamers began to emerge on modern channels such as Twitch to attract and convert esports viewers to casino viewers on the platform. However, over a short period this moved back to Grandpa YouTube.
How has this shaped content?
A new game of chance appeared on the market similar to a lootbox whereby a user pays an amount for opening a mystery box which reveals a weapon or equipment for an esports game, the value of which would be equivalent to the amount paid, or potentially less value than the amount paid.
Tere was a lot of discussion around this mechanic because you put in real money, the
P128 WIRE / PULSE / INSIGHT / REPORTS
the trends shaping the online casino industry.
Kate Romanenko, Head of Games, sits down with G3 to discuss the key findings.
Uplatform: online casino trends
result is out of your hands, and you receive either nothing (loss) or something to withdraw (win). T winnings are in a different currency or ‘method’ which is quite disturbing from an anti- money laundering perspective. Tis wasn’t regulated or controlled. At the time, only Sweden adopted a firm position to legislate lootboxes.
Kate Romanenko Head of Games, Uplatform
“Another vertical that emerged over the last five years was crush games, a volatile game type where the game sessions are extremely short. Classic casino players were not demanding shorter sessions and simpler RNG games, so it was taken up by younger generations and proved popular.”
Another vertical that emerged over the last five years was crush games, a volatile game type where the game sessions are extremely short. Classic casino players were not demanding shorter sessions and simpler RNG games, so it was taken up by younger generations and proved popular.
Several providers began to create fast/instant/crush games and we can now clearly see the presence of this content as an independent vertical amongst the RNG games in the market. Meanwhile, casino content evolved in an organic manner. Our industry is full of great minds that constantly bring innovations and new concepts to the table.
What’s drawing players to live casino games? Tere are two ways to explain this trend
1) Live casino games are an amazing portal into a simulated real casino environment. It’s exciting that you are not simply playing on your device but are able to compete and chat with likeminded people from across the globe and a real person is presenting the game, inviting you to bet, and welcoming newcomers. Tis all creates an atmosphere very close to being in a real casino. It’s immersive and social - almost like an enjoyable movie in which every player can decide on a plot, to a small extent. It’s an interesting and dynamic way of entertainment compared to RNG based games.
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