Having a clear picture of your target audience is like having clues to a crossword puzzle: the more details you know, the faster you can determine how to bring players to your online casino. The experts at Slotegrator Academy have prepared a short overview to help you paint a picture of your players.
The process of identifying your target audience is as meticulous as it is crucial. General knowledge about the audience isn’t nearly enough; you need a crystal-clear, detailed picture of who your players are and what they like.
Demographics like age, gender, education, and income level are just the beginning. You also need to research your audience’s mindset, habits, game preferences, culture, and motivation for playing.
There is no single portrait of the average online gambler. Every country will have its own set of player profiles, determined by that country’s culture and attitude towards gambling. It would be a misconception to think that young men in the UK like the same games as players in Australia or Japan do.
Here, Slotegrator experts share important data about several countries.
When it comes to differences between men and women:
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According to a study by the University of Lethbridge, Canadian males are highly over-represented in online gambling; whereas 17.6% of online gamblers are female, 82.4% are male.
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A Geopoll study found that 69% of males and 44% of females in Kenya had bet on sports.
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A 2019 UKGC survey found that online gambling engagement is rising among both females and males; 25% of males and 17% of females surveyed had gambled online, both numbers a 2% increase on the previous year.
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According to the Journal of Industrial and Intelligent Information, Chinese gamblers are more likely to be male than female.
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In Australia, too, a higher percentage of gamblers are male than the population at large. According to a 2017 study, while only 49% of the country’s population is male, men account for 54% of the country’s gamblers, and 45.8% of Australian players are women, whereas 51% of the country is female.
When it comes to game preferences:
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Players in Europe enjoy slots, casino table games like blackjack, roulette, and baccarat, and betting on horseracing and sporting events like football. The same goes for Australia and Canada.
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In India, cricket is one of the most popular games to watch and to bet on.
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In Ireland, punters expect to bet on traditional games like hurling and Gaelic football.
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In African countries like Kenya, Nigeria, and others, football betting is primarily focused on European leagues.
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In Latin America, punters bet heavily on their national leagues.
One Australian study found that, comparatively, men were more likely to play strategic forms of gambling such as card games like blackjack and sports betting, while female gamblers are more likely to enjoy games of pure chance such as slots, but that won’t necessarily be true in other parts of the world.
Asian players will appreciate being able to play Dragon Tiger, Sic Bo, Mahjong, and other games with regional roots. Indian players enjoy the same casino games as European players, with the addition of some region-specific games like Indian Rummy, Indian Flush, and Andar Bahar.
It is very important to differentiate the set of games on the platform: ranking by popularity, considering the types of games, and choosing providers for the target market.
Slotegrator Academy has an in-depth article on the identification of online casino target audiences in more countries here.