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UK punter prefers welcome bonuses over best odds, report finds

Report by Opinium looks at the UK gambling industry

Report by Opinium looks at the UK gambling industry

A GENEROUS welcome bonus is the most important factor to UK bookmaker customers, a new report has found.

The report called “Gaming’s not so quiet revolution: the changing face of the UK punter”, surveyed 1500 people who gamble online at least once a month.

The report, by strategic insight agency, Opinium, is the first in a series and looks at the UK gambling industry in relation to sportsbooks, casinos and bingo sites.

One of the key findings of the report revealed 42 percent of sportsbook punters value a good introductory bonus offer when signing up to a new brand. This is compared to just 25 percent viewing the best odds as the most important factor.

“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,” the report says.

The report also revealed gamblers are more likely to sign up if the internet gambling service is well known or has great reviews.

“Advertising…has a bigger impact in the casino category than for sportsbook, with word of mouth being more influential for bingo.”

When it comes to the type of gamblers the report surveyed, 33 percent opt exclusively for a sportsbook, while 11 percent play bingo exclusively and eight percent visit online casinos exclusively.

The remaining gamblers surveyed (48%) play at more than one gambling option – online sportsbooks, casinos or bingo sites – with 21 percent playing at all three.

The average sportsbook-only punter is older (39 percent aged 55-plus) than the average casino-only player (41 percent are aged 18-34).

“Unsurprisingly, men are much more likely to only play sportsbook and women to only play online bingo,” the report says.

But when it comes to gender division in the casino sector, it’s a lot closer than some may think with 57 percent of users said to be male and 43 percent said to be female.

Online gambling operators can attract players which have an account at other sites too, with 38 percent of all gamblers switching from the brand they regularly use at least once.

Casino operators will have more luck though, with 49 percent of players switching from their regular online gambling site.

Research Director at Opinium, Steve Looney, said the report provides a valuable insight into the competitive gambling industry in the UK and gives “a glimpse of exactly what the modern gambler looks like.”

“This has been an extensive study utilising a robust methodology, and we hope the results inform both operators and suppliers to make better, more customer-centric decisions,” he added.

Our take – always do your research when it comes to a good welcome bonus

In summary, the report reveals sportsbook punters are more attracted to good welcome bonuses than the best odds.

Welcome bonuses and other offers generally involve the punter making a deposit and receiving free bets. But there are important terms – such as wagering requirements and other conditions – which must be met.

There are problems with punters preferring welcome bonuses, or other offers, over better odds – they can be ripped off by rogue sites easier even before a bet is made.

Some online gambling operations – sportsbooks, casinos, etc., – set up shop purely to steal money from players. They advertise generous welcome bonuses but include unfair terms and conditions – which are often overlooked by the average punter.

Reputable sites which are popular in the UK and around the world, such as William Hill, Bet365 and Ladbrokes, all offer generous introductory bonuses with fair terms. Simply click on the terms and conditions at the bottom of the offers to review the requirements and make a comparison to get the best offer for you.

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