Older players loyal to betting brands, but spend less
The behavior of online betting players varies significantly by age, according to a recent data analysis conducted by the Department of Trust (DoT) in the United Kingdom. The study, based on transactions from more than 53,000 users and over 300 licensed betting brands, sheds light on differences in spending, loyalty, and preferences between players over 50 years old and those younger than that age, offering valuable insights for the iGaming market in Latin America.
Participation and spending: older players spend less but win more
According to the data, players over 50 years old represent only 9.5% of the analyzed sample (5,139 users), while those under 50 constitute 90.5% (48,824 users). During the studied quarter, players under 50 deposited and withdrew more money than their older counterparts. Net spending — calculated as deposits minus withdrawals — was 18.6% among those over 50 during the reported period. Regarding gross deposits, players over 50 deposited 7.6% less in total. Interestingly, although players over 50 have a slightly higher average salary (£37,380 compared to £32,780 for those under 50), their average monthly net spending per user is lower: £5 versus £7 for the younger players. In absolute terms, those under 50 deposited £3,230,332 (91.1% of the total), while those over 50 deposited £314,059 (8.9%).
Withdrawal and deposit habits: a conservative view
The DoT analysis also reveals differences in withdrawal habits. Players over 50 withdrew 73.4% of their deposits during the three-month period, while those under 50 withdrew 69.8%. In terms of amounts, players over 50 withdrew £230,403, compared to £2,253,682 for those under 50. These data suggest that older players tend to be more conservative, withdrawing a larger proportion of their funds and showing a more cautious approach to gambling.
Brand loyalty: a generational difference
One of the most relevant findings of the study is the greater loyalty of older players to betting brands. Players over 50 regularly played on 132 UK brands, while those under 50 did so on up to 203 brands. On average, players over 50 used 4.8% fewer operators per user (1.25 brands per user versus 1.32 for those under 50). This indicates a lower tendency to explore new platforms and a preference for stability and trust. Charles Cohen, founder of DoT, highlights that "younger users might respond better to messages of variety and choice, while older users might prefer messages focused on stability and trust." According to Cohen, older players show a lower propensity to seek different gaming experiences and tend to maintain more conservative behaviors.
Operator preferences: traditional brands vs. new trends
The operator usage analysis shows clear differences in brand preferences. Among those over 50, Tombola is the most popular brand (16.4%), followed by Betfred (13.5%), 32Red (11.9%), Buzz Bingo (10.7%), and Jackpotjoy (10.1%). In contrast, those under 50 prefer Monopoly Casino (94.1%), Bet365 (93.6%), Paddy Power (93.1%), Unibet (92.6%), and Betfair (92%). Player spending is also concentrated: the top 20 brands by player spending accounted for 66.1% of total losses during the period (£760,019), while the rest of the operators summed up 33.9% (£389,583). Cohen concludes that "these data complement the spending patterns already identified, showing that older players not only spend differently but also demonstrate distinct engagement behaviors with platforms: they tend to concentrate on fewer operators, while younger players diversify their activity more."
Implications for the iGaming market in Latin America
Although the study focuses on the United Kingdom, its findings offer valuable lessons for the Latin American market. Segmenting marketing strategies by age could be key: while young people seek variety and new experiences, older players value trust and familiarity. Brands wishing to attract and retain older players should focus on messages of security and stability, while for younger players, innovation and diversity of options will be more appealing.
In conclusion, the DoT analysis underscores the importance of understanding generational differences in player behavior. Adapting product and marketing strategies to these profiles can make a difference in the competitive iGaming industry.
Tags: England, player profile, bettor loyalty