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This release contains key findings from the Gambling Commission's recent research exploring consumer journeys playing online casino games (excluding slots).
Published: 15 February 2024
Last updated: 13 June 2024
This version was printed or saved on: 4 December 2024
Online version: https://www.gamblingcommission.gov.uk/about-us/guide/exploring-consumer-journeys-playing-online-casino-games
Overview: ## Introduction
The Gambling Commission, in partnership with Yonder, conducted quantitative research to explore consumer experiences of playing online casino games (excluding slots). This research supports the consultation on remote game design and informs the consultation response that will follow. The research involved an online self-report survey conducted by Yonder, focused on those who have gambled on online casino games in the last 12 months. The responses were analysed by the Commission’s Research and Statistics team.
This report outlines key findings covering the following topics surrounding online casino games:
This research was designed to explore the following core questions:
This research used an online quantitative survey: data was collected from 617 adults aged 18 years and over in Great Britain who reported that they had played online casino games (excluding slots) in the last 12 months. Fieldwork took place from 2 September to 7 September 2023.
The most frequently played online (non-slots) casino game was virtual roulette with 36 percent of respondents having spent money on this activity in the last 12 months, followed by poker and live roulette at 29 percent of respondents. Keno and baccarat had the least number of respondents spending money on this activity in the last 12 months (9 percent and 10 percent respectively) (Table 1.0).
Across the online casino games, males were more likely to have spent money on all categories of online casino games in the last 4 weeks than females, apart from virtual roulette, where females were more likely to have spent money on this game in the last 4 weeks. Predominantly, across online casino games, those that had spent money on online casino games in the last 4 weeks were aged 25 to 34 years old.
Question: When, if ever, have you spent money on the following online casino games?
| Online casino game | Spent money on in the last 4 weeks (percentage) | Spent money on in the last 12 months (percentage) |
|---|---|---|
| Live roulette | 22% | 29% |
| Virtual roulette | 22% | 36% |
| Live blackjack | 16% | 27% |
| Virtual blackjack | 17% | 27% |
| Poker | 20% | 29% |
| Baccarat | 9% | 10% |
| Keno | 7% | 9% |
Base: all respondents (617)
When looking into the attitudes towards online casino games’ speed of play, the majority of respondents reported that across 7 online (non-slots) casino games, the speed of play was ‘just right’ (71 to 78 percent). Across 5 of the 7 game categories, more respondents reported games as too slow than too fast. This differed for virtual blackjack, where the opposite was seen, and 13 percent of respondents reported the game as too fast compared to 10 percent who reported too slow. For virtual roulette, there was no difference between the proportion of respondents who reported the game as too fast or too slow (13 percent).
Most respondents reported that they were aware of their gambling habits when it comes to online casino game play, with approximately 4 in 5 respondents (81 percent) agreeing that they are aware of the amount of money they spend per game, and 71 percent agreeing that they are aware of the amount time they spend per game. Yet, almost a quarter of respondents (24 percent) reported that they spend more than they could afford to lose playing online casino games.
Respondents indicated that online casino games are highly engaging. Many agreed that it is easy to become engrossed whilst playing these games (77 percent), whilst 28 percent reported experiencing a ‘binge’ whilst playing online casino games.
Respondents were also asked about their staking behaviour, with many reporting that they do not change their stake amounts whether winning or losing (69 percent and 67 percent, respectively). However, 19 percent of respondents stated that they would decrease their stake amounts when losing, compared to 6 percent of respondents when winning (Table 2.0).
Question: Do you ever change the stake of your gambling when you are playing NET: any game?
| Stake change | When winning (percentage) | When losing (percentage) |
|---|---|---|
| Increase stake | 25% | 14% |
| Do not change stake | 69% | 67% |
| Decrease stake | 6% | 19% |
Base: all respondents (617)
This research has been able to give insight into which online casino products consumers are engaging with and the demographics that are doing so. We have learnt about consumer's attitudes towards online casino game’s spin speeds, their awareness around their spending habits and behaviours, as well as supporting Evidence theme 5, adding value to our evidence base.
Games where the result is generated by physical casino equipment such as a roulette wheel that is usually operated by a human croupier.
Games that are created with computer graphics where the result is generated by a random number generator (RNG).
To learn more about the future of remote casino games, review the Consultation on proposed changes, including remote gambling (opens in new tab).