Gaming's Not So Quiet Revolution Gaming-thought-leadership | Page 2

Gaming’s not so quiet revolution: The changing face of the UK punter
FOREWORD
The UK is arguably the most competitive betting and gaming market in the
world, yet it remains lucrative enough to continue attracting operators and
suppliers looking to grab a slice with a new product, innovation or idea.
What tends to separate the few that succeed from the many that fail is how
effectively they understand and communicate with the Great British punter.
Over the past decade, Square in the Air has witnessed the stratospheric
growth of the UK industry from a front row seat, working alongside many
of the most successful brands and their providers on PR and marketing.
Thanks to the insight we’ve gained, we recognise that the following research
from award-wining insight agency Opinium shines a much-needed light on
the changing face of the UK gaming sector.
There is no question that the landscape is changing rapidly, whether that
be from a regulatory, competitor or, perhaps most importantly, consumer
perspective. While today’s operators and suppliers are in a position to draw
unprecedented amounts of data from their players, the results tend to remain
a fiercely guarded secret.
Opinium have sketched a portrait of 2017’s sportsbook, casino and bingo
customers, and in doing so provide the industry with an opportunity to reflect
on exactly how we react to the challenges we face today. This is a top-level
overview of the customers that comprise Europe’s largest gaming jurisdiction,
and will be followed by bespoke research into the sportsbook, casino and
bingo sectors.
It is essential reading for any firm who realise that an understanding of
how customers think, act and behave, is the key to success in an utterly
unforgiving market.
Robin Hutchison // Director, Square in the Air
2