iGB Intelligence reports Jumio-IGB Abandonment in Gaming White Paper | Page 4

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The persistence of the
leaky bucket…
However, as impressive as overall industry and mobile platform growth is, many
customers and millions of pounds of revenue are being lost, as operators acquisition
programs have come to resemble leaky buckets.
Research conducted earlier this year by Jumio shows that a quarter of visitors to
online gaming sites are giving up before they even finish registration. Jumio’s survey
with Harris Research polling over two thousand consumers in the US and the UK
showed that 24% of consumers attempting to open an account with an online
gaming firm had abandoned the transaction.
And it’s not just at the registration stage that operators lose customers —
many also turn away while attempting to make their first deposit, and valuable
customers are also lost to churn due to slow and complicated pay-out
processes.
With this in mind, the purpose of this
white paper is to research the problem
of abandonment in online gaming, how
it affects operators and find out what
can be done to tackle the issue.

24%

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Working in cooperation with
iGaming Business, we’ve conducted
confidential qualitative interviews
with 17 operators across Europe and
the US to get an inside view on the
abandonment issue, with the results
largely concurring with the numbers
given by consumers themselves.
Understandably, operators were
at times reluctant to divulge
abandonment rates within their
companies, while others were actually
unaware of how much business they
lost because of it.
The insights and comments quoted
in this report have been anonymised
to enable respondents to speak freely
about what remain sensitive topics for
every gaming operator.

Mobile gaming registration and deposit abandonment benchmarking study

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