iGB Intelligence reports Jumio-IGB Abandonment in Gaming White Paper | Page 7
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What abandonment rates are operators reporting?
Having examined the time it takes to register an account with a gaming operator,
let’s look at the customer registration abandonment rates.
The 17 operators we spoke with said they experienced the following levels of
abandonment at registration.
Operators’ abandonment levels at registration
% OF ABANDONMENT AT REGISTRATION
50-60%
40-50%
30-40%
20-30%
10-20%
AVERAGE
16%
5-10%
5%
0
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OPERATOR
These responses equate to an average
abandonment rate of 16%. When Jumio
interviewed over 2,000 consumers in
the US and the UK, is was found that
24% of online gaming registrations are
abandoned. At either 16% (operator stats)
or 24% (consumer stats), it means that
operators are leaving money on the table.
“
Registration is the biggest
problem for abandonment,
by the time you get them to
the deposit stage it is not
so bad.
”
Large Gibraltar licensed operator
Are licensing requirements driving abandonment?
No matter how fast you sign customers up, however, some level of abandonment
is unavoidable; particularly in countries such as the US, Spain or France, where
sending in a physical copy of national insurance, social security or passport
documentation is a regulatory requirement.
Increased regulation of markets across Europe is positive for the gaming sector –
it brings it into the open and means broader acceptance from the public; but for
operators it also means a rise in the number of steps required to register players.
In other words, licensing and regulatory requirements sometimes mean more
obstacles to signing up players quickly. The operators interviewed for this white
paper reported that registration is already difficult enough and if more stages are
in it, such as social security or passport numbers being required due to national
regulations, then abandonment goes up.
Mobile gaming registration and deposit abandonment benchmarking study
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