A recent Statista survey revealed that more than one-third of Brits had participated in some form of online gambling within a period of four weeks.
As if that’s not enough, PR Newswire expects the country’s gambling market to grow by a CAGR of about 5.4% within the next few years.
Of course, the growing popularity of this entertainment across regions like London has contributed to this growth.
And perhaps you are interested in knowing why gambling has become a popular pastime for many Londoners. Well, if you’re such a one, you have arrived in the right place.
This article will explore various factors affecting this trend while highlighting a couple of statistics that will leave you more informed, so continue reading.
The age of online platforms
Gone are the days when you had to get to a physical location to access gambling entertainment.
Now, with just a click on your smartphone, you can conveniently access it anywhere at any time.
Better still, numerous comparison platforms like iGaming.com have emerged to help players find gambling platforms even more easily.
That way, you won’t need to stress about wasting time trying to find a more suitable platform.
This convenience has, in part, made online gambling increasingly popular amongst Londoners.
Remember, according to several experts, about 83% of consumers consider convenience to be more important today than it was a few years ago.
People want to be able to shop with ease, comfortably order products online and receive them and so on.
Thankfully, this is the convenience online platforms offer gamblers, explaining the popularity of the industry in the capital.
Besides that, online platforms offer an unmatched opportunity to engage customers.
As players interact with these platforms, you can extract meaningful information about them, including preferences, playstyles and habits.
This comes in handy when you want to tailor experiences for them.
At a time when, according to research, about 73% of customers expect businesses to understand their uniqueness, such data can be very helpful.
And this is exactly what gambling providers are doing.
By implementing advanced technologies like artificial intelligence, they are providing personal experiences to keep players more connected with their platforms.
And you might actually be surprised to learn that adopting such an approach can increase conversions by 10-15% and retention by 44%.
Aligning with the mobile age
Almost every UK adult has a smartphone and often uses it to access almost everything.
From entertainment and shopping to paying bills, the list is just endless.
And as a business seeking long-term success, you don’t want to ignore such a trend where people use mobiles as primary access points.
This explains the rise of responsive websites.
By automatically adjusting to different screen sizes, these websites ensure seamless access even when using smaller devices like mobiles.
After all, you don’t want to keep pinching or zooming a website just because you use a mobile phone to gamble.
You expect the experience to be as smooth as using a larger screen like a desktop; otherwise, you may never return to the platform.
This gets even more serious because, according to coolest-gadgets.com, about 85% of individuals expect a brand’s mobile website to be more effective than its desktop counterpart.
The sad part is that if the website doesn’t work well on mobile, around 57% of users may never recommend it to their friends.
With such statistics in mind, you don’t want your website to seem non-responsive, even for a moment.
And since many users love responsiveness, operators targeting the London market are working hard to ensure their platforms work well, even on smaller devices.
Plus, both the casino and mobile industries have been evolving alongside each other.
As operators have been integrating more advanced game offerings, so has the mobile industry been improving its products.
As such, phones like the Google Pixel 9 have emerged with advanced features that allow gamblers to have more engaging gaming experiences.
This connection could see even more Londoners join the gambling industry in the coming days.
The growing emphasis on online security
Of course, you wouldn’t want to interact in an environment that could expose you to data breaches or compromise your online safety.
And at a time when cyberattacks are on the rise, every industry is now paying critical attention to online safety.
Can you actually imagine that, according to Payments Cards & Mobile, about 70% of online casinos have encountered security incidents?
It could be one reason modern gamblers are more concerned about their online security.
To ignore such a preference is just to harm your brand.
However, gambling companies seem to understand this quite well, so most are implementing secure protocols like 2FA.
Surprisingly, 2FA alone can reduce the impact of up to 99.9% of targeted attacks.
Other security measures common in the industry include SSL encryption and AI-based methods.
These help to improve player confidence, encouraging a large number to engage.
Now that online security can be a marketing tool, operators could start implementing more robust measures to attract as many Londoners as possible.
What is our final word?
Well, as you can actually see, a considerable percentage of Londoners gamble online.
With the continued popularity of online platforms, they can now easily access gambling experiences without accessing a physical venue.
These platforms also focus on changing preferences by providing more personal and user-friendly experiences, encouraging the industry’s further spread.
The growing emphasis on online security has also contributed to its appeal and could cause the sector to become even more popular.
Picture credit: Free to use from Pixabay
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