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Gambling Consumer journey during COVID-19
Gambling Consumer journey during COVID-19
1000 users identified
as highly qualified
gamblers
Users were qualified
as having visited or
searched for sites
related to “Bingo”,
“Casino”, “Gaming”,
“Lottery”,
“Sportsbook”, “Poker”
& “Pure Brand.”
All users analyzed
were located in the
UK
Digital research
behavior was
collected from 15th
March 2020 – April
2020
Users were assumed
to have converted
when they showed no
criteria behavior for 2
weeks after timeline
User Base Criteria Location Timeline Conversion
Consumer Decision Journey | Study Methodology
Includes queries, URLs
and brands specific to
Bingo
Includes queries, URLs
and brands specific to
Casino
Includes queries, URLs
and brands specific to
Poker
Includes queries, URLs
and brands specific to
sportsbook
Includes queries, URLs
and brands specific to
Lottery
Bingo Casino Poker Sportsbook Lottery
₤₤₤
Includes queries, URLs
and brands specific to
Gambling-Gaming
Gaming
Addition to these we have an additional category “Pure Brand” which includes like brand URLs and queries that do not fall
under any of the above 6 categories
ClassificationAll the below categories are a mix of brand and generic terms
Casino was the popular alternative of gambling consumers
Last Touchpoints
First
Touchpoint Bingo Casino Lottery Poker Sportsbook Gaming
Bingo 76% 2% 0% 9% 10% 2%
Casino 0% 68% 0% 14% 3% 15%
Lottery 0% 7% 70% 0% 22% 1%
Poker 3% 22% 2% 71% 2% 0%
Sportsbook 8% 48% 11% 8% 13% 12%
Gaming 1% 59% 0% 23% 1% 17%
~70%of paths start & end on same
category for bingo, lottery,
casino & poker
% of Users
Microsoft Advertising Internal data, Mar-Apr 2020
Excludes Pure Brand category
Consumers are more loyal to the gambling category than to brands
0%
2%
9%
22%
67%
5 Categories
4 Categories
3 Categories
2 Categories
1 Category
Avg. number of categories across user journey
3%
4%
6%
12%
23%
53%
Explored 5 Brands
Explored > 5 Brands
Explored 4 Brands
Explored 3 Brands
Explored 2 Brands
Explored 1 Brand
Avg. number of brands across user journey
Microsoft Advertising Internal data, Mar-Apr 2020
Excludes Pure Brand category
Microsoft Advertising Internal data, Mar-Apr 2020
Pro tipUse Remarketing lists
to promote follow up
Gambling offerings,
align expanded
remarketing window
lookback
6% of gambling
consumers start and end their
journey in the first day
34%26% 26% 29% 29% 33% 29%
29%
26% 26% 23%30% 26%
23%
25%
27%32% 34%
30%25%
30%
11%
16%15% 9%
9%11% 15%
1% 5% 2% 5% 2% 5% 4%
Bingo Casino Gaming Lottery Poker Sportsbook Pure Brand
No. of users by journey length
Week 1 Week 2 Week 3 Week 4 Longer than 4 weeks
Gambler’s online journey is long enough to influence50-60% of the consumers covert within 2 weeks of starting the journey
Consumer engagement peaks a week prior to their conversion
Microsoft Advertising Internal data, Mar-Apr 2020
0 = Day of conversion
5%
5%
5%
5%
6%
8%
10%
12%
13%
31%
Foxy
Coral
Sun
Heart
Sky
Buzz
Gala
Tombola
Mecca Bingo
Others
Bingo
3%
3%
3%
3%
4%
5%
8%
12%
12%
46%
Monopoly
Jackpotjoy
Betfred
William Hill
Bet365
888
Coral
Ladbrokes
Sky
Others
Casino
1%
2%
3%
8%
9%
10%
13%
15%
16%
23%
Betfair
Tombola
Lotto Land
William Hill
Bet365
Paddypower
Betfred
Virgin Games
Jackpotjoy
Coral
Gaming
2%
2%
3%
3%
4%
4%
8%
9%
13%
51%
William Hill
Irish Lottery
Jackpot
Lotto go
Lotto Land
Ladbrokes
Betfred
Lottery.co.uk
Others
National Lottery
Lottery
3%
3%
4%
4%
9%
11%
13%
14%
19%
21%
Cards Chat
GG Poker
Ladbrokes
Virgin Games
Coral
888
Sky
Partypoker
Others
Pokerstars
Poker
2%
4%
4%
7%
9%
9%
11%
13%
17%
24%
Unibet
Paddypower
Betfair
Sky
Others
William Hill
Betfred
Bet365
Coral
Ladbrokes
Sportsbook
4%
6%
6%
7%
8%
9%
9%
10%
11%
29%
Pokerstars
William Hill
Jackpotjoy
Paddypower
Tombola
Coral
Ladbrokes
Betfred
Bet365
Others
Pure Brand
8%
9%
14%
14%
15%
17%
22%
Poker
Gaming
Lottery
Sportsbook
Bingo
Casino
Pure Brand
All Categories
Total page views split by request domain name per category
Microsoft Advertising Internal data, Mar-Apr 2020
Consumer engagement is spread across brands with no dominance
Gaming had the highest engagement while lottery the lowest
1.59
1.74
1.74
1.84
1.91
1.95
2.04
Lottery
Poker
Bingo
Casino
Pure Brand
Gaming
Sportsbook
Avg. Page views by category
68.66
92.38
98.64
100.67
100.99
102.16
105
Lottery
Bingo
Pure Brand
Sportsbook
Poker
Casino
Gaming
Avg. Dwell Time by category
Microsoft Advertising Internal data, Mar-Apr 2020
Dwell Time in seconds
Consumer journey includes very diverse search patterns
Microsoft Advertising Internal data, Mar-Apr 2020
Generics are critical. But consumers had strong brand preference for some segments especially Bingo
97%
94%
85%
79%
79%
54%
3%
6%
15%
21%
21%
46%
Bingo
Gaming
Poker
Casino
Lottery
Sportsbook
Brand and Generic Split
Brand Generic
Sportsbook Lottery Casino
Horse racing Lottery Casino
Online betting Lottery uk Slots
Betting sites Online lottery Roulette
Bets Lottery 2020 Roulette wheel
Horse race Lottery online Blackjack online
Poker Gaming Bingo
Poker Online gambling Bingo
Poker hands Gamble Bingo sites
Online poker Gambling sites Online bingo
Texas holdem poker Gambling websites Bingo games
Poker online Gambling site Bingo online
Top 5 generic queries
Microsoft Advertising Internal data, Mar-Apr 2020
Excludes Pure Brand category
Highlights and recommendation
YoY considering Jan-Feb-Mar-Apr-May 2019 vs 2020, until 19th of May
Excludes Pure brand terms
Gambler’s online journey is long
enough to influence
Leverage retargeting to connect
with your potential consumers
Embrace cross pollination
Reach the connected customers
across the segments
Expand and adapt for diverse
search patterns
Ensure good coverage on
generics and competitor brands
with your offers from start of the
journey
Appendix
Consumer engagement is spread across brands with no dominance
5%
5%
5%
6%
6%
9%
10%
12%
14%
27%
Foxy
Jackpotjoy
Sun
Heart
Sky
Buzz
Gala
Tombola
Mecca Bingo
Others
Bingo
3%
3%
4%
4%
4%
5%
6%
8%
14%
49%
Bet365
Betfred
William Hill
Jackpotjoy
Virgin Games
888
Coral
Ladbrokes
Sky
Others
Casino
2%
2%
2%
7%
9%
10%
13%
16%
19%
19%
Tombola
Betfair
Lotto Land
Bet365
William Hill
Betfred
Paddypower
Coral
Virgin Games
Jackpotjoy
Gaming
2%
2%
3%
3%
4%
4%
7%
10%
12%
52%
Irish Lottery
Health Lottery
Jackpot
Ladbrokes
Lotto Land
Lotto go
Betfred
Lottery.co.uk
Others
National Lottery
Lottery
2%
3%
4%
4%
5%
9%
15%
17%
19%
21%
Cards Chat
Paddypower
GG Poker
Virgin Games
Coral
888
Partypoker
Others
Sky
Pokerstars
Poker
2%
4%
5%
9%
9%
11%
11%
15%
15%
19%
Unibet
Paddypower
Betfair
Sky
Betfred
Others
William Hill
Bet365
Coral
Ladbrokes
Sportsbook
5%
6%
7%
7%
7%
8%
8%
8%
11%
32%
Pokerstars
Ladbrokes
William Hill
Jackpotjoy
Coral
Paddypower
Betfred
Tombola
Bet365
Others
Pure Brand
9%
9%
11%
14%
16%
19%
23%
Poker
Gaming
Lottery
Sportsbook
Bingo
Casino
Pure Brand
All Categories
Total dwell time by request domain name per category
Microsoft Advertising Internal data, Mar-Apr 2020
Average page views by request domain name per category
1.68
2.01
2.01
2.03
2.08
2.09
2.16
2.33
2.55
2.72
Others
Robinhood Bingo
Bingo Deal
Wink
Unibet
Ladbrokes
Lees Bingo
Coral
Luckycowbingo
Sing Bingo
Bingo
1.74
2.54
2.6
2.73
2.73
3
3.93
4.21
7
7
Others
Betway
Betsafe
Online Casino
Playzee
Roobet
Live Roulette
Rust Chance
Fenikss Casino
Optibet
Casino
1.33
1.61
1.64
1.66
1.68
1.93
2.02
2.18
2.23
2.52
Tombola
Virgin Games
Jackpotjoy
Betfair
Paddypower
Lotto Land
William Hill
Bet365
Coral
Betfred
Gaming
1.65
2.07
2.09
2.16
2.17
2.21
2.22
2.55
2.66
2.78
Others
Lottery Win
Lotto Land
Irish Lottery
Lottery Post
Jackpot
William Hill
Coral
Ladbrokes
Mega Lotto
Lottery
1.62
1.79
1.79
1.91
1.93
2.06
2.1
2.13
2.14
2.31
Others
Virgin Games
Unibet
Betfred
Poker Master
Jackpotjoy
Tonybet
Coral
Betsafe
Ladbrokes
Poker
1.66
1.95
1.99
2.04
2.06
2.1
2.15
2.25
2.6
2.6
Others
William Hill
Bet365
888
Betfred
Tonybet
Coral
Ladbrokes
Boylesport
Betsafe
Sportsbook
1.69
2.07
2.12
2.14
2.22
2.27
2.73
3.67
4.21
7
Others
Betfred
Genting Bet
Betsafe
Coral
Ladbrokes
Playzee
Virgin Games
Rust Chance
Optibet
Pure Brand
1.59
1.74
1.74
1.84
1.91
1.95
2.04
Lottery
Poker
Bingo
Casino
Pure Brand
Gaming
Sportsbook
All Categories
Microsoft Advertising Internal data, Mar-Apr 2020
Average dwell time (seconds) by request domain name per category
77.97
106.53
107.43
125.31
128.77
135.26
139.31
152.83
153
202.32
Others
Sky
Foxy
Luckycowbingo
Ojo
Cheeky
Sing Bingo
Robinhood Bingo
Virgin Games
Unibet
Bingo
98.55
148.27
148.27
148.38
178.75
191.96
234.33
360
1059.91
1059.91
Others
Casimba
Casino Calzone
Slot Boss
Mr. Green
Genesis Casino
Gclub
Tonybet
Fenikss Casino
Optibet
Casino
79.05
79.64
88.32
97.43
106.41
106.49
111.45
115.57
119.24
128.19
Lotto Land
Tombola
Coral
Bet365
Betfred
Jackpotjoy
Virgin Games
Betfair
Paddypower
William Hill
Gaming
67.47
91.7
92.19
92.33
94.18
94.35
102.83
133.25
166.84
187.01
Others
Irish Lottery
Jackpot
Lotto Land
Health Lottery
Mega Lotto
Bet365
Lottery Win
Jetsadabet
Lotto
Lottery
78.9
119.17
122.79
125.69
133.83
134.06
135.11
139.18
161.41
360
Others
GG Poker
aggregator
Virgin Games
Betfred
Paddypower
Sky
Grandivy
Jackpotjoy
Tonybet
Poker
75.98
110.36
111.35
114.82
115.57
115.57
119.13
146.76
158.69
360
Others
Bet365
Sky
Bwin
Race Bets
The Pools
William Hill
Partypoker
Boylesport
Tonybet
Sportsbook
87.45
115.57
118.95
122.08
138.49
142.19
147.54
148.27
161
1059.91
Others
The Pools
Ojo
Genting Bet
Rust Chance
BetVictor
21.co.uk
Rizk
777
Optibet
Pure Brand
68.66
92.38
98.64
100.67
100.99
102.16
105
Lottery
Bingo
Pure Brand
Sportsbook
Poker
Casino
Gaming
All Categories
Microsoft Advertising Internal data, Mar-Apr 2020
0 = Day of conversion
