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Online Gambling (U.K.)...foxy bingo gala bingo heart bingo mecca bingo sky bingo sun bingo tombola...

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  • Online Gambling (U.K.)

    April 18, 2020

  • Hypothesis

    With continued lockdown and zero event situation, people are

    continuing to gamble across Bingo, Casino, Poker and Lottery in the UK

  • Non-Sportsbook gambling continues to be gambler’s new choice

    Search query volume indexed to week 2 starting 5th Jan 2020 40% Year

    over Year

    (YoY) on

    last week

    7% YoY

    on last

    week

    Source: Microsoft Internal Data

    05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr 12/Apr-18/Apr

    2019 2020

    Clicks indexed to W2

  • Search query volume indexed to week starting 05-Jan 2020

    Query samples

    Bingo: “Bingo sites”, “Bingo”,

    “Bingo UK” “Tombola”

    Casino: “Monopoly casino”,

    “Best casino”, “Casinos”

    Lottery: “National lottery”,

    “Lottery UK”, “Lottery”

    Poker: “Poker”, “Free poker”,

    “Play poker”

    Source: Microsoft Internal Data

    Bingo Casino Lottery Poker

    Poker continues to be popular

  • YoY Search Growth for

    Online Gambling sub-verticals 126%

    YoY

    Source: Microsoft Internal Data.

    Post lockdown = week 12 to week 16 (15/03 – 18/04)

    -100%

    0%

    100%

    200%

    300%

    400%

    500%

    600%

    700%

    800%

    Bingo Casino Lottery Poker

    Poker: +457%

    Casino: +64%

    Lottery: -1%

    Will poker popularity continue to grow after the lockdown?

  • 888poker

    online poker

    partypoker

    poker

    pokerstars

    pokerstars download

    pokerstars uk

    replay poker

    sky poker

    zynga poker

    Search query volume indexed to week 2 starting 5th Jan 2020

    Source: Microsoft Internal Data

    *Searches indexed to 2nd calendar week in January **YoY query calculation based on year to date on 21st March with minimum of 1000

    Searches

    Poker competition has increased in recent weeks of lockdown Pokerstars has been most popular, but other brands continue to enjoy slightly lower but consistent growth

  • buzz bingo

    foxy bingo

    gala bingo

    heart bingo

    mecca bingo

    sky bingo

    sun bingo

    tombola

    tombola arcade

    tombola bingo

    Source: Microsoft Internal Data

    *Searches indexed to 2nd calendar week in January **YoY query calculation based on year to date on 21st March with minimum of 1000

    searches

    Bonus and offers drive bingo consumers to choose their brandsTombola is the most popular brand, with close and increased competition from other players since the

    lockdown

    Search query volume indexed to week 2 starting 5th Jan 2020

  • Source: Microsoft Internal Data

    *Searches indexed to 2nd calendar week in January **YoY query calculation based on year to date 21st March with minimum of 1000 searches

    32red casino

    blackjack

    casino

    gala casino

    grosvenor casino

    monopoly casino

    ojo casino

    online casino

    party casino

    pink casino

    Generics are critical as casino players continue to look for offersMonopoly is the most popular brand, but strong competition since the lockdown

    Search query volume indexed to week 2 starting 5th Jan 2020

  • Source: Microsoft Internal Data

    *Searches indexed to 2nd calendar week in January **YoY query calculation based on year to date on 21st March with minimum of 1000

    Searches

    euro lottery

    euromillion

    euromillions

    free postcode lottery

    health lottery

    irish lottery

    lottery

    lottery uk

    postcode lottery

    uk lottery

    Generics are critical for lottery more than everBrands are mostly indexing flat or low compared to beginning of Jan 2020

    Search query volume indexed to week 2 starting 5th Jan 2020

  • 98% 97%

    60%68% 68%

    88%

    50%42%

    2% 3%

    40%32% 32%

    12%

    50%58%

    W1 - W7 W11-W17 W1 - W7 W11-W17 W1 - W7 W11-W17 W1 - W7 W11-W17

    Bingo Casino Poker Lottery

    Brand vs. generics volume split comparison between pre-lockdown to lockdown period

    Brand Generics

    Generics are critical than ever before as consumers look for

    new brands and better offers and bonus

    Bingo is dominated by brand

    searches, but generics seems to be

    taking share as new gamblers enter

    the market and people continue to

    look for bonus and offers

    Generics continue to play a critical role

    as consumer look for free spins and

    bonus but consumers are engaging

    slightly more through brand searches

    Brand searches in poker segment

    has spiked, mostly lead by

    porkerstars

    Generic search on lottery has

    increased as more and more people

    move into online lottery and explore

    all lottery options along with

    euromillion –Irish, health, postcode

    etc

    +1%

    +8%

    -20%

    -8%

    Source: Microsoft Internal Data

    W1 (week 1) starting 5th Jan; W11 (week 11) starting15th Mar

  • Source: Internal Data. March 2019 vs March 2020. Until 18th April March

    UK: Top 5 volume searches by categoryBingo Casino Lottery Poker

    Tombola Monopoly casino Lottery Pokerstars

    Tombola bingo 8 ball casino Euromillions Sky poker

    Gala bingo Grosvenor casino Postcode lottery Pokerstars uk

    Mecca bingo Online casino Lottery uk Poker

    Heart bingo Casino National lottery Replay poker

    UK: Top 5 volume searches YoY by category

    Bingo Casino Lottery Poker

    Sun bingo online Arcade gamePostcode lottery winners

    today Wsop poker

    Sky bingo online Bronze casino Play lottery online Pokerstars UK

    Palaces bingo Best casino Irish lottery Texas holdem poker

    Mecca bingo online Online casino Lottery online Grosvenor poker

    Heart bingo UK casino Health lottery uk Pokerstars

  • Conclusions and recommendations

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