online gambling (u.k.)...foxy bingo gala bingo heart bingo mecca bingo sky bingo sun bingo tombola...
TRANSCRIPT
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