Coronavirus COVID19 and its impact on gambling July 2020

Coronavirus (COVID-19) and its impact on gambling – July 2020

Coronavirus (COVID-19) and its impact on gambling - July 2020

Published 31 July 2020

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Exploring the impact of Coronavirus (COVID-19) on gambling behaviour

Details

The coronavirus (COVID-19) pandemic continues to affect everyone across the UK. The full lockdown period1 has caused significant changes in consumer behaviour, impacting the gambling industry as well as the easing of lockdown.

Our responsibility is to protect consumers and we are focused on understanding how the risks posed to them are changing. To understand and inform the public about such risks and trends, we are collecting additional data from operators2 and conducting consumer research3.

General consumer trends

Current consumer trends provide an important context for analysing the gambling market in terms of how we feel, how we spend our money and how we spend our time.

According to a Savanta survey, 25% of the population said their mental health has been negatively affected, and loneliness is an issue for many, with an ONS survey conducted between 11th and 14th June showing that 26% of adults feel lonely at least some of the time.

It has also had a major economic impact, with 40% of people reporting a reduction in disposable income, according to a Savanta survey.

While spending most of their time at home, there has also been a change in how people engage with news and entertainment, particularly among gamblers. According to YouGov data up to 18th June, people who had gambled in the past four weeks were more likely than the national average to have done the following in the past two weeks:

Spent more money on online entertainment (17% of problem gamblers, 13% of all adults).
Watched more TV (50% of problem gamblers, 42% of all adults).
Consumed more on-demand entertainment (48% of problem gamblers, 40% of all adults).

Gambling Market Impacts

On March 20, all retail gambling fields were closed. This means that the activities that generate 50% 4 in the whole market (excluding lotteries) have stopped. The approved gambling business operators were the only gambling hall that was allowed to open on June 15 (in England), but were able to buy a national lot ticket in a retail environment. However, the possibility of retail stores was reduced, and the number of consumers shopping had decreased.

Operator data, which compares the March 2020 and March 2019 collected by the committee, provided the first insights on changes in market shape and scale. The data from April and May reveals a clearer figure. 5

Overall, fewer consumers are gambling

During the lockdown period, many new consumers did not attract gambling. According to Yougov survey 6, from May 20 to 21, only 0. 4%of the adults who started gambling in the past four weeks were only 0. 4%of the total survey. 2. 1%of the adults completely stopped gambling during this period. All of these figures are not much different from the ratio recorded in the early lockdown. 7

From April to May 2020, the number of active players has decreased by 1. 2%, and the number of verticals has decreased by 13%from April to May. The increase in the number of active players in the real event betting has responded to the revival of Bundesliga on May 16th.

According to seven waves from April 16 to June 18, the gambling participation rate in the past four weeks is relatively stable within 28 to 32 %. However, the participation rate of sports betting has recovered remarkably, and the ninth wave (May 6-7) dropped to 1 %, but the latest waves (June 17-18) rose to 5 %. There is. This corresponds to the revival of more elit e-level sports, including Premier League soccer. Betting to virtual is moving in the opposite direction during the same period, and it has dropped to 1%in the latest waves from 3%at the start of Yougov (probably boosted the virtual grand national). 。

For the National Lottery, YouGov data shows that participation in lottery-based games in the past four weeks has fallen from 26% in a mid-April survey to 22% in mid-June. Amid these extraordinary circumstances and reduced participation, sales have held up reasonably well. After an initial dip, sales have recovered and are now slightly below normal levels 9 . This is also the result of changes in consumer behavior, which has seen a major shift from retail to digital product sales.

Lockdown prompted some people, who were gambling already, to try new products

Our previous analysis of year-on-year data on the number of activities undertaken by online gambling consumers found a shift to more activities over the last year. In May 2020, the proportion of active players participating in one or more activities slightly decreased from 43% to 40%, but the situation was similar to the previous month. Previous research has shown that participating in more activities can be associated with higher levels of moderate risk or problem gambling.

We also collected data on whether play occurred during May in sessions featuring only one vertical ("single activity" sessions) or in multiple sessions ("multiple activity" sessions). Our analysis shows that 88% of sessions were single activity sessions, indicating that consumers are not inclined to participate in multiple activities in a single session, but rather participate in multiple activities throughout the month (in separate sessions).

Around three in ten (31%) gamblers in the past four weeks say they tried one or more forms of gambling for the first time during the confinement period, according to a YouGov survey. 10 This figure rises to almost half (48%) of problem gamblers11, with this group more likely to have tried online bingo (13%), betting on virtual races or sports (12%), online instant wins on the national lottery (11%), and online slots (11%). Among all gamblers in the past four weeks, the main new activity was National Lottery draw-based games, with 18% claiming to have played a National Lottery draw for the first time in the past four weeks12. 12. For the National Lottery, YouGov data shows that participation in draw-based games in the past four weeks has fallen from 26% in a mid-April survey to 22% in mid-June. Amid these extraordinary circumstances and reduced participation, sales have held up reasonably well. After initially dropping, sales have recovered and are now slightly below normal levels9. This is also the result of changing consumer behavior, which has seen a large shift from retail to digital product sales.

Our previous analysis of year-over-year data on the number of activities undertaken by online gambling consumers found a shift to more activity in the last year. In May 2020, the percentage of active players participating in one or more activities decreased slightly from 43% to 40%, but the situation was similar to the previous month. Previous studies have shown that participating in more activities can be associated with higher levels of moderate risk or problem gambling.

We also collected data during May on whether play took place in sessions featuring only one vertical ("single activity" sessions) or in multiple sessions ("multiple activity" sessions). Our analysis shows that 88% of sessions were single activity sessions, indicating that consumers are not inclined to participate in multiple activities in one session, but rather to participate in multiple activities throughout the month (in separate sessions).

A YouGov survey found that roughly three in ten (31%) gamblers in the past four weeks said they tried one or more gambling activities for the first time during the confinement period10. This figure rises to almost half (48%) of problem gamblers11, and this group is more likely to have tried online bingo (13%), betting on virtual races and sports (12%), online instant wins on the National Lottery (11%), and online slots (11%). Among all gamblers in the past four weeks, the main new activity was National Lottery draw-based games, with 18% claiming to have played a National Lottery draw for the first time in the past four weeks12. 12 For the National Lottery, YouGov data shows that participation in draw-based games in the past four weeks has fallen from 26% in a mid-April survey to 22% in mid-June. Amid these extraordinary circumstances and reduced participation, sales have held up reasonably well. After an initial dip, sales have recovered and are now slightly below normal levels9. This is also the result of changing consumer behavior, which has seen a major shift from retail to digital product sales. Our previous analysis of year-over-year data on the number of activities undertaken by online gambling consumers found a shift towards more activities over the last year. In May 2020, the percentage of active players participating in one or more activities decreased slightly from 43% to 40%, but the situation was similar to the previous month. Previous studies have shown that participating in more activities can be associated with higher levels of moderate risk or problem gambling.

We also collected data during May on whether play took place in sessions featuring only one vertical ("single activity" sessions) or in multiple sessions ("multiple activity" sessions). Our analysis showed that 88% of sessions were single activity sessions, indicating that consumers are not inclined to participate in multiple activities in a single session, but rather to participate in multiple activities throughout the month (in separate sessions).	A YouGov survey found that roughly three in ten gamblers (31%) in the past four weeks said they had tried one or more gambling activities for the first time during the confinement period10. This figure rises to almost half (48%) of problem gamblers11, a group that is more likely to have tried online bingo (13%), betting on virtual races or sports (12%), national lottery online instant wins (11%) and online slots (11%). Among all gamblers in the past four weeks, the main new activity was national lottery draw-based games, with 18% claiming to have played a national lottery draw for the first time in the past four weeks12.	The shift to online gambling is relatively low. In a YouGov survey of gamblers over the past four weeks conducted in mid-May, only 1. 6% said they had gambled online during that period for some activities they had previously participated in on-premises or in-person. Furthermore, only 2% of recent gamblers said they had registered with one or more gambling sites during this period.
Data from online operators shows that the number of active players in each vertical has declined, with the exception of real-event betting. Some of the declines are relatively small in percentage terms, but this is not the case for virtual betting, which saw a surge during April's virtual Grand National.	Total active players by vertical, March 2019, March 2020, April 2020, May 2020	Year-over-year March	Percentage change from March 2020 to April 2020
Percentage change from April 2020 to May 2020	Slots	5%	25%
-2%	-5%	Other gaming (including casino)	Slots
-4%	Betting (real events)	-11%	-55%
13%	Betting (virtual)	Betting (virtual)	-5%

-48%

Overall gamblers claim to be playing products at the same rate or less

Poker

53%

-11%

We also collected data during May on whether play took place in sessions featuring only one vertical ("single activity" sessions) or in multiple sessions ("multiple activity" sessions). Our analysis showed that 88% of sessions were single activity sessions, indicating that consumers are not inclined to participate in multiple activities in a single session, but rather to participate in multiple activities throughout the month (in separate sessions).	A YouGov survey found that roughly three in ten gamblers (31%) in the past four weeks said they had tried one or more gambling activities for the first time during the confinement period10. This figure rises to almost half (48%) of problem gamblers11, a group that is more likely to have tried online bingo (13%), betting on virtual races or sports (12%), national lottery online instant wins (11%) and online slots (11%). Among all gamblers in the past four weeks, the main new activity was national lottery draw-based games, with 18% claiming to have played a national lottery draw for the first time in the past four weeks12.	The shift to online gambling is relatively low. In a YouGov survey of gamblers over the past four weeks conducted in mid-May, only 1. 6% said they had gambled online during that period for some activities they had previously participated in on-premises or in-person. Furthermore, only 2% of recent gamblers said they had registered with one or more gambling sites during this period.
Data from online operators shows that the number of active players in each vertical has declined, with the exception of real-event betting. Some of the declines are relatively small in percentage terms, but this is not the case for virtual betting, which saw a surge during April's virtual Grand National.	Total vertical bets March 2019, March 2020, April 2020	March vs. same month last year	3%
Percentage change from April 2020 to May 2020	3%	Total active players by vertical, March 2019, March 2020, April 2020, May 2020	Year-over-year March
-2%	15%	Other gaming (including casinos)	25%
-4%	Betting (real events)	-31%	-66%
13%	Betting (virtual)	40%	-5%

-14%

Poker

38%

70%

We also collected data during May on whether play took place in sessions featuring only one vertical ("single activity" sessions) or in multiple sessions ("multiple activity" sessions). Our analysis showed that 88% of sessions were single activity sessions, indicating that consumers are not inclined to participate in multiple activities in a single session, but rather to participate in multiple activities throughout the month (in separate sessions).	A YouGov survey found that roughly three in ten gamblers (31%) in the past four weeks said they had tried one or more gambling activities for the first time during the confinement period10. This figure rises to almost half (48%) of problem gamblers11, a group that is more likely to have tried online bingo (13%), betting on virtual races or sports (12%), national lottery online instant wins (11%) and online slots (11%). Among all gamblers in the past four weeks, the main new activity was national lottery draw-based games, with 18% claiming to have played a national lottery draw for the first time in the past four weeks12.	The shift to online gambling is relatively low. In a YouGov survey of gamblers over the past four weeks conducted in mid-May, only 1. 6% said they had gambled online during that period for some activities they had previously participated in on-premises or in-person. Furthermore, only 2% of recent gamblers said they had registered with one or more gambling sites during this period.
Data from online operators shows that the number of active players in each vertical has declined, with the exception of real-event betting. Some of the declines are relatively small in percentage terms, but this is not the case for virtual betting, which saw a surge during April's virtual Grand National.	March vs. same month last year	Year-over-year March	9%
Percentage change from April 2020 to May 2020	Percentage change from March 2020 to April 2020	Slots	1%
-2%	Betting (real events)	Other gaming (including casino)	-5%
-4%	-31%	88%	-62%
13%	Betting (virtual)	37%	Year-over-year March

-12%

Poker

50%

66%

-9%

GGY growth was not limited to real event betting, slots also grew during May. We have previously highlighted our concerns around slots and will continue to monitor the data on the risks they may pose to consumers during the lockdown period.

The combination of all these factors, including a decline in the number of active players across most verticals, resulted in an increase in average spend per consumer (GGY) across all verticals from April to May.

And we have seen a slight decrease in the number of sessions over an hour.

The graph shows that average spend per active player across each vertical (slots, casino, real event betting, virtual betting, and poker) increased from April to May.

Notes

These changes must be seen in the context of the fact that 8% of all adults surveyed said they had spent less time or money on gambling or had stopped completely, compared to 3% who said they had spent more time or money on gambling or had started gambling for the first time. 16

The YouGov survey also asked gamblers in the past four weeks if they had spent more time or money on each individual gambling activity. The vast majority (73%) said they had not spent more time or money on gambling. 17

However, the 1 8-yea r-old Gambler's profile is different, and almost seven in 10 people (68 %) has increased the time or money spent on at least one gambling, including national lottery products. For example, a real event betting, where there were few events to bed in the early days of rock down.

By age group, young people aged 18 to 34 are more likely to report that at least one gambling time and amount of money have increased or that they have started new gambling. Men and women, 18-34, who have recently gambling, are almost equivalent to have started new gambling since the confinement began. The increase in the amount or time spent on one or more products is especially related to young men, but young women have higher indices than average.

The average session time reported by the operator has not changed again from April to May 2020. However, the number of sessions for more than one hour has dropped slightly to 2850, 023, and the total number of sessions has increased. In other words, the percentage of sessions for more than an hour in May decreased slightly.

1 from March 16th to June 15th
2. From the largest business operator that covers about 80%of the online gambling market based on the gambling method (open on a new tab).
3 As part of a regular survey program, we have announced various official statistics on consumer participation and problem gambling. The official statistics will be published about every two years through the annual gambling behavior report (opened on a new tab) and a health survey (open on a new tab) every quarter of the telephone survey. These official statistics are the most reliable data for gambling and gambling addiction.

However, since the time of the survey that contributes to the official statistics is stipulated in advance, it is not possible to provide regular reports on the effects of Coronavirus at this time.

In response to the occurrence of Coronavirus, the Gambling Committee asked Yougov's Covid-19 Tracker for questions. This is a weekly online survey for about 2, 000 adults in the UK, and can monitor the following major indicators: , but the 1 8-yea r-old Gambler's profile is different, and almost Seven out of ten people (68 %) have increased the time or money spent on at least one gambling, including a stat e-owned lottery product. For example, a real event betting, where there were few events to bed in the early days of rock down.

By age group, young people aged 18 to 34 are more likely to report that at least one gambling time and amount of money have increased or that they have started new gambling. Men and women, 18-34, who have recently gambling, are almost equivalent to have started new gambling since the confinement began. The increase in the amount or time spent on one or more products is especially related to young men, but young women have higher indices than average.
The average session time reported by the operator has not changed again from April to May 2020. However, the number of sessions for more than one hour has dropped slightly to 2850, 023, and the total number of sessions has increased. In other words, the percentage of sessions for more than an hour in May decreased slightly.

1 from March 16th to June 15th

2. From the largest business operator that covers about 80%of the online gambling market based on the gambling method (open on a new tab).

3 As part of a regular survey program, we have announced various official statistics on consumer participation and problem gambling. The official statistics will be published about every two years through the annual gambling behavior report (opened on a new tab) and a health survey (open on a new tab) every quarter of the telephone survey. These official statistics are the most reliable data for gambling and gambling addiction.

However, since the time of the survey that contributes to the official statistics is stipulated in advance, it is not possible to provide regular reports on the effects of Coronavirus at this time.

In response to the occurrence of Coronavirus, the Gambling Committee asked Yougov's Covid-19 Tracker for questions. This is a weekly online survey for about 2, 000 adults in the UK, and can monitor the following major indicators: but the 1 8-yea r-old Gambler's profile is different, almost 10 people. Seven (68 %) has increased the time or money spent on at least one gambling, including a stat e-owned lottery product. For example, a real event betting, where there were few events to bed in the early days of rock down.

1 from March 16th to June 15th

2. From the largest business operator that covers about 80%of the online gambling market based on the gambling method (open on a new tab).

However, since the time of the survey that contributes to the official statistics is stipulated in advance, it is not possible to provide regular reports on the effects of Coronavirus at this time.

In response to the occurrence of Coronavirus, the Gambling Committee asked Yougov's Covid-19 Tracker for questions. This is a weekly online survey for about 2, 000 British adults, and you can monitor the following main indicators:

Changes in gambling participation

Data and downloads

Number of people who started gambling for the first time

Gambling time and number of people who are increasing money

YouGov data is not published as an official statistics, but throughout the country's leading surveys, the European Commission provides flexible ways to add consumer evidence. For more information on how to investigate YouGov, see the data table.

Expenditure on Paid-for Gambling Advertising During the National COVID-19 ‘Lockdowns’: An Observational Study of Media Monitoring Data from the United Kingdom

5 It should be noted for the following:

Gambling Operators’ Use of Advertising Strategies on Social Media and Their Effects: A Systematic Review

In the first half of March (before rock down), the main events of horse racing calendar and other sporting events were held. Therefore, this data does not show the overall image of Coronovirus on the market.

Emergent gambling advertising; a rapid review of marketing content, delivery and structural features

In addition, it is expected that the product will grow to some extent compared to the previous year (Y-on-Y), but the increase in data in specific products is considered an organic growth of the previous year. It is worth considering that it exceeds things.

Gambling in Canada During the COVID Lockdown: Prospective National Survey

6 YouGov Covid-19 Tracker

7. According to a YOUGOV survey conducted from April 16th to 17th, 0. 2%of respondents said they had gambling for the first time, and 1. 8%had completely stopped gambling in the last four weeks.

Introduction

Players who performed one or more bets/ spins in August

The 9 National Lotto online instant prize was from a low base against the decline in Scratch Card sales.

10 The first wave (April 16-17) may include a short period of time before rock down in the last four weeks, but we do not believe that this will greatly affect the survey results. To make it easier to understand, it includes national Lotto products.

11 The worker here refers to those who have participated in gambling more than three times in the past four weeks (n = 248).

12 This number may be swollen by the first respondents who participated in this category, the respondents who played online for the first time, or the respondents who tried a specific National Lotto game.

13 YouGov Covid-19 Tracker

Methods

Design

14 Populus Online Tracker from March 2020

Observation Periods

15 This data is taken from a sample of about 80 % of the online market, so it should not be directly compared to GGY published in our "industry statistics."

16 YouGov Covid-19 Tracker, Wave 11 (20-21 May) (n = 2092)

Advertising Activities and Gambling Subsectors Observed

17 YouGov Covid-19 Tracker

Analysis

18. The worker here has been gambling more than three times a week in the past four weeks, but is not the first person (n = 230).

There is no file for this release.

Results

Overview of Gambling Advertising Activity Across the Observation Period

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Changes in gambling ads during the nationwide COVID-19 "Rockdown" period, which restricted participation in specific gambling activities by home regulations, provides important backgrounds in fluctuations in gambling behavior during these periods. In this study, we will explain the expenditure of paid gambling ads during the three national roc k-down periods, compare the expenditure with the estimation before the pandemic, and compare the changes in spending for each subsector. The data was obtained from observation research on weekly spending gambling ads (n = 135 weeks, from early 2019 to mi d-2021), (1) March to May, (2) 2020. It focuses on three COVID-19 rockdowns, from November to December, (3) from January to March 2021. The total advertising cost (GBP pound, after inflation adjustment) in each lockdown is the same time in 2019, for the whole and through the subsector (bookmaker, lottery, online bingo, online casino, poker, gaming, pool, mobile content). We analyzed how it was compared to. Gambling advertising spending in rock down 1 has decreased by 38. 5 % from 2019 (43. 5 million pounds [m] to 70. 7 million pounds), which decreased by all subsectors (range: -81. 7 % [Bookmaker] --2. 8 % [Online bingo]). The total advertising expenditure in rock down 2 increased by 49. 3 % (51. 7 million pounds to 34. 6 million pounds) and increased in 5/7 subsector (range: -31. 6 % [mobile content] ~ +1000. 8 % Manufacturer]). In Rockdown 3, advertising expenses increased by 5. 9 % from 2019 (£ 91. 2 million to 86. 1 million), increasing 4/7 subsector.

Paper Open Access March 15, 2024

Paper release April 14, 2021

Gambling Advertising During Lockdown One

Paper September 20, 20

Avoid mistakes that are common in manuscripts

Gambling Advertising During Lockdown Two

The COVID-19 Pandemic brought confusion in daily life in 2020 and 2021. As with other areas, in the UK (UK), there is a nationwide "blockade" period to suppress virus infection, all unnecessary facilities are closed, and those who have needed duties are " Rules for "waiting at home" are required (Brown & Amp; Kirk-Wade, 2021; Institute for Government, 2021). These rock down have a significant impact on the gambling industry, forced the land gambling facilities (such as gambling fields, casinos, bingo holes, etc.), and most of the professional sports during the first rock down in 2020. The relay has been canceled (British BroadCasting Corporation [BBC], 2020).

Gambling Advertising During Lockdown Three

Several research reports the overall decrease in gambling during the first lockdown in the UK and other areas (Brodeur et al., 2021; Clarket et al., 2021; Hodgins & Amp; Stevens 2021) 。 However, the overall decrease has covered important trends, such as gambling subgroup variation and involvement in individual gambling activities. For example, in a cros s-defined survey for regular sports betors during the first rockdown in the UK, at least one in three, at least one in three, at least one in three. It has been reported that gambling has increased (Wardle et al., 2021). Furthermore, a cros s-right survey for adults has reported that the frequency of the most immersed in gambling is limited (Sharman et al., 2021), and for young adults. According to the target survey, both online gambling (online poker, casinos, etc.) are increased by both regular gamblers and occasional gambling (EMOND et al., 2022). Reviews of this new evidence suggest that the consistent correlation of gambling increases during lockdown includes the severity of the problem gambling, being young, and being a male (). Hodgins & amp; Stevens, 2021). COVID-19 Pandemic brought confusion in everyday life in 2020 and 2021. As with other areas, in the UK (UK), there is a nationwide "blockade" period to suppress virus infection, all unnecessary facilities are closed, and those who have needed duties are " Rules for "waiting at home" are required (Brown & Amp; Kirk-Wade, 2021; Institute for Government, 2021). These rock down have a significant impact on the gambling industry, forced the land gambling facilities (such as gambling fields, casinos, bingo holes, etc.), and most of the professional sports during the first rock down in 2020. The broadcast was canceled (British BroadCasting Corporation [BBC], 2020).

Discussion

Several research reports the overall decrease in gambling during the first lockdown in the UK and other areas (Brodeur et al., 2021; Clarket et al., 2021; Hodgins & Amp; Stevens 2021) 。 However, the overall decrease has covered important trends, such as gambling subgroup variation and involvement in individual gambling activities. For example, in a cros s-defined survey for regular sports betors during the first rockdown in the UK, at least one in three, at least one in three, at least one in three. It has been reported that gambling has increased (Wardle et al., 2021). Furthermore, a cros s-right survey for adults has reported that the frequency of the most immersed in gambling is limited (Sharman et al., 2021), and for young adults. According to the target survey, both online gambling (online poker, casinos, etc.) are increased by both regular gamblers and occasional gambling (EMOND et al., 2022). Reviews of this new evidence suggest that the consistent correlation of gambling increases during lockdown includes the severity of the problem gambling, being young, and being a male (). Hodgins & amp; Stevens, 2021). COVID-19 Pandemic brought confusion in daily life in 2020 and 2021. As with other areas, in the UK (UK), there is a nationwide "blockade" period to suppress virus infection, all unnecessary facilities are closed, and those who have needed duties are " Rules for "waiting at home" are required (Brown & Amp; Kirk-Wade, 2021; Institute for Government, 2021). These rock down have a significant impact on the gambling industry, forced the land gambling facilities (such as gambling fields, casinos, bingo holes, etc.), and most of the professional sports during the first rock down in 2020. The relay has been canceled (British BroadCasting Corporation [BBC], 2020).

To date, most self-reported studies in the UK have focused on the first national lockdown. Limited comparable data is available for the second and third lockdowns, which took place in November–December 2020 and January–March 2021, respectively. These lockdowns are important to consider given that parameters changed compared to the first lockdown, as many live professional sports events resumed by (and continued through) these lockdowns, and companies had additional time to adapt their business models and product offerings to pandemic market conditions. Industry monitoring data also highlights the importance of examining longer-term trends during the pandemic. For example, the 2020/2021 financial year, which includes lockdowns 2 and 3 and most of lockdown 1, saw an increase in total gambling yields in the remote casino, betting, and bingo subsectors compared to the previous year (Gambling Commission, 2021a). The rate of increase in internet (online/remote) gambling is significant given that such formats (e. g., continuous play) are risk factors for problem gambling (Allami et al., 2021).

There is no doubt that the forced changes in some gambling availability, such as the closure of land-based facilities, were important factors that determined consumer gambling patterns during the lockdown. However, it is also important to examine market forces that may have contemporaneously influenced these trends, both overall and by gambling subsector. One such factor is advertising, which has been consistently associated with gambling outcomes (Beynon et al., 2021; Gunter 2019; Newall et al., 2019). Exploring gambling advertising during lockdown is particularly important in the context of problem gambling, as individuals with increasing severity of gambling problems have been reported to be more susceptible to advertising (Binde & amp; Romild, 2019) and problem gambling has been identified as a factor associated with increased gambling during lockdown (Hodgins & amp; Stevens, 2021).

There is considerable research into the scope and nature of gambling marketing in the UK (e. g., Ginnis & Kitson, 2019; Kilick & Griffiths 2022; Sharman et al., 2022; Torrance et al., 2021), and reach among consumers (e. g., Djohari et al., 2019; Ginnis & Kitson, 2020; Torrance et al., 2021). However, these observations may not generalize during the COVID-19 pandemic, particularly during the national lockdown, when mitigation measures have reduced opportunities for engagement with some advertising and gambling activities. To date, there is little publicly available data on gambling advertising activity during the pandemic. There is survey data on self-reported awareness of gambling advertising at three time points in 2020, which suggests that six in ten people recall seeing gambling advertisements or sponsorships at least once a week, although these findings are not limited to the lockdown period (Gambling Commission, 2021b). For this reason, there is also limited research investigating the impact of voluntary industry efforts to minimize harm during lockdown periods. For example, a leading industry association in the UK decided to voluntarily remove all television and radio advertising for gaming products between the end of April and the beginning of June 2020 (i. e., during the first lockdown period) (Betting and Gaming Council, 2020a).

This study responds to the lack of contextual information on gambling advertising during the COVID-19 pandemic through the analysis of data collected by a leading media monitoring company. Specifically, we (1) describe paid gambling advertising spending during three national COVID-19 lockdown periods in the UK; (2) compare advertising spending with pre-pandemic estimates; and (3) compare changes in advertising spending by gambling subsector (e. g., bookmakers, lotteries, online casinos, and poker). The study also briefly reports on trends in gambling advertising spending outside of lockdown. This builds on similar pre-pandemic estimates (Ginnis & Kitson, 2019) and provides context for ongoing gambling policy debates in the UK, such as the review of gambling law (Department for Digital, Culture, Media, and Sport [DCMS], 2020).

We conducted an observation research on weekly gambling advertising in the UK, using data purchased from Nielsen's Advertising Intelligence Services. This study is part of the large-scale project "Betting and Gaming Covid-19 IMPACT STUDY" established to investigate how the pandemic has affected gambling trends and harm in the UK. The expenditure data is recognized as a method of investigating advertising activities for a certain period of time, and Nielsen's data has been used in the past to investigate gambling, alcohol, and electronic cigarettes (Ginnis & AMP). ; Kitson, 2019; jernigan & amp; Ross 2020; stead et al.)

Conclusions

The data was provided every week from the start of December 31, 2018 to the start of July 26, 2021 (n = 135 weeks). The weekly interval was more sensitive to detecting changes during lockdown than the monthly or quarterly intervals. Among the time series, three periods of lockdown of the nationwide COVID-19 in the UK have been identified. These periods were mainly defined using the government reported by the government (Brown & Amp; Kirk-Wade, 2021: Institute for Government, 2021). Since the data was units of one week, it does not always match the exact date that the lockdown started or ended, but it matched as much as possible. We conducted an observation and research on weekly gambling advertisements in the UK, using data purchased from Nielsen's Advertising Intelligence Services. This study is part of the large-scale project "Betting and Gaming Covid-19 IMPACT STUDY" established to investigate how the pandemic has affected gambling trends and harm in the UK. The expenditure data is recognized as a method of investigating advertising activities for a certain period of time, and Nielsen's data has been used in the past to investigate gambling, alcohol, and electronic cigarettes (Ginnis & AMP). ; Kitson, 2019; jernigan & amp; Ross 2020; stead et al.)

Data Availability

The data was provided every week from the start of December 31, 2018 to the start of July 26, 2021 (n = 135 weeks). The weekly interval was more sensitive to detecting changes during lockdown than the monthly or quarterly intervals. Among the time series, three periods of lockdown of the nationwide COVID-19 in the UK have been identified. These periods were mainly defined using the government reported by the government (Brown & Amp; Kirk-Wade, 2021: Institute for Government, 2021). Since the data was units of one week, it does not always match the exact date that the lockdown started or ended, but it matched as much as possible. We conducted an observation research on weekly gambling advertising in the UK, using data purchased from Nielsen's Advertising Intelligence Services. This study is part of the large-scale project "Betting and Gaming Covid-19 IMPACT STUDY" established to investigate how the pandemic has affected gambling trends and harm in the UK. The expenditure data is recognized as a method of investigating advertising activities for a certain period of time, and Nielsen's data has been used in the past to investigate gambling, alcohol, and electronic cigarettes (Ginnis & AMP). ; Kitson, 2019; jernigan & amp; Ross 2020; stead et al.)

Gambling Statistics UK 2021

Rockdown 1 was defined as one week from March 23, 2020 (the first rockdown start date) to May 31, 2020 (the expansion restrictions were lifted on June 1). During the rockdown period, live broadcasts of professional sports were almost interrupted in the UK and other areas (BBC, 2020). Rockdown 2 is defined as a week to end from November 2, 2020 (the second rockdown starts on November 5 in England) to December 6, 2020 (Rockdown is released on December 2). It was done. Rockdown 3 is January 4, 2021 (the third lockdown starts on January 6 in England) to March 28, 2021 (the waiting order is canceled on March 29). Refers. Most live sports were resumed by Rockdown 2, and most of them were performed in the audience (or with limited number of people). Details of restrictions throughout the United Kingdom, how it was gradually released to the end of each lockdown, and the difference between decentralization have been reported elsewhere (Brown & Amp; Kirk-- Wade, 2021; Scottish Parliament Information Center, 2022; SeneDD DRESEARCH, 2022). Rockdown 1 is defined as one week from March 23, 2020 (the first lockdown start date) to May 31, 2020 (the restriction of outing was released on June 1). It was done. During the rockdown period, live broadcasts of professional sports were almost interrupted in the UK and other areas (BBC, 2020). Rockdown 2 is defined as a week to end from November 2, 2020 (the second rockdown starts on November 5 in England) to December 6, 2020 (Rockdown is released on December 2). It was done. Rockdown 3 is January 4, 2021 (the third lockdown starts on January 6 in England) to March 28, 2021 (the waiting order is canceled on March 29). Refers. Most live sports were resumed by Rockdown 2, and most of them were performed in the audience (or with limited number of people). Details of restrictions throughout the United Kingdom, how it was gradually released to the end of each lockdown, and the difference between decentralization have been reported elsewhere (Brown & Amp; Kirk-- Wade, 2021; Scottish Parliament Information Center, 2022; SeneDD DRESEARCH, 2022). Rockdown 1 was defined as one week from March 23, 2020 (the first rockdown start date) to May 31, 2020 (the expansion restrictions were lifted on June 1). During the rockdown period, live broadcasts of professional sports were almost interrupted in the UK and other areas (BBC, 2020). Rockdown 2 is defined as a week to end from November 2, 2020 (the second rockdown starts on November 5 in England) to December 6, 2020 (Rockdown is released on December 2). It was done. Rockdown 3 is January 4, 2021 (the third lockdown starts on January 6 in England) to March 28, 2021 (the waiting order is canceled on March 29). Refers. Most live sports were resumed by Rockdown 2, and most of them were performed in the audience (or with limited number of people). Details of restrictions throughout the United Kingdom, how it was gradually released to the end of each lockdown, and the difference between decentralization have been reported elsewhere (Brown & Amp; Kirk-- Wade, 2021; Scottish Parliament Information Center, 2022; SeneDD DRESEARCH, 2022).

UK gambling statistics for 2021

Data purchased after receiving a license from Nielsen is movies, television, direct mail (mail specified by the address), doordrop (a large amount of mail that does not specify the destination), the Internet (web banner, etc.), outdoor (Billboard) It covers nine paid advertising activities: press (newspapers, etc.), radio, and digital video. Nielsen uses a complex unique media monitoring method and estimates expenditures for each advertising activity, including related discounts. The source of the expenditure data varies depending on the type of media, but there are market rate cards that describe the cost of the advertising slot in detail, data directly provided by clients, data provided by advertising brokers / agencies. Most activities are recorded at least every week, but direct mail, door drop, and cinema ads are recorded every month. Neidsen should note that we may not always reflect when and how advertising activities were performed, but to estimate weekly expenditures. The monthly estimated value for these activities was divided throughout the week. The data was divided at three levels: businesses, subsectors, and advertising (media) activities. According to this analysis, the expenditure data is overall and seven gambling su b-sector (bookmakers, gaming, lottery, online bingo, online casino and pool, pool, mobile content (smartphone application promotions, etc.) Both have been reported in the pound.

How big is the UK online gaming market in 2021?

The data was written in a combination of SPSS (version 27) and Microsoft Excel, and visualized. Each week was first divided into the whole and each subsector, and the total expenditure of paid gambling ads and the number of businesses that recorded spending in that week. Next, we adjusted the price of the weekly expenditure to 2021 using the CPIH (Consumer Price INDEX InCluding Own Own OcCupiers' Houseing Costs). ICS, 2017). In order to make this adjustment, each year was divided into four 1 3-week blocks and adjusted in connection with the related quarterly CPIH index. For reference, CPIH rose 5 % from the first quarter of 2019 to the third quarter of 2021 (index range: 106. 7-112. 0, reference year = 2015).

We then descriptively analysed how spending on paid gambling advertising during each lockdown period compared to the equivalent period (i. e. the same week) in 2019. This provided a means of comparing lockdown trends to pre-pandemic trends while minimising the confounding effects of seasonality. For Lockdown 3, which occurred between January and March 2021, we also compared it to 2019 to avoid confounding effects from the early stages of the pandemic in 2020. For example, several sporting events had been postponed in Europe a month before the first lockdown began in the UK (Guardian, 2020). For spending, we investigated how inflation-adjusted total spending during each lockdown compared to 2019. For operators, we compared their average spend for each week during each closure period to 2019. Both nominal and relative (%) changes were examined, the latter providing an opportunity to descriptively compare trends within and between lockdowns. All changes were calculated overall and by each gambling subsector. All analyses are calculated on total spend, but results are rounded to the nearest million yen (e. g. £2, 275, 000=£2. 3m [million]).

An estimated £972. 5 million was spent on paid gambling advertising across all subsectors and media over 135 weeks (adjusted for inflation). A total of 233 operators were recorded as having spent some advertising in at least one week. Estimated advertising spend in 2019 was £356. 2 million (median = £6. 8 million per week), with 131 operators recording some spending (median = 55. 7 operators per week, SD = 8. 7). Estimated advertising spend in 2020 was £368. 3 million (median = £6. 9 million per week), with 148 operators recording some spending (median = 53. 7 operators per week, SD = 12. 0). The estimated advertising spend over the 30 weeks observed in 2021 was £248 million (median = £8. 3 million per week), with 149 businesses recording advertising spend (median = 69. 5 businesses per week, SD = 6. 2). The weekly time series of advertising spend and the number of businesses spending on advertising each week are shown in Figures 1 and 2, respectively.

Figure 1

Total paid gambling advertising spend (GBP, adjusted for inflation) for each week across all subsectors and by bookmakers, online casinos and poker and gaming subsectors. Note: Subsectors represent those likely to have been more affected by the COVID-19 lockdowns (bookmakers, sports cancelled in lockdown 1, limited/no supporters in lockdown 2 and 3) versus those likely to have been less affected (online casinos and poker, lottery).

Figure 2

Number of gambling operators recording spend for each week across all subsectors in total and by bookmakers, online casinos and poker and lottery subsectors. Note: Subsectors represent those likely to have been more affected by the COVID-19 lockdowns (bookmakers, sports cancelled in lockdown 1, limited/no supporters in lockdown 2 and 3) versus those likely to have been less affected (online casinos and poker, lottery).

During Lockdown 1 (10 weeks from March to May 2020), inflation-adjusted spending on paid gambling advertising fell by 38. 5% compared to the equivalent period in 2019 (£43. 5 million vs. £70. 7 million, respectively) (Table 1) (Figure 1). All subsectors saw a fall in advertising spending, with bookmakers experiencing the largest relative fall (down 81. 7%; £3. 9 billion vs. £21. 5 million) and online bingo experiencing the smallest fall (down 2. 8%; £8. 4 million vs. £8. 7 million). The average number of gambling operators recording advertising spending each week during Lockdown 1 was also 37% lower than the equivalent period in 2019 (38. 6 operators vs. 61. 3 operators) (Figure 2). This fall was seen in all subsectors except lotteries, which increased by 33. 8% (9. 1 operators vs. 6. 8 operators). Table 1 Total paid gambling advertising spend (GBP, adjusted for inflation) during the three lockdowns, the average number of operators who recorded advertising spend during each week during the three lockdowns, and a comparison with the corresponding week in 2019 (overall and by subsector)

Impact of the pandemic on UK Online Gambling Industry

During Rockdown 2 (5 weeks from November to December 2020), expenditures for paid gambling advertisements after inflation adjustment increased by 49. 3 % from the same period in 2019 (£ 51. 7 million). (Table 1) (Fig. 1). Compared to 2019, most subsectors, especially bookmakers (up 103. 8 %, £ 15. 0m to £ 7. 4m), online casinos and pokers (93. 0 % increase, £ 7. 1m to £ 3. 7m), gaming (70. 8) % Increase, £ 2. 6m vs £ 1. 6m increased. Advertising costs (31. 6%decreased by 31. 6%, £ 0. 3 million, £ 0. 4 million) were decreasing. During the two loc k-down periods, the average number of gambling operators, which recorded some advertising spending in each week, increased by 46. 2 % from the same period in 2019 (64. 6 businesses to 44. 2 businesses) (Figure 2). This increase has been applied to the entire su b-cector, from bookmakers (25. 2 % increase, 27. 8 businesses vs 22. 2 businesses) to online casinos and pokers (94. 6 % increase, 28. 8 businesses vs. 14. 8 operators).

During rock down (12 weeks from January 2021 to March 2021), spending on gambling advertisements after inflation was 5. 9 % higher than the equivalent period (£ 91. 2 to £ 86. 1 m). (Table 1) (Fig. 1). Compared to 2019, advertising spending is online casinos and poker (48. 0 % increase; £ 11. 8 m to £ 8. 0 m), mobile content (49. 2 % increase; £ 1. 3 m to £ 0. 9 m), and Lot (15. 5 % increase It was high at £ 35. 9 m to £ 31. 1 m) and gaming (2. 5 % increase; £ 6. 4 m to £ 6. 2 m). Advertising costs for pools (92. 4%decrease, £ 1. 8 million, 0. 1 billion pounds), online bingo (down 12. 9%, 11. 6 million pounds, £ 1. 34 million), bookmakers (3. 2%down, £ 24. 8 million) It has decreased. The average number of gambling operators, which recorded advertising spending in each week during the three lockdown periods, had little change compared to the same period in 2019 (0. 3 % decrease; 65. 6 businesses vs. 65. 8) (figure) 2). In the pool (27. 3 % decrease, 2. 0 businesses vs 2. 8 operators), online bingo (26. 4 % decrease, 9. 8 businesses vs 13. 3 businesses), bookmakers (7. 5 % decrease, 28. 7 businesses vs 31. 0 businesses), advertising expenditures The average number of businesses that recorded was reduced. Mobile content (62. 2 % increase, 6. 1 to 3. 8), online casinos and pokers (33. 7 % increase, 28. 8 to 21. 5), gaming (22. 2 % increase, 8. 3 to 6. 8), lotteries (10. 5 % increase, 7. 9 to 7. 2).

We used media monitoring data to observe spending on paid gambling advertising during three national COVID-19 lockdowns in the UK and compare spending to the same point in 2019 (i. e. pre-pandemic). To our knowledge, this is the first study to examine trends in gambling advertising during a pandemic. Consistent with broader advertising trends in the UK (Sweney, 2020), inflation-adjusted spending on gambling advertising during the first lockdown (March–May 2020) was down by almost two-fifths compared to 2019, with declines across all subsectors. In contrast, advertising spending during lockdown 2 (November–December 2020) was up by nearly 50% over the same period in 2019, with increases across most subsectors. Advertising spend during Lockdown 3 (January-March 2021) only increased modestly compared to 2019, broadly in line with pre-pandemic trends (Ginnis & Kitson, 2019). Across all years of available data, spending on paid gambling advertising was comparable in 2019 and 2020, despite significant pandemic disruptions in 2020.

UK online gaming sector impacts traditional gambling

For the online casino, poker and gaming subsector, both total advertising spend and the average number of operators spending per week increased during Lockdown 2 and 3 compared to 2019. These advertising trends are consistent with increases in total gambling revenues also reported for the remote casino subsector during the 2020/2021 financial year, which included almost all three lockdowns observed (Gambling Commission, 2021a). Taken together, these increases may plausibly suggest that the lockdowns created favorable conditions for some remote gambling products and online operators to defend or expand their market share. The increase in spending on lottery advertising during the second and third lockdowns (vs. 2019) is also consistent with the increase in National Lottery total gambling revenues reported in the 2020/2021 financial year. We used media monitoring data to observe spending on paid gambling advertising during the three national COVID-19 lockdown periods in the UK and compare spending to the same point in 2019 (i. e. pre-pandemic). To our knowledge, this is the first study to examine trends in gambling advertising during a pandemic. Consistent with wider advertising trends in the UK (Sweney, 2020), inflation-adjusted spending on gambling advertising during the first lockdown (March-May 2020) was down by almost two-fifths compared to 2019, with declines across all subsectors. In contrast, advertising spending during lockdown 2 (November-December 2020) was up by nearly 50% over the same period in 2019, with increases across most subsectors. Advertising spending during lockdown 3 (January-March 2021) was only modestly up compared to 2019, broadly in line with pre-pandemic trends (Ginnis & Kitson, 2019). Across all years of available data, spending on gambling paid advertising was similar in 2020 to 2019, despite significant pandemic disruptions in 2020. For the online casino, poker and gaming subsector, both total advertising spend and the average number of operators spending per week increased during lockdowns 2 and 3 compared to 2019. These advertising trends are consistent with the increase in total gambling revenue also reported for the remote casino subsector during the 2020/2021 financial year, which included almost all three lockdowns observed (Gambling Commission, 2021a). Taken together, these increases may plausibly suggest that the lockdowns created favorable conditions for some remote gambling products and online operators to defend or expand their market share. The increase in spending on lottery advertising during lockdowns 2 and 3 (vs. 2019) is also consistent with the increase in National Lottery total gambling revenue reported in the 2020/2021 financial year.

Bookmakers' advertising costs were decreasing to about 5/50 compared to 2019 during the lockdown period (March to May 2020). The decrease in this advertising expenditure matched that most live sports were canceled during the first roc k-down period, and the gambling products to be advertised and the width and amount of the market decreased (BBC, 2020). However, spending on bookmaker advertisements between Rockdown 2 (November to December 2020) was about twice as much as 2019. This may reflect the efforts to increase the strength of the advertisement by taking the resumption of sports and to compensate for the earnings lost in the first rockdown. (1) When the Premier League revived in June 2020 after the first blockade period (PREMIER LEAGUE, 2020A), (2) the opening of the new soccer season in September 2020 (Premier League, 2020B, English) Football League, 2020), (3) The postponed European soccer championship in 2020 (Union of European Football Association, 2020). Expenditures on bookmaker advertisements in Rockdown 3 (January to March 2021) were slightly less than the same period in 2019. Further surveys are needed to determine whether this is a true decrease in advertising expenses or replacement with other advertisements. Bookmakers' advertising costs, during the first lockdown period (March to May 2020), fell to about 4/5 compared to 2019. The decrease in this advertising expenditure matched that most live sports were canceled during the first roc k-down period, and the gambling products to be advertised and the width and amount of the market decreased (BBC, 2020). However, spending on bookmaker advertisements between Rockdown 2 (November to December 2020) was about twice as much as 2019. This may reflect the efforts to increase the strength of the advertisement by taking the resumption of sports and to compensate for the earnings lost in the first rockdown. (1) When the Premier League revived in June 2020 after the first blockade period (PREMIER LEAGUE, 2020A), (2) the opening of the new soccer season in September 2020 (Premier League, 2020B, English) Football League, 2020), (3) The postponed European soccer championship in 2020 (Union of European Football Association, 2020). Expenditures on bookmaker advertisements in Rockdown 3 (January to March 2021) were slightly less than the same period in 2019. Further surveys are needed to determine whether this is a true decrease in advertising expenses or replacement with other advertisements. Bookmakers' advertising costs were decreasing to about 5/50 compared to 2019 during the lockdown period (March to May 2020). The decrease in this advertising expenditure matched that most live sports were canceled during the first roc k-down period, and the gambling products to be advertised and the width and amount of the market decreased (BBC, 2020). However, spending on bookmaker advertisements between Rockdown 2 (November to December 2020) was about twice as much as 2019. This may reflect the increase in the strength of the advertising by taking the resumption of sports and the efforts to compensate for the earning lost in the first rockdown. (1) When the Premier League revived in June 2020 after the first blockade period (PREMIER LEAGUE, 2020A), (2) the opening of the new soccer season in September 2020 (Premier League, 2020B, English) Football League, 2020), (3) The postponed European soccer championship in 2020 (Union of European Football Association, 2020). Expenditures on bookmaker advertisements in Rockdown 3 (January to March 2021) were slightly less than the same period in 2019. Further surveys are needed to determine whether this is a true decrease in advertising expenses or replacement with other advertisements.

The decrease in gambling advertisements during the first blockade also coincides with the overall decrease in gambling reported by British consumers during this period (for example, Sharman et al., 2021; wardle et al., 2021). However, since the relationship between marketing and gambling has been reported, advertising expenses increased between rock down and 3 (each from November 2020 to December to March 2021). It is also important to examine whether it was reflected in the increase in consumer gambling for certain subgroups and activities. It is known as a risk factor for gambling (Allami et al., 2021), and it has been reported that people who have experienced the problem gambling are susceptible to advertising (Binde & Amp; Romild, 2019). Investigating whether the increase in advertising to some remote (online) gambling su b-sectors in rockdown 2 and three periods has been reflected in such an increase in such activities and lon g-term sustainable involvement. Is particularly important. It has passed the opportunity to collect sel f-reported data that was widely reported in the first rock down (Hodgins & amp; Stevens, 2021), but using industry data that covers later lockdowns to examine changes. It is possible. The decrease in spending on gambling ads during the first blockade also coincides with the overall decrease in gambling reported by British consumers during this period (for example, Sharman et al., 2021. Wardle et al., 2021). However, since the relationship between marketing and gambling has been reported, advertising expenses increased between rock down and 3 (each from November 2020 to December to March 2021). It is also important to examine whether it was reflected in the increase in consumer gambling for certain subgroups and activities. It is known as a risk factor for gambling (Allami et al., 2021), and it has been reported that people who have experienced the problem gambling are susceptible to advertising (Binde & Amp; Romild, 2019). Investigating whether the increase in advertising to some remote (online) gambling su b-sectors in rockdown 2 and three periods has been reflected in such an increase in such activities and lon g-term sustainable involvement. Is particularly important. It has passed the opportunity to collect sel f-reported data that was widely reported in the first rock down (Hodgins & amp; Stevens, 2021), but using industry data that covers later lockdowns to examine changes. It is possible. The decrease in gambling advertisements during the first blockade also coincides with the overall decrease in gambling reported by British consumers during this period (for example, Sharman et al., 2021; wardle et al., 2021). However, since the relationship between marketing and gambling has been reported, advertising expenses increased between rock down and 3 (each from November 2020 to December to March 2021). It is also important to examine whether it was reflected in the increase in consumer gambling for certain subgroups and activities. It is known as a risk factor for gambling (Allami et al., 2021), and it has been reported that people who have experienced the problem gambling are susceptible to advertising (Binde & Amp; Romild, 2019). Investigating whether the increase in advertising to some remote (online) gambling su b-sectors in rockdown 2 and three periods has been reflected in such an increase in such activities and lon g-term sustainable involvement. Is particularly important. It has passed the opportunity to collect sel f-reported data that was widely reported in the first rock down (Hodgins & amp; Stevens, 2021), but using industry data that covers later lockdowns to examine changes. It is possible.

The decrease in the amount of general advertising spending and the average number of advertising expenditures per week during the first lockdown period is the independent industry in which all gaming products and radio advertisements announced in the middle of the first lockdown are removed. Betting and Gaming Council, 2020A. At the start of rock down 2, the same representative organization has reconfirmed the commitment for a series of measures to protect staff and consumers, including pledges to secure "appropriate and responsible advertisements including monitoring volume". (Betting and Gaming Council, 2020b; Betting and Gaming Council, 2020c). However, it is unknown whether the direct commitment of voluntarily stoping or reducing advertisements was repeated in rock down 2 and 3. Since advertising spending increased in both lockdowns (against 2019), it is thought that advertising was not reduced or at least limited reductions. If there was no further reduction, the basis remains unknown why this measure was initially necessary and that it was not necessary. In addition, the fact that the commitment in rock down 1 was related to some advertising activities, some gambling products, and some businesses was consistent using voluntary mechanisms. It highlights the difficulty of maximizing the effects of the Harm reduction approach. This is, for example, in Spain, in contrast to the fact that most gambling advertising activities have been legally restricted to restrict harm among pandemic (Igamingbussiness, 2020). The decrease in the amount of general advertising expenditure and the average number of advertising expenditures per week during the loc k-down will remove all gaming products' TV and radio advertisements announced in the middle of lockdown. Betting and Gaming Council, 2020A. At the start of rock down 2, the same representative organization has reconfirmed the commitment for a series of measures to protect staff and consumers, including pledges to secure "appropriate and responsible advertisements including monitoring volume". (Betting and Gaming Council, 2020b; Betting and Gaming Council, 2020c). However, it is unknown whether the direct commitment of voluntarily stoping or reducing advertisements was repeated in rock down 2 and 3. Since advertising spending increased in both lockdowns (against 2019), it is thought that advertising was not reduced or at least limited reductions. If there was no further reduction, the basis remains unknown why this measure was initially necessary and that it was not necessary. In addition, the fact that the commitment in rock down 1 was related to some advertising activities, some gambling products, and some businesses was consistent using voluntary mechanisms. It highlights the difficulty of maximizing the effects of the Harm reduction approach. This is, for example, in Spain, in contrast to the fact that most gambling advertisements have been legally restricted to limit harm among pandemic (Igamingbussiness, 2020). The decrease in the amount of general advertising spending and the average number of advertising expenditures per week during the first lockdown period is the independent industry in which all gaming products and radio advertisements announced in the middle of the first lockdown are removed. Betting and Gaming Council, 2020A. At the start of rock down 2, the same representative organization has reconfirmed the commitment for a series of measures to protect staff and consumers, including pledges to secure "appropriate and responsible advertisements including monitoring volume". (Betting and Gaming Council, 2020b; Betting and Gaming Council, 2020c). However, it is unknown whether the direct commitment of voluntarily stoping or reducing advertisements was repeated in rock down 2 and 3. Since advertising spending increased in both lockdowns (against 2019), it is thought that advertising was not reduced or at least limited reductions. If there was no further reduction, the basis remains unknown why this measure was initially necessary and that it was not necessary. In addition, the fact that the commitment in rock down 1 was related to some advertising activities, some gambling products, and some businesses was consistent using voluntary mechanisms. It highlights the difficulty of maximizing the effects of the Harm reduction approach. This is, for example, in Spain, in contrast to the fact that most gambling advertising activities have been legally restricted to restrict harm among pandemic (Igamingbussiness, 2020).

This data can be used for several practical applications. First, it gives an important background to the decrease in gambling reported by consumers during the first lockdown. At least in the case of advertisements, this data also indicates that the market situation in subsequent blockages was not the same as the first blockade. This emphasizes the important need for people who have experienced the gambling to be more susceptible to advertisements that have been increased in subsequent lockdowns and further examine the tendency of consumers over the entire pandemic. (Binde & amp; romild, 2019). In addition, this data has updated the existing estimation (Ginnis & Amp; Kitson, 2019) for gambling ads in the UK, taking into account the effects of pandemic. This provides a context in the simultaneous policy controversy, such as a review of the British government's gambling law (DCMS, 2020), which is considering advertising regulations. This data also shows the usefulness of advertising spending data to examine the trends in the British gambling market. In future research, we will use such data in the weighing and economic models to determine whether advertising trends (overall and specific subsector) predict the shor t-term, mediu m-term, and lon g-term trends of gambling and harm. You can. Possibly resulting data include gambling revenue, gambling patterns and harm, or industry data. Although there is a limit to weighing economic research (Binde, 2014; Saffer, 2020), there are few studies on gambling ads, and according to alcoho l-industry documents, the following is the effect of gambling advertisements on gambling. Such results are shown. This data can be used for some practical applications. First, it gives an important background to the decrease in gambling reported by consumers during the first lockdown. At least in the case of advertisements, this data also indicates that the market situation in subsequent blockages was not the same as the first blockade. This emphasizes the important need for people who have experienced the gambling to be more susceptible to advertisements that have been increased in subsequent lockdowns and further examine the tendency of consumers over the entire pandemic. (Binde & amp; romild, 2019). In addition, this data has updated the existing estimation (Ginnis & Amp; Kitson, 2019) for gambling ads in the UK, taking into account the effects of pandemic. This provides a context in the simultaneous policy controversy, such as a review of the British government's gambling law (DCMS, 2020), which is considering advertising regulations. This data also shows the usefulness of advertising spending data to examine the trends in the British gambling market. In future research, we will use such data in the weighing and economic models to determine whether advertising trends (overall and specific subsector) predict the shor t-term, mediu m-term, and lon g-term trends of gambling and harm. You can. Possibly resulting data include gambling revenue, gambling patterns and harm, or industry data. Although there is a limit to weighing economic research (Binde, 2014; Saffer, 2020), there are few studies on gambling ads, and according to alcoho l-industry documents, the following is the effect of gambling advertisements on gambling. Such results are shown. This data can be used for several practical applications. First, it gives an important background to the decrease in gambling reported by consumers during the first lockdown. At least in the case of advertisements, this data also indicates that the market situation in subsequent blockages was not the same as the first blockade. This emphasizes the important need for people who have experienced the gambling to be more susceptible to advertisements that have been increased in subsequent lockdowns and further examine the tendency of consumers over the entire pandemic. (Binde & amp; romild, 2019). In addition, this data has updated the existing estimation (Ginnis & Amp; Kitson, 2019) for gambling ads in the UK, taking into account the effects of pandemic. This provides a context in the simultaneous policy controversy, such as a review of the British government's gambling law (DCMS, 2020), which is considering advertising regulations. This data also shows the usefulness of advertising spending data to examine the trends in the British gambling market. In future research, we will use such data in the weighing economic models to determine whether advertising trends (overall and specific subsector) predict the shor t-term, mediu m-term, and lon g-term trends of gambling and harm. You can. Possibly resulting data include gambling revenue, gambling patterns and harm, or industry data. Although there is a limit to weighing economic research (Binde, 2014; Saffer, 2020), there are few studies on gambling ads, and according to alcoho l-industry documents, the following is the effect of gambling advertisements on gambling. Such results are shown.

We should acknowledge some limitations of our analysis. Spending only provides a proxy for advertising volume and intensity and does not account for other factors that mediate or moderate the effects of advertising (e. g., design features, offers, or inducements). Spending was estimated by Nielsen using a wide range of data sources, but some error is inevitable and not all advertising activity is likely captured. The data cover a wide range of paid advertising mediums, but do not include social media and affiliate marketing (Houghton et al., 2019), platform marketing (Stead et al., 2016), sponsorship (Purves et al., 2019), and other paid advertising channels (Purves et al., 2019). We only compare the lockdown trends to a single equivalent point in time before COVID-19 and cannot directly show how the data relate to longer-term trends or to different patterns of sporting events (e. g., high-profile international tournaments such as the World Cup) in years. A longer time series would have also allowed us to project spending in 2020 and 2021 assuming no pandemic disruptions, which would have served as a counterfactual for the observed trends. In addition, we only focus on gambling advertising, and no data are available that allow direct comparison with broader advertising trends in the UK, such as fluctuations in advertising media spend during the pandemic. Finally, the data are only descriptive of advertising activity and cannot determine the motivations and impacts, for example, defending or expanding market share versus increasing gambling uptake or frequency. Nevertheless, the investments observed in this study suggest that advertising must be making some positive contribution to the economic model that supports the UK gambling industry.

Compared to the same period in 2019, the expenditure for paid gambling ads after inflation was decreased between the first national COVID-19 lockdown in the UK, but increased in rock down 2 and 3. Rockdown 2 increased significantly. The decrease in advertising spending in rock down 1 is also correlated with the overall gambling decrease reported by consumers during this period. Therefore, in the future research, we will examine how much advertising spending in rock down and 3 has been reflected by the increase in gambling of the whole and specific su b-groups (such as gambling addiction experienced). Is important. This data may also provide the latest estimated values for advertising expenses and use the gambling method, such as reviewing the gambling method, may be useful for the current policy controversy on the nature and management of gambling marketing in the UK.

Who participates in online gaming in the UK?

The data analyzed in this study is not open to the public, based on a license agreement between researchers and Nielsen's Advertising Intelligence Services. A reasonable access request for data can be made to the author, which requires Nielsen's screening and permission. Data can be purchased from Nielsen.

The UK is one of the "power of the world" in the 2005 gambling law, which legally legalized online games in the world. Since then, the relatively free attitude of this country for accidental games has been one of the most successful countries in the world, moving forward in the industry.

But how large the online gambling department in the UK was, who was participating, and what was influenced by the epidemic of COVID-19? XACE has collected data and depicts the appearance of online gambling in the UK in 2021. Alternatively, see the whole picture of the British gambling statistics 2021.

The following British Gambling Statistics 2021 provides the latest view of remote games in the country.

In a nutshell, it's big!

In the UK, it is estimated that at least about 24 million people participate in online games once a month. This is equivalent to about 44 % of the adult population (18 years old or older)!

Many companies have entered this field. Overall, the British Gambling Committee has issued more than 3, 600 licenses to 2, 600 online gambling companies. And at least 175 online casinos are operated in Japan.

The future of UK online gambling and betting industry

Online betting and gambling is the largest sector in terms of total gross gambling revenue (GGY). According to the latest data (2020), online gaming in the UK earned £5. 7 billion in GGY, which is just under 40% of the total market (the next largest gambling is the National Lottery, with a GGY of £3. 4 billion).

Of this, online casino games were particularly successful, earning £3. 2 billion in GGY. Slots were the most popular (69%), with roulette (14%) and blackjack (6%) also attracting many punters.

Remote betting is also an important market in the UK, with a total GGY of £2. 3 billion expected in 2020. The most popular sports are football and horses.

Although smaller in scale than other online games, remote bingo also performed well in 2020, bringing in around £177 million. Online gaming also continues to grow. According to gambling industry statistics released by the UK Gambling Commission (UKGC), the remote betting and gaming sector shows a strong upward trend, with a combined growth of 20% between October 2018 and September 2019. However, there was a 0. 6% decrease in GGY between April 2019 and March 2020, which is almost certainly due to the pandemic. However, this decrease is smaller than would be expected given that many sporting events were canceled due to the door lock. Unsurprisingly, the pandemic has attracted gamers to online casinos and betting sites as brick-and-mortar betting shops and casinos have been closed. According to government data, attendance at remote betting, bingo and casinos increased by just over 8% last year, while non-remote betting fell 26% and traditional casino use fell 4%.

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A survey found that 12% of gamblers increased their online gambling spending during the closure period, while 25% reduced their spending. That said, 59% said their betting or gambling behavior was unaffected.

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Elim Poon - Journalist, Creative Writer

Last modified: 27.08.2024

There was consistent evidence that overall gambling reduced during the initial COVID lockdown period (March to June ). A small proportion of people. the parent and offspring generations between the 26th May and 5th July The response rate was 44%, resulting in young adults. Amended regulations. From 1 July , a number of amendments to regulations under the Gambling Act take effect. The new amendments provide regulatory.

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Coronavirus COVID19 and its impact on gambling July 2020

Coronavirus (COVID-19) and its impact on gambling – July 2020

Summary

Also published recently

Details

General consumer trends

Gambling Market Impacts

Overall, fewer consumers are gambling

Lockdown prompted some people, who were gambling already, to try new products

Overall gamblers claim to be playing products at the same rate or less

And we have seen a slight decrease in the number of sessions over an hour.

Notes

Data and downloads

Expenditure on Paid-for Gambling Advertising During the National COVID-19 ‘Lockdowns’: An Observational Study of Media Monitoring Data from the United Kingdom

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Introduction

Methods

Design

Observation Periods

Advertising Activities and Gambling Subsectors Observed

Analysis

Results

Overview of Gambling Advertising Activity Across the Observation Period

Gambling Advertising During Lockdown One

Gambling Advertising During Lockdown Two

Gambling Advertising During Lockdown Three

Discussion

Conclusions

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UK gambling statistics for 2021

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The future of UK online gambling and betting industry

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