Know your target audience: a portrait of online casino and bookmaker players in 2024

How old is the average online gambler? Where in the world is online gambling participation highest? How many online gamblers are female? The harder a question is to answer, the more important it may be for painting a portrait of your target audience. This article will investigate online gambling statistics worldwide, revealing a portrait of your target audience for the iGaming industry in 2024.

Online casino gaming and sports betting is a fast-paced, dynamic, and — above all — profitable industry. The constant technological innovations and changing regulations around the globe make it one of the most exciting businesses to be in, with every day bringing a new challenge or opportunity. Perhaps most importantly, the current global iGaming boom shows no sign of stopping — recent estimates see global revenues topping $100 billion within the next five years.

But while online gambling is a unique industry, one basic business principle holds as true for online casinos and sportsbooks as it does for retail, fashion, music, and other businesses: the key to success is to know your customer.

How old is your average online gambler in the UK? How about Kenya? Australia? Does the market skew male or female? What about education and income levels? Where in the world is gambling participation highest?

Getting a clear picture of your casino target market audience is especially important for new operators who are just starting their online casino platform and integrating gambling and sports betting software. Keep reading to learn more about online casino players in 2024.

Young and male — are the stereotypes true?

There is no single portrait of the average online gambler. However, while the details will vary from country to country, overall, two things tend to be true about international casino players and sports bettors: they tend to be on the younger side (18-35) and they tend to be male (but the gap in the male/female ratio can be as small as a single percentage point).

A study by CasinoCanada indicates that 70% of online gamblers in Canada are between the ages of 18 and 39, with 47% being in the 20-29 age range. The average age to gamble online tends to skew younger, highlighting the significant participation of younger demographics in online gambling activities.

Additionally, males dominate the online gambling scene, making up 82.4% of online gamblers compared to 17.6% of females. Landbased stats paint a different picture, a more balanced one. While 43% of women claim they take no part in gambling, 37% of men say they do not spend any money on placing bets. The bottom line is that more men gamble than women, but the difference is not as nearly as high as one would expect.

A study by GeoPoll found an overwhelming 83.9% of Kenyan youth have participated in gambling activities, a figure that surpasses both Nigeria's 78.3% and South Africa's 74%. This study found that out of adults in Kenya, 57% have participated in gambling in the past, including 69% of males and 44% of females. Of those who gamble, 47% are light gamblers who place bets once a month or less, and only 10% of gamblers place bets more than once a day.

As for age, in many markets, older gamblers — especially those aged 60 and up — are more likely to favor land-based establishments. However, that could change, as in the future the older demographics will likely be more at home with technology than they are now.

According to UK Gambling Commission (UKGC) data, online gambling engagement continues to rise among both males and females. As of the survey conducted between April and May 2023, 26.6% of adults had gambled in the past four weeks, showing a gradual increase from previous years. The survey indicates that 52.6% of recent gamblers were male and 47.3% were female, reflecting a relatively balanced gender participation.

According to the Journal of Industrial and Intelligent Information, Chinese gamblers are more likely to be male than female. Additionally, just over 50% of Chinese players are 35 or younger, 37% are between the ages of 36 and 50, and 9% are aged 51-65. They also tend to have lower education levels.

In Australia, the demographic distribution of gamblers indicates a higher percentage of male participants compared to the general population. A 2020 study found that 54% of gamblers were male, even though men make up only 49% of the Australian population. Conversely, women, who constitute 51% of the population, account for about 46% of gamblers. This gender disparity is more pronounced in online gambling and high-risk gambling activities like sports betting, where males dominate the participation rates.

But while online gamblers do tend to be young and male, there are still a substantial number of players in other age brackets, right up through the over-60s. In many countries, the number of female players is steadily increasing, highlighting the diversity of gambling demographics. The iGaming audience is big enough that even the smaller demographics are still substantial, showcasing the broad appeal of online gambling across various segments of the population.

Education and income

Education and income levels of online gamblers vary. In African countries such as Kenya, gambling participation rates are higher among the lower-income segments of the population, and highest among the unemployed. In contrast, Canadian online gamblers have an average annual income of nearly $75,000, and tend to have at least some university education. In Australia, lower-income gamblers spend a higher percentage of their income on gambling, but those in higher earning brackets spend more overall.

Participation around the world

There are a number of reasons for differing levels of gambling participation around the world. Some countries have a widespread, longstanding cultural acceptance of gambling, reflected in the high numbers of regular gamblers. Even in countries where gambling is prohibited by law, many players will visit offshore gambling platforms.

Europe, by some measures the largest gambling market in the world, has very high rates of gambling participation. According to a 2022 report from the European Gambling and Betting Association (EGBA), the European gambling market grew by 23% year-on-year due to the opening of casinos and betting shops after the pandemic. The UK has the largest market share, accounting for 30.6% of the total European market. According to UKGC research reports, online engagement rates are increasing every year. The 2020 survey found that 47% of respondents had gambled in the previous four weeks and 21% had done so online.

Gambling is also widespread in many Asian countries. There may not be many official numbers or statistics, but it’s well-known that gambling is extremely popular in China. While almost all forms of gambling are banned in China, a large number of offshore operations based in the Philippines cater to Chinese players.

A 2018 study found that 51.5% of Macau residents, 52% of Singaporeans, and 61.5% of Hong Kong citizens engaged in some form of gambling. In Thailand, where gambling is officially banned, a 2019 report found that nearly 60% of the population gambles anyway. The same phenomenon extends across multiple countries in Asia — whatever the laws may be, it’s difficult for them to compete with people’s will to bet.

Countries across Africa are witnessing a surge in sports betting, particularly in Nigeria and Kenya. In Nigeria, it is estimated that around 60 million people aged 18 to 40 (about a third of the population) regularly place bets, predominantly on football matches in European leagues.

This trend is also prevalent in Kenya, where a 2021 survey found that 84% of young people aged 17-35 have engaged in betting activities. This marks a significant increase from previous figures, reflecting the growing popularity of sports betting among the younger demographic in the region.

In Ghana, sports betting is also prevalent, with 41.7% of Ghanaians involved in sports betting as of late 2022. The majority of betting activities in Ghana are conducted online, driven by high mobile phone penetration and the widespread use of mobile money services like MTN and Airtel Money.

Uganda and South Africa also exhibit significant betting activity. In Uganda, 57% of youths have tried betting, while in South Africa, engagement rates are estimated to be around half. However, South Africa's online betting market is limited to online branches of established land-based betting shops due to restrictive laws.

Sports betting in Latin America has seen significant growth in recent years, driven largely by the region's passion for football. In Brazil, sports betting has become a major industry, with an estimated 25% of global traffic to betting platforms coming from the country as of 2022, according to a report from SimilarWeb.

Nearly 60% of adults in Colombia have reported taking part in some form of betting. The Latin countries with the most high-frequency gamblers are Peru and Colombia, where 16% bet once a month or more and 38% of those surveyed — including citizens of Argentina, Brazil, Chile, Mexico, Colombia, and Peru — stated that they had previously gambled, according to a report from PR firm Sherlock Communications.

The biggest factors for Latin American players when choosing a bookmaker are free games, welcome bonuses, and special offers — except in Colombia, where the most important factor is the use of a local payment processor.

Australians gamble more than any other nationality, according to many estimations; reportedly, over 47% of Australians engage in some form of gambling. They also, by far, lose the most money per capita gambling, spending nearly $1000 per year on gambling, far outstripping second-place Singapore, where players lose a little over $600 per year, according to a report from H2 Gambling Capital.

As of 2024, online casino gaming and sports betting in the United States continue to grow rapidly, particularly in states where these activities have been legalized, and the USA has the highest overall gambling expenditure globally. Nationally, the legal sports betting market has expanded to include 38 states, the District of Columbia, and Puerto Rico, and this expansion is expected to continue.

In terms of revenue, the American Gaming Association reported a 71.5% year-over-year increase in gross gaming revenue from sports betting by early 2023, with further growth anticipated as more states legalize the practice and as technological advancements like live streaming and mobile betting apps enhance user engagement​​.

Social casino games are also massively popular in the US. In a country with widespread passions for sports and betting, as well as a love of convenience, it’s highly likely that the state-by-state rollout of iGaming schemes will continue to be greeted with marked enthusiasm from American players.

Player behavior — how, when, where, why, and how much

Bet size and frequency

The most recent data regarding gambling in Europe indicates significant trends. According to a 2022 report by the European Gaming and Betting Association (EGBA), the European online gambling market experienced substantial growth post-pandemic. In 2022, total gambling revenue in Europe increased by 23%, surpassing pre-pandemic levels by 8%.

According to recent data, 26.9% of UK citizens place bets at least once a week, with an additional 21.2% betting more than twice a week​, according to the United Kingdom Gambling Commission. A 2021 report highlighted that 50% of online players access gambling sites via smartphones, reflecting the growing popularity of mobile gambling​. The UKGC has also reported ongoing growth in online gambling, with the Gross Gambling Yield for remote betting reaching £2.6 billion in recent years​​.

Online sports bettors tend to wager higher amounts compared to those who bet in retail shops. In 2020, 38.7% of online sports bettors placed wagers between £10 and £100, whereas only 29% of retail bettors wagered similar amounts​. This trend underscores the shift towards online platforms, partly driven by the convenience and accessibility of remote betting.

A study by The Nation Nigeria highlighted that Nigerian gamblers typically wager between $5 to $25 per bet​​. Similarly, in Kenya, the average bet size is around $1.80, with punters placing up to 180 million individual bets monthly​.

Overall, it’s no stretch of the imagination to say that online players wager more money, more often, than their land-based counterparts.

Motivation

There are a number of different reasons for online players to bet on slots or sporting events. Primarily, it’s viewed as a form of entertainment — a way to relax and have fun. Many players also view it as a way to spend time with friends; it’s even increasingly common for social media users who try social casino games to move on to real money games, especially if they’re tempted by bonuses and other offers.

Aside from entertainment and socialization, another motivation is wealth. In African countries such as Kenya and Nigeria, gambling is often seen as a source of income or even a way to quickly become wealthy.

These differences in motivation could be reflected in players’ behavior. Players who view gambling as a form of entertainment or socialization might play once a week or once a month, whereas those who view it as a source of income are more likely to bet several times a week or even every day.

It’s common for players to set time limits and budgets for themselves. Often, players who set a budget will stop playing once their budget runs out, while players who follow a time limit have set aside a block of time to relax by hitting the slots. These players are more likely to increase their bet if they feel they are on a winning streak — getting the most out of the limited time they have. This betting pattern is more common for online players.

Devices

It will come as no surprise that mobile-based betting is taking over.

The popularity of online gambling and betting has been on the rise, particularly with the increasing use of mobile devices like smartphones and tablets. The availability of mobile gambling apps and websites optimized for mobile use has made it convenient for users to access their preferred games and make bets while on the move.

The betting boom in Africa is being driven in part by mobile technology. In Kenya, one Geopoll survey found that 88% of sports bettors had placed bets via mobile, with 55% of them betting through their phone at least once a week.

Like many other industries, the future of gambling is online — and the future of iGaming is mobile. As a result, game developers are designing titles that are mobile-friendly — and even mobile-first.

Experience level

Players of all experience levels enjoy online casino games. Often, social casino gamers make the leap to real-money gaming, intrigued by a sign-up bonus or other offer, and find themselves enjoying the experience.

Beginners and more experienced players will have different tastes in games. Experienced players will be familiar with Return to Player (RTP) and volatility rates, and might not be as impressed by pop culture themes as those who are new to slots.

Similarly, the more experienced a sports bettor is, the higher their expectations will be when it comes to being offered fair odds.

What do people bet on the most?

In short, online casino and sportsbook players have the same tastes as their offline counterparts. Player preferences, like engagement levels, vary by region.

Players in Europe enjoy slots, table games like blackjack, roulette, and baccarat, and betting on horseracing and sporting events like football. The same goes for Australia and Canada.

While betting on football is popular pretty much everywhere, other tastes vary. Sportsbooks facing India should focus on cricket, and if you’re operating a sportsbook in Ireland it wouldn’t hurt to offer betting on local sports like hurling. In African countries like Kenya, Nigeria, and others, football betting is primarily focused on European leagues, while in Latin America punters also bet heavily on their national leagues.

One Australian study by the Queensland Government Statistician’s Office found that, comparatively, men were more likely to play strategic forms of gambling such as card games like blackjack and sports betting, while female gamblers are more likely to enjoy games of pure chance such as slots, but that might not be true in other parts of the world.

Asian players will appreciate being able to play Dragon Tiger, Sic Bo, Mahjong, and other games with regional roots. Indian players enjoy the same casino games as European players, with the addition of some region-specific games like Indian Rummy, Indian Flush, Teen Patti, and Andar Bahar.

Today's online player

So who is the online casino player of today? For the most part, the first picture that leaps to mind is probably accurate: young and male. In more developed countries, players also tend to have higher levels of income and education, and they’re often very interested in technology — at the very least, they live in a mobile-first world.

But a single picture isn’t enough. While males make up a higher percentage of players than females, there are still substantial numbers of female players, especially in Europe and North America. Lower-income countries have their fair share of frequent players, and while the 18-35 demographic has the lion’s share of slot players and sports bettors, huge numbers of older players spin and wager every day.

All told, while it’s safe to assume that for the most part online casino players are indeed young men, there’s more and more reason to consider female gamblers and those in other age brackets as well — at the end of the day, gambling is an equal-opportunity source of entertainment.

As one of the iGaming industry’s leading software suppliers and aggregators, Slotegrator offers everything you need to start an online casino, including turnkey platform solutions, game content, sports betting software, gambling license acquisition services, and anything else you might need to start an online casino. Get in touch with us to start a successful online casino or sportsbook.