Optimove iGaming Pulse: Average and monthly UK deposits hit 13-month low

In a monthly column, Optimove shares the latest insights from its iGaming Pulse Report looking at how casino and sports KPIs performed in March 2022

Something is happening in the UK, around responsible gaming, that is. Yes, it’s a buzzword that’s been around for years but consider the following:

A survey conducted by YouGov, British market research and data analytics firm, found that there may be as many as 1.4 million problem gamblers in the UK, raising awareness to the issue. In addition, in early April it was announced that UK gambling ads will have to drop celebrities popular with under-18s. The changes impact, in particular, the Premier League when it comes to how gambling advertising is used. A report from the BBC says that new rules will be coming into force in October 2022.

Let’s also throw in the fact that operators are starting to feel the regulatory heat around RG as evident from the £15m in fines amassed by operators for violating social responsibility regulations in 2021. The figure will be much higher in 2022.

With that context and environment in mind consider these two figures: average deposit amount and monthly deposits in the UK are both at a 13-month low of €5.7 and €53 respectively. Surely it can’t already affect behaviour, can it?

Sports KPIs

Monthly deposits

The average number of monthly deposits for sports bettors increased by 5% MoM and by 3% YoY, now standing at 9.8 monthly deposits per player.

Monthly net gaming revenue per player

There has been an increase of 10% MoM in average revenue per active player and 3% YoY, now standing at €91 per player.

Average deposit amount

The average deposit amount for sports players decreased by 9% MoM and increased by 5% YoY, now standing at €41.

Retention rates

Retention rates for sports bettors have remained static MoM and decreased by 1% YoY, now standing at 68%.

New retention rates

New retention rates have decreased by 5% MoM and by 19% YoY, now standing at 39%.

Conversion rates

Conversion rates remained static MoM and increased by 11% YoY, now standing at 49%.

Number of activity days

This month, the number of activity days decreased by 4% MoM and fell by 7% YoY, now standing at 7.8.

Mobile bet rate

For this report, this KPI is defined as the total mobile bet amount during September, divided by the total bet amount. Looking at the data, the rate decreased by 4% MoM and increased by 3% YoY, now standing at 71%.