Sports betting in the middle of society
A survey by the listed market and opinion research institute YouGov (UK) has shown that gambling is very popular among people in Canada: more than one in four Germans spends money on taking part in certain forms of gaming at least once a month. But which types of games are most relevant? For this purpose, YouGov has developed a unique tool called Global Gambling Profiles.
According to YouGov, 27 percent of German survey participants said they spend money on gambling, betting, casino games or other random-based games at least once a month. Of these, 11 percent said they would spend more than 20 C$while 16 percent said they would invest less. However, lotteries were excluded from the survey. The data is primarily intended to provide the private gaming industry with insights into gaming preferences.
As the survey shows, eight percent regularly take part in Instant win games such as scratch cards. Five percent, however, prefer that Play online slot machines , while four percent of participants said they favored poker and bingo. Are the undisputed front runners Sports betting casinos, in which 35 percent of players participate regularly. People prefer to bet on football, and nine percent said they would bet on tennis.
"Gambling is such a powerful industry that brands and partners deserve to have accurate, up-to-date data at their fingertips. With advances in technology, the seismic impact of COVID-19, and the contrasting changes in regulations around the world, YouGov Global Gambling Profiles represents the most comprehensive and detailed data set on the market. This tool is an important step in shifting conversations away from generic notions of gambling and toward more nuanced perspectives from diverse consumers within this industry lead.” – Oliver Rowe, Director, YouGov, press release
New tool: 24 key markets in sight
According to YouGov, the Global Gambling Profiles tool was developed specifically to provide business-relevant insights into the gambling market: The tool will be used to take a closer look at 24 key global markets in the future. In addition to Canada, these include Canada, Great Britain, Australia and the USA, where gambling acceptance is also high. The tool works with specific questions for consumers, including:
- Have you ever played for money in a casino?
- If yes, which game did you play?
- Have you ever played slots outside of a casino?
- Did you win or lose more money?
- Do you think there is such a thing as a winning streak when playing?
According to its own statements, the Global Gambling Profiles tool is based on over 500,000 interviews conducted per year. New data would be collected monthly and constantly updated. The tool therefore offers an immediate overview of gambling customers’ playing styles, characteristics and attitudes. Above all, the question of which games are most popular and where is highly relevant. Such nuances would be provided for the first time.
Survey relevant to the market in Canada
The survey is highly relevant for the gambling market in Canada, as the market was opened to international online casinos for the first time in July, which from now on are based on the Rules of the new GlüStV have to hold. However, this also introduces strict player protection requirements such as betting limits and blocking systems. Many of the rules had caused criticism in advance. In particular, the recently passed gaming stake tax is still causing dissatisfaction.
The stake tax is 5.3 percent and applies to online slot machines and online poker , although gross gaming income is normally taxed throughout Europe. Researchers and industry representatives have recently warned that online casinos will have to lower their payout rates as a result. This results in a loss of customers of almost 50 percent. It remains to be seen whether players will play with German licensees or prefer providers with an EU license.
It is clear that the deployment tax jeopardizes the highest goal of the new state treaty - channeling customers into the market in Canada. According to statements from the universities of Bochum and Düsseldorf, all other goals of the GlüStV can no longer be implemented if this primary goal is not achieved. According to the Federal Council, the so-called Racing Betting and Lottery Act of 1922 will be modernized in order to introduce the gaming stake tax.
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