One of the biggest trends in entertainment in the last decade has been the extraordinary growth of online betting companies. Whether sports bettors are following their local teams or international events like the 2020 Tokyo Olympics, now scheduled to take place from 23 July to 8 August 2021, gambling operators are keen to encourage new customers to sign up and gamers are a priority in their sights.

Gamers are an obvious target for betting companies because, in the same 10-year period, the global games market has also grown significantly and is currently estimated to be worth USD148.1 billion, with mobile gaming dominating the industry in both revenue and user count. This makes gamers an untapped potential for betting companies.

Gamers are a diverse group

In gaming, there is a lot of diversity, with games belonging to genres that can be relaxing, competitive, escapism, or entertainment. For example, shooter games are more appealing to younger males, whilst older females prefer puzzle games. This makes it easy for betting companies to target their marketing and advertising and activation opportunities.

With gamers comfortable with online entertainment, the switch to betting companies is less of a hard sell. Betting companies, as our friends posted here, are encouraging new customers to sign up by offering free bets. There are also deposit bonuses, referral bonuses, and other offers like cashback promotions that return a portion of losses, frequent player point loyalty programs, and more.

Gaming is equally popular between men and women

Betting companies are targeted by betting companies because they cover a broad demographic. Mobile gamers in their mid to late 30s are split 50:50 across the male/female gender divide.  Of those who use mobile apps, half will open a game app at least once a week, with gaming being third in the list of most popular apps overall, but second most popular for those aged 18 to 20 years old.

Gamers as influencers

Betting companies can use gamers as influencers for their own businesses. Research has found that two-thirds of gamers, particularly women, have some influence on the purchasing decisions of their friends, family, or colleagues, significantly more than non-gamers. This affects decisions around dining out, groceries, and clothing while male gamers have more influence regarding technology and entertainment, whereas gamers who play Candy Crush Saga and Angry Birds are primary decision-makers in their household since most are in the older demographic.

Gamers are receptive to advertising

Gamers are more likely to respond positively to advertising, using them to keep up to date with products and services, persuaded by adverts, and more likely to think of global brands in a positive light.  This means that gamers may need little persuasion by betting companies to set up an account and are more likely to share this information with others.

How Gamers are being incentivized

Invitations to new clients to take part in a tournament, within a specific 24 or 48 time period, without making any financial commitment is something that gamers are more likely to accept than non-gamers. Gamers are also incentivized to continue playing with in-game rewards by sportsbooks. There are also VIP services which include special deals, extra bonuses, free tickets for events, and a dedicated VIP manager to look after their every need.

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