It’s hard to find something that hasn’t either adapted to increased mobile usage or suffered greatly due to its popularity. The smartphone has enfolded everything from gambling to ordering a takeaway into its ecosystem, meaning that it’s increasingly difficult to get ahead without one. Try finding an open high street bank on any given day, for example.
The gambling and casino industry, despite conjuring up images of lofty rooms and well-dressed croupiers, is also seeing more people sign up and play via their mobile or tablet. This is despite the fact that attitudes towards online gambling in the UK seem to be trending towards the negative, albeit in a fashion that seems contradictory.
Gambling good for the economy
iGaming comparison site WDW Bingo indicated that, while Britons are becoming more cautious about online gambling, a sizeable chunk of people still believe that the pastime has an agreeable effect on day-to-day life and the economy.
This comment was in response to the UK Gambling Commission’s (UKGC) annual Gambling Behaviour Survey, which, among other things, noted a) an increase in negative sentiments towards the number of casino sites out there; b) greater interest in banning or discouraging gambling; and c) a majority view that people should be able to place wagers whenever they want.
Put another way, the results of the survey represent a growing appreciation of on-demand access, even if they find some content unsavory. Harrison Score, a spokesperson from WDW, confirmed the previous, writing: “Almost 80% of WDW Bingo’s users are on their mobiles. That means a vast majority are signing up to bingo sites on their phone. Online bingo is now very much a game on the go.”
High friction vs. low friction gambling
This latter point concurs with the UKGC’s discovery, in 2019, that almost half (44%) of all gamblers had placed a wager using their phone that year. The number of people opting to play on their phone as opposed to on a computer nearly doubled in the period between 2015-19.
The key to this shift is comfort. When people can get everything at their fingertips, visiting a real-life casino seems like too much of an effort.
The UKGC makes a distinction between “high friction” and “low friction” gambling activities, which ultimately describes in-person play versus online. While a number of factors contribute to these labels, high friction or in-person play usually comes with more negatives, e.g. low accessibility and significant time investment.
Overall, worsening perspectives on gambling in the UK could be a worry for casino operators but, as much of this concern comes from market saturation (i.e. the fact that there are simply too many sites out there), this problem could correct itself, as players stick to who they know instead of what’s new or different.
It might sound like an affront to progress but appeasing worried consumers may just be more important over the next few years than more flashing lights.
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