April 18, 2019

Betting that if it’s built, they will come

Paige Schoenfeld // WTF VICE

Sports gambling hasn’t had the greatest reputation in popular culture. Bets happened in clandestine telephone booths or dark, smoky back rooms. Online gambling first grew its roots through gray market sources.

However, perceptions are improving, as sports betting and online gambling become legalized throughout Canada and in pockets of the U.S., with some regulatory strings attached. But a change in perceptions is not happening as quickly as some would like. As we’ve seen in the rest of this issue, just because something becomes legal, or becomes less of a vice, doesn’t mean the market is suddenly ready to embrace it with open arms. Nor does it mean that people immediately understand the new laws and regulations or, more importantly, the products and offerings themselves.

Ipsos research shows that barriers exist for the adoption of online betting, the modern vehicle to place a sports bet today. This syndicated research that measures attitudes and usage in the U.S. and Canada highlights that trust in online gambling sites is very low – not a surprise, given that the average Canadian has access to only one legal and regulated online gambling website. Financial concerns are a factor as well, which is consistent with any form of gambling. Ipsos looked at how barriers to online play differed across generations. Younger generations, for example, were much more likely to reject gambling in general or, alternatively, not know where to start.

All of this points to opportunities for gaming and lottery companies to educate people on the ins and outs of the industry and the rules in each state or province. Taking a role in that education has the additional benefit of helping to foster much needed trust between brand and customer.

Paige Schoenfeld is a Director for Ipsos Lottery and Gaming


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If you build it, will they gamble?

Below are some reasons why people say they do not gamble online. For you personally, how much of a barrier to

U.S Gen X U.S Gen Y U.S Gen Z U.S Total Canada Total

I don't trust online gambling websites. I don't trust online gambling websites. 77% 78% 81% 78% 71%

I can't afford it. I can't afford it. 68% 73% 73% 71% 70%

I don’t like to spend my money online. I don’t like to spend my money online. 62% 64% 67% 64% 68%

I don't like to gamble at all. I don't like to gamble at all. 56% 65% 69% 63% 68%

I don’t know where/how to start gambling online. I don’t know where/how to start gambling online.. 45% 57% 57% 53% 46%

It’s confusing. It’s confusing. 48% 52% 54% 51% 47%

I prefer to gamble elsewhere. I prefer to gamble elsewhere. 42% 45% 45% 44% 46%

Online gambling is not legal in my state. Online gambling is not legal in my state. 42% 47% 42% 43% Not applicable

Source: The 2018 Gaming XYZ Syndicated Study

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, Director, Canada , Marketing Strategy & Understanding

Paige Schoenfeld is a Director at Ipsos. She advises lottery and gaming clients about their market, advertising, and brand strategy using data driven insights. In her time supporting Lottery and Gaming organizations she has helped her clients make more informed decisions by having a stronger market understanding, optimizing player engagement, and providing a platform for clients to make more educated decisions on new concepts or games. She has more than eight years of experience as both a qualitative and quantitative researcher.

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