Online Gambling COVID-19 U.K. marketplace insights
Up until March 21, 2020 HYPOTHESIS In today’s situation, with offline gambling shops closed and consumers on lockdown, we anticipate to see an increase in online gambling activity over the coming weeks (Lottery, Bingo, Casino & Poker) There was increased online gambling activity observed last week; it is expected to continue to grow through the lockdown period
SRPV indexed to January Week 2 4% WoW
05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar Week 2 (W2) W3 W4 W5 W6 W7 W8 W9 W10 W11 W12
2019 2020 Clicks indexed to January Week 2 19% WoW
Source: Microsoft Internal Data, Bing O&O Traffic, All Devices Poker & Casino searches are more popular year over year (YoY) YoY search growth for Online Gambling sub-verticals 126% YoY 250.00%
200.00% Overall YoY change across sub-verticals
Bingo Casino Lottery Poker 150.00% +0.3% +14% -4% +20%
100.00%
50.00%
0.00%
-50.00%
Bingo Casino Lottery Poker
Source: Microsoft Internal Data, Bing O&O Traffic, All Devices There was a massive spike in Poker searches observed the past week Query samples SRPV indexed to week of January 05/01 – 11/01 Bingo: “bingo sites," “bingo," “bingo UK,” “[bingo brand]”
Casino: “[game brand] casino," “best casino," “casinos”
Lottery: “national lottery," “lottery UK," “lottery”
Poker: “poker," “free poker," “play poker”
Bingo Casino Lottery Poker
Source: Microsoft Internal Data, Bing O&O Traffic, All Devices Generic searches are on the rise as more gamblers look for free slots & offers
SRPV indexed to week of 05/Jan – 11/Jan
Top growing queries YoY
• online casinos • online casino casino • casinos free slots online casino
Source: Microsoft Internal Data, Bing O&O Traffic, All Devices *Searches indexed to 2nd calendar week in January **YoY Query Calculation based Year to Date 21th March with minimum of 1000 Searches Lottery query peaks vary through the period Something to keep an eye for the coming weeks
SRPV indexed to week of 05-Jan – 11-Jan
Top growing queries YoY
• [lottery brand] uk • euro lottery [lottery brand] uk official site irish lottery lottery lottery uk uk lottery
Source: Microsoft Internal Data, Bing O&O Traffic, All Devices *Searches indexed to 2nd calendar week in January **YoY Query Calculation based Year to Date 21th March with minimum of 1000 Searches Thank you