In sports betting, it is important to understand who your players are.
GENDER :
Males make up about 90% of all online players.*
AGE :
More than 70% of online players are under 35 years of age.*
It is important to note that this demographic is not deliberately chosen by betting operators, but rather these are individuals who are generally more enthusiastic about sports betting.
As a matter of fact, sport betting attracts a younger audience than any other lottery product, be it draw based games, scratch cards, keno, etc.
Young people (18-24) make up about 45% of new players.
source Harris Interactive 2021
This presents two challenges for lotteries that offer sports betting :
- To provide attractive, entertaining sports betting products that are safe and responsible; and
- To apply marketing communications methods that attract the proper age demographic for sports betting without enticing minors or other vulnerable segments of the population.
On the following pages we have identified the rules and guidelines that will help you market your sports betting products in a way that is both competitive and socially responsible.
* AUSTADE.FR – Le marché des paris sportifs en France – 29 octobre 2020 https ://www.austade.fr/tous-sports/dossier-le-marche-des-paris-sportifs-en-france/
