Online Gambling got a Setback in the Search Front
As per a recent report from Deloitte commissioned by the Association of British Bookmakers, says that Brits spends around £2.3 billion annually on online gambling. On the other hand, a new report from a leading independent digital marketing agency, Greenlight states that the consumer online search volumes pertaining to sports betting, poker, bingo and casino have suffered a sharp drop.
The findings of Greenlight follow the government’s announcement of 15% tax imposition on operators in the remote gambling market, depending upon the type of gambling offered. Plus, the warning from bookies on losses that are likely to come from the planned tax reform set to kick in next year. The agency has profiled customer search habits in their Gaming Sector Report – Issue 11that went to Google UK in July to make the gaming related queries. This report throws light on the popular search items, total search volumes and the most visible sites to searchers.
The 12 month reports, reveals the gaming related consumer searches that totaled to 995,830 in July. There was a sharp decline by 34% in June’s volume of 1.5 million and it was considered to be the steepest drop since August 2012. Major queries were made up by casino and the same accounted to a 35% share. Following this was sports betting (31%), bingo (18%) and poker (16%). According to Greenlight, ten most popular terms used by the consumers to find gaming sites across the board were:
• bingo’ (60,500 searches)
• online casino’ (60,500 searches)
• casino’ (49,500 searches)
• poker’ (33,100 searches)
• no deposit casino’ (33,100 searches)
• bet’ (33,100 searches)
• poker hands’ (22,200 searches)
• bingo sites’ (22,200 searches)
• betting calculator’ (18,100 searches)
• free bingo’ (18,100 searches)
The most visible site in the organic listings was paddypower.com that achieved 44% share of voice. Williamhill.com was the most visible advertiser in paid listings, securing a 75% share of visibility. In social media, Betfair.com got the highest number of Youtube views and Paddypower.com got the highest number of subscribers to its channel.