For years, the UK online gambling landscape has been an epitome of diversification and dynamism.
The great range of online gambling services represents a major part of the diversification of the country’s gambling industry. Another important dimension of this diversity that is particularly intriguing is the variation in customer demographics and age.
According to the latest reports, the age groups that engage with online gambling platforms available in the UK very much vary in terms of gambling habits, interests, and participation in different types of services. Understanding these specific nuances could give analysts a more comprehensive view of the future of the industry.
Each Generation of British Gamblers Has Different Preferences Characterising Its Engagement with Online Gambling
Every generation has had its fair share of technological advancements that affect every aspect of people’s everyday lives, including gambling and the way customers interact with the world of online gambling in particular.
On the other hand, every generation has different preferences when it comes to gambling, with game variety, community engagement and regulations, transparency and fair play having a major part in customer engagement with the sector.
As Casino Guardian previously reported, the trends in the digital gambling landscape have been rapidly evolving throughout the years. From rudimentary graphics featured in the earliest online casinos in the 90s to breathtaking 3D games and virtual or augmented reality experiences, the sector has undoubtedly experienced staggering changes over the last 30 years and so. While change is usually a good thing, the constant evolution of the sector could mean that older generations might find it harder to adapt to the newest features in the sector while younger generations impatiently await the next massive change in the market.
In any case, as the online gambling industry in the UK continues to evolve, understanding the preferences of each generation of gamblers is a matter of paramount importance because it will provide operators with the chance to establish a sense of continuity between good old traditions and the latest innovations. This will also allow the digital gambling sector to more easily predict generational preferences and customer behavioural patterns in order to guarantee better engagement with its services in the years to come.
The “Silent” Generation – Gamblers Born between 1928 and 1945
According to researchers, members of the Silent Generation are usually uninterested in digitalisation and digital services as a whole, which basically means that people born in the period from 1928 to 1945 tend to be left outside the growth of the online gambling sector. Still, a surprising number of elderly people have engaged in online gambling, mostly driven by curiosity.
Usually, the Silent Generation members are characterised by a more cautious approach to digital gambling services, with them often choosing simpler games with easy-to-understand and operate interfaces.
People born between 1928 and 1945 value trust over most other factors, so they tend to choose online gambling sites with a long-standing presence in the sector, a strong reputation, and clear and transparent regulatory credentials. They also prefer platforms that have been recommended to them by close friends or family members.
Baby Boomers Generation – Gamblers Born between 1946 and 1964
So-called baby boomers, or the generation born between 1946 and 1964, are commonly known for their preferences for traditional gambling venues. Research has shown that such gamblers often seek out games that remind them of past experiences. Usually, their most preferred types of gambling products are blackjack, classic slot games, and poker.
Baby boomers are also the generation where scepticism is confronted by the latest technology developments, with gamblers being curious to find out more about the latest trends and products in the gambling market.
British baby boomer gamblers are usually more technologically skilled than the Silent Generation, so they are more likely to try out “newer” forms of digital gambling, with them possibly becoming interested in augmented reality games and virtual reality casinos. Still, their participation rates in such forms of online gambling remain relatively low and opting for such services is traditionally more deliberate.
Generation X (Gen X) – Gamblers Born between 1965 and 1980
According to analysts, so-called Generation X finds itself somewhere between traditional gambling and the latest trends in the digital gambling industry.
A more specific gambling engagement and participation pattern is observed, with such customers tending to prefer live dealer games, which combine two in one – human presence and communication, on one hand, and digital convenience of games availability, on the other hand.
Gen X members are also much more keen on exploring new gambling formats, such as themed slots and progressive jackpot games. Still, they remain cautious of online gambling services as they realise perfectly that cybersecurity is a matter of paramount importance. This is exactly why online gambling platforms that offer customer data protection, encrypted transactions and two-factor authentication are usually preferred by Generation X gamblers.
Generation Y (Millenials) – Gamblers Born between 1981 and 1996
Digitalisation comes naturally to members of Gen Y. This is probably the first generation in which members can be characterised as “digital natives” and are naturally interested in mobile applications, responsive designs, quick loading times, and guaranteed cybersecurity that are in line with their busy lifestyles.
Millennials usually find the social aspect of gambling extremely important, which, according to experts, shows how crucial the link between gamification and social gaming is.
Reports have shown that members of Generation Y tend to engage mostly in tournaments, multiplayer games, and platforms that integrate the aforementioned social factor in some of their features. The tech-savvy millennial gamblers also find gamified experiences with various achievements, levels, and special rewards particularly appealing.
Generation Z – Gamblers Born between 1997 and 2012
Some analysts have described Generation Z, or the gamblers born in the period from 1997 to 2012, as the driving force behind some of the latest trends in the UK digital gambling market.
Gen Z members have an inherent affinity for video games and have been vastly responsible for the rise of esports betting in the country. The fact that such individuals are usually familiar with various gaming tournaments, personalities, and titles puts them in a position to be the prime consumers of Britain’s online gambling industry.
Gamblers from Generation Z are also more willing to take advantage of emerging online gambling solutions and digital payment methods, including e-wallets, instant bank transfers, and of course, cryptocurrency payments, which, according to experts, outline the future of online gambling in the country.
- Author
Daniel Williams
