Big jackpots also tend to attract younger gamblers while older generations lean toward games with higher return-to-player (RTP) percentages. Sixty percent of US gamblers prioritize higher-value jackpots compared to 44 percent of UK gamblers.One in five sports gamblers prefers in-play betting over betting on final outcomes. More than 50 percent of gamblers select online games based on speed of play.At the same time, tolerance for gambling advertising fell to 53 percent from 67 percent the prior year and could signal a shift in sentiment. At least half of gamblers trust operators to treat them fairly, make honest disclosures, provide prompt withdrawals and payouts, and protect their information.Insights into online, sports, and casino gambler preferences and needs include: The results of our most recent gaming survey are detailed in our new paper, The sustainable gaming customer. Based on our work with various stakeholders in the gaming ecosystem and several years of customer research, we believe operators can cultivate long-term customer relationships that lead to sustained business success by adopting four tenets: trust, enjoyment, value, and protection. Customers represent gaming operators’ most valuable assets.
