According to the analysis of transaction data of 53,963 British gamblers by the Department of Trust (DoT), players over the age of 50 spend significantly less on gambling than younger players, but show slightly higher brand loyalty. Players over 50 account for 9.5% of the sample, engaging with an average of 1.25 gambling brands, while players under 50 make up 90.5%, engaging with an average of 1.32 brands.
Data also indicates that the total deposits and withdrawals of players under 50 are far higher than those of the older group. During the survey period, the net expenditure of players over 50 accounted for only 18.6% of the total, with a 7.6% decrease in total deposits, and an average monthly net expenditure of about 5 pounds, compared to 7 pounds for younger players. Older players have a slightly higher withdrawal rate (73.4% vs. 69.8%), indicating more cautious liquidity management.
In terms of brand preference, older players favor Tombola (16.4% usage), Betfred (13.5%), 32Red (11.9%), Buzz Bingo (10.7%), and Jackpotjoy (10.1%), while younger players lean towards Monopoly Casino, Bet365, Paddy Power, Unibet, and Betfair. The data shows that older players tend to choose a small number of stable brands, while younger players focus more on diversity and freedom of choice.
Charles Cohen, founder of DoT, noted that older players prioritize trust and stability, are less likely to switch platforms frequently, and exhibit conservative gambling behavior. Operators can use this information to formulate targeted strategies, but must consider the different needs of various age groups. Overall, older players have higher loyalty, but their spending and activity levels are still lower than the younger generation.
