Better Collective: PC betting holds sway in growing German market

Better Collective: PC betting holds sway in growing German market

Friday, September 1, 2017 Posted by Luke Massey
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A survey by Nielsen Sports analysed the sport betting market in Germany

Better Collective was unconcerned by the discrepancy between male and female sports bettors in Germany, but admitted to being surprised that 52% of online players preferred to place bets on either PC or notebook.

These results come from a study conducted by Better Collective’s personalised odds comparison tool SmartBets, in co-operation with market research company Nielsen Sports.

The key findings were that 13% of the population in Germany is interested in sports betting, which corresponds to approximately 6.4 million prospects, made up of 81% male and 19% female. 34% of these prospects are from the 18-29 age range, 48% 30-49 and 18% 50-65.

Jesper Søgaard, CEO of Better Collective, told “As this was a study about sportsbooks alone, this discrepancy didn’t come as a surprise to us. It seems to be a global trend among all markets, not just Germany, that sportsbook users are predominantly male. Therefore, it is not much of a concern in relation to the industry.”

Meanwhile, the number of players that primarily bet online was predictably high (75%), but it was something of a surprise that 52% of these online bettors preferred to place bets on either PC or notebook, against 23% on smartphone or tablet.

“The figures for PCs is a bit of a surprise, but from our own analysis of our users, we can see that the trend is moving more towards mobile and tablet,” said Søgaard. “Compared to a mature gaming market, like the UK, Germany has had less digital operators overtime.

“It can be assumed that this reduced number of operators has lessened the need to be highly competitive on an innovative front in relation to ‘mobile first’ thinking. However, this will likely change.”

The study also profiled five leading sports betting providers to assess their image in the eyes of the players. The attribute ‘transparent’ received the lowest value for each, while this lack of transparency was flagged as one of the four most frequently mentioned barriers to participation. 74% of sports betting enthusiasts in Germany consider transparency and trustworthiness as “very important.”

Søgaard concluded: “From the study, it seems that transparency can relate to the trustworthiness of a provider. Trustworthiness is one of the most important aspects of signing up with a new bookmaker, so to ensure trustworthiness, the bookmaker must be transparent about their all fees and not hiding any, customer service and percentage pay-outs.

“They must be being completely upfront with the user about how the transactions function between punter and operator, which is why SmartBets has continued to grow in popularity.”

Totally Gaming says: SmartBets has conducted this research to assist its goal of raising the level of trust in the sports betting market and in its providers. The results tell them that there is a need for more transparency, that football remains the country’s favourite sport for betting, and that the PC is still popular, despite the youngest target group increasingly using mobile devices.

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