Gambling industry must invest in research to understand behaviours

Gambling industry must invest in research to understand behaviours

Thursday, October 2, 2014 Totally Gaming

The gambling industry needs to invest in research to ensure it stays abreast of behavioural changes, according to Sumit Lakhina, a representative from online casino Smart Live Gaming.

Smart Live Gaming analysed UK Gambling Commission statistics to produce a new visual representation that addresses the betting behaviour of UK citizens divided accordingly by gender and various age groups. 

Smart Live Gaming worked with Professor Ellis Cashmore from Staffordshire University and Natcen, which compiled the data for the Gambling Commission.

“From what I can tell, more and more bodies which form part of the gambling industry are investing in research,” Lakhina told

“With more universities having dedicated research units towards gambling studies, generating research reports much like the reports that the Gambling Commission releases on a monthly basis, there’s a substantial amount of research that they can make use of at present to stay abreast of behavioural changes.

“However, in order to actually understand their audience and provide a tailored yet safe gambling and betting experience, continual investment will be needed in this area.

“In turn this will also be beneficial for them as they would be demonstrating that they are taking the initiative not only from a business perspective but also from an ethical perspective, ensuring that they have a good enough understanding of what’s actually happening in the market.”

The research found that people between the ages of 18 and 24 years old are the most interested in sports betting, while 25 to 34-year-olds are the most active gamblers. Horse racing is the most popular betting activity for women of all ages, while the biggest drop in betting activity for both genders occurs at the age of 35-plus.

For more information about the research and the visual, check out in the coming days.


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