“Digital Dads”

Video gamers up to 4.3 times more likely to participate in betting, Entain research finds

2022-01-31
United Kingdom
Reading time 2:26 min

Under the light of a new research, Entain has found that there is a strong correlation between betting and video gaming, which anticipates greater future demand for esports products. 

These results come from a study of 16,000 people in the UK, which found that video gamers were 4.3 times more likely to participate in betting and 4.5 times more likely to be involved in igaming. By looking at changing behaviors of consumers, the research challenged the popular belief that gaming is predominantly for the Generation Z. 

"A generation of console-hoggers, once dubbed digital natives, have retained early enthusiasm for products like the PlayStation, Blackberry and Xbox to become 'Digital Dads'. Indeed, it found that men with children are more likely to spend thime gaming and watching esports than those without and, in the 25-44-year range, men are twice as likely as women to spend time gaming and watching esports", Entain stated in a press release on the matter.  

Dom Groundsell, Deputy Director of Digital at Entain, explained: "Enthusiasm for gambling, mobile and more social forms of interactive entertainment is far from confined to younger generations. People of all  ages, particularly middle-aged dads, enjoy gaming and seem to love experimenting with new and exciting content. We're developing new interactive entertainment experiences with more gaming and social features, beacuse it's increasingly clear this is what people want". 

10% of adults under the age 24 replied that they watch esports via platforms such as Twitch on a weekly basis, followed by 9% of 25-34 year-olds and 6% of 35-44 year-olds. 

Demand for esports as an entertainment product and a betting offering is also anticipated to rise as 37% of UK adults said they expect to watch esports in the future, more than twice the current 15% who do so, according to a separate survey of 20,000 adults across 16 markets. 

Entain also predicted an increase in the use of virtual reality, given the fact that 60% of the company's digital consumers and 57% of adults under the age of 35 stated they were "very interested" in that kind of technology. 

Other findings of Entain's research show: 

  • Two-thirds (59%) of British men aged between 25-44-years-old play computer or video games, like FIFA or Fortnite, every week, twice the level of women in the same age group (29%). Over half of British dads in this age range (56%) also say they play mobile games like Candy Crush, and 84% use social media.
  • Overall, when looking at all Brits, adults under the age of 24 are the biggest video gamers (53% play computer or video games every week), but 25-34-year-olds and 35-44-year-olds are close behind (at 46% and 36% respectively).
  • A huge majority (85% of 35-44-year-olds, and 89% of 25-34-year-olds) also use platforms such as Instagram, Snapchat and TikTok in a typical week. This is just slightly behind younger cohorts, with 92% of adults under the age of 24 engaging on social media.

"Entain will be launching innovative new experiences for customers in the UK through some of its leading brands, like Ladbrokes. Based around Virtual Reality and mobile entertainment experiences in sport, gaming, and music, these ground-breaking products will show how Entain is meeting changing customer needs. For instance, through partnerships with bands, Ladbrokes’s customers will be able to stream music content and gain exclusive access to gigs and events through its recently launched Amplify brand", the company stated.

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