NatCen study claims 10% of online accounts responsible for 79% of GGY
A new study conducted by NatCen for GambleAware claims that 79.0% of online operator revenue comes from the highest-staking 10% of accounts, with online slots showing a particularly concentrated spending pattern.
The study used records from seven online operators, which each provided data about 20,000 accounts active between July 2019 and June 2019. These seven operators together made up more than 85% of the UK betting market, though only 37.5% of the gaming market.
It then weighted the data from these accounts to be representative of the overall online gambling market.
For each customer, NatCen had access to betting data showing the exact date, time and stake of all bets placed by each customer, while for gaming, data was split into 15-minute windows.
For both online betting and gaming, the research found that revenue at these operators was highly concentrated among a relatively small share of accounts.
Overall, it found that the 10% of gamblers with the largest stakes – all stak..
