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The emergence of online gambling has been one of the most significant and controversial developments in the gaming and wagering fields over the past two decades. Though clearly economically substantial, little is factually known about this sector, its customers, and its social and economic impacts. Even more than with other forms of gambling, policy decisions regarding online gambling have been made based on presumptions or prejudices, rather than on facts and scientific findings.

Survey Method

Data for the quantitative investigation was collected using Internet Mediated Research (IMR) via an Internet data collection tool. Overall, 85 questions including closed and open-ended questions were used to collect data on demographic variables, information on behaviour and attitudes (basic play, casino and poker play), player protection and satisfaction, responsible gambling and positive and negative aspects of Internet gambling. The content and wording of questions were developed from discussions involving both the research team (based on
emergent findings in past explanatory work) and the client.

Note: Not all who took part in the research submitted gender details, hence the discrepancy.

Individuals who had gambled at Internet casino sites, Internet poker sites or both within the last three months were targeted for this survey. Internet gamblers outside of these two categories (e.g. sports betting; lottery etc) were not included in this sample

Focus Group Method

In addition to the survey, a series of focus groups were held across five markets (see Table 2). A number of broad topics of interest, with prompts, were developed to provoke discussion amongst Internet casino and Internet poker players on a number of issues. Advertisements were placed in relevant media including local newspapers, online discussion boards and online forums relating to Internet casinos and Internet poker rooms, and on Internet-based classified advertisements relevant to each city. These adverts invited participants who gambled online to attend focus groups to discuss relevant issues for up to 120 minutes, and stated that they would be paid in cash (vouchers in the UK for tax reasons) for their time. All enquiries were vetted to ensure that potential participants actually did gamble online.

A total of 10865 respondents completed the survey, of whom 58% were male and 42% female, with the majority of respondents being between the ages of 18-65.

Respondents from 96 countries participated, and a broad range of occupations were represented.

The majority of online play took place at home (89.7% of respondents), with the most popular time of day being in the evening (71.9%), followed by late night (53.4%).

Women (9.1% compared to 7.6% of men) were significantly more likely to play at work.

Just under half of the players were influenced by the software provider when selecting sites (42.6%). However, casino players (46.2%) were more likely to be influenced when compared to poker players (33.9%). One in five players was unsure.

Almost 40 per cent of respondents stated they visited message boards or forums. The top five message boards or forums for those that did visit were: Two Plus Two; Casinomeister; Casino Crush; GoneGambling.com and EZboard.

The two main reasons for visiting message boards and forums were to find out about bonuses and promotional offers (64.6%), and/or to get information about the best and worst sites at which to play (53.4%).

Those who visited message boards or forums did so quite frequently, mostly one to three times per day (39.3%). Slightly fewer respondents visited between once and three times per week.

Internet casino players were more likely to be older in comparison to Internet poker players. Reasons for this
finding are anecdotal, and may include younger people being more exposed to the media surrounding poker
and being more likely to identify with the celebrity poker players. Parke, Wood, Griffiths and Rigbye (2006)
suggest that one of the key reasons that people start playing poker is that they are introduced to it by friends.
Young people may be more likely to find themselves in a position to be introduced to the game, for example in
shared housing or as students. Griffiths (2006) suggested that older people may prefer gambling activities
which require less concentration and complex decision making. Older people may be also be less likely to
play poker as they have more responsibilities and less time available, particularly when considering playing in
online poker tournaments which are typically a longer game and keep the player tied into the game, as
opposed to cash games where it is ‘easier’ to get up and leave a table. Any form of poker is also slower than
a casino game, with typically less involvement over a specified period of time (e.g. players do not play all
hands), and there is availability of much lower stakes. Therefore, players can play for longer whilst risking less
money. Consequently we expect Internet poker to grow at faster rate than Internet casino play, as the
younger players will continue to play as they get older. However, further research is needed to see if this age
difference is indeed a cohort effect (i.e. really a consequence of generational differences) rather than age
differences.

International Differences

There were a number of interesting international differences. Whilst on average players from all 14 countries
(included in the statistical analysis) reported sustaining a loss each month while playing in Internet casinos
(see Figure 2), players from 11 of these 14 countries claimed to win money on average each month when
playing Internet poker. Most financially successful Internet casino players include, in rank order, those from
the Republic of Ireland, Japan and China. The least financially successful were from the following countries
again in rank order, Norway, New Zealand and the Netherlands. In terms of Internet poker, Sweden on
average had players who reported the highest monthly financial outcomes, followed by Germany and then by
New Zealand. In contrast players from the following countries on average claim to be losing the most and
winning the least (in rank order) Italy, Japan and Australia.

When more specific comparisons were made between the United Kingdom and North America (Canada and
the United States) North American players reported playing at Internet casinos on a more frequent basis.
However, this difference was reversed in the context of Internet poker. Players from the United Kingdom were
also more likely to have longer sessions of poker play, play at lower stakes tables, and be more likely to use
the chat facility in comparison to North American players.

Among the biggest differences in terms of attitudes and beliefs was a clear distinction between the extent to
which the players felt that operators engaged in unfair practice. Specifically, North American players were
more likely to think that “pokerbots” existed online, which were operated by the sites themselves, and they
were more likely to feel that the gambling sites were likely to have an “on/off switch which can turn the
software in favour of the operator”. The aforementioned differences may be explained by the general
uncertainty regarding regulation and legal issues in the US and Canada more generally. Particularly in the
context of US citizens, it is understandable that more players may be concerned about operator legitimacy if
they are seen to be operating in an illegal or quasi-legal industry.

P.S.
eCOGRA (eCommerce and Online Gaming Regulation and Assurance) is the independent standards authority
for the online gambling industry and is committed to protecting online casino and poker players around the world.
Founded in 2003, the organisation represents the latest and most advanced attempt to regulate the online
gambling industry and ensure that all sites are certified to a common standard. eCOGRA also offers the most
recognised dispute resolution process in the industry. The non-profit organisation addresses the most important
issues to players: fast payouts, fair gaming, responsive and efficient service and responsible operator conduct.

The Global Online Gambler Survey is the most complete attempt to understand player concerns to date and will
help the industry formulate policy-making and lobbying in the future. The results will create a better
understanding of players’ needs and concerns, information that will be vital if eCOGRA is to continue to offer
them a rewarding and safe online gambling experience.

eCOGRA provides its international framework of best operational and player practice requirements through
regular inspections, reviews, and continuous monitoring. To date, 112 sites comply with these requirements and
have been awarded the “Play It Safe” Seal that identifies to players the safest online gambling sites on the Web.
This is the most extensive and trusted certification programme in the industry

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