Income Access, a leading supplier of technology and digital marketing solutions for the iGaming sphere, has released data on vertical-specific player activity for the first quarter of 2013. Surveying a broad sample of leading iGaming operators, the company’s findings reveal that player activity for the casino vertical has risen notably on the quarter, though the sportsbook vertical continues to account for the largest volume of player acquisition.
Player activity for the casino vertical has risen to 22.8% in Q1 of 2013 from 12.4% in the final three months of 2012, according to data gathered by Income Access. Despite an increase in activity of more than 10%, the casino vertical is still experiencing lower levels of player activity than the sportsbook vertical, which continues to lead other verticals with activity averaging 66%. This level amounts to a negligible drop in player activity for the vertical, which averaged 68.1% over Q4 of 2012.
Player activity for the poker and bingo verticals in Q1 remained relatively stable at 5% and 4% respectively, according to the data. In Q4 of 2012, player activity averaged 8.6% for poker and 5.4% for bingo.
The period covered by the statistics has been marked by a shift in the product focus of many of Income Access’ industry-leading partners, particularly related to the sportsbook and casino verticals. A number of major UK bookmakers have recently undertaken strategies to reposition their brands, allocating substantial resources to growing their online casino offerings. This dynamic has had a major impact on player activity for these two verticals.
“Our experience indicates that many operators have identified their casino product to yield the highest player values and propensity to cross over to other gaming products,” said Nicky Senyard, Income Access founder and CEO. “The results shown across Q4 2012 and Q1 2013 indicate that the strategies undertaken by many brands to grow casino acquisition have been successful. As well as comparing the two quarters to identify holistic changes in the industry, these statistics can also be used by operators to effectively benchmark their programme’s performance against player activity for the wider industry sample.”
Income Access’ insights on programme performance benefit partners by providing them with the perspective of external industry benchmarking as a strategy guide. Contact Income Access for more information on the full range of quarterly statistical reports.
About Income Access
Income Access is a leading digital marketing company that specialises in providing the iGaming, lottery, and trading (forex, binary Options) industries with comprehensive marketing and business intelligence on the performance of marketing campaigns. Income Access offers full-service digital marketing solutions, with a wide range of marketing services and expertise, including SEM services, performance marketing management, innovative benchmarking reports, and its analytics-driven tracking and reporting technology.
Income Access is also at the forefront of personalised affiliate management, with cutting-edge affiliate software and a diverse gaming network of 25,000 affiliates across all gaming verticals. Its commitment to information, innovation, and customisation has allowed Income Access to partner with the most trusted names in online gaming, including: Betfred, Gala Interactive, Coral, Ladbrokes, Sportingbet, Sky Betting & Gaming, PMU, Interpartners, Nordic Bet, Danske Spil, Deal or No Deal Bingo, Jackpotjoy, Tombola, Stan James, Bet Victor, Twin Spires, and Pinnacle.
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