Online casino tops player activity growth in Q1, says Income Access31st May 2013 9:30 am GMT
Affiliate marketing specialist Income Access has released data on vertical-specific player activity for the first quarter of 2013, revealing that the strongest growth in player activity came from the online casino vertical.
Surveying a broad sample of leading online gaming operators, Income Access said that its findings reveal that player activity for the casino vertical had risen notably quarter-on-quarter, although the sportsbook vertical continues to account for the largest volume of player acquisition.
Player activity for the casino vertical increased by 23 per cent in Q1, from 12 per cent in the final quarter of 2012, according to data gathered by Income Access.
Despite an increase in activity of more than 10 per cent, 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 per cent, said the company. This level amounts to a negligible drop in player activity for the vertical, which averaged 68 per cent during Q4 2012.
Player activity for the poker and bingo verticals in Q1 remained relatively stable at 5 per cent and 4 per cent respectively, compared to player activity of 9 per cent and 5 per cent in the previous quarter.
Income Access said that the period covered by the statistics had 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, with a number of operators allocating substantial resources to growing their online casino offerings.
“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.”