Online Gambling (U.K.)

April 18, 2020

Hypothesis

With continued lockdown and zero event situation, people are

continuing to gamble across Bingo, Casino, Poker and Lottery in the UK

Non-Sportsbook gambling continues to be gambler’s new choice

Search query volume indexed to week 2 starting 5th Jan 2020 40% Year

over Year

(YoY) on

last week

7% YoY

on last

week

Source: Microsoft Internal Data

05/Jan-11/Jan 12/Jan-18/Jan 19/Jan-25/Jan 26/Jan-01/Feb 02/Feb-08/Feb 09/Feb-15/Feb 16/Feb-22/Feb 23/Feb-29/Feb 01/Mar-07/Mar 08/Mar-14/Mar 15/Mar-21/Mar 22/Mar-28/Mar 29/Mar-04/Apr 05/Apr-11/Apr 12/Apr-18/Apr

2019 2020

Clicks indexed to W2

Search query volume indexed to week starting 05-Jan 2020

Query samples

Bingo: “Bingo sites”, “Bingo”,

“Bingo UK” “Tombola”

Casino: “Monopoly casino”,

“Best casino”, “Casinos”

Lottery: “National lottery”,

“Lottery UK”, “Lottery”

Poker: “Poker”, “Free poker”,

“Play poker”

Source: Microsoft Internal Data

Bingo Casino Lottery Poker

Poker continues to be popular

YoY Search Growth for

Online Gambling sub-verticals 126%

YoY

Source: Microsoft Internal Data.

Post lockdown = week 12 to week 16 (15/03 – 18/04)

-100%

0%

100%

200%

300%

400%

500%

600%

700%

800%

Bingo Casino Lottery Poker

Poker: +457%

Casino: +64%

Lottery: -1%

Will poker popularity continue to grow after the lockdown?

888poker

online poker

partypoker

poker

pokerstars

pokerstars download

pokerstars uk

replay poker

sky poker

zynga poker

Search query volume indexed to week 2 starting 5th Jan 2020

Source: Microsoft Internal Data

*Searches indexed to 2nd calendar week in January **YoY query calculation based on year to date on 21st March with minimum of 1000

Searches

Poker competition has increased in recent weeks of lockdown Pokerstars has been most popular, but other brands continue to enjoy slightly lower but consistent growth

buzz bingo

foxy bingo

gala bingo

heart bingo

mecca bingo

sky bingo

sun bingo

tombola

tombola arcade

tombola bingo

Source: Microsoft Internal Data

*Searches indexed to 2nd calendar week in January **YoY query calculation based on year to date on 21st March with minimum of 1000

searches

Bonus and offers drive bingo consumers to choose their brandsTombola is the most popular brand, with close and increased competition from other players since the

lockdown

Search query volume indexed to week 2 starting 5th Jan 2020

Source: Microsoft Internal Data

*Searches indexed to 2nd calendar week in January **YoY query calculation based on year to date 21st March with minimum of 1000 searches

32red casino

blackjack

casino

gala casino

grosvenor casino

monopoly casino

ojo casino

online casino

party casino

pink casino

Generics are critical as casino players continue to look for offersMonopoly is the most popular brand, but strong competition since the lockdown

Search query volume indexed to week 2 starting 5th Jan 2020

Source: Microsoft Internal Data

*Searches indexed to 2nd calendar week in January **YoY query calculation based on year to date on 21st March with minimum of 1000

Searches

euro lottery

euromillion

euromillions

free postcode lottery

health lottery

irish lottery

lottery

lottery uk

postcode lottery

uk lottery

Generics are critical for lottery more than everBrands are mostly indexing flat or low compared to beginning of Jan 2020

Search query volume indexed to week 2 starting 5th Jan 2020

98% 97%

60%68% 68%

88%

50%42%

2% 3%

40%32% 32%

12%

50%58%

W1 - W7 W11-W17 W1 - W7 W11-W17 W1 - W7 W11-W17 W1 - W7 W11-W17

Bingo Casino Poker Lottery

Brand vs. generics volume split comparison between pre-lockdown to lockdown period

Brand Generics

Generics are critical than ever before as consumers look for

new brands and better offers and bonus

Bingo is dominated by brand

searches, but generics seems to be

taking share as new gamblers enter

the market and people continue to

look for bonus and offers

Generics continue to play a critical role

as consumer look for free spins and

bonus but consumers are engaging

slightly more through brand searches

Brand searches in poker segment

has spiked, mostly lead by

porkerstars

Generic search on lottery has

increased as more and more people

move into online lottery and explore

all lottery options along with

euromillion –Irish, health, postcode

etc

+1%

+8%

-20%

-8%

Source: Microsoft Internal Data

W1 (week 1) starting 5th Jan; W11 (week 11) starting15th Mar

Source: Internal Data. March 2019 vs March 2020. Until 18th April March

UK: Top 5 volume searches by categoryBingo Casino Lottery Poker

Tombola Monopoly casino Lottery Pokerstars

Tombola bingo 8 ball casino Euromillions Sky poker

Gala bingo Grosvenor casino Postcode lottery Pokerstars uk

Mecca bingo Online casino Lottery uk Poker

Heart bingo Casino National lottery Replay poker

UK: Top 5 volume searches YoY by category

Bingo Casino Lottery Poker

Sun bingo online Arcade gamePostcode lottery winners

today Wsop poker

Sky bingo online Bronze casino Play lottery online Pokerstars UK

Palaces bingo Best casino Irish lottery Texas holdem poker

Mecca bingo online Online casino Lottery online Grosvenor poker

Heart bingo UK casino Health lottery uk Pokerstars

Conclusions and recommendations