UNDERSTANDING The GAMBLING CONSUMER Presentation by Joy Masimane - - PowerPoint PPT Presentation

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Dec 15, 2022 312 likes •617 views

UNDERSTANDING The GAMBLING CONSUMER Presentation by Joy Masimane What would you do if you won the lottery today? Samuel Abisai 28 years old Sportpesa Jackpot in 2017 Ksh 221,301,602 million Background: Had grown up in poverty

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UNDERSTANDING The GAMBLING CONSUMER

Presentation by Joy Masimane

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What would you do if you won the lottery today?

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Samuel Abisai

28 years old
Sportpesa Jackpot in 2017
Ksh 221,301,602 million
Background: Had grown up in poverty in

rural Kakamega. Nairobi University graduate

After winning the large sum, he set up a

fashion house abroad as he moved to the Netherlands

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Joseph Onywera

Kisumu
Lives in a mud house
Betway KSh 20 million jackpot May 2016
Sportpesa KSh 800,000 in July 2016
Now involved in a number of charities in

his Kisumu hometown

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Presentation Outline

Overview The BOP gambling consumer Consumption and gambling behavior Drivers, motivations & decision making patterns Conclusions

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Background

Overview The BOP gambling consumer Consumption and betting behavior Drivers, motivations & decision making patterns Conclusions

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Quick Facts: Gambling in Kenya

1.Gross gambling jumped by 57.6% in 2014 2.FY 16/17 gross gambling revenue Ksh 20 billion 3.Top 2 Adverting spenders Q1,Q2 ‘18 4.More than 30 licensed betting firms and casinos 5.KES 230M highest jackpot, Feb’18

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Defining the BOP gambling Consumer

Overview The BOP gambling consumer Consumption and gambling behavior Drivers, motivations & decision making patterns

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Analysis:

Quantitative

Instrument:

Structured questionnaire, 35 questions

Method:

Mobile SMS

Source:

Randomly targeted from the GeoPoll

database. Sample:

n=1300 (n=313 DE)
MOE +/-3%, @95% confidence level

Respondent details:

Male/Female: 50%/50%
18-25: 43% | 26-35: 33% | 36-45: 24%
Nationwide

Location:

44/47 counties. Excluded Wajir, Garissa &

Mandera Fieldwork Dates: • April 2018

Research Design

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Who is a BOP Gambling Consumer?

GeoPoll Research Findings

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The poor make up half of Kenya’s population

The lowest social economic class LSM DE constitute 54% of the country

LSM SEC Proportion LSM 12+ AB 5% LSM 8 to 11 C1 15% LSM 5 to 7 C2 26% LSM 3 to 4 D 36% LSM 1 to 2 E 18% Total 100%

Source: KARF Establishment Survey 2015

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Gambling Penetration

Almost half (48%) participate in betting, higher than casino/ gaming (36%) and lottery (30%).

61% 36% 75% 48% 51% 30%

Total (1300) LSM DE (313) Total (1300) LSM DE (313) Total (1300) LSM DE (313)

CASINO/ GAMING BETTING LOTTERY

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Consumer Gambling behavior

Overview The BOP gambling consumer Consumption and gambling behavior Drivers, motivations & decision making patterns Conclusions

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Gambling Frequency

Sports betting has higher levels of interaction compared to Casino gaming and lotteries

30% 38% 20% 43% 40% 49% 40% 42% 42% 28% 33% 32% 13% 7% 16% 9% 13% 6% 16% 13% 21% 19% 13% 12% Total (797) LSM DE (112) Total (973) LSM DE (150) Total (661) LSM DE (93) More than 5 times 4-5 times 2-3 times Once a week/Less

CASINO/ GAMING BETTING LOTTERY

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Products Used

BOP betting consumers significantly prefer the jackpot

36 18 13 33 30 24 23 11 12 42 33 25 34 19 9 39 42 18 20 13 7 45 28 28 Cards Slots Roulette Other Jackpot Live Fixed Virtual Other Hourly Weekly Other CASINO/ GAMING BETTING LOTTERY Total LSM DE

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Preferred Method

SMS is outstandingly the most preferred gambling method

30 28 18 9 8 3 5 37 34 19 5 2 2 1 34 27 24 5 4 3 3 13 23 36 9 4 7 9 24 32 35 2 2 5 47 19 26 4 2 2 Mobile App Mobile Browser SMS Going to a casino Desktop Browser USSD Other Mobile Browser Mobile app SMS Desktop Browser USSD Shop Other SMS Mobile Browser Mobile App Desktop Browser USSD Kiosk/Booth Other CASINO/ GAMING BETTING LOTTERY Total LSM DE

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Amount per Game (LSM DE)

Majority of those who do sports betting (64%) will spend a higher range of KSH 50-100 per bet

39% 34% 14% 4% 3% 3% 1% 1% 16% 64% 13% 4% 1% 1% 0% 1% 36% 47% 6% 6% 4% 0% 0% 0% Less than 50 50-100 101-200 201-500 501-1000 1001-2000 2001-5000 Over 5000 Casino/ Gaming (70) Betting (85) Lottery (47)

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Amount per Day (LSM DE)

Majority, game once in a day specific to betting and lottery participation

31% 26% 17% 9% 9% 4% 3% 1% 7% 49% 25% 8% 6% 2% 0% 2% 17% 49% 17% 2% 9% 4% 2% 0% Less than 50 50-100 101-200 201-500 501-1000 1001-2000 2001-5000 Over 5000 Casino/ Gaming (70) Betting (85) Lottery (47)

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Drivers and motivators

Overview The BOP gambling consumer Consumption and gambling behavior Drivers, motivations & decision making patterns Conclusions

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Unemployment

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Mobile & Internet penetration

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Ease of alternative/ ‘agency’ access

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Sports Enthusiasm

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Access To Information

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Conclusions

Overview The BOP gambling consumer Consumption and gambling behavior Drivers, motivations & decision making patterns Conclusions

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Conclusions: The BOP Gambling Consumer

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THANK YOU!

e: jpmurunga@geopoll.com

t: +254 726 716 653

e: joy.masimane@geopoll.com

t: +254723 774 191