YouGov Analyzes UK Online Poker, Highlights Key Trends

YouGov, a data agency committed to helping governments and institutions make informed decisions, has reflected on the growth of online poker in the UK, remarking key trends about player behavior.

Online Poker Continues to Grow

According to YouGov’s latest study, participation in online poker continues to increase year by year, rising from 5% in 2021 to 10% in 2024. Data further shows that some 44% of players are in the 35-54 age group. Online poker likewise appeals to younger players, with 18 to 34-year-olds accounting for 43% of the player base.

YouGov emphasized that the participation of younger players is much higher than it is for other verticals. For context, the 18-34 age group accounts for 23% of all sports bettors, 18% of lottery players and 33% of iGaming enthusiasts.

Consistent with general trends, online poker is predominantly enjoyed by male players. YouGov understood that three in four players are male and that men generally play and spend more.

Speaking of spending, YouGov noted that approximately 57% of online poker players spend between £1 and £100 a month. Another 28% of players wager between £101 and £500, while 15% exceed £500 a month.

These figures show that poker players are more willing to wager over £500 monthly. For comparison, only 4% of sports bettors and 11% of online slots players spend similar sums.

Players Prefer Operators That Can Offer Worthwhile Promotions

In the meantime, YouGov analyzed which were the fan-favorite operators in the UK. As it turns out, PokerStars takes up the first spot with a 16% market share. Sky Poker and 888 Poker are not far behind, each attracting 15% of online poker players each. The final big player, Bet365, channels another 14% toward its platform.

Other noteworthy operators include Ladbrokes, Paddy Power and William Hill.   

As for what attracts players, YouGov concluded that operators can never go wrong with promotions and good loyalty programs. According to the agency, 65% of players actively seek promotions and free bets. A staggering 49% of players are interested in experimenting with new platforms and exploring alternatives.

As a result, loyalty programs are a “key consideration,” YouGov said, remarking that 52% of players prefer sites that make their loyalty worthwhile.

Sponsorships, on the other hand, were described as reliable branding efforts to increase a brand’s visibility.

Online Slots Also Poised to Grow

YouGov concluded that online poker is in a strong position due to its appeal among younger players and thanks to trusted platforms’ intense promotion efforts. YouGov postulated that operators will likely need to continue innovating in order to remain competitive and remain ahead of the curve.

The new study was published a few months after YouGov took a look at the online slot gaming sector, analyzing key trends. Like online poker, online slots have a strong appeal among younger players and are a vertical that is poised for further growth, the agency said.