Online gaming-related web searches on the rise
Sports betting overtakes casino as most searched-for vertical with Paddy Power the most visible operator
Searches for online gaming-related terms in October grew to just less than one million representing the first steep increase since a summer dip, according to research compiled by marketing agency Greenlight.
There were a total of 964,830 searches for gaming-related terms on Google UK in October, the most since July and a sharp increase on August and September, with the domestic football season in full swing.
Hot weather was blamed for a sharp fall in related searches throughout July with searches flat-lining in August.
Sports betting was the most searched-for vertical during the month with 35% of related searches, with casino a close second on 33%. Poker and bingo trailed behind on 16% each.
‘Bingo’ was the most searched-for keyword in October with 60,500 searches, almost 33% more than the second most searched-for term ‘online casino’ (40,500).
“The fine and lengthy spell of sunny days means consumers will likely have spent more time on alternative leisure and outdoor activities over a longer period, meaning less time on the internet and likewise gambling online,” a spokesperson for Greenlight said.
“However, shorter autumn days, the approach of winter, combined with the sporting season that’s now underway in the UK has seen an uptick search volumes.”
Paddypower.com was the most visible website in the natural search listings with 32%, leading rival bookmakers Ladbrokes (29%), William Hill (26%) and Betfair (21%).
William Hill topped the integrated search league table by achieving a 60% share of voice through paid media. Betfair was second with a 46% share of voice in paid media, with Paddy Power in third.
Betfair recently launched a dynamic advertising campaign incorporating advertising through the social networking site YouTube, promoting live odds for televised games at frequent intervals.