Secrets of Bettors’ Behaviour Around the World

The world of iGaming is a labyrinth of opportunities and mysteries, enticing businesses to venture into uncharted territories in search of untapped revenue streams. In this cross-cultural study, the Uplatform team explores how bettors’ behaviour varies in different regions of the world and how understanding that can be the key to success.

Words by MARTYN ELLIOTT

LATIN AMERICA: A MELTING POT OF SPORTS BETTING ENTHUSIASM .

“Latin America as a whole is a very different and mixed region. With the influence of European and American sports on the taste of its bettors, it differs from other regions due to the wide variety of sports that clients seek,” explains Randall, Sales Manager at Uplatform.

In Latin America, sports betting is experiencing a remarkable surge in popularity. Bettors have an ardent passion for diverse sports, with football, horse racing, tennis, basketball, and motorsports ranking among their primary areas of interest. Football, in particular, holds the utmost popularity, commanding a staggering 67% of all bets placed in the region.

Latin America’s iGaming market displays promise, with Brazil, Argentina and Peru spearheading its growth. Among these nations, Brazil stands out as the largest in South America, boasting a population of more than 200 million people. As internet penetration continues to rise and the population exhibits a keen affinity for technology, Brazil’s iGaming sector promises significant expansion in the near future.

Driven by popular sports leagues such as Liga MX and Copa Libertadores, the Latin American iGaming industry has grown significantly. To succeed in this market, operators must understand the diverse betting cultures influenced by historical, cultural, and socioeconomic factors. Each country in the region has distinct betting practices and preferences, with players often favouring frequent, lowervalue wagers.

IGAMING IN LATAM OVERVIEW.

ASIA-PACIFIC: THE RISING POWERHOUSE OF IGAMING.

“The iGaming industry in Asia is poised for remarkable growth, driven by innovation and adaptability in response to the evolving landscape,” notes Rakhi, Sales Manager at Uplatform.

“The rapid pace of change in Asia indicates a strong interest among operators to tap into the Indian market, leading to the creation of products tailored to its unique needs. This presents an exceptional opportunity for growth and innovation in the iGaming sector.”

The Asia-Pacific region boasts the most significant gambling revenue worldwide, with its iGaming accounting for approximately 40% of all global wagers. It’s important to highlight that players prefer distributing their wagers among numerous smaller bets instead of making substantial bets on individual events.

Operating in the Asian market brings both challenges and opportunities due to diverse regulations and unique player behaviours. To succeed, sportsbooks in Asia should include traditional sports such as Muay Thai, Kabaddi and cricket, alongside international sports like basketball, UFC, badminton, and football. Live dealer games and esports betting are also particularly popular among Asian bettors.

Collaborating with local affiliates is crucial for understanding cultural nuances and effective marketing. Language is also vital, with differences between nations and regions making local content essential. Also, Asian handicap and Asian odds formats are must-haves for success in the region.

IGAMING IN ASIA OVERVIEW.

AFRICA: EMBRACING THE DIGITAL BETTING TRANSFORMATION.

“In Africa, the iGaming realm is undergoing a dynamic transformation fueled by the power of digitalisation. The widespread adoption of smartphones among the local population has resulted in a remarkable shift,” shares Zak, Senior Sales Manager at Uplatform.

“Although new technologies have not drastically altered the betting habits of bettors, providers must adapt to capitalise on the opportunities present in this highly coveted market.”

The growing adoption of smartphones among the locals has led to a significant change. In addition to sports betting, Africa’s most sought-after gaming products now include lotto, bingo, and virtual horse and dog racing.

Given the wide range of fans it has amassed, especially since South Africa hosted the 2010 World Cup, football continues to be the most widely-bet sport in the region. African players are strongly inclined towards betting and gambling, with a staggering 80% of players in Nigeria considering it their primary hobby. The presence of betting shops remains significant within Africa’s betting culture, serving as both offline betting hubs and social gathering spaces.

IGAMING IN AFRICA OVERVIEW.

EUROPE: THE IGAMING DOMINANCE CONTINUES.

iGaming in Europe consistently dominates lists of the world’s highest-grossing markets. Countries like France, Italy, the UK, Spain, the Netherlands, and Finland have seen rapid expansion in the remote iGaming market, making them prime locations for running a gambling business.

Bettors in Europe have a strong passion for sports and are known for their extensive knowledge of the subject. Given its massive fan base and comprehensive coverage across various leagues and tournaments, football remains a prime choice for online bettors.

European bettors tend to engage in higher-stakes betting, often seeking additional features, improved design, and extra perks. They are also more inclined to make long-term bets, reflecting a cultural mindset toward taking calculated risks.

EMBRACING CULTURAL DIVERSITY FOR IGAMING SUCCESS.

Regardless of the region, the iGaming market holds immense growth potential. Operators must understand bettors’ diverse needs and preferences worldwide to develop customised betting experiences and implement responsible gambling measures.

At Uplatform, we take great pride in our extensive knowledge of various markets and their unique requirements. Our comprehensive suite of powerful tools and turnkey solutions enables us to provide successful and optimised localisation services, ensuring every player feels at ease.

By embracing cultural diversity, operators can foster enduring player relationships and contribute to the growth and sustainability of the iGaming ecosystem.