understanding the gambling consumermsra.or.ke/.../2018/...joy-bop-betting-consumer.pdf · bop...
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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 in rural Kakamega. Nairobi University graduate
• After winning the large sum, he set up a fashion house abroad as he moved to the Netherlands
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
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
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
Who is a BOP Gambling Consumer?
GeoPoll Research Findings
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
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
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
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
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
0
47
19
26
4 2 2 0
Mo
bile
Ap
p
Mo
bile
Bro
wse
r
SMS
Go
ing
to a
cas
ino
Des
kto
p B
row
ser
USS
D
Oth
er
Mo
bile
Bro
wse
r
Mo
bile
ap
p
SMS
Des
kto
p B
row
ser
USS
D
Sho
p
Oth
er
SMS
Mo
bile
Bro
wse
r
Mo
bile
Ap
p
Des
kto
p B
row
ser
USS
D
Kio
sk/B
oo
th
Oth
er
CASINO/ GAMING BETTING LOTTERY
Total LSM DE
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)
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
Unemployment
Mobile & Internet penetration
Ease of alternative/ ‘agency’ access
Sports Enthusiasm
Access To Information
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Conclusions Overview
The BOP gambling consumer
Consumption and gambling
behavior
Drivers, motivations & decision making patterns
Conclusions
Conclusions: The BOP Gambling Consumer
