Insights from Online Gambling Barometer

Discover the key findings from the latest Online Gambling Barometer.

94% of Dutch online gamblers play at a legal casino

94% of Dutch online gamblers play at a casino with a Dutch license. Additionally, Dutch individuals are aware that the online gambling market has been legalized, but they often do not know how to recognize a legal online casino. These findings are revealed by the Online Gambling Barometer. Read below for the key conclusions of this online casino study.

The Online Gambling Barometer is an independent annual survey conducted by Ipsos on behalf of the Dutch Online Gambling Association. The research aims to understand gambling behavior and opinions about (online) gambling.

The survey is conducted on a yearly basis, allowing for meaningful comparisons between data.

Conclusions from last year

The 2022 Online Gambling Barometer indicated that Dutch individuals were aware of the legalization of the gambling market but lacked knowledge on how to identify legal providers.

Furthermore, the number of Dutch players did not increase in 2022, and the percentage of players among young adults (18-34 years) remained stable.

It was also observed that half of the respondents who gambled online in 2022 had a higher level of education.

Online Casino research 2023

Below are the key conclusions from the 2023 Barometer.

Player profile and behavior consistent with last year

14% of Dutch individuals engage in online gambling. The majority of players are male and young adults.

The proportion of young adult players has significantly increased from 21% in 2022 to 30% in 2023.

There is a noticeable rise in the frequency of play. This could be attributed to the ease of accessing gambling platforms via mobile devices, allowing people to play anytime and anywhere.

Fewer gambling advertisements seen by Dutch individuals

Compared to 2022, Dutch individuals reported seeing fewer advertisements from online gambling providers. This reduction is attributed, in part, to the ban on gambling advertisements.

Since June 30, 2022, the use of role models in gambling advertisements has been prohibited. Two-thirds of Dutch individuals support this decision.

Half of the respondents find it unpleasant to see or receive advertisements from online casinos.

Legal gambling market displaces the illegal market

Eight out of ten Dutch individuals are aware of the legalization of the online gambling market. Nearly all players have played at a licensed provider, while the proportion of those playing at illegal casinos has declined.

Surprisingly, two-thirds of the respondents do not know how to differentiate between legal and illegal providers.

A third of current players began gambling for the first time after October 1, 2021, when the market was legalized. Among young adults, this percentage stands at 37%.

Enhance recognition of legal casinos

It is evident that the KSA (Netherlands Gambling Authority) and the government need to do more to improve the recognition of legal casinos. Many people searching for such casinos resort to using search engines like Google, entering keywords like “online casino” and “legal casino.”

Soon, honest (affiliate) websites that inform consumers about legal casinos will no longer be allowed to display legal casinos on their platforms if more than 5% of their website visitors are aged 18 to 24.

This will result in better search engine rankings for illegal providers and expose more Dutch players seeking online casinos to illicit offerings (see screenshot).

The 5% rule means that even fewer people will be able to distinguish between illegal and legal offerings, benefiting illegal operators.

Moreover, there is the issue of Google, which displays advertisements promoting illegal casinos. They profit greatly from this, but it undermines the KSA’s efforts to regulate legal casinos.

Why doesn’t the KSA take action against Google? Instead, they make it difficult for law-abiding affiliates to display information about legal casinos. Can you make sense of it?

Conclusion: Key Findings and Implications

In conclusion, the Online Gambling Barometer reveals that a significant majority of Dutch online gamblers, 94% to be exact, choose to play at legal casinos.

This indicates a high level of awareness and adherence to the legalized online gambling market in the Netherlands. However, it is evident that many Dutch players lack the knowledge and ability to distinguish between legal and illegal online casino providers.

This highlights the need for efforts from the KSA and the government to enhance the recognition and visibility of legal casinos, ensuring a safe and regulated gambling environment for Dutch players.

The research also indicates a consistent profile and behavior among players, with an increasing proportion of young adults engaging in online gambling.

Additionally, the decrease in the visibility of gambling advertisements and the ban on the use of role models in such advertisements reflect positive steps towards responsible gambling practices.

Nonetheless, further measures are required to address the challenges posed by illicit operators, including the need for effective regulation and monitoring of affiliate websites and the involvement of major search engines in promoting legal gambling options.

By continuing to prioritize consumer protection and education, the Netherlands can foster a thriving and secure online gambling ecosystem for its citizens.

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