One of the positive aspects of the pandemic has been the surge in the popularity of online gaming, coupled with the growth of sports betting. According to the “Gaming Companies Place Their Bets” study, loyal gaming customers in states where online gaming was legal quickly found their way to the iGaming sites for the land-based casinos, as well as other legal online options. Digital interactions, transactions and communications had never kept pace with other industries because of the regulatory challenges and the demographics of the casino customer.
During the pandemic, however, all that changed. In May, 52 percent of respondents said that online gaming was an acceptable replacement for visiting a casino. But by the fall, almost 60 percent agreed. That was clearly evident in the few states where online gaming was legal, which triggered the “flywheel effect” where certain outcomes encourage the expansion of iGaming.
To obtain a copy of the KPMG/UNLV IGI study, visit www.advisory.kpmg.us/articles/2021/gaming-companies-place-bets.