Gaming Searches Drop During Heat Wave

During the heat wave in the UK during July gambling seemed to be the last thing on most people’s minds. According to a Gaming Sector Report from the London-based digital marketing agency Greenlight said that Google data showed a steep drop in gambling search terms during the third hottest July since records were first kept in 1910. It’s a well-known fact that in certain online gambling sectors activity tapers off when good weather arrives and players dump their online games in favor of outdoor activities of days at the seashore.

The study said that search engine queries totaled 1.5 million in June but fell by a third in July to 995,830. The drop was the sharpest ever recorded. “Casino” accounted for a majority of the searches at 35%. Casino was followed by search terms “sports betting” (31%), “bingo” (18%) and “poker” (16%). While Google gambling search queries fell off bookmaker William Hill said more than a million people downloaded its mobile app that was launched 18 months ago. William Hill has benefitted from mobile betting and said that 38% of sports wagers were places using tablets or smartphones during the apps first year.

Hill’s competitors 888 Holdings, bet 365 and Paddy Power have also launched successful mobile apps for tablets and smartphones making online gambling more accessible. Paddy Power CEO Patrick Kennedy bragged about having “more than double” the number of social media buddies than the company’s closest competitor. Traditionally July is usually not an active month for the online gaming industry. Greenlight client services director Matthew Whiteway suggested that since weather experts believe the summer and winter months will continue with extreme temperatures and weather.

Whiteway said that online gambling companies will have to adjust their strategies to the extreme weather. The online gaming industry is painfully aware how weather can make a difference between profit and loss. Two years ago when a series of severs arctic storms wreaked havoc in the US several internet bingo operators reported a large increase in business by players trapped in their homes by massive snowfalls. Since the government announced a 15% point of consumption tax gaming companies are scrambling to devise strategies to remain profitable. Treasury secretary Sajid Javid told reporters “The reforms will ensure that remote gambling operators who have UK customers make a fair contribution to the public finances.”