Gaming & Gambling Brand Index 2018 Q4

The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the Gaming & Gambling sector, as determined by real consumers.

What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.

Learn more about why we believe this is the best methodology for Brand Intelligence.

To determine the Gaming & Gambling Brand Index, we look at three things:

• Percentage of unprompted brand recall within a named category e.g. ‘Entertainment’, ‘Technology’ or ‘Fashion’
• How likely a person is to purchase your particular brand (purchase intent)
• How likely a person is to recommend your brand (net promoter score)

Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.

There has been some chopping and changing of positions in the top 10 of the Gaming & Gambling Brand Index since last quarter, though no new entrants broke into this pack of industry leaders.

At the top was Sky Bet who not only took first prize, but improved on every single metric from Q3. Notably, their NPS which had been in the negatives, underwent an upward swing to a still modest, but much-improved 3.2.

Betfair, who came in second place, followed suite with an increase in NPS from -6.7 to 2.4.

Sentiment towards the gambling sector leaders seems to be improving.

The most-improved brand, this time around was the National Lottery moving from 6th into 3rd place, largely due to a huge increase in Purchase Intent. People are evidently feeling luckier in these winter months!

The biggest fall from grace, on the other hand, was Paddy Power who held the bronze in Q3 but has fallen to joint 7th place. This was despite an increase in recall. The brand may well be faring better in share-of-mind than last time, but it’s by no means well-liked. Their NPS has fallen to -21.7. Their well known tactics of shockvertising are perhaps seeming tired and outdated. What’s more there has been much negative press coverage of the impact of live advertising, and its encouragement of gambling addiction—another potential reason why people are perceiving the brand less well.

At the bottom of the table, Betfair and Ladbrokes swapped places, both receiving negative overall Total Brand Equity scores. That said, Ladbrokes had improved on all metrics, so perhaps with continued effort, they could hope to right this for next quarter.Here is how people described the Gaming & Gambling brands that came top of mind during unprompted brand recall:

The 2018 Gaming & Gambling Industry Brands Report

The full 2018 report includes:

• The UK’s leading Gaming & Gambling brands for Awareness, Purchase Intent and Net Promoter Score from the start of the year, so you can compare where shifts have occurred over time
• Industry-wide averages and market dynamics
• Key takeaways for the UK Gaming & Gambling industry

Click to view report