Gaming & gambling industry brand index

A look at the data from 1000 consumers on which gaming and gambling brands have the greatest awareness, purchase intent and NPS with commentary on market dynamics.

Please note: This is not the most recent brand index. If you’re right where you want to be, read on. If you’re looking for the latest data, click here for our most recent brand indexes

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.

  1. Percentage of unprompted brand recall within a named category e.g. ‘gaming & gambling’ ‘snacks’ or ‘entertainment’
  2. How likely a person is to purchase your particular brand (purchase intent)
  3. 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.

Top 16 gaming & gambling brand leaders by unprompted brand recall, ranked by total brand equity

  1. Ladbrokes
  2. Sky Bet
  3. Coral
  4. Bet365
  5. Gala
  6. Mecca Bingo
  7. National Lottery
  8. Betway
  9. Jackpot Joy
  10. 888 casino
  11. Lotto
  12. Foxy bingo
  13. Betfair
  14. Paddy Power
  15. William Hill
  16. Betfred

Key findings

Only 50 different brands were named, far fewer than in all previous brand index surveys.

A brand had to have just 0.5% of unprompted brand recall to be in the Top 16 brands, and 1.5% to be in the Top 10.

In the top brands mapped in the gaming & gambling brand index, the average brand strength score is just 0.98. Ladbrokes has the strongest at 55.6, while Foxy Bingo has the weakest at -57.14.

Gaming & Gambline Brand Equity Matrix.png
(Click for a larger image.)

Looking at the top brands again, the average total brand equity score is 26, with Ladbrokes again leading the way with a score of 645 thanks to its strong unprompted brand recall and considerable brand strength. The median score is 10. Betfred’s high brand recall but negative brand strength score means it has the most negative brand equity, at -460.

The overall gaming & gambling industry Net Promoter Score is a – 27.7%, the first net-negative industry NPS we’ve seen. This rises very marginally to -26.6% for the top 16 brands.

Here is how people described the gaming & gambling brands that came top of mind during unprompted brand recall:

Gaming & Gambling Brand Wordcloud.png

The full report

The report includes:

  • The UK’s leading gambling brands for awareness, purchase intent and Net Promoter Score
  • Overall brand strength and total brand equity index
  • Industry averages and market dynamics
  • Key takeaways for the UK gambling industry

This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 18th December 2017 – 20th December 2017.


Content Team 

Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members. Attest's platform makes gathering consumer data as simple and actionable as possible.

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