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Brand Index

Gaming & Gambling Brand Index 2018 Q2

April 17, 2018

3 min read

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 2018 Q2 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 13 Gaming & Gambling Brand Leaders by unprompted brand recall, ranked by Total Brand Equity

  1. Sky Bet
  2. Bet365
  3. National Lottery
  4. Betfair
  5. Tombola
  6. Gala Bingo
  7. Mecca Bingo
  8. 888 Casino
  9. William Hill
  10. Coral
  11. Ladbrokes
  12. Paddy Power
  13. Betfred

Key Findings

Only 51 different brands were named overall. This is far fewer than in other industries, however was one more than in our Q1 Gaming & Gambling Brand Index survey.

A brand had to have just 1% of unprompted brand recall to be in the Top 13 brands, and 2% to be in the Top 10.

gambling tbe 1
(Click for enlarged version)

In the top brands mapped in the Gaming & Gambling Brand Index, the average brand strength score is just 20.59. This has risen significantly since Q1, when it was just 0.98. Tombola has the strongest at 93.76, while Betfred has the weakest at -32.39.

gambling bem 2
(Click for enlarged version)

Looking at the top brands again, the average Total Brand Equity score is 61.05, again up from Q1’s average of 26. Whereas last quarter, Ladbrokes was the overall leader with a score of 645, Sky Bet has now taken the crown. Sky Bet has a total brand equity of 450 helped by its better-than-average Purchase Intent of 49%. The median total brand equity is 20. Just like in Q1, Betfred’s high brand recall but negative Brand Strength score means it has the most negative Brand Equity, at -230.

The overall Gaming & Gambling industry Net Promoter Score is a – 23.3%. When we did the first Gaming & Gambling Brand Index, the NPS of -27.7% was the first net-negative industry NPS we’ve seen. This has risen, which is a positive sign, but there is much work to be done to improve people’s overall perception of the industry. It is heartening to see that amongst the top 13 brands, average NPS rose to -12.98.

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

Gaming&GamblingWordCloud

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 26th March 2018 – 27th March 2018.

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