The data came from US-based analytics firm Comscore and showed that the UK gambling and lottery industry continues to attract large audiences on social media platforms.
LiveScore came to the top of the Comscore rankings
The popularity of the UK gambling industry has grown significantly over the years, with online betting, casino games, national lotteries and sports betting attracting many enthusiasts looking for entertainment and excitement.
Comscore, a trusted partner for cross-platform media planning, execution and evaluation, recently published its ranking of the best social properties by engagement in the UK’s Gambling & Lotteries category. The data provides valuable insights for publishers looking to better monetize their digital audience and improve their advertising strategies.
According to Comscore data, LiveScore ranked as the top social property with over 13 million actions and an audience of 4.2 million followers. Paddy Power took second place with 1.1 million actions, while PokerStars had 185,528 actions. Other companies such as bet365, Sky Bet, William Hill and Dream Team also ranked in the top 10.
Comscore data shows that the UK gambling and lottery industry is showing no signs of slowing down and social media platforms continue to play an important role in engaging audiences.
The huge popularity of online gambling in the UK has had its effects
The rise of online gambling in the UK can be attributed to the implementation of the Gambling Act 2005 which allowed gambling companies to freely promote various forms of betting including online casinos, sports betting and poker through various media platforms.
It was only in 2014 that offshore companies selling to UK clients were required to obtain a valid UK operating license. As a result, the online gambling industry in the UK has seen tremendous growth.
However, the huge popularity of online gaming also has a dark side. In recent years, the amount of money UK individuals have lost through online gambling has increased significantly.
A House of Lords report found that the gambling industry makes 60% of its profits from just 5% of its customers. Regulators have identified 138,000 people in England as problem gamblers, with the number of children aged 11 to 16 standing at 36,000.
Government statistics have shown that gambling is responsible for around 8% of all suicides in the UK, with an estimated 400 people taking their own lives each year due to gambling-related problems. The effects of gambling can also manifest itself in broken marriages, bankruptcy, homelessness and crime.
