Although gambling demographics vary by game and by jurisdiction, the 2015 PwC survey

confirmed that a younger, more educated demographic associated with higher internet
usage also tends to gamble more online in the UK.
Online gambling tends to appeal to customers partly because of the convenience and
comfort of gambling from home5(5. Nower, L., Caler, K. & Guan, R. (2016). The Prevalence
of Online and Land-Based Gambling in New Jersey. New Brunswick, NJ: Authors) , but does
little to replicate the social and service elements that make offline gambling experiences
attractive to customers. As such it can arguably be considered more substitutable with other
forms of home and mobile entertainment.
In sports betting, the imperative to attract new, often younger player segments through
online channels is now well understood, and many operators have broadened their appeal
by combining online and offline operations through M&A or launching new online offerings.
Across the gambling industry, opportunities exist to broaden the customer base through the
intersection of offline and online experiences.

Create a true multi-channel gambling experience The interplay of online and offline opens new
opportunities to not only cross-sell to customers from one medium to the other, but to innovate
new gambling experiences. These can offer continuity between retail and online sessions or link
different customers together across mediums. Some operators have found interesting ways to add
value across channels, such as allowing online customers to participate in land-based gambling
sessions or offering online learning resources to lower the barrier to offline visitation and
engagement