Euro 2024 and Royal Ascot to Boost UK Gambling App Downloads

The convergence of Euro 2024 and Royal Ascot this month is expected to result in unprecedented growth for the British gambling industry.

UK gambling apps see record growth amid Euro 2024 and Royal Ascot.

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Surges in Gambling Apps Downloads

SplitMetrics, a company that looks at app growth data, has predicted a sharp increase in gambling app downloads while sporting events take place. Advertising for Euro 2024 skyrocketed and during the weeks leading to the event, there was a 30% year-on-year increase in Android gambling app downloads. Furthermore, in the past, major horse racing events, such as The Grand National and Cheltenham have caused a spike in app downloads. So far this year, average weekly downloads for the 17 most popular gambling apps was 79,000; this increased to 124,000 during the Grand National and 143,000 during Cheltenham.

The same pattern was evident during the 2023 World Cup when there were an extra 369,000 downloads during the tournament. Now, with Euro 2024 and Royal Ascot falling within the same period, some are predicting that there could be a new monthly record number of downloads.

According to data from SplitMetrics, in the two weeks before Royal Ascot, there was a 15% increase in downloads for the top 17 sports gambling apps when compared to last year. Among the most popular apps were bet365, Sky Bet, Paddy Power, Coral, and Ladbrokes.

It is estimated that in total, as of June 16, there had been approximately 20 million downloads of gambling apps in the UK, with about 2 million new users coming in H1 2024. With the Paris Olympics taking place in a few weeks’ time, it is thought that there may be a further 4 million new users.

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Gambling Operators Compete for New Users

The general manager at SplitMetrics, Thomas Kriebernegg, explained that while this is good news for gambling operators, they cannot afford to take new users for granted.

Each download represents a new user for these businesses which, if converted to long-term customers, would have a huge impact on their bottom line. An accessible and seamless user experience will be a big factor in whether these apps will be able to retain new users and convert them into loyal customers.

Thomas KrieberneggSplitMetrics General Manager

Kriebernegg explained that large-scale global sporting events attract numerous potential customers but also increase competition. He believes that companies need to differentiate themselves from their competitors through intelligent and focused marketing and that this also presents an opportunity for smaller businesses to shine.


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