Many in the online gaming industry have the impression that the summer months are a slower period on their websites. The logical reasons include that lots of people take vacations, enjoy the longer days outside and spend more time with family and friends. We decided to have one of our data scientists research the matter to see if the data empirically supports the hypothesis that there is a statistically significant reduction in iGaming player activity during the summer months.
Let’s cut to the chase:
Do iGaming sites suffer reduced player activity in the summer months? You bet! The statistics we obtained clearly support the initial hypothesis that the summer months are a weaker period for iGaming operators:
Number of deposits: -8%
Number of depositors: -12%
Average money deposited: -14%
Number of first-time depositors: -21%
The Metrics We Looked At
We chose these four particular metrics because they represent the central KPIs of the industry. Taken together, these four metrics present a complete and representative picture of the state of iGaming businesses:
Deposits– the total number of times players made deposits during the month
Depositors: Number of individuals who have made a deposit within the past month
Money Deposited – Average amount of money deposited by players during the month
First-Time Depositors – The number of players who made their first deposit during the month
The Methodology We Used
For those of you who are really interested to know how we reached the above figures, here’s the story:
We have analyzed 12 European countries that experience summer from June to August.
The other nine months of the year represent the non-summer months.
We calculated all metrics as monthly averages for each individual iGaming operator. We then calculated, for each operator, one figure representing an average summer season month, and a separate figure representing an average non-summer month. We took the percentage differences between these two representative monthly averages to represent the change in activity levels between summertime and the rest of the year.
Lastly, we combined the percentage deltas of all operators to reach a final percentage figure representing the difference between the summer and non-summer months for each of the four metrics.
All four key metrics exhibited statistically significant drops, confirming the industry’s perception that summertime does, indeed, negatively impact iGaming activity. The largest drop was in the number of first-time depositors, which wasn’t something we expected to see.
How will your iGaming site fare this summer? Will you beat the industry averages we calculated here?
Varda is all about the customer. With more than 10 years helping customers improve their businesses by making the best use of their data, Varda is the perfect blend of energy and efficiency, equipped with a bright personality and exemplary professionalism. She holds a Bachelor’s degree in Economics and Business Administration.
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