It shouldn’t actually be surprising that according to IBISWorld, the UK’s casino market has already hit £1.2bn in 2025. This industry, which was once niche, has become a national phenomenon in the UK and the whole world as well. And, of course, we can never fail to mention the role regions like London have contributed to the growth.
But what do you think has been driving the popularity of the gambling industry in London? Well, if you’re seeking answers, do not worry because we have crafted this article with you in mind. Here, we explore factors contributing to this growth while highlighting crucial statistical information, so keep reading.
The growing emphasis on personalisation
We live in a time where customer data has become a critical part of many businesses. Especially now that online platforms like Let’s Jackpot have become popular, accessing in-depth customer information has become possible. In the casino industry, for instance, operators can monitor players’ preferences, playstyles, playing times, etc.
With this information, they can tailor suggestions that align with player preferences perfectly. Unsurprisingly, almost everyone including most Londoners love such experiences. Looking at the statistics, Zendesk suggests that about 76% of customers want personalised encounters, with about 76% claiming to be frustrated if they don’t find them.
Modern consumers have become more discerning and want brands to be able to distinguish their unique tastes more. According to some approximations, this percentage is about 73%. With personalisation, players can find more relevant suggestions, which may help them become more connected to a platform and, thus, encourage more loyalty.
Finding a suitable game to play can be a hassle. But imagine signing up for a platform that knows your tastes and recommends perfect matches. This could keep you more connected and even cause you to speak about it to your friends. Now, consider the ripple this can have if every operator provides such an experience.
Realising our love for customised experiences, operators targeting the London market have been using them to reach as many players as possible. Interestingly, such an approach can increase retention rates by as much as 44%, further explaining why the casino industry has become more popular in this capital.
Aligning with the increased usage of mobile phones
According to Statista, more than nine in ten individuals own smartphones in the UK. This means that most of them will use the devices to access the internet, play casino games, pay bills and so on. Imagine a player having frustrating experiences just because your website couldn’t load well on a smaller device.
With almost everyone owning a smartphone in this capital, you don’t even want to envision the consequences of not having a mobile-friendly website. Actually, about 57% of users may never recommend such websites.
Conversely, about 74% are more likely to return to websites that work well on mobiles. As if that’s not enough, 90% of smartphones will likely continue shopping if your website offers excellent encounters. This explains the rise of responsive designs in London’s gambling industry.
These designs allow casino platforms to adjust to fit multiple devices automatically, allowing seamless multi-screen access. So, whether playing on your phone or desktop, you won’t need to pinch or zoom the platform.
Shockingly, such designs have led to increased sales for up to 62% of businesses, BusinessDasher reports. And if this is true, it shouldn’t come as a surprise that the gambling industry, which has mastered the use of responsive websites, has become popular in London.
The role of payment methods
It may sound so simple, but payments can help industries expand. Do you know that, according to Testlio, optimising payment processes can actually boost conversions by 10-15%? Operators have been working to reduce friction during payment, leading to more conversions.
Plus, about eight in ten consumers prefer hassle-free payment processes over any other e-commerce feature. And good enough, operators targeting the London market seem to know this quite well, explaining why they have been implementing more advanced methods like PayPal to reach as many people as possible.
Another way operators have been using payments to reach more Londoners is by diversifying them. This helps to cater to multiple preferences and can be very handy for newbies, especially because familiar methods reduce the burden of acquiring new information.
Besides diversifying the methods, they have also been localising them to improve their regional appeal. This is why most gambling platforms allow debit and credit cards, which are amongst the most popular payment methods in the entire UK.
What is our final word?
Innovative as it is, the gambling industry has been taking advantage of various tech shifts to increase its reach, explaining its dominance in London. For instance, most operators have been implementing responsive designs to avoid missing out on the growing number of mobile users in the capital.
The best part of responsive platforms is that they increase the likelihood of being discovered by new audiences. On top of that, there has also been a growing emphasis on providing better player experiences like personalisation. Surprisingly, personalisation alone can improve retention rates by 44%. Now, imagine its ripple effect if every operator adopts it.
Payment methods have also been helping this industry reach more Londoners. Now that casinos know that multiple payments can increase the likelihood of more consumers transacting, they have been diversifying to cater to as many individuals in the capital as possible, leading to the industry’s popularity.
