In the regulated and competitive world of online gambling, operators are constantly on the lookout for low-risk, high-impact engagement tools. Free-to-play (F2P) games could be one of the methods to keep existing users engaged and perhaps appeal to those who don’t actively gamble either.
These types of games are instrumental in various ways: influencing brand perception, fostering habitual engagement and nudging users toward paid bets.
Strong awareness and habitual play
Among British gamblers, awareness of F2P games stands at 70%, compared to just 39% among non-gamblers (including lottery-only participants). Once aware, gamblers are significantly more likely to engage: 51% play these games weekly, while another 22% play at least monthly.
By contrast, only 9% of non-gamblers play weekly, and just 5% play monthly. A striking 79% said they never play at all. Encouragingly, there’s still headroom for adoption, as 8% of Brits who weren’t aware of F2P games before the survey said they would be interested in trying them out. Another 11% said they are not that interested.
Gamblers view F2P more positively
F2P games aren’t just habit-forming – they can boost brand favourability. Among gamblers who are aware of these games, 46% said F2P improves their perception of online betting brands, including 19% who said it does so significantly. This suggests these games are not only enjoyable but can also serve as perception-lifting tools.
For non-gamblers, F2P has a more polarising effect. Just 10% reported improved perception, while a much larger 39% said it worsened their view, including 27% who said it significantly worsened it. Nevertheless, 43% said it made no difference, indicating that the reputational downside is somewhat contained, particularly with transparent, entertainment-first positioning.
The commercial appeal of F2P lies in its ability to convert play into paid activity. Among gamblers who use F2P games, 69% said it increases their likelihood of placing real-money bets, 26% to a great extent and 43% to some extent. Even among non-gamblers, the conversion potential is notable: 58% said F2P makes them more likely to place a paid bet.
While many gamblers acknowledge F2P’s commercial intent, 77% agreed it’s a way to encourage gambling, as they still find value in the format. Seven in 10 (71%) said these games offer a fun chance to win without spending, and 54% play them mainly for entertainment.
Non-gamblers are markedly more cynical, with 88% viewing F2P as a gateway to gambling and only 27% believing it provides a fun, free experience, while 53% actively disagree. Furthermore, 79% express scepticism about the fairness of these games, compared to 69% of gamblers. That said, entertainment remains a motivator across the board, with 52% of non-gamblers also saying they play F2P for enjoyment rather than prizes.
F2P games clearly work – for engagement, perception and even conversion. But they aren’t one-size-fits-all. Among current gamblers, they’re a proven lever for retention and spend. For non-gamblers, they can be a reputational risk if not positioned carefully. Betting brands providing these services need to be subtle in their attempts, if any, to convert F2P players into gamblers.
Methodology: This data is based on online surveys, conducted in April, with a sample size of 2,096 adults aged 18+ in Britain, made up of 301 gamblers and 1,795 non-gamblers (including lottery-only players).
Richard Moller is a research director for the Consumer division at YouGov, providing data and insights for clients across sectors such as gambling, retail, travel, leisure and entertainment.
He has 20-plus years research experience working within both large and small agencies but has spent over 12 of these years at his current company, YouGov.
The post Free-to-play games: a smart play for online operators? first appeared on EGR Intel.
Richard Moller, a research director for the Consumer division at YouGov, examines how British bettors and non-bettors view free-to-play products
The post Free-to-play games: a smart play for online operators? first appeared on EGR Intel.