Online poker is rapidly growing in popularity, reflecting a broader shift toward digital gambling. In the UK, participation has steadily increased, from 5% in 2021 to 10% in 2024. But who are these players, how much are they wagering, and where do they play? Let’s break down the data.
Who’s Playing?
The demographic breakdown of online poker players reveals that the majority belong to the 35-54 age group, making up 44% of the total player base.
Younger players aged 18-34 account for 43%, showing that online poker appeals to a digitally savvy audience eager for interactive and competitive experiences. This is much higher than the share this age group accounts for in other online gambling activities such as betting on sports online (23%), the lottery (18%) or playing casino games online (33%).
The data also highlights a substantial gender disparity. Globally, 75% of online poker players are male, compared to 25% female. This imbalance is consistent with broader trends in gambling participation, where men typically outnumber women in both frequency and spending.
How Much Do They Stake?
A majority (57%) spend between £1 and £100 per month. Around 28% spend between £101 and £500, while 15% exceed £500 in monthly wagers. It is worth noting that online poker players feature a higher share of £500+ gamblers compared to online sports bettors (4%), and online casino slots gamers (11%).
Where Are They Playing?
When it comes to platform preferences, established brands dominate the online poker space. PokerStars leads the market in the UK, with 16% of players opting for it. Sky Poker and 888 Poker follow closely, each attracting 15% of players each. Bet365, another trusted platform, accounts for 14%, while William Hill, Ladbrokes, and Paddy Power capture smaller but notable shares of the market. These preferences highlight the importance of reputation, reliability, and engaging features in retaining a loyal player base.
What Do Gamblers Value?
Insights into gambler behaviour shed light on what drives their platform choices and overall participation. Promotions rank highly, with 65% of players actively seeking sites offering free bets or other incentives. Experimentation also plays a role, as 49% of gamblers express interest in trying new platforms. This suggests that while loyalty is important, players are willing to explore alternatives that promise better deals or features.
Loyalty programs remain a key consideration, with 52% of players preferring sites that reward repeat usage. Sponsorships are another factor, with 53% of gamblers noticing when platforms sponsor sports, events, or TV shows they follow. Such branding efforts can strengthen player trust and increase visibility in a competitive market.
Not all gambling takes place on formal platforms. Informal gambling activities, such as betting with friends or family on sports or participating in sweepstakes, remain popular. Around 39% of players reported engaging in these social forms of gambling over the past year, showing that the communal aspect of gambling persists even in the digital age.
Conclusion
Online poker’s growing popularity stems from its ability to attract a broad audience, particularly among those aged 18-34. Supported by diverse spending habits and preferences for trusted platforms like PokerStars and 888 Poker, the game continues to thrive. Players’ strong focus on promotions, loyalty programs, and platform reliability further highlight the evolving expectations of this dynamic market.
As online poker continues to expand, operators must innovate to maintain their appeal in an increasingly competitive industry. By understanding the demographics, spending habits, and preferences of their players, platforms can position themselves for sustained success in this fast-growing space.