FairPlay Sports Media (FPSM) has conducted its inaugural FairPlay Fair Betting Survey, revealing insights into bettors' perceptions of fairness in the UK and US gambling markets.
The survey, commissioned by FPSM, aimed to gauge the importance of fairness in selecting and continuing with betting operators and to explore what constitutes a fair betting experience.
In the UK, bet365 emerged as the top-rated sportsbook, with 40% of respondents considering it the fairest, followed by SkyBet and Paddy Power. In the US, DraftKings secured the top spot with 37% of respondents, closely followed by FanDuel.
The survey highlighted key factors that contribute to a fair betting experience. In the UK, factors such as 'Best odds' and 'Easy to use site/app' were deemed crucial, while in the US, 'Best odds' and 'Easy withdrawals' topped the list.
Stuart Simms, Group CEO at FairPlay Sports Media, emphasized the significance of fairness in the bettor-operator relationship: “Being treated fairly is extremely important for a strong bookmaker-customer relationship."
Interestingly, while 87% of UK respondents emphasized the importance of fair treatment, 54% claimed to have experienced unfair treatment by operators. In the US, 78% saw fair treatment as vital, but only 16% reported experiencing unfair treatment.
Simms noted that brands deemed 'fairest' often excel in their respective markets, indicating a correlation between fairness and market leadership. He suggested that the UK market could learn from the US in terms of customer service standards.
The FairPlay Fair Betting Survey was conducted remotely from January 5th, 2024, to February 6th, 2024, with approximately 500 respondents of legal betting age in both the UK and states where online sports betting is legal in the US.
