The 2018 Grand National horse race in Liverpool saw a huge increase in last-hour online betting, according to a study by data intelligence firm GBG.
The study also found that online betting increased in all demographic groups over 30 years of age.
About 32 percent of online betting on the race happened in the immediate build up to the race start time between 4pm and its 5.15pm start. That doubles the 18 percent bet in the last hour in 2017.
The study also found that based of 67,500 verification checks from a sample of GBG clients, increases in betting were seen in the 31-40, 41-50, 51-60 and 60+ age categories.
“The ability to set up accounts, deposit funds, and make bets is getting better and better, regardless of someone’s location and the time of the day,” said Peter Murray, Head of Gaming at GBG in the report. “Consumers are getting more tech savvy, and betting companies are dramatically improving the user experience. “This means those wanting to place a bet are increasingly comfortable in leaving things to the last minute as the race approaches and they sit down with friends and family to watch.
“For betting companies this means their technology infrastructure has had to scale to manage the growing spike in traffic that occurs around marquee sports events, as well as optimize their marketing to reach customers in the short window in which they’re looking to pick their winners,” he said.
The study found betting between women and men to stay relatively flat despite 50 percent of people choosing not to disclose their sex. Figures found men bet at 27 percent compared to women with 23 percent.
London saw the highest percentage of overall betting activity with 4.24 percent. it was followed by Liverpool (2.78 percent), Newcastle Upon Tyne (2.33 percent), Sheffield (2.27 percent and Manchester (2.25 percent).
“The online gaming community is growing. Statistically, the data we’ve analyzed shows the typical Grand National punter depositing funds online is a 28-year-old male from London, but that really doesn’t tell the whole story,” said Murray. “Online betting is being used more and more by older generations that are getting more tech savvy. As with other areas of our economy, the growth of internet, and ultimately app driven services in gaming has spread to all demographics.”
Also, Smarkets betting exchange said betting on the race broke its record for most trading volume on a single event.
The previous record was set at last year’s National, when a total of £44.5m was traded on the world’s most famous horse race. This year, the Smarkets exchange had £57.4m of volume across all its National markets, an increase of 29 percent on 2017.
