The gaming landscape all across the world has seen rapidly expansion as the industry is becoming a staple for both revenue and user engagement. The rapid growth has also been taking place in the United Kingdom, which has been a market impacted by the steadily evolving popularity of digital entertainment. In the UK, there are various local gaming options available, however an increasing number of UK players have started to look towards international gaming platforms to meet their gaming needs. So, what is driving this international shift?
For UK residents, there is a great allure of international gaming platforms, as these offer access to a wider variety of games. This great variety is often coupled with enhanced user experiences and unique incentives to keep players engaged. Furthermore, some international platforms can offer features and services which might not be available on some UK platforms due to stringent regulatory frameworks.
A growing appetite for gaming variety and innovation
The global gaming industry was worth an estimated USD 242.39 billion in 2023 according to Grand Review Research, and the industry is only expected to grow further. The reason for this continuous expansion is the diversification of gaming options available on international platforms, with platforms outside the UK offering an extensive range of games catering to various player preferences and gaming habits. The international reach, coupled with the continuous development of gaming technology, has resulted in a competitive marketplace where platforms are motivated to constantly innovate to stand out.
There is an increasing number of UK players showing interest in these offerings, as features such as interactive live-streaming and interactive user-faces makes the gaming experience more immersive. Many international platforms are offering features that are difficult to replicate within the regulatory environment in the UK, where there is greater emphasis on player safety than game diversity.
A regulatory balancing act: Striking the right balance between player safety and freedom of choice
The UK Gambling Commission (UKGC) is known for enforcing some of the world’s most stringent gaming regulations. This is largely with the aim to protect consumers and ensure fair play. The initiative for GamStop, which is a self-exclusion scheme designed to prevent problem gambling, is at the core of this protective infrastructure. But even though GamStop has proven effective in addressing compulsive gaming behaviours, it does also place a limit on players’ access to a broader range of gaming platforms and products. Some UK players have therefore been looking for alternatives that is not bound by the GamStop restrictions. This has led to the rise of non GamStop casinos, which are platforms operating outside the jurisdiction of the UKGC.
As a result, players gain more flexibility in their gaming activities. Currently, non GamStop casinos only make up a small part of the overall international platform market. However, they do represent a growing demand among some UK players who are looking for less restrictive options.
Competitive odds, bonuses, and incentives
Comparing international gaming platforms with their UK counterparts, one significant advantage of the international selection is the ability to provide better odds and more lucrative bonuses. As the global online casino market is saturated, global gaming operators are constantly trying to stay ahead of the game by offering competitive incentives, mostly through welcome bonuses, loyalty programs, and various promotions.
For example, an industry study from The Science of Engagement found that 83% of gamers say they are more likely to continue playing a game that offers rewards. As international operators are not constrained by UK’s advertising and bonus restrictions, they often offer more extensive rewards programs with the aim to retain players. The most common ways to do so is by offering free spins, cashback, and special promotions.
The influence of eSports and social gaming on international platforms
When talking about international gaming platforms, it is not just limited to traditional online casinos and betting services. Another major factor that is driving the appeal of international platforms for UK players is the growing eSports market and social gaming. According to GlobeNewsWire, the global eSport market is expected to reach USD 5.48 billion by 2030, with the main driver being that more players and spectators is expected to get involved in competitive gaming.
More and more international platforms are adopting eSports betting and fantasy sports in their collection of games, which caters to players enjoying the interactive and strategic gaming experience. Many platforms are now offering live streaming of major tournaments, which is a new immersive way for players to engage with their favourite teams and games. Social gaming is also gaining popularity, as it involved multiplayer games where players can either compete or cooperate with each other online. This format has especially become popular among younger UK players, as they largely view gaming as a social activity.
Concluding remarks
Both the UK and the global gaming industry is expected to continue to grow and evolve, while continuously having to balance regulation with the freedoms that most players look for in international platforms. Trends such as UK players opting for international gaming operators are indicators for UKGC to maybe revisit some policies, to allow the sector to keep up with the global gaming landscape. By being adaptable and flexible to changing consumer demands, the UK gaming industry can stay ahead in the global landscape, catering to UK players.
