The information contained herein is not intended to be “written advice concerning one or more Federal tax matters” subject to the requirements of section 10.37(a)(2) of Treasury Department Circular 230. KPMG LLP does not provide legal services. No one should act upon such information without appropriate professional advice after a thorough examination of the particular situation. Although we endeavor to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Maintaining a sustainable gaming industry requires all hands on deck-including operators and suppliers as well as media and sports organizations-to determine the right combination of gaming products and player protections. However, 38 percent of gamblers have never used them. Ninety percent of gamblers have at least some awareness of common player protections-an increase from 82 percent last year.Big jackpots also tend to attract younger gamblers while older generations lean toward games with higher return-to-player (RTP) percentages. Sixty percent of US gamblers prioritize higher-value jackpots compared to 44 percent of UK gamblers.One in five sports gamblers prefers in-play betting over betting on final outcomes. More than 50 percent of gamblers select online games based on speed of play.

At the same time, tolerance for gambling advertising fell to 53 percent from 67 percent the prior year and could signal a shift in sentiment.

At least half of gamblers trust operators to treat them fairly, make honest disclosures, provide prompt withdrawals and payouts, and protect their information.

Insights into online, sports, and casino gambler preferences and needs include: The results of our most recent gaming survey are detailed in our new paper, The sustainable gaming customer.

Based on our work with various stakeholders in the gaming ecosystem and several years of customer research, we believe operators can cultivate long-term customer relationships that lead to sustained business success by adopting four tenets: trust, enjoyment, value, and protection.

Customers represent gaming operators’ most valuable assets.

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