Almost every UK customer (97%) switches gaming company within a year, research by global reviews and customer insights technology company Feefo has found.

On average, customers switch almost every 7 months.

Exploring the habits of 1,009 adults who use UK gaming firms, the research found that half (50%) of punters are using two gambling companies at any time. Almost one-in-four (39%) switch because of better introductory offers elsewhere and 31% because of better odds.

The most common reason for staying with a company is its loyalty programme (selected by 46% of respondents). A good loyalty scheme also persuades 28% of customers to choose a company initially, but a reputation for trustworthiness is even more effective – selected by 46% of players. 15% of customers move to a different company every month.

“Our research demonstrates the scale of the loyalty challenge UK gaming companies face,” said Ben Marley, head of market development, Feefo.

“Gaming firms need to be much more savvy about loyalty programmes, artificial intelligence (AI), data analytics and review platforms to build trust and personalise the experience for millions of punters in the UK. Clearly almost all customers currently feel the grass could be greener elsewhere, emphasising the increasing importance of providing a better player experience.”

The research found almost four-in-ten customers (39%) most value the frequent receipt of special offers, but a quarter (25%) place the greatest emphasis on receiving better odds if they are a long-term customer.

Only a third (33%) of customers can provide all the companies they use with feedback about their experience, using a mechanism such as a smart customer review platform. However, where firms do offer such opportunities, 68% of their customers believe they listen to the feedback.

“Gaming companies have started to invest in AI and data analytics but are neglecting the power of technologies such as smart review platforms to build trust and deepen loyalty. Agile, and powered by machine learning, they provide a huge wealth of insights that can be utilised to boost loyalty and personalised engagement, transforming a company’s reputation,” added Marley.