Editor-In-Chief with 20 years experience covering the betting angles to breaking news stories. Daily slots player, Portsmouth fan and League Snooker Player
There were more than 766,000 searches for online slot machines over the last year — almost 142% more than searches for casino slots and nearly 172% more than fruit machines — so it’s clear that there’s a keen interest in online slot games.
But where are people most interested in slot sites and games? The experts at OLBG have analysed search data from countries around the world and major UK cities to find the searches per capita.
Which locations are searching for ‘online slots’ the most?
We’ve found where online slots are most popular, looking at countries and UK cities, to uncover the global and local demand for these games.
People in the UK search for online slots the most, at more than 110 searches per 10,000 people
The UK tops online slot searches, with 766,500 annual searches. That's 110.86 searches per 10,000 people. The UK market is saturated with top-tier online casinos. They offer thousands of slot games from leading developers.
Malta comes second, with 1,390 annual searches and nearly 26 searches per 10,000 people. While Malta has a smaller population, it is a significant global online gaming industry hub.
In third place, New Zealand records 9,150 annual searches and almost 18 searches per 10,000 people. Kiwis have access to many international slot sites, such as Lukki and Neon Vegas, offering them a broad selection of slot games.
Rank | Country | Population | Annual searches for 'online slots' | Annual searches per 10,000 people |
---|---|---|---|---|
1 | United Kingdom | 69,138,192 | 766,500 | 110.86 |
2 | Malta | 539,607 | 1,390 | 25.76 |
3 | New Zealand | 5,213,944 | 9,150 | 17.55 |
4 | Liechtenstein | 39,870 | 60 | 15.05 |
5 | Ireland | 5,255,017 | 7,510 | 14.29 |
6 | Andorra | 81,938 | 90 | 10.98 |
7 | United States | 345,426,571 | 365,400 | 10.58 |
8 | Latvia | 1,871,871 | 1,810 | 9.67 |
9 | Barbados | 282,467 | 270 | 9.56 |
10 | Cyprus | 1,358,282 | 1,290 | 9.50 |
11 | Canada | 39,742,430 | 34,500 | 8.68 |
12 | Georgia | 3,807,670 | 3,250 | 8.54 |
13 | Austria | 9,120,813 | 7,380 | 8.09 |
14 | Australia | 26,713,205 | 21,300 | 7.97 |
15 | Serbia | 6,736,216 | 5,180 | 7.69 |
16 | Iceland | 393,396 | 290 | 7.37 |
17 | Slovenia | 2,118,697 | 1,550 | 7.32 |
18 | Antigua and Barbuda | 93,772 | 60 | 6.40 |
19 | Seychelles | 130,418 | 80 | 6.13 |
20 | Sweden | 10,606,999 | 5,480 | 5.17 |
21 | Germany | 84,552,242 | 43,600 | 5.16 |
22 | Estonia | 1,360,546 | 690 | 5.07 |
23 | Netherlands | 18,228,742 | 9,210 | 5.05 |
24 | Denmark | 5,977,412 | 2,890 | 4.83 |
25 | Malaysia | 35,557,673 | 16,260 | 4.57 |
26 | Italy | 59,342,867 | 24,370 | 4.11 |
27 | Switzerland | 8,921,981 | 3,310 | 3.71 |
28 | Croatia | 3,875,325 | 1,370 | 3.54 |
29 | Brunei | 462,721 | 160 | 3.46 |
30 | Singapore | 5,832,387 | 2,000 | 3.43 |
31 | Bahamas | 401,283 | 120 | 2.99 |
32 | Bahrain | 1,607,049 | 450 | 2.80 |
33 | Luxembourg | 673,036 | 170 | 2.53 |
34 | Finland | 5,617,310 | 1,380 | 2.46 |
35 | Norway | 5,576,660 | 1,340 | 2.40 |
36 | Greece | 10,047,817 | 2,230 | 2.22 |
37 | Lithuania | 2,859,110 | 620 | 2.17 |
38 | Montenegro | 638,479 | 130 | 2.04 |
39 | Belgium | 11,738,763 | 2,340 | 1.99 |
40 | Portugal | 10,425,292 | 2,060 | 1.98 |
41 | Czechia | 10,735,859 | 1,800 | 1.68 |
42 | Romania | 19,015,088 | 2,930 | 1.54 |
43 | Slovakia | 5,506,760 | 820 | 1.49 |
44 | Trinidad and Tobago | 1,507,782 | 220 | 1.46 |
45 | Hungary | 9,676,135 | 1,240 | 1.28 |
46 | Kuwait | 4,934,507 | 530 | 1.07 |
47 | Spain | 47,910,526 | 4,690 | 0.98 |
48 | United Arab Emirates | 11,027,129 | 1,060 | 0.96 |
49 | Thailand | 71,668,011 | 4,460 | 0.62 |
50 | Türkiye | 87,473,805 | 4,870 | 0.56 |
51 | Poland | 38,539,201 | 1,820 | 0.47 |
52 | Qatar | 3,048,423 | 140 | 0.46 |
53 | Uruguay | 3,386,588 | 120 | 0.35 |
54 | France | 66,548,530 | 2,330 | 0.35 |
55 | Costa Rica | 5,129,910 | 150 | 0.29 |
56 | Saudi Arabia | 33,962,757 | 940 | 0.28 |
57 | Panama | 4,515,577 | 120 | 0.27 |
58 | Chile | 19,764,771 | 380 | 0.19 |
59 | South Korea | 51,717,590 | 980 | 0.19 |
60 | Oman | 5,281,538 | 100 | 0.19 |
61 | Argentina | 45,696,159 | 780 | 0.17 |
62 | Kazakhstan | 20,592,571 | 290 | 0.14 |
63 | Japan | 123,753,041 | 1,180 | 0.10 |
People in Leeds are the most interested in online slots from the UK, with over 230 searches per 10,000 people
Leeds is the top UK city for searches for the team ‘online slots’, with an impressive 10,870 annual searches. This works out to almost 239 searches per 10,000 people.
Plymouth ranks second, with 5,570 annual searches and more than 214 searches per 10,000 people, showing a strong local interest in online slots. Meanwhile, Manchester, a much larger city, has 7,890 annual searches, or just under 200 searches per 10,000 people.
Rank | City | Population | Number of annual searches | Annual searches per 10,000 people |
---|---|---|---|---|
1 | Leeds | 455,123 | 10,870 | 238.84 |
2 | Plymouth | 260,203 | 5,570 | 214.06 |
3 | Manchester | 395,515 | 7,890 | 199.49 |
4 | Birmingham | 984,333 | 17,700 | 179.82 |
5 | Wolverhampton | 252,791 | 4,110 | 162.58 |
6 | Edinburgh | 464,990 | 6,650 | 143.01 |
7 | Blackpool | 239,409 | 3,100 | 129.49 |
8 | Swansea | 300,352 | 3,800 | 126.52 |
9 | Bradford | 299,310 | 3,560 | 118.94 |
10 | Kingston upon Hull | 314,018 | 3,580 | 114.01 |
11 | Glasgow | 591,620 | 6,640 | 112.23 |
12 | Bristol | 617,280 | 6,580 | 106.60 |
13 | Liverpool | 864,122 | 8,940 | 103.46 |
14 | Sheffield | 685,368 | 7,050 | 102.86 |
15 | Milton Keynes | 229,941 | 2,180 | 94.81 |
16 | London | 7,556,900 | 68,800 | 91.04 |
17 | Belfast | 274,770 | 1,960 | 71.33 |
18 | Coventry | 359,262 | 2,560 | 71.26 |
19 | Preston | 313,332 | 2,220 | 70.85 |
20 | Stoke-on-Trent | 372,775 | 2,270 | 60.89 |
21 | Derby | 270,468 | 1,320 | 48.80 |
22 | Southend-on-Sea | 295,310 | 1,410 | 47.75 |
23 | Southampton | 246,201 | 1,160 | 47.12 |
24 | Reading | 318,014 | 1,240 | 38.99 |
25 | Luton | 258,018 | 970 | 37.59 |
26 | Leicester | 508,916 | 1,860 | 36.55 |
27 | Cardiff | 447,287 | 1,620 | 36.22 |
28 | Sunderland | 335,415 | 990 | 29.52 |
29 | Nottingham | 729,977 | 1,440 | 19.73 |
30 | Newport | 306,844 | 180 | 5.87 |
Where are people searching for ‘slot games’ the most?
Between September 2023 and August 2024, there were 2.3 million worldwide searches for the term ‘slot games’. We’ve revealed where these searches are the highest compared to the population.
Liechtenstein has the highest searches for ‘slot games’, at almost 23 per 10,000 people
Liechtenstein, a small country with a population of almost 40,000, ranks first with 22.57 annual searches per 10,000 people. This high per capita search interest is notable despite the small total number of searches (90).
Larger nations like Malaysia and the United Kingdom follow closely behind, with 21.94 and 20.96 searches per 10,000 people, respectively, but their total search volumes are far higher at 78,000 and 144,900.
Rank | Country | Population | Annual searches for 'slot games' | Annual searches per 10,000 people |
---|---|---|---|---|
1 | Liechtenstein | 39,870 | 90 | 22.57 |
2 | Malaysia | 35,557,673 | 78,000 | 21.94 |
3 | United Kingdom | 69,138,192 | 144,900 | 20.96 |
4 | Singapore | 5,832,387 | 9,850 | 16.89 |
5 | Malta | 539,607 | 600 | 11.12 |
6 | Brunei | 462,721 | 490 | 10.59 |
7 | New Zealand | 5,213,944 | 4,540 | 8.71 |
8 | Antigua and Barbuda | 93,772 | 80 | 8.53 |
9 | Georgia | 3,807,670 | 3,170 | 8.33 |
10 | Cyprus | 1,358,282 | 1,110 | 8.17 |
11 | Seychelles | 130,418 | 100 | 7.67 |
12 | Andorra | 81,938 | 60 | 7.32 |
13 | Australia | 26,713,205 | 16,380 | 6.13 |
14 | Serbia | 6,736,216 | 4,070 | 6.04 |
15 | Latvia | 1,871,871 | 970 | 5.18 |
16 | Canada | 39,742,430 | 20,100 | 5.06 |
17 | United States | 345,426,571 | 174,000 | 5.04 |
18 | Estonia | 1,360,546 | 670 | 4.92 |
19 | Barbados | 282,467 | 130 | 4.60 |
20 | Ireland | 5,255,017 | 2,030 | 3.86 |
21 | Slovenia | 2,118,697 | 810 | 3.82 |
22 | Iceland | 393,396 | 130 | 3.30 |
23 | Netherlands | 18,228,742 | 5,610 | 3.08 |
24 | Croatia | 3,875,325 | 1,070 | 2.76 |
25 | Sweden | 10,606,999 | 2,740 | 2.58 |
26 | Italy | 59,342,867 | 14,970 | 2.52 |
27 | Austria | 9,120,813 | 1,930 | 2.12 |
28 | Germany | 84,552,242 | 12,540 | 1.48 |
29 | Switzerland | 8,921,981 | 1,270 | 1.42 |
30 | Denmark | 5,977,412 | 740 | 1.24 |
Edinburgh tops the charts for slot game interest in the UK, with over 73 searches per 10,000 people
Over the last year, people in the Scottish capital have been the most interested in slot games. Edinburgh leads with 73.33 searches per 10,000 people, significantly higher than the other cities. Birmingham and Manchester follow with 59.02 and 56.64 searches per 10,000 people.
Further down the list, Leeds (44.38 per 10,000) and Coventry (43.70) show moderately high search activity, while cities like Glasgow and Belfast have much lower relative interest, with 23.66 and 22.20 searches per 10,000 people.
Rank | City | Population | Annual searches for 'slot games' | Annual searches per 10,000 people |
---|---|---|---|---|
1 | Edinburgh | 464,990 | 3,410 | 73.33 |
2 | Birmingham | 984,333 | 5,810 | 59.02 |
3 | Manchester | 395,515 | 2,240 | 56.64 |
4 | Leeds | 455,123 | 2,020 | 44.38 |
5 | Coventry | 359,262 | 1,570 | 43.70 |
6 | London | 7,556,900 | 28,200 | 37.32 |
7 | Glasgow | 591,620 | 1,400 | 23.66 |
8 | Belfast | 274,770 | 610 | 22.20 |
9 | Liverpool | 864,122 | 1,860 | 21.52 |
10 | Bradford | 299,310 | 590 | 19.71 |
11 | Plymouth | 260,203 | 510 | 19.60 |
12 | Wolverhampton | 252,791 | 450 | 17.80 |
13 | Bristol | 617,280 | 1,070 | 17.33 |
14 | Milton Keynes | 229,941 | 310 | 13.48 |
15 | Cardiff | 447,287 | 600 | 13.41 |
16 | Kingston upon Hull | 314,018 | 390 | 12.42 |
17 | Blackpool | 239,409 | 290 | 12.11 |
18 | Sheffield | 685,368 | 830 | 12.11 |
19 | Swansea | 300,352 | 360 | 11.99 |
20 | Preston | 313,332 | 330 | 10.53 |
21 | Southampton | 246,201 | 230 | 9.34 |
22 | Southend-on-Sea | 295,310 | 260 | 8.80 |
23 | Sunderland | 335,415 | 240 | 7.16 |
24 | Luton | 258,018 | 180 | 6.98 |
25 | Stoke-on-Trent | 372,775 | 240 | 6.44 |
26 | Leicester | 508,916 | 320 | 6.29 |
27 | Reading | 318,014 | 180 | 5.66 |
28 | Derby | 270,468 | 130 | 4.81 |
29 | Newport | 306,844 | 80 | 2.61 |
30 | Nottingham | 729,977 | 180 | 2.47 |
Alongside finding out which places are searching for the term ‘slot games’ the most, we were also interested in seeing where people search for specific games. We’ve found the number of searches for 20 popular slot games, such as Big Bass Bonanza, Fluffy Favourites, and Sweet Bonanza.
The United Kingdom leads global searches for popular slot games, with over 465 searches per 10,000 people
Not just searching for the term ‘online slots’ the most, the United Kingdom also has the highest rate of searches for 20 popular slot games, at over 465 per 10,000 people. In the UK, Rainbow Riches is the most popular game, with 2.9 million searches for that game alone.
Following the UK, Cyprus ranks second with 196.35 searches per 10,000 people, despite its much smaller population. Malta, known for its online gaming industry, comes in third with 152.33 searches per 10,000 people.
Rank | Country | Population | Total searches for top 20 slots games | Annual searches per 10,000 people |
---|---|---|---|---|
1 | United Kingdom | 69,138,192 | 3,217,060 | 465.31 |
2 | Cyprus | 1,358,282 | 26,670 | 196.35 |
3 | Malta | 539,607 | 8,220 | 152.33 |
4 | Georgia | 3,807,670 | 25,430 | 66.79 |
5 | Sweden | 10,606,999 | 67,890 | 64.00 |
6 | Latvia | 1,871,871 | 11,430 | 61.06 |
7 | Estonia | 1,360,546 | 7,950 | 58.43 |
8 | Denmark | 5,977,412 | 33,000 | 55.21 |
9 | Iceland | 393,396 | 1,830 | 46.52 |
10 | Andorra | 81,938 | 370 | 45.16 |
11 | Netherlands | 18,228,742 | 81,550 | 44.74 |
12 | Austria | 9,120,813 | 39,570 | 43.38 |
13 | Croatia | 3,875,325 | 16,770 | 43.27 |
14 | Liechtenstein | 39,870 | 170 | 42.64 |
15 | Slovenia | 2,118,697 | 8,360 | 39.46 |
16 | Barbados | 282,467 | 870 | 30.80 |
17 | New Zealand | 5,213,944 | 13,630 | 26.14 |
18 | Ireland | 5,255,017 | 13,320 | 25.35 |
19 | Switzerland | 8,921,981 | 21,520 | 24.12 |
20 | Serbia | 6,736,216 | 15,580 | 23.13 |
21 | Germany | 84,552,242 | 194,170 | 22.96 |
22 | Canada | 39,742,430 | 81,890 | 20.61 |
23 | Italy | 59,342,867 | 104,910 | 17.68 |
24 | Seychelles | 130,418 | 220 | 16.87 |
25 | Antigua and Barbuda | 93,772 | 140 | 14.93 |
26 | Australia | 26,713,205 | 33,090 | 12.39 |
27 | Brunei | 462,721 | 490 | 10.59 |
28 | Singapore | 5,832,387 | 6,160 | 10.56 |
29 | United States | 345,426,571 | 185,190 | 5.36 |
30 | Malaysia | 35,557,673 | 12,810 | 3.60 |
There were over 900 searches per 10,000 people for popular slot games in Manchester
With 35,600 annual searches, Manchester has over 900 searches per 10,000 people. Rainbow Riches, Sweet Bonanza, and Big Bass Splash are all popular in the city, with over 700 searches each.
Leeds follows with 829.89 searches per 10,000 people. Searches for Cleopatra Slots are the second-highest in this location out of all cities in this study, just lower than London.
Despite being a smaller city, Plymouth ranks third with 767.48 searches per 10,000, showing that its population is particularly engaged in the online slot gaming scene. It even surpasses much larger cities like Birmingham, which ranks fourth with 713.38 searches per 10,000 people.
Rank | City | Population | Total searches for top 20 games | Annual searches per 10,000 people |
---|---|---|---|---|
1 | Manchester | 395,515 | 35,600 | 900.09 |
2 | Leeds | 455,123 | 37,770 | 829.89 |
3 | Plymouth | 260,203 | 19,970 | 767.48 |
4 | Birmingham | 984,333 | 70,220 | 713.38 |
5 | Kingston upon Hull | 314,018 | 20,840 | 663.66 |
6 | Bradford | 299,310 | 19,440 | 649.49 |
7 | Edinburgh | 464,990 | 25,250 | 543.02 |
8 | Wolverhampton | 252,791 | 13,570 | 536.81 |
9 | Glasgow | 591,620 | 31,190 | 527.20 |
10 | Liverpool | 864,122 | 40,720 | 471.23 |
11 | Blackpool | 239,409 | 11,160 | 466.15 |
12 | Swansea | 300,352 | 13,530 | 450.47 |
13 | Sheffield | 685,368 | 27,910 | 407.23 |
14 | Belfast | 274,770 | 11,130 | 405.07 |
15 | Bristol | 617,280 | 24,510 | 397.06 |
16 | Coventry | 359,262 | 13,500 | 375.77 |
17 | Preston | 313,332 | 10,990 | 350.75 |
18 | Milton Keynes | 229,941 | 7,560 | 328.78 |
19 | London | 7,556,900 | 226,320 | 299.49 |
20 | Stoke-on-Trent | 372,775 | 8,980 | 240.90 |
21 | Sunderland | 335,415 | 8,070 | 240.60 |
22 | Southampton | 246,201 | 5,630 | 228.67 |
23 | Derby | 270,468 | 5,920 | 218.88 |
24 | Luton | 258,018 | 5,370 | 208.13 |
25 | Southend-on-Sea | 295,310 | 5,590 | 189.29 |
26 | Reading | 318,014 | 5,990 | 188.36 |
27 | Leicester | 508,916 | 9,280 | 182.35 |
28 | Cardiff | 447,287 | 7,330 | 163.88 |
29 | Nottingham | 729,977 | 7,410 | 101.51 |
30 | Newport | 306,844 | 1,860 | 60.62 |
Methodology
We used Google Ads Keyword Planner to calculate the annual searches for each slot game from September 2023 to August 2024 and to determine which countries and UK cities are searching for different slots and games the most during the same period.
All data was collected on 25/09/2024 and is correct as of then.