Where in the world is most interested in online slots?

Where in the world is most interested in online slots?
Steve Madgwick
Steve Madgwick Editor-In-Chief

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

most online slots search world

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.

RankCountryPopulationAnnual searches for 'online slots'Annual searches per 10,000 people
1United Kingdom69,138,192766,500110.86
2Malta539,6071,39025.76
3New Zealand5,213,9449,15017.55
4Liechtenstein39,8706015.05
5Ireland5,255,0177,51014.29
6Andorra81,9389010.98
7United States345,426,571365,40010.58
8Latvia1,871,8711,8109.67
9Barbados282,4672709.56
10Cyprus1,358,2821,2909.50

People in Leeds are the most interested in online slots from the UK, with over 230 searches per 10,000 people

most online slots search uk

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. 

RankCityPopulationNumber of annual searchesAnnual searches per 10,000 people
1Leeds455,12310,870238.84
2Plymouth260,2035,570214.06
3Manchester395,5157,890199.49
4Birmingham984,33317,700179.82
5Wolverhampton252,7914,110162.58
6Edinburgh464,9906,650143.01
7Blackpool239,4093,100129.49
8Swansea300,3523,800126.52
9Bradford299,3103,560118.94
10Kingston upon Hull314,0183,580114.01

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

highest search for slot games world

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.

RankCountryPopulationAnnual searches for 'slot games'Annual searches per 10,000 people
1Liechtenstein39,8709022.57
2Malaysia35,557,67378,00021.94
3United Kingdom69,138,192144,90020.96
4Singapore5,832,3879,85016.89
5Malta539,60760011.12
6Brunei462,72149010.59
7New Zealand5,213,9444,5408.71
8Antigua and Barbuda93,772808.53
9Georgia3,807,6703,1708.33
10Cyprus1,358,2821,1108.17


Edinburgh tops the charts for slot game interest in the UK, with over 73 searches per 10,000 people

highest search for slot games uk

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. 

RankCityPopulationAnnual searches for 'slot games'Annual searches per 10,000 people
1Edinburgh464,9903,41073.33
2Birmingham984,3335,81059.02
3Manchester395,5152,24056.64
4Leeds455,1232,02044.38
5Coventry359,2621,57043.70
6London7,556,90028,20037.32
7Glasgow591,6201,40023.66
8Belfast274,77061022.20
9Liverpool864,1221,86021.52
10Bradford299,31059019.71

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.

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