Where in the world is most interested in online slots?

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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

popular slot games world 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

popular slot games uk

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.