Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Consumer expenditure on online gaming and betting, 2008-18
- Major players drive market upwards
- Growth to continue down same road – subject to impact of regime change
- Market drivers
- Technology trends create new opportunities, but stronger competition
- Social media still one for the long term
- Segment performance
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- Figure 2: Online gaming and betting – estimated market size, by segment (£m), 2013
- Sportsbook jumps ahead without a major event springboard
- New content and cross-promotion help casino growth
- The consumer
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- Figure 3: Experience of online gaming and betting (%), July 2013
- Lack of potentials puts pressure on core player base
- Laptops make gambling more accessible to women
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- Figure 4: Attitudes towards smartphone gambling, July 2013
- Smartphones a second choice for many
- What we think
Issues in the Market
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- Is the smartphone’s market dominance inevitable?
- Can the tablet carve out its own share of the market?
- Will marketing take a hit under point-of-consumption regulation?
- How can online gaming and betting attract more female players?
- Why can the market no longer take young people for granted?
- Is social gaming any closer to take-off?
Trend Application
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- Trend: Click and Connect
- Trend: Influentials
- Mintel futures: Old Gold
Market Drivers
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- Key points
- Faster broadband: Better experiences but more competition
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- Figure 5: UK residential broadband connections, by headline speed, November 2008-November 2012
- Will maturity force mobile to strike out on its own?
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- Figure 6: Personal ownership of smartphone, July 2012- April 2013
- Tablets turn living rooms into virtual casinos
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- Figure 7: Access to tablet computers (have in household), July 2012-April 2013
- Smart TV ownership trends
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- Figure 8: Access to internet-enabled television (have in household), July 2012-April 2013
- Spending gives way to saving as consumers stay cautious
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- Figure 9: Trends in what extra money is spent on, July 2010-July 2013
- Rules of social gaming still being established
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- Figure 10: Accessing online social networks via any device during the past three months, by demographics, April 2013
- Demographic trends unfavourable to natural growth
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- Figure 11: Past-month participation in gambling, via any method and online, by gender and age, 2012 and 2013
- Regime change to trigger major players’ land grab?
- Problem gambling not just a question for the high street
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- Figure 12: Locations used to gamble by GamCare clients, 2010/11 and 2011/12
Who’s Innovating?
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- Key points
- Watching other players’ poker faces
- Getting mobile counters shop shortage
- Web shop link-ups connect with a younger crowd
- Roulette puts a new spin on cricket and darts
- Gamblers able to Ukash out
- Facebook starts to like casino and betting
- An alarm call from smartwatches
Market Size and Forecast
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- Key points
- Maturing market sustains double-digit growth
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- Figure 13: Online gaming and betting market size, 2008-18
- Forecast
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- Figure 14: Online gaming and betting market size and forecast, 2008-18
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- Figure 15: Online gaming and betting market volume (number of participants) and forecast, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Mobile keeps sportsbook moving upwards
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- Figure 16: UK online gaming and betting market size*, by segment, 2009-13
Market Share
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- Key points
- Market leaders back very different horses
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- Figure 17: UK online gaming and betting market, by operators’ value share (estimated), 2012-13
Companies and Products
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- Key points
- A world of choice for UK gamblers
- William Hill
- Background
- Recent activity
- Financials
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- Figure 18: Key financials for William Hill (Online), 2011 and 2012
- Figure 19: Key performance indicators for William Hill (Online), 2011 and 2012
- Promotion
- Future strategy
- Bet365
- Background
- Recent activity
- Financials
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- Figure 20: Key financials for Bet365 Group ltd, 2012 and 2013
- Promotion
- Future strategy
- Betfair
- Background
- Recent activity
- Financials
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- Figure 21: Key financials for Betfair, 2012 and 2013
- Promotion
- Future strategy
- Ladbrokes
- Background
- Recent activity
- Financials
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- Figure 22: Revenue breakdown for Ladbrokes plc (Digital), 2011 and 2012
- Figure 23: Key performance indicators for Ladbrokes plc (Digital), 2011 and 2012
- Promotion
- Future strategy
- Sky Bet
- Background
- Recent activity
- Financials
- Promotion
- 888
- Background
- Recent activity
- Financials
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- Figure 24: Key financials for 888 Holdings, 2011 and 2012
- Future strategy
- Rank Interactive
- Background
- Recent activity
- Financials
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- Figure 25: Key financials for Rank Interactive, 2011 and 2012
- Figure 26: Key performance indicators for Rank Interactive, 2011 and 2012
- Future strategy
- bwin.party
- Background
- Recent activity
- Financials
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- Figure 27: Key financials for bwin.party, 2011 and 2012
- Figure 28: Key performance indicators for bwin.party, 2011 and 2012
- Promotion
- Future strategy
- Tombola
- Background
- Recent activity
- Financials
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- Figure 29: Key financials for Tombola Limited, 2011 and 2012
- Promotion
Experience of Online Gaming and Betting
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- Key points
- Divided nation leaves only a small pool of potentials
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- Figure 30: Experience of online gaming and betting, July 2013
- Younger players first to cash out
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- Figure 31: Experience of online gaming and betting, by age, July 2013
- Economic pressures squeezing the player base
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- Figure 32: Experience of online gaming and betting, by employment status and gross annual household income, July 2013
Online Gaming and Betting Activities
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- Key points
- Women warm to more formats online
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- Figure 33: Participation in online gaming and betting activities, July 2013
- Gamblers willing to play the field
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- Figure 34: Repertoire of remote gamblers’ current and potential future online gaming and betting activities, July 2012
- Horserace gamblers best bet for casino marketing
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- Figure 35: Future interest in online casino games, by current participation in remote gambling activities, July 2013
- Casino players most open-minded
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- Figure 36: Future interest in remote gambling activities, by current participation in online casino games, July 2013
Devices Used for Online Gaming and Betting
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- Key points
- Laptops lead – and bring women into the market
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- Figure 37: Devices used to gamble online, July 2013
- Platform neutrality drives diversity in devices
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- Figure 38: Repertoire of devices used to gamble online during the past 12 months, July 2013
- Take a tablet, turn off your phone
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- Figure 39: Future interest in using a smartphone to gamble online, by devices currently used to gamble online, July 2013
- Casino players look for big screen experiences
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- Figure 40: Devices online casino players are interested in using to gamble online in the future, July 2013
Smartphone Gambling
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- Key points
- Security and screen size leave smartphones a second choice
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- Figure 41: Attitudes towards smartphone gambling, July 2013
- Tablets seen as safer than smartphones
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- Figure 42: Agreement with the statement ‘I would be wary of gambling on a website I didn’t recognise using my smartphone’, by devices currently used to gamble online, July 2013
Online Gaming and Betting Habits
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- Key points
- Austerity Britain puts its sensible head on
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- Figure 43: Online gambling habits, July 2013
- Football talks a good game
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- Figure 44: Agreement with the statement ‘I discuss winnings and losses with my friends’, by gambling activities participated in online, July 2013
Drivers of Online Gaming and Betting Choice
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- Key points
- Word of mouth opens a third promotional front
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- Figure 45: Influences on online gaming and betting preferences, July 2013
- TV advertising costs – but it also works
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- Figure 46: Drivers of online gaming and betting activity among gamblers who have visited a gaming or betting website as a result of advertising, July 2013
- Casino and poker sites come personally recommended
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- Figure 47: Drivers of online gaming and betting activity, by products gambled on in past 12 months, July 2013
- Smartphones open up new communication channels
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- Figure 48: Visiting a gaming or betting website after receiving an email offer from it, by devices used to gamble online, July 2013
Appendix – Market Drivers
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- Figure 49: Accessing online social networks via any device during the past three months, by demographics, April 2013
- Figure 50: Participation in ‘freemium’ gambling and free games on social networking websites, by gender, 2012
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- Figure 51: Trends in the age structure of the UK population, by gender, 2008-18
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Appendix – Market Size and Forecast
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- Figure 52: Forecast of consumer expenditure on gaming and betting online, 2013-18
- Figure 53: Forecast of number of participants in gaming and betting online, 2013-18
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Appendix – Experience of Online Gaming and Betting
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- Figure 54: Experience of online gambling, by demographics, July 2013
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Appendix – Online Gaming and Betting Activities
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- Figure 55: Participation in national lottery draw games online, by demographics, July 2013
- Figure 56: Participation in horserace betting online, by demographics, July 2013
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- Figure 57: Participation in football betting online, by demographics, July 2013
- Figure 58: Participation in online slots and instant win games, by demographics, July 2013
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- Figure 59: Participation in online bingo, by demographics, July 2013
- Figure 60: Participation in online casino games, by demographics, July 2013
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- Figure 61: Participation in other sports betting online, by demographics, July 2013
- Figure 62: Participation in online poker, by demographics, July 2013
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- Figure 63: Participation in rugby betting online, by demographics, July 2013
- Figure 64: Participation in cricket match betting online, by demographics, July 2013
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- Figure 65: Participation in betting on events online, by demographics, July 2013
- Figure 66: Participation in football pools online, by demographics, July 2013
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- Figure 67: Participation in online gaming and betting activities, by other online gaming and betting activities participated in, July 2013
- Figure 68: Interest in future participation in online gaming and betting activities, by online gaming and betting activities currently participated in, July 2013
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Appendix – Devices Used for Online Gaming and Betting
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- Figure 69: Gambling online using a laptop computer, by demographics, July 2013
- Figure 70: Gambling online using a desktop computer, by demographics, July 2013
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- Figure 71: Gambling online using a tablet computer, by demographics, July 2013
- Figure 72: Gambling online using interactive satellite/cable TV, by demographics, July 2013
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- Figure 73: Gambling online using smart TV, by demographics, July 2013
- Figure 74: Gambling online using a smartphone, by demographics, July 2013
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- Figure 75: Gambling online using a games console, by demographics, July 2013
- Figure 76: Devices currently used to gamble online, by other devices used to gamble online, July 2013
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- Figure 77: Use of smartphones to gamble online, by other devices used to gamble online, July 2013
- Figure 78: Use of games consoles to gamble online, by other devices used to gamble online, July 2013
- Figure 79: Devices interested in using to gamble online in the future, by devices currently used to gamble online, July 2013
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- Figure 80: Devices currently used to gamble online, by past-year participation in online gambling activities, July 2013
- Figure 81: Devices interested in using to gamble online in the future, by past-year participation in online gambling activities, July 2013
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Appendix – Smartphone Gambling
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- Figure 82: Attitudes towards smartphone gambling, by participation in online gaming and betting activities, July 2013
- Figure 83: Attitudes towards smartphone gambling, by devices used to gamble online, July 2013
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Appendix – Online Gaming and Betting Habits
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- Figure 84: Most popular online gambling habits, by demographics, July 2013
- Figure 85: Next most popular online gambling habits, by demographics, July 2013
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- Figure 86: Online gambling habits, by online gambling habits, July 2013
- Figure 87: Online gambling habits, by most popular online gambling activities, July 2013
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- Figure 88: Online gambling habits, by next most popular online gambling activities, July 2013
- Figure 89: Online gambling habits, by devices used to gamble online, July 2013
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Appendix – Drivers of Online Gaming and Betting Choice
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- Figure 90: Most popular drivers of online gaming and betting, by demographics, July 2013
- Figure 91: Next most popular drivers of online gaming and betting, by demographics, July 2013
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- Figure 92: Other drivers of online gaming and betting, by demographics, July 2013
- Figure 93: Drivers of online gaming and betting, by drivers of online gaming and betting, July 2013
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- Figure 94: Drivers of online gaming and betting, by participation in online gaming and betting activities, July 2013
- Figure 95: Drivers of online gaming and betting, by participation in other online gaming and betting activities, July 2013
- Figure 96: Drivers of online gaming and betting, by devices used to gamble online, July 2013
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- Figure 97: Drivers of online gaming and betting, by online gambling habits, July 2013
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