Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Online gaming and betting market size and forecast, 2006-16
- Recession slows only the pace of market growth
- More bets via more channels yielding more revenue
- Market factors
- Wireless web access opens up new world of growth
- Market braced for regulation and taxation
- Market segmentation
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- Figure 2: Online gaming and betting market segmentation, 2011
- Sportsbook top of the table
- The consumer
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- Figure 3: Devices used for online gaming and betting, July 2011
- Wireless web extends gaming and betting’s reach
- High street brands draw a retail crowd, online operators attract the more web-aware
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- Figure 4: Online gaming and betting websites used, July 2011
- What we think
Issues in the Market
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- What are the opportunities being created by mobile gambling growth?
- What is the potential of tablets like the iPad?
- How can operators use social media to enable market growth?
- How might changes to regulation and taxation affect the market?
- How are changes in the make-up of the market driving operators’ promotional strategies?
- What challenges and opportunities are consumer attitudes creating?
Future Opportunities
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- Trend: Sense of the Intense
- Trend: Snack Society
Internal Market Environment
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- Key points
- Access in all areas creating potential for new platform-led growth
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- Figure 5: Access to the internet, by platform, 2007-11
- More of us have a smartphone…
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- Figure 6: Ownership of mobile devices, April 2009-April 2011
- …and we’re increasingly prepared to use it
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- Figure 7: Use of mobile data services, 2009-11
- Innovation risks being stalled by speed limit
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- Figure 8: Percentage of broadband connections, by speed*, 2009-11
- Still no green light for red button growth?
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- Figure 9: UK multichannel TV penetration*, by platform, 2005-11
- Legislation a precursor to new taxation?
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- Figure 10: Remote gambling licences issued by the Gambling Commission, March 2008-September 2010
- Problem spotlight switches offline
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- Figure 11: Gambling activities favoured by regular problem gamblers*, 2010
Broader Market Environment
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- Key points
- Mobile web finally goes mainstream
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- Figure 12: Use of the internet via mobile phone, by gender, age and socio-economic group, 2009-11
- Unleashing a social revolution
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- Figure 13: Comparative use of internet by PC and mobile users, February 2011
- Routine positioning can avoid consumer cuts
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- Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
- Digital natives set to drive demographic reach
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- Figure 15: Participation in gambling activities in the past year, by age, 2010
- A more affluent crowd needs keeping on board
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- Figure 16: Participation in gambling activities within the past year, by personal income (all aged 16 and over), 2010
Competitive Context
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- Key points
- PC still rules as mobile takes control of the remote
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- Figure 17: Participation in remote gambling, by platform, 2006-10
- Betting gains ground online
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- Figure 18: Most popular gambling activities among remote gamblers, 2006-11
- Gambling still an in-person pastime
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- Figure 19: Participation in gambling*, by method of play, 2009-11
- Leisure market competition
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- Figure 20: Consumer expenditure on selected leisure activities, 2006-10
Who’s Innovating?
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- Key points
- Casinos stake on 3D
- A new zone for sports betting
- Betfair naps the app
- Mobile dips a toe in the stream
Market Size and Forecast
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- Key points
- Market heads for £2 billion barrier
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- Figure 21: UK online gaming and betting market size, by value* and volume, 2006-16
- More betting more often – and more by mobile
- Forecast
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- Figure 22: Forecast of consumer expenditure on gaming and betting online, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Football fans and tablet owners to drive sportsbook and casino share
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- Figure 23: UK online gaming and betting market size*, by segment, 2007-11
Market Share
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- Key points
- Maturing market makes share the big battleground
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- Figure 24: UK online gaming and betting market, by operators’ value share, 2011
- Licensing switch to shake balance of power?
Companies and Products
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- Key points
- Consumers spoilt for choice
- William Hill
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- Figure 25: William Hill Online, key financial performance, 2009 and 2010
- Figure 26: William Hill Online, key performance indicators, 2009 and 2010
- Ladbrokes
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- Figure 27: Ladbrokes Digital, key financial performance, 2009 and 2010
- Figure 28: Ladbrokes Digital, key performance indicators, 2009 and 2010
- Bet365
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- Figure 29: Bet365, key financial performance, 2009 and 2010
- Sky Bet
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- Figure 30: Sky Bet, key financial performance, 2008 and 2009
- 888
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- Figure 31: 888, key financial performance, 2009 and 2010
- PartyGaming (bwin.party)
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- Figure 32: bwin.party, key financial performance, 2009 and 2010
- Figure 33: bwin.party, key performance indicators, 2009 and 2010
- Tombola
- Betfair
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- Figure 34: Betfair, key financial performance, 2010 and 2011
Brand Communication and Promotion
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- Key points
- Adspend on the up
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- Figure 35: Online gambling operators’ adspend, by brand, 2009-11*
- Betting and bingo are biggest buyers
- Sponsorship still building betting brands
- Affiliates look for new turf
How Often do we Gamble Online?
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- Key points
- Market relies on the frequent few
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- Figure 36: Frequency of gaming and betting online, by gambling activity, July 2011
- Football fans v sports gamblers
- Simplicity sells bingo and casino – but rules of sport still complex
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- Figure 37: Repertoire of online gaming and betting activities, July 2011
Which Devices do we Use to Gamble Online?
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- Key points
- Gambling breaks free from the fixed line
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- Figure 38: Devices used for gaming and betting online, July 2011
- PC still key for core market of dedicated players
- Mobile users happy to swallow a bigger tablet
Which Gambling Websites do we Use?
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- Key points
- No changing lanes online
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- Figure 39: Online gaming and betting websites used, July 2011
- Competition within divisions
- Plenty for brands to battle over in mobile space
What do we Think About Online Gaming and Betting?
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- Key points
- We know online gambling – but still don’t fully trust it
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- Figure 40: Attitudes towards online gaming and betting, July 2011
- Mobile multitaskers looking for shortcuts
- Bonuses can expand as well as attract
- Adspend an investment, not a gamble
Online Gaming and Betting Target Groups
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- Key points
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- Figure 41: Online gaming and betting target groups, July 2011
- Offliners (35% of sample)
- What do they think and do?
- Who are they?
- Moving Targets (11% of sample)
- What do they think and do?
- Who are they?
- Disconnected (45% of sample)
- What do they think and do?
- Who are they?
- Loyalists (10% of sample)
- What do they think and do?
- Who are they?
Appendix – Broader Market Environment
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- Figure 42: Trends in the age structure of the UK population, 2006-16
- Figure 43: Forecast adult population trends, by socio-economic group, 2006-16
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Appendix – How Often do we Gamble Online?
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- Figure 44: Frequency of online gambling, by demographics, July 2011
- Figure 45: Frequency of online horserace betting, by demographics, July 2011
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- Figure 46: Frequency of online football betting, by demographics, July 2011
- Figure 47: Frequency of online cricket betting, by demographics, July 2011
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- Figure 48: Frequency of online rugby betting, by demographics, July 2011
- Figure 49: Frequency of other online sports betting, by demographics, July 2011
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- Figure 50: Frequency of online betting on other events (eg politics, Big Brother etc), by demographics, July 2011
- Figure 51: Frequency of online participation in National Lottery draw games, by demographics, July 2011
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- Figure 52: Frequency of playing online casino/jackpot games, by demographics, July 2011
- Figure 53: Frequency of online bingo play, by demographics, July 2011
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- Figure 54: Frequency of playing football pools online, by demographics, July 2011
- Figure 55: Online gaming and betting activities, by most frequently played online gaming and betting activities, July 2011
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- Figure 56: Online gaming and betting activities, by next most frequently played online gaming and betting activities, July 2011
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Appendix – Which Devices do we Use to Gamble Online?
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- Figure 57: Devices used to gamble online, by demographics, July 2011
- Figure 58: Devices used to gamble online, by devices used to gamble online, July 2011
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- Figure 59: Devices used to gamble online, by frequency of gaming and betting online, July 2011
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Appendix – Which Gambling Websites do we Use?
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- Figure 60: Most popular online gaming and betting websites, by demographics, July 2011
- Figure 61: Next most popular online gaming and betting websites, by demographics, July 2011
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- Figure 62: Other online gaming and betting websites used, by demographics, July 2011
- Figure 63: Online gaming and betting websites used regularly, by demographics, July 2011
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- Figure 64: Online gaming and betting websites used occasionally, by demographics, July 2011
- Figure 65: Online gaming and betting websites used rarely, by demographics, July 2011
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- Figure 66: Most popular online gaming and betting websites haven’t used in the last 12 months, by demographics, July 2011
- Figure 67: Next most popular online gaming and betting websites haven’t used in the last 12 months, by demographics, July 2011
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- Figure 68: Other online gaming and betting websites haven’t used in the last 12 months, by demographics, July 2011
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Appendix – What do we Think About Online Gaming and Betting?
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- Figure 69: Most popular attitudes towards online gaming and betting, by demographics, July 2011
- Figure 70: Next most popular attitudes towards online gaming and betting, by demographics, July 2011
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- Figure 71: Other attitudes towards online gaming and betting, by demographics, July 2011
- Figure 72: Attitudes towards online gaming and betting, by most popular attitudes towards online gaming and betting, July 2011
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- Figure 73: Attitudes towards online gaming and betting, by next most popular attitudes towards online gaming and betting, July 2011
- Figure 74: Attitudes towards online gaming and betting, by other attitudes towards online gaming and betting, July 2011
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- Figure 75: Most-frequently played online gaming and betting activities, by most popular attitudes towards online gaming and betting, July 2011
- Figure 76: Most-frequently played online gaming and betting activities, by next most popular attitudes towards online gaming and betting, July 2011
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- Figure 77: Most-frequently played online gaming and betting activities, by other attitudes towards online gaming and betting, July 2011
- Figure 78: Devices used to gamble online, by most popular attitudes towards online gaming and betting, July 2011
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- Figure 79: Devices used to gamble online, by next most popular attitudes towards online gaming and betting, July 2011
- Figure 80: Devices used to gamble online, by other attitudes towards online gaming and betting, July 2011
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- Figure 81: Online gaming and betting websites used, by most popular attitudes towards online gaming and betting, July 2011
- Figure 82: Online gaming and betting websites used, by next most popular attitudes towards online gaming and betting, July 2011
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- Figure 83: Online gaming and betting websites used, by other attitudes towards online gaming and betting, July 2011
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Appendix – Online Gaming and Betting Target Groups
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- Figure 84: Online gaming and betting target groups, by demographics, July 2011
- Figure 85: Attitudes towards online gaming and betting, by online gaming and betting target groups, July 2011
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- Figure 86: Frequency of gaming and betting online, by online gaming and betting target groups July 2011
- Figure 87: Frequency of gaming and betting online, by online gaming and betting target groups July 2011
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- Figure 88: Devices used to gamble online, by online gaming and betting target groups, July 2011
- Figure 89: Online gaming and betting websites used, by online gaming and betting target groups, July 2011
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Appendix – Repertoire Analysis
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- Figure 90: Repertoire of online gaming and betting activities, July 2011
- Figure 91: Most frequently played online gaming and betting activities, by repertoire of gaming and betting online July 2011
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