Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast of consumer expenditure on sports betting*, 2006/07-2016/17
- Major events aid market’s recovery
- Headroom in remote sector main determinant of future growth
- Market factors
- Handheld devices to keep fingers on the betting button
- Faster broadband to accelerate the advance of in-play
- Market segmentation
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- Figure 2: UK consumers’ expenditure on sports betting, by segment, 2009/10-2011/12
- Online begins to claw back shops’ head start...
- ...but horseracing hangs on out on its own
- The consumer
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- Figure 3: Methods of betting on sport, May 2012
- Regular bettors stay connected, occasional pop into shops
- Connected generation now betting on a platform-neutral basis
- Technology can expand a small betting core
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- Figure 4: Attitudes towards sports betting, May 2012
- What we think
Issues in the Market
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- Will remote platforms become more important than LBOs for sports betting?
- Can football replace horseracing as the UK’s No.1 sports betting medium?
- What is the potential of smartphones and tablets as sports betting devices?
- How big can in-play betting become?
- How will point-of-consumption taxation and regulation of remote gambling affect the sports betting market?
Future Opportunities
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- Trend: Home of the Senses
- Trend: Experience is All
- 2015: Access Anything, Anywhere
Internal Market Environment
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- Key points
- Yet another sports market football can dominate?
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- Figure 5: Most popular competitive sports, by method of following, 2011
- More betting shops, more shop windows for betting
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- Figure 6: Betting shop numbers, by operator, 2009-11
- Smartphones and tablets emerge as major engines of growth
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- Figure 7: Technology product ownership and use to access internet, April 2012
- Satellite switch breeds more sophisticated sports bettors
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- Figure 8: Trends in TV coverage of sports in the UK, by platform, 2007-11
- Satellite sport is less and less minority viewing
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- Figure 9: UK multichannel TV penetration, by platform, 2006-11
- Remote regulation – will consumers care?
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- Figure 10: Remote gambling licences issued by the Gambling Commission, March 2008-March 2011
- New tax regime good for shops? But bad for player bonuses?
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- Figure 11: Rates of betting and gaming duty, 2009-13
- Corruption risks creating an industry image problem
- Young problem gamblers need betting education
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- Figure 12: Problem gambling prevalence, by age, 1999-2010
Broader Market Environment
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- Key points
- Sports betting well placed at the turn
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- Figure 13: Trends in what extra money is spent on, 2009-11
- Fitting in with the tech crowd
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- Figure 14: Online activities done in the last three months, April 2012
- Broadband speeds up play
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- Figure 15: Percentage of broadband connections, by speed*, 2009-11
- Racing into retirement
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- Figure 16: Trends in the age structure of the UK population, by gender, 2007-17
- Upward mobility to underpin focus on remote products
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- Figure 17: Forecast adult population trends, by socio-economic group, 2007-17
Competitive Context
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- Key points
- Sports lead in betting without the favourites
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- Figure 18: Gambling activities in the past year, by gender, 2010
- Sports bettors still like a trip to the shop
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- Figure 19: Participation in gambling, by method of play, 2008-11
- Gambling now at the heart of the leisure mainstream
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- Figure 20: Value of the UK leisure* industry, by segment, 2006-11
Who’s Innovating?
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- Key points
- Café culture to create a mainstream-specialist split?
- Speed can still beat sophistication
- In-play in shops
- Betfair extends its brand
- Video walls offer ever-changing scenery
- A new zone for sports betting
Market Size and Forecast
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- Key points
- Market recovers through cup wins and remote growth
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- Figure 21: Consumer expenditure on sports betting, 2006/07-2016/17*
- Forecast
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- Figure 22: Forecast of consumer expenditure on sports betting, 2006/07-2016/17
- Forecast methodology
Segment Performance
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- Key points
- Betting shops slow – but still hold a big lead
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- Figure 23: UK consumers’ expenditure* on sports betting, by segment, 2009/10-2011/12
- Volume and frequency preserve horseracing’s staple status
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- Figure 24: UK consumers’ expenditure* on sports betting, by product, 2009/10-2011/12
Market Share
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- Key points
- More platforms, more money
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- Figure 25: Operators’ shares of UK sports betting market, by value, 2011/12
Companies and Products
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- Key points
- William Hill
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- Figure 26: William Hill key financials, 2010-11
- Ladbrokes
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- Figure 27: Ladbrokes key financials (UK Retail), 2010-11
- Gala Coral Group
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- Figure 28: Gala Coral Group key financials, 2010-11
- Betfred
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- Figure 29: Done Brothers (Cash Betting) Limited* key financials, 2010-11
- Figure 30: Tote key financials, 2010-11
- Paddy Power
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- Figure 31: Paddy Power key financials, 2010-11
- Bet365
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- Figure 32: Bet365 key financials, 2010-11
- Betfair
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- Figure 33: Betfair, key financials, 2010-11
- Sky Bet
- Stan James
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- Figure 34: Stan James (Abingdon) key financials, 2009-10
Brand Communication and Promotion
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- Key points
- Betting shops still prefer print
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- Figure 35: Betting operators’ UK advertising expenditure, by media type, 2007-11
- Television produces the biggest spenders
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- Figure 36: Leading sports betting sector advertisers, by expenditure, 2011
Sports Bet On
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- Key points
- Occasion v appointment betting
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- Figure 37: Sports bet on, May 2012
- A football ‘fan zone’ on every high street
- Enabling casual fans to act on impulse
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- Figure 38: Sports bet on, by most popular sports followed, May 2012
- New platforms broaden younger bettors’ horizons
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- Figure 39: Repertoire of sports bet on, May 2012
Methods of Sports Betting
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- Key points
- Regular bettors drive online growth
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- Figure 40: Methods of betting on sport, May 2012
- Mobiles stay in-home to remain in-play
- Technology offers a back door escape from the age trap?
- Sports bettors are already platform neutral
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- Figure 41: Repertoire of sports betting methods, May 2012
Sports Betting Habits
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- Key points
- Biggest betting crowds drawn by major events
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- Figure 42: Sports betting habits, May 2012
- Second screens build community – and reach the excluded
- Better targeting can make advertising a hit
Sports Betting Preferences
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- Key points
- Shop experience being outdone online
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- Figure 43: Sports betting preferences, May 2012
- Targeting football fans, but cricket and rugby union analysts
- Virtuous triangle promotes in-play
Attitudes Towards Sports Betting
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- Key points
- Most sports fans immune to the betting bug
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- Figure 44: Attitudes towards sports betting, May 2012
- A post-Olympic opportunity to engage younger fans?
- Mobile betting to preach to the connected
Sports Betting Target Groups
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- Key points
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- Figure 45: Sports betting target groups, April 2012
- Sports Purists
- What do they think and do?
- Who are they?
- Experimenters
- What do they think and do?
- Who are they?
- Old-School Stakers
- What do they think and do?
- Who are they?
Appendix – Internal Market Environment
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- Figure 46: Trends in sports paid to watch, 2007-11
- Figure 47: Trends in sports watched on TV, 2007-11
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- Figure 48: Trends in sports read about in newspapers, 2007-11
- Figure 49: Trends in sports looked up on internet, 2007-11
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- Figure 50: Non-remote general betting (standard) licence fees, April 2012
- Figure 51: Remote general betting (standard) licence fees, April 2012
- Figure 52: Remote pool betting licence fees, April 2012
- Figure 53: Remote general betting intermediary licence fees, April 2012
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- Figure 54: Remote general betting intermediary (trading rooms) licence fees, April 2012
- Figure 55: Remote general betting (limited) licence fees, April 2012
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Appendix – Market Size and Forecast
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- Figure 56: Forecast of consumer expenditure on sports betting, 2012/13-2016/17
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Appendix – Sports Bet On
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- Figure 57: Sports bet on, by demographics, May 2012
- Figure 58: Sports bet on, by demographics, May 2012
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- Figure 59: Repertoire of sports bet on, by demographics, May 2012
- Figure 60: Sports bet on, by sports bet on, May 2012
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Appendix – Methods of Sports Betting
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- Figure 61: Methods of betting on sport, by demographics, May 2012
- Figure 62: Repertoire of methods of betting on sport, by demographics, May 2012
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- Figure 63: Methods of betting on sport, by sports betting on horseracing, May 2012
- Figure 64: Methods of betting on sport, by sports betting on football, May 2012
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- Figure 65: Methods of betting on sport, by sports betting on dog racing, May 2012
- Figure 66: Methods of betting on sport, by sports betting on another sports, May 2012
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- Figure 67: Methods of betting on sport, by methods of betting on sport, May 2012
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Appendix – Sports Betting Habits
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- Figure 68: Most popular sports betting habits, by demographics, May 2012
- Figure 69: Next most popular sports betting habits, by demographics, May 2012
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- Figure 70: Sports betting habits, by sports betting on horseracing, May 2012
- Figure 71: Sports betting habits, by sports betting on football, May 2012
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- Figure 72: Sports betting habits, by sports betting on dog racing, May 2012
- Figure 73: Sports betting habits, by sports betting on another sports, May 2012
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- Figure 74: Sports betting habits, by most popular sports betting habits, May 2012
- Figure 75: Sports betting habits, by next most popular sports betting habits, May 2012
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Appendix – Sports Betting Preferences
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- Figure 76: Most popular sports betting preferences, by demographics, May 2012
- Figure 77: Next most popular sports betting preferences, by demographics, May 2012
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- Figure 78: Sports betting preferences, by most popular sports followed, May 2012
- Figure 79: Sports betting preferences, by next most popular sports followed, May 2012
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- Figure 80: Sports betting preferences, by other sports followed, May 2012
- Figure 81: Sports betting preferences, by sports betting on horseracing, May 2012
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- Figure 82: Sports betting preferences, by sports betting on football, May 2012
- Figure 83: Sports betting preferences, by sports betting on dog racing, May 2012
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- Figure 84: Sports betting preferences, by sports betting on another sport, May 2012
- Figure 85: Sports betting preferences, by sports betting in a betting shop, May 2012
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- Figure 86: Sports betting preferences, by sports betting online using a desktop, laptop or tablet computer, May 2012
- Figure 87: Sports betting preferences, by sports betting at a betting kiosk at a sports venue, May 2012
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- Figure 88: Sports betting preferences, by methods of betting on bet in-play, May 2012
- Figure 89: Sports betting preferences, by sports betting online using my smartphone, May 2012
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- Figure 90: Sports betting preferences, by sports betting over the telephone, May 2012
- Figure 91: Sports betting preferences, by agreement with the statements ‘It is easier to check form/get information online than it is in a betting shop’ and ‘There are too many markets to bet on these days’, May 2012
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- Figure 92: Sports betting preferences, by agreement with the statements ‘I prefer to bet with the same bookmaker but I use in other ways as well’ and ‘I prefer to bet on teams I support’, May 2012
- Figure 93: Sports betting preferences, by agreement with the statements ‘Sports betting is a more enjoyable experience in a betting shop than it is online’ and ‘I like to bet on other aspects of a match/event than just the result’, May 2012
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- Figure 94: Sports betting preferences, by agreement with the statements ‘In-play betting is more exciting/enjoyable than just betting on results’ and ‘I prefer to bet on players/athletes I admire’, May 2012
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Appendix – Attitudes Towards Sports Betting
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- Figure 95: Most popular attitudes towards sports betting, by demographics, May 2012
- Figure 96: Next most popular attitudes towards sports betting, by demographics, May 2012
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- Figure 97: Other attitudes towards sports betting, by demographics, May 2012
- Figure 98: Attitudes towards sports betting, by most popular sports followed, May 2012
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- Figure 99: Attitudes towards sports betting, by next most popular sports followed, May 2012
- Figure 100: Attitudes towards sports betting, by other sports followed, May 2012
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- Figure 101: Attitudes towards sports betting, by sports betting on horseracing, May 2012
- Figure 102: Attitudes towards sports betting, by sports betting on football, May 2012
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- Figure 103: Attitudes towards sports betting, by sports betting on dog racing, May 2012
- Figure 104: Attitudes towards sports betting, by sports betting on another sport, May 2012
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- Figure 105: Attitudes towards sports betting, by sports betting in a betting shop, May 2012
- Figure 106: Attitudes towards sports betting, by sports betting online using a desktop, laptop or tablet computer, May 2012
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- Figure 107: Attitudes towards sports betting, by sports betting at a betting kiosk at a sports venue, May 2012
- Figure 108: Attitudes towards sports betting, by sports betting in-play, May 2012
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- Figure 109: Attitudes towards sports betting, by sports betting online using my smartphone, May 2012
- Figure 110: Attitudes towards sports betting, by sports betting over the telephone, May 2012
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- Figure 111: Attitudes towards sports betting, by agreement with the statements ‘I am not interested in betting on sport’ and ‘I worry that betting encourages bribery in some sport’, May 2012
- Figure 112: Attitudes towards sports betting, by agreement with the statements ‘There is too much advertising of gambling at sports events these days’ and ‘Sport is more exciting when you have a bet on the game’, May 2012
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- Figure 113: Attitudes towards sports betting, by agreement with the statements ‘I don’t know enough about most sports to be confident placing a bet’ and ‘It is patriotic to place a bet on your national team at a major international sporting event’, May 2012
- Figure 114: Attitudes towards sports betting, by agreement with the statements ‘I would be interested in using a smartphone or tablet to get statistics/information about a sporting event while watching live’ and ‘I would be interested in placing a bet on the 2012 Olympic games’, May 2012
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- Figure 115: Attitudes towards sports betting, by agreement with the statements ‘I would be interested in knowing other fans’ opinions before I place a bet’ and ‘Televised sport would be more interesting if the programmes included more information about betting’, May 2012
- Figure 116: Attitudes towards sports betting, by agreement with the statements ‘Betting on sport via a tablet computer is more appealing than via a desktop/laptop computer’ and ‘Watching sport via a tablet computer is more appealing than via a desktop/laptop computer’, May 2012
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Appendix – Sports Betting Target Groups
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- Figure 117: Sports followed, by target groups, May 2012
- Figure 118: Sports bet on, by target groups, May 2012
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- Figure 119: Sports bet on, by target groups, May 2012
- Figure 120: Methods of betting on sport, by target groups, May 2012
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- Figure 121: Sports betting habits, by target groups, May 2012
- Figure 122: Sports betting preferences, by target groups, May 2012
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- Figure 123: Attitudes towards sports betting, by target groups, May 2012
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