Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast of consumer expenditure on online betting and gaming, 2009-19
- Mobile keeps market value moving upwards
- Sportsbook and casino stretch out in front
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- Figure 2: UK online gaming and betting market size, by segment, 2014 (est)
- Market drivers
- Potential of technology still largely untapped
- Marketing machine readied for recalibration
- Companies, brands and innovation
- William Hill cements market leadership
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- Figure 3: UK online gaming and betting market, by operators’ value share (estimated), 2014
- The consumer
- Potential player base small but growing
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- Figure 4: Experience of online gaming and betting, August 2014
- Football leads within core player base
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- Figure 5: Participation in online gaming and betting activities, August 2014
- Tablets well worth taking
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- Figure 6: Devices used to gamble online, August 2014
- App gamblers are more social
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- Figure 7: Use of online gambling platforms, August 2014
- A new breed of ‘location neutral’ gambler
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- Figure 8: Online gaming and betting habits, August 2014
- Concerns about gambling not confined to the press
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- Figure 9: Attitudes towards online gaming and betting, August 2014
- What we think
Issues and Insights
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- Is the industry ready for a step change in advertising?
- The facts
- The implications
- Where next for mobile?
- The facts
- The implications
- Social media traffic heads towards apps
- The facts
- The implications
Trend Application
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- Trend: Click and Connect
- Trend: Experience is All
- Trend: Accentuate the Negative
Market Drivers
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- Key points
- Average broadband speeds double in under two years
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- Figure 10: UK residential broadband connections, by headline speed, May 2010-November 2013
- Mobile-first becoming a reality
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- Figure 11: Personal ownership of smartphones, April 2012-April 2014
- Tablets to level up in smartphone play
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- Figure 12: Household ownership of tablet computers, April 2012-April 2014
- Smart TV still in its box
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- Figure 13: Activities undertaken on Smart TVs among adults and children, 2013
- New regulatory regime held on runway
- Social media loses friends
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- Figure 14: Accessing social networks via any device during the last three months, by demographics, April 2014
- Marketing machine set to step off the gas
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- Figure 15: Number of television commercial spots advertising gambling, 2009 and 2012
- Lottery revamp to help rebalance participation pyramid?
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- Figure 16: Past-month participation in gambling, via any method and online, by gender and age, 2013-14
- Social responsibility still high on the public agenda
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- Figure 17: Locations used to gamble by GamCare clients, 2010/11-2012/13
Who's Innovating?
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- Key points
- Getting back in the pool
- The Power of the visual
- Playing for a cause
- ‘Glassware’ more a vision than a reality
- The housewives’ favourite?
- Mini games keep punters in-play
- A new take on cashback
Market Size and Forecast
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- Key points
- World Cup and mobile provide more fuel for growth
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- Figure 18: UK online gaming and betting market size*, 2009-19
- Forecast
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- Figure 19: Forecast of consumer expenditure on online betting and gaming, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Sportsbook and casino the key drivers of growth
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- Figure 20: UK online gaming and betting market size*, by segment, 2010-14
Market Share
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- Key points
- Market to move from fragmentation to consolidation
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- Figure 21: UK online gaming and betting market, by operators’ value share (estimated), 2014
Companies and Products
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- Key points
- William Hill PLC
- Background
- Recent activity
- Financials
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- Figure 22: Key financials for William Hill (Online), 2012 and 2013
- Figure 23: Key performance indicators for William Hill (Online), 2012 and 2013
- Promotion
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- Figure 24: William Hill adspend, 2011-13
- Future strategy
- Bet 365 Group Limited
- Background
- Recent activity
- Financials
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- Figure 25: Key financials for bet365 Group ltd, 2013 and 2014
- Promotion
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- Figure 26: bet365 adspend, 2011-13
- Future strategy
- Ladbrokes PLC
- Background
- Recent activity
- Financials
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- Figure 27: Key financials for Ladbrokes plc (Digital), 2012 and 2013
- Figure 28: Key performance indicators for Ladbrokes plc (Digital), 2012 and 2013
- Promotion
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- Figure 29: Ladbrokes adspend, 2011-13
- Future strategy
- Sky Betting and Gaming
- Background
- Recent activity
- Financials
- Promotion
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- Figure 30: Sky Bet adspend, 2011-13
- 888 Holdings PLC
- Background
- Recent activity
- Financials
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- Figure 31: Key financials for 888 Holdings, 2012 and 2013
- Promotion
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- Figure 32: 888 adspend, 2011-13
- Future strategy
- bwin.party Digital Entertainment PLC
- Background
- Recent activity
- Financials
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- Figure 33: Key financials for bwin.party, 2012 and 2013
- Promotion
- Future strategy
- Betfair Group PLC
- Background
- Recent activity
- Financials
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- Figure 34: Key financials for Betfair, 2013 and 2014
- Promotion
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- Figure 35: Betfair adspend, 2011-13
- Future strategy
- The Rank Group PLC
- Background
- Recent activity
- Financials
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- Figure 36: Key financials for The Rank Group (digital), 2013 and 2014
- Promotion
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- Figure 37: Rank Group online adspend, 2011-13
- Future strategy
- Amaya Gaming Group (PokerStars)
- Background
- Recent activity
- Financials
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- Figure 38: Key financials for Oldford Group Limited, 2012 and 2013
- Promotion
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- Figure 39: PokerStars adspend, 2011-13
- Future strategy
- Tombola Ltd
- Background
- Recent activity
- Financials
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- Figure 40: Key financials for Tombola limited, 2012 and 2013
- Promotion
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- Figure 41: Tombola adspend, 2011-13
The Consumer – Experience of Online Gaming and Betting
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- Key points
- Pool of potentials small but fast-growing
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- Figure 42: Experience of online gaming and betting, August 2014
- Churn slows among the young
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- Figure 43: Loss of interest in online gaming and betting in the last year, by age, July 2013 and August 2014
- 25-44s cement key demographic status
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- Figure 44: Those who have not gambled online in the last 12 months but would be interested in doing so in future, by age, July 2013 and August 2014
The Consumer – Online Gaming and Betting Activities
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- Key points
- Football kicks ahead
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- Figure 45: Participation in online gaming and betting activities, August 2014
- Plenty of possibilities for Lotto
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- Figure 46: Future interest in playing National Lottery draw games online among current gamblers, by socio-economic status and gross annual household income, August 2014
- Marketing’s new target for repertoire growth
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- Figure 47: Repertoires of online betting and gaming activities, August 2014
The Consumer – Online Gaming and Betting Devices
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- Key points
- 2015 – year of the tablet?
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- Figure 48: Devices used to gamble online, August 2014
- Big growth in smallest screens
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- Figure 49: Use of smartphones to gamble online, July 2013 and August 2014
- Plugging in to consoles’ potential
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- Figure 50: Use of games consoles to gamble online, August 2014
The Consumer – Online Gaming and Betting Platforms
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- Key points
- The app on the up
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- Figure 51: Use of online gambling platforms, August 2014
- Casino and poker players go social for free
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- Figure 52: Participation in gambling games on social media, by gambling activities played, August 2014
- Social media traffic heads towards apps
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- Figure 53: Participation in gambling games on social media, by other online gambling platforms used, August 2014
The Consumer – Online Gaming and Betting Habits
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- Key points
- ‘Location-neutral’ succeeds ‘platform-neutral’
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- Figure 54: Online gaming and betting habits, August 2014
- Online gamblers still slow to socialise
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- Figure 55: Incidence of mostly gambling online alone, by age and gross annual household income, August 2014
- More spontaneity needed beyond appointment betting
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- Figure 56: Weekly or more frequent gambling online, by gambling activities played, August 2014
- Mobile gamblers ignoring operators’ calls
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- Figure 57: Agreement with the statement ‘I gamble online whenever I feel like it’, by devices used to gamble online, August 2014
The Consumer – Attitudes Towards Online Gaming and Betting
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- Key points
- Negative perceptions a problem for gambling
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- Figure 58: Attitudes towards online gaming and betting, August 2014
- Spending concerns slow free transfers in social media
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- Figure 59: Agreement with the statement ‘It’s easy to spend more than you intend when gambling online’, by gambling platforms used, August 2014
- Players trust politicians on problem gambling safeguards
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- Figure 60: Agreement with the statement ‘government regulation of websites is a good way to protect players from gambling addiction risks online’ by experience of online gambling, August 2014
Appendix – Market Drivers
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- Figure 61: Household ownership of Smart TVs, January 2012 - April 2014
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Appendix – Market Size and Forecast
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- Figure 62: Forecast of consumer expenditure on online gaming and betting, 2014-19
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