Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast of consumer expenditure (GGY) in betting shops, 2009/10-2019/20
- Odds lengthen on value growth
- Football fails to halt march of the machines
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- Figure 2: UK betting shops gross gambling yield (GGY), by segment, 2013/14
- Market drivers
- Tax and regulation to force machines down a different street?
- Technology takes off as betting shops get digital
- Companies, brands and innovation
- Market leaders focused on football and customer experience
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- Figure 3: Share of betting shop premises, by operator, September 2014
- The consumer
- World Cup fails to raise betting shop visiting rates
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- Figure 4: Betting shop visiting habits, March 2015
- Changing the bet-and-go culture
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- Figure 5: Betting shop activities done in the past 12 months, March 2015
- Knowledge and awareness gaps handicap horseracing
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- Figure 6: Attitudes towards horseracing and betting, March 2015
- Machines’ public image problem reaches punters too
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- Figure 7: Attitudes towards gaming machines in betting shops, March 2015
- Mobile devices to personalise the betting shop experience
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- Figure 8: Experience of multichannel betting, March 2015
- What we think
Issues and Insights
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- Has betting on horses run its race?
- The facts
- The implications
- Is the World Cup still a winner for betting shops?
- The facts
- The implications
- What’s the next step in the march of the machines?
- The facts
- The implications
Trend Application
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- Trend: Access All Areas
- Trend: Extend My Brand
- Trend: Fauxthenticity
Market Drivers
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- Key points
- Tax more effective than planning in curbing clustering
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- Figure 9: UK betting shop numbers, March 2009-September 2014
- Have we reached ‘peak machine’?
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- Figure 10: Changes in average numbers of category B2 gaming machines versus total gross gambling yield, 2009/10-2013/14
- Core customers stay loyal in face of online competition
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- Figure 11: UK consumers’ expenditure* on sports betting**, by segment, 2011/12-2013/14
- Shop technology starts getting mobile
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- Figure 12: Personal ownership of laptops/netbooks, tablets and smartphones, December 2013-November 2014
- Weather a potential handicap for racing
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- Figure 13: Horseracing fixture abandonments, 2011-14
- Problem gamblers: Small numbers, big issues
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- Figure 14: Use of betting shops by GamCare clients, 2010/11-2013/14
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- Figure 15: Senet Group responsible gambling messaging, January 2015
- Key demographics set to shrink
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- Figure 16: Projected trends in the age structure of the UK male population, 2014-19
- Major event spotlight switches from sport in a year off for football
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- Figure 17: Amounts wagered on UK General Elections (all channels), 2005-15 (forecast)
Who's Innovating?
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- Key points
- Bringing the stadium to the shop
- Betting shops turn convenience stores
- A lunch date at Ladbrokes
- A pint and a punt
- Bettors learn to earn
Market Size and Forecast
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- Key points
- Growth levels off ahead of an uncertain future
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- Figure 18: Forecast of consumer expenditure (GGY) in betting shops, 2009/10-2019/20
- Forecast
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- Figure 19: Forecast of consumer expenditure (GGY) in betting shops, 2009/10-2019/20
- Forecast methodology
Segment Performance
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- Key points
- World Cup fails to slow market’s movement towards machines
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- Figure 20: UK betting shops gross gambling yield (GGY), by segment, 2012/13-2014/15
- Football swaps spikes for sustainability in 2014
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- Figure 21: UK betting shops’ over-the-counter GGY, by segment, 2013/14
- Tax and regulation present two new challenges for machine growth
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- Figure 22: Gaming machine GGY in UK betting shops, 2009/10-2013/14
- Segment forecasts
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- Figure 23: Forecast of OTC consumer expenditure (GGY) in betting shops, 2009/10-2019/20
- Figure 24: Forecast of consumer expenditure on gaming machines (GGY) in betting shops, 2009/10-2019/20
Market Share
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- Key points
- Duty rise sparks new round of shop closures
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- Figure 25: UK betting shops, by operator, 2012-14
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- Figure 26: Share of betting shop premises, by operator, September 2014
Companies and Products
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- Key points
- William Hill Plc
- Background
- Recent activity
- Financials
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- Figure 27: William Hill retail key financials, 2013-14
- Promotional activity
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- Figure 28: William Hill adspend*, by media type, 2012-14
- Strategy
- Ladbrokes Plc
- Background
- Recent activity
- Financials
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- Figure 29: Ladbrokes UK retail key financials, 2013-14
- Promotional activity
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- Figure 30: Ladbrokes adspend*, by media type, 2012-14
- Strategy
- Gala Coral Group Ltd
- Background
- Recent activity
- Financials
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- Figure 31: Coral retail key financials, 2013-14
- Promotional activity
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- Figure 32: Gala Coral group adspend*, by media type, 2012-14
- Strategy
- Betfred Group Ltd
- Background
- Financials
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- Figure 33: Betfred Group Ltd key financials, 2012-13
- Promotional activity
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- Figure 34: Done Bookmakers (Betfred) adspend*, 2012-14
- Strategy
- Paddy Power Plc
- Background
- Recent activity
- Financials
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- Figure 35: Paddy Power UK Retail key financials, 2013 and 2014
- Promotional activity
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- Figure 36: Paddy Power adspend, by media type, 2012-14
- Strategy
Brand Communication and Promotion
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- Key points
- Adspend focus puts brands ahead of channels
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- Figure 37: UK betting shop operators advertising expenditure*, 2012-14
The Consumer – Betting Shop Visiting
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- Key points
- World Cup optimism wide of the target
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- Figure 38: Betting shop visiting habits, 2011-15
- A working man’s pastime
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- Figure 39: Past-year betting shop visiting, by employment status, March 2015
- Shop visiting a non-starter for the young
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- Figure 40: Agreement with the statement ‘I have never visited a betting shop and probably never will’, by age, March 2015
The Consumer – Betting Shop Activities
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- Key points
- Few incentives to stay in-store
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- Figure 41: Betting shop activities done in the past 12 months, March 2015
- Football just the job for younger bettors
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- Figure 42: Past-year participation in horserace and football betting, by age and employment status, March 2015
- Shop bettors are singles, not accumulators
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- Figure 43: Repertoire of betting shop activities done in the past 12 months, March 2015
The Consumer – Attitudes Towards Horseracing and Betting
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- Key points
- Racing of only occasional interest at best
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- Figure 44: Attitudes towards horseracing and betting, March 2015
- Horseracing lacks the familiarity of football
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- Figure 45: Experience of knowledge barriers to betting on horseracing, by age, March 2015
- Lapsed visitors take their racing knowledge with them
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- Figure 46: Experience of knowledge barriers to horserace betting (net) vs interest in betting on major racing occasions only, by experience of betting shop visiting, March 2015
- Key demographics turned off by racing
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- Figure 47: Agreement with the statement ‘I find horseracing boring’, by gender, March 2014
The Consumer – Attitudes Towards Gaming Machines in Betting Shops
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- Key points
- Machines’ bad publicity seeps into shops
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- Figure 48: Attitudes towards gaming machines in betting shops, March 2015
- Electronic gaming for a digital generation
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- Figure 49: Agreement with positive statements about gaming machines in betting shops, by age, March 2015
The Consumer – Multichannel Betting
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- Key points
- Smartphones to create a more personal shop experience
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- Figure 50: Experience of multichannel betting, March 2015
- A media takeaway to reward appointment betting
- Being more than a cashpoint in a multichannel world
Appendix – Market Size and Forecast
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- Figure 51: Forecast of consumer expenditure (GGY) in betting shops, 2014/15-2019/20
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Appendix – Segment Performance
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- Figure 52: Forecast of OTC consumer expenditure (GGY) in betting shops, 2014/15-2019/20
- Figure 53: Forecast of consumer expenditure (GGY) on gaming machines in betting shops, 2014/15-2019/20
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