Table of Contents
Executive Summary
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- Sport and speed keep punters punting
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- Figure 1: Forecast of UK consumer expenditure* on online gaming and betting, 2010-20
- Sportsbook leads by a distance
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- Figure 2: Consumer expenditure* on online gaming and betting, by segment, 2015
- Mergers to shake up the leaderboard
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- Figure 3: UK online gaming and betting market, by operators’ value shares (est), 2015
- Bigger phones need smarter products
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- Figure 4: Ownership of smartphones, by screen size, June 2015
- New tactics to refresh the player base
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- Figure 5: Experience of online gaming and betting, July 2013-October 2015
- Gamblers stick with favourites
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- Figure 6: Number of online gaming and betting accounts held by remote gamblers, October 2015
- Cash for core players, but a present for potentials
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- Figure 7: Interest in non-cash offers as an incentive to open an online gaming or betting account, October 2015
- What we think
Issues and Insights
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- Instant wins set for long-term impact
- The facts
- The implications
- New player segments to turn their back on cash?
- The facts
- The implications
- Player pool swells at the deep end
- The facts
- The implications
The Market – What You Need To Know
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- Short-term opportunities underpinning long-term growth
- Football helps sportsbook dominate possession
- Online gambling eclipses retail rivals
- Bigger screens expand the smartphone opportunity
- Live streaming to feed more channels
Market Drivers
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- Online growth hastens high street decline
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- Figure 8: Past-year participation in gambling activities, by method of participation, March 2015
- Bigger screens bring devices closer together
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- Figure 9: Ownership of smartphones, by screen size, June 2015
- Live streams to channel more immersive experiences
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- Figure 10: Viewing of streaming video online, June 2014-June 2015
- Taxation change sparks strategic shift
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- Figure 11: UK gambling taxation rates, April 2015
- Social responsibility debate stays offline for now
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- Figure 12: Locations used to gamble by GamCare clients, 2011/12-2013/14
Market Size and Forecast
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- Punters keep growth in-play
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- Figure 13: Consumer expenditure* on gaming and betting online, 2010-20
- Forecast
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- Figure 14: Forecast of UK consumer expenditure* on gaming and betting online, 2010-20
Segment Performance
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- Sportsbook to take majority share
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- Figure 15: Consumer expenditure* on gaming and betting online, by segment, 2013-15
Key Players – What You Need to Know
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- Operators collaborate to innovate
- New websites, new features, new categories
- Consolidation heralds the age of the whale
- Advertisers keep on spending in pursuit of scale
Market Share
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- Bigger players cast longer shadows
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- Figure 16: UK online gaming and betting market, by operators’ value shares (est), 2015
- Mergers top the menu as operators look to go large
Company Activity and Innovation
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- Technology
- New collaborations
- Smoother channel crossings
- Products
- New websites
- Kick-off for esports
- Fantasy sports giants cross the pond
- Features: Cash-out comes to slots
- Social media: A new approach to an old problem
Brand Communication and Promotion
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- Growth in adspend begins to slow
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- Figure 17: Online gambling operators’ main monitored media advertising spend, by segment, 2012-14
- PoC fall-out still to be felt
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- Figure 18: Online gambling operators’ main monitored media advertising spend, by leading segments, January-September 2014 and January-September 2015
The Consumer – What You Need To Know
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- A shallow potential player pool
- Bingo best placed to court female crowd
- Quick wins available through impulse gambling
- Smartphones need to widen network coverage
- Customer loyalty shifts retention strategy from price
- Cash incentives preaching to the converted
- New players buy in to vouchers and rewards
Experience of Online Gaming and Betting
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- Stagnation risk in player pool
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- Figure 19: Experience of online gaming and betting, July 2013-October 2015
- Player power shifts away from the middle ground
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- Figure 20: Agreement with the statement ‘I have gambled online in the past 12 months and will do so again in future’, by age, July 2013-October 2015
Online Gaming and Betting Activities
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- Bingo wins with lower (age) numbers
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- Figure 21: Past-year participation in online gaming and betting activities, October 2015
- Tablet users strong targets for horseracing
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- Figure 22: Past-year participation in online gaming and betting activities, by devices used to gamble online, October 2015
- Instant gaming offers a quick win
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- Figure 23: Online gaming and betting activities interested in doing in the future, October 2015
Online Gaming and Betting Devices
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- Smartphones widen their coverage
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- Figure 24: Devices used to gamble online, October 2015
- Omniplatform – Together, but not the same
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- Figure 25: Repertoire of devices used to gamble online, October 2015
Online Gaming and Betting Accounts
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- Brand loyalty on the rise
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- Figure 26: Number of online gaming and betting accounts held by remote gamblers, October 2015
- Bingo and instant-win players spread their bets
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- Figure 27: Number of online gaming and betting accounts held, by activities participated in, October 2015
- Horserace gamblers look for value
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- Figure 28: Use of online gaming and betting accounts, October 2015
Cash Incentives to Online Gaming and Betting
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- Core customers cash in ahead of newcomers
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- Figure 29: Cash offer-led opening of online gaming and betting accounts, October 2015
- Niche channels to reward investment?
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- Figure 30: Future interest in cash-incentivised opening of online gaming and betting accounts, October 2015
Non-cash Incentives to Online Gaming and Betting
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- Vouchers offer the gift of new customers
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- Figure 31: Interest in non-cash offers as an incentive to open an online gaming or betting account, October 2015
- Segmenting voucher schemes offers tighter targeting
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- Figure 32: Interest in gift vouchers as an incentive to open an online gaming or betting account, by age, October 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
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- Figure 33: Forecast of UK consumer expenditure* on online gaming and betting, 2015-20
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