Table of Contents
Executive Summary
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- The market
- Short odds on low returns
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- Figure 1: Forecast of consumer expenditure* in betting shops, 2010/11-2020/21
- Machines move in to bolster the betting segment
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- Figure 2: Consumer expenditure* in betting shops, by segment, 2014/15
- Companies and brands
- Squeeze on independents tightens big four’s grip
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- Figure 3: UK betting shops, by operator, September 2015
- Ladbrokes-Coral merger a growth opportunity for others
- The consumer
- No open goals at EURO 2016
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- Figure 4: Betting shop visiting habits, February 2016
- Bad press starting to squeeze machine play?
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- Figure 5: Betting shop activities, March 2015-February 2016
- New terminals a starting point for journeys online
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- Figure 6: Betting shop visitors’ online gambling habits, February 2016
- Instinctive football bettors ready for the in-play
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- Figure 7: Football betting habits, February 2016
- Next generation to spark demand for digital
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- Figure 8: Technologies influencing choice of betting shop, February 2016
- What we think
Issues and Insights
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- Can self-service succeed alone?
- The facts
- The implications
- Should shops appeal to punters’ heads or hearts?
- The facts
- The implications
The Market – What You Need to Know
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- Market grows – but only by a nose
- Operators lower the stakes to reboot machine play
- New shop technologies favour football
- Pressure on profits squeezes shop numbers
Market Size and Forecast
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- Machines keep market edging forwards
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- Figure 9: Forecast of consumer expenditure* in betting shops, 2010/11-2020/21
- Forecast
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- Figure 10: Forecast of consumer expenditure* in betting shops, 2010/11-2020/21
- Forecast methodology
Market Segmentation
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- March of the machines continues
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- Figure 11: UK betting shops gross gambling yield (GGY), by segment, 2013/14-2015/16 (est)
- Can football fans make the jump to racing?
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- Figure 12: Betting shops’ over-the-counter GGY, by segment, 2014/15
- Operators lower the stakes to insulate machines segment
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- Figure 13: Proportion of Ladbrokes betting shop gaming machine revenues derived from lower-stake slots (B3) content, 2014-15
Market Drivers
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- Shop numbers slip into decline
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- Figure 14: UK betting shop numbers, March 2011-September 2015
- Maturing machines market proves resilient
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- Figure 15: Changes in average numbers of category B2 gaming machines versus total gross gambling yield, 2010/11-2014/15
- Multichannel brands seek online players in-store
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- Figure 16: Experience of single and multichannel gambling among past-year betting shop visitors, by age, February 2016
- Technology focuses on catching up with online
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- Figure 17: SSBT staking patterns, Ladbrokes, Q4 2015
- Machines keep problem gambling focus on betting shops
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- Figure 18: Locations used to gamble by GamCare clients, 2014/15
- Major event effect begins to weaken in football
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- Figure 19: OTC football betting patterns, 2010/11-2014/15
Companies and Brands – What You Need to Know
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- Ladbrokes-Coral merger to shake up shop scene
- Operators out to smooth cross-channel journeys
- William Hill keeps technology in-house
- Adspend slips back
Market Share
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- Big four tighten their grip
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- Figure 20: UK betting shops, by operator, September 2015
- Ladbrokes and Coral move towards merger
Launch Activity and Innovation
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- Cash-out comes to the counter
- Mobile app keeps punters in touch with the shop
- William Hill goes it alone with SSBTs
- Independents sign up for virtual sports
- Data monitoring raises the player protection stakes
Advertising and Marketing Activity
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- Online cutbacks reach retail advertising
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- Figure 21: Leading betting shop operators’ total above-the line, online display and direct mail advertising expenditure*, 2013-15
- Power of the press still strong for shops
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- Figure 22: Leading betting shop operators’ total above-the line, online display and direct mail advertising expenditure*, by media type 2013-15
- Funding fall-out threatens sponsorship
- Nielsen Media Research coverage
Company Profiles
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- William Hill
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- Figure 23: William Hill retail key financials, 2014-15
- Ladbrokes
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- Figure 24: Ladbrokes retail key financials, 2014-15
- Gala Coral
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- Figure 25: Coral retail key financials, 2014-15
- Betfred
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- Figure 26: Betfred Group Ltd key financials, 2013-14
- Paddy Power
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- Figure 27: Paddy Power retail key financials, 2014-15
The Consumer – What You Need to Know
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- New crowd needed for football tournament betting
- Bad press starting to squeeze machine play?
- Betting terminals to help shop players get online
- In-play primed for rapid growth
- Intuition trumps information in football market
- New technologies to evolve with the player base
Betting Shop Visiting
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- Can EURO 2016 bring back the crowds?
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- Figure 28: Betting shop visiting habits, February 2016
- Mobile to help sell shops online
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- Figure 29: Betting shop visiting habits, by age and gender, February 2016
Betting Shop Activities
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- Machine play growth on hold
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- Figure 30: Betting shop activities, March 2015-February 2016
- Football betting heads for extra time
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- Figure 31: Betting shop activities, by past-year participation in horserace and football betting, February 2016
- Online gamblers favour familiarity in-store
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- Figure 32: Betting shop activities, by past-year participation in online gambling, February 2016
Online Gambling
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- Shop gamblers stick with sport online
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- Figure 33: Betting shop visitors’ online gambling habits, February 2016
Football Betting
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- Speculators favour accumulators
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- Figure 34: Football betting habits, February 2016
- Instant offers play to football’s intuitive streak
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- Figure 35: Attitudes towards football betting, February 2016
Betting Shop Technologies
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- Next generation switched on to a digital future
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- Figure 36: Technologies influencing choice of betting shop, February 2016
- Technology’s football focus raises risks for racing
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- Figure 37: Technologies influencing choice of betting shop, by betting shop activity, February 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 38: Forecast of consumer expenditure (GGY) in betting shops, 2015/16-2020/21
- Forecast methodology
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Appendix – Market Segmentation
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- Figure 39: Forecast of OTC consumer expenditure (GGY) in betting shops, 2015/16-2020/21
- Figure 40: Forecast of consumer expenditure (GGY) on gaming machines in betting shops, 2015/16-2020/21
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