Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- The market
- Growth slows in a football-free summer
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- Figure 1: Forecast of consumer expenditure* on sports betting, 2010/11-2020/21
- Remote sector takes the lead
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- Figure 2: Consumer expenditure on sports betting, by segment, 2015/16 (est)
- Reliance on racing holds retail back
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- Figure 3: Consumer expenditure on horseracing and football betting, by product and channel, October 2014-September 2015*
- Companies and brands
- Mergers set to shake up share
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- Figure 4: Operators’ estimated value shares of UK sports betting market, 2015/16
- The consumer
- Football is the most frequent fixture
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- Figure 5: Sports bet on, May 2016
- March of mobile stronger in value than volume
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- Figure 6: Methods of betting on sport, May 2016
- Single wallets open up multichannel play
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- Figure 7: Account/loyalty card holders, May 2016
- Mobile sticks to the sofa
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- Figure 8: Pre-event online sports betting habits, May 2016
- Younger punters look beyond TV
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- Figure 9: In-play online sports betting habits, May 2016
- Sticking with the favourites at EURO 2016
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- Figure 10: EURO 2016 betting intentions, May 2016
- Social thrills to sell major event betting
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- Figure 11: Motivations for betting on EURO 2016, May 2016
- What we think
Issues and Insights
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- How can operators improve participation rates?
- The facts
- The implications
- Will omnichannel push help retail sports betting catch up with online?
- The facts
- The implications
The Market – What You Need to Know
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- Growth slows in a football-free summer
- Remote sector takes the lead
- Reliance on racing holds retail back
- Mobile dominates growth rates online
- Omnichannel approach hopes to help the high street
Market Size and Forecast
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- Growth slows after World Cup boost
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- Figure 12: Consumer expenditure on sports betting*, 2010/11-2020/21
- Forecast
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- Figure 13: Forecast of consumer expenditure on sports betting, 2010/11-2020/21
- Forecast methodology
Market Segmentation
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- Online takes the lead
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- Figure 14: Consumer expenditure* on sports betting, by segment, 2013/14-2015/16
- Racing relies on retail, football owns online
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- Figure 15: Consumer expenditure* on sports betting, by product and channel, October 2014-September 2015**
- e-sports and fantasy games to expand niche segments
Market Drivers
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- Gamblers v fans – product v experience
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- Figure 16: Future interest in sports betting, by current participation in other gambling activities, April 2016
- Major events create an occasional opportunity
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- Figure 17: Percentage change in betting shops’ gross gambling yield (GGY) in major football tournament years, 2010/11-2014/15
- Mobile leads remote shift
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- Figure 18: Devices used to gamble online, by age, October 2015
- Online traffic diverts into retail
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- Figure 19: Experience of single and multichannel gambling among past-year betting shop visitors, by age, February 2016
- Numbers game to power personalisation
- Brexit vote lengthens odds for growth
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- Figure 20: Unemployment rate, December 2005-February 2016
Companies and Brands – What You Need to Know
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- Mergers set to shake up share
- Fantasy sports a growing reality
- Social focus shifts from spending to sharing
- Adspend scaled back from World Cup peak
Market Share
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- Tougher at the top for market leader
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- Figure 21: Operators’ estimated value shares of UK sports betting market, 2015/16
- New faces and bigger brands make market a more competitive place
Launch Activity and Innovation
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- Fantasy sports a new reality
- Online betting arrives at shop terminal
- Social outlook shifts further towards sharing
- Simplicity and relevance drive personalisation trend
- Pace of in-play speeds up
Advertising and Marketing Activity
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- World Cup comedown for adspend
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- Figure 22: Total recorded above-the line, online display and direct mail advertising expenditure of leading sports betting operators, 2011/12-2014/15
- Football tournaments a TV phenomenon
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- Figure 23: Total recorded above-the line, online display and direct mail advertising expenditure of leading sports betting operators, by media, 2011/12-2014/15
- Sponsorships supplement adspend
- Nielsen Media Research coverage
The Consumer – What You Need to Know
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- Football is the most frequent fixture
- March of mobile stronger in value than volume
- Single wallets open up multichannel play
- Mobile sticks to the sofa
- Younger punters look beyond TV
- Sticking with the favourites at EURO 2016
- Social thrills to sell major event betting
Sports Bet On
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- Targeting higher frequencies outside football
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- Figure 24: Sports bet on, May 2016
- Betting repertoires prove a one-horse race
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- Figure 25: Repertoire of sports bet on, May 2016
Methods of Betting on Sport
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- Tablets offer a fast track to females?
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- Figure 26: Methods of betting on sport, May 2016
- Green shoots of multichannel growth?
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- Figure 27: Repertoires of methods of betting on sport, May 2016
Accounts and Loyalty Schemes
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- Single wallets keep fathers in play
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- Figure 28: Account/loyalty card holders, May 2016
- Drive towards multichannel moving faster online
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- Figure 29: Account/loyalty card holders, by method of sports betting, may 2016
Online Sports Betting Habits – Pre-event
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- Mobile stays at home
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- Figure 30: Pre-event online sports betting habits, May 2016
Online Sports Betting Habits – In-Play
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- Younger punters are happier betting blind
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- Figure 31: In-play online sports betting habits, May 2016
- An upscale opportunity outside the home
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- Figure 32: Past-year experience of betting in-play while watching a sports event live on TV in a pub, May 2016
Betting on EURO 2016
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- Favourites provide the value in football’s big event
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- Figure 33: EURO 2016 betting intentions, May 2016
EURO 2016 Betting Motives
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- Social appeal can take tournament betting mainstream
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- Figure 34: Motivations for betting on EURO 2016, May 2016
- Business as usual for online bettors
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- Figure 35: Motivations for betting on EURO 2016, by methods of betting on sport, May 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 36: Forecast of consumer expenditure on sports betting, 2015/16-2020/21
- Forecast Methodology
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