Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
- The house wins again
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- Figure 1: Forecast of consumer expenditure* on online gaming and betting, 2011-21
- Slots on top
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- Figure 2: Consumer expenditure* on online gaming and betting, by segment, November 2014-September 2015
- New names, new leader
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- Figure 3: UK online gaming and betting market shares (est), by operator revenues, 2016
- The consumer
- Shortening the odds of reaching the unconverted
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- Figure 4: Experience of online gaming and betting, August 2014-September 2016
- Slots players the reel deal
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- Figure 5: Past-year participation in online gaming and betting activities, October 2015 and September 2016
- Smartphones overtake desktops
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- Figure 6: Devices used to gamble online, September 2016
- Mobile gambling stays behind closed doors
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- Figure 7: Online gaming and betting habits, September 2016
- Cross-selling strategies built on common perceptions
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- Figure 8: Attitudes towards online gaming and betting activities, September 2016
- What we think
Issues and Insights
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- How can online-only brands meet the multichannel challenge?
- The facts
- The implications
- How is mobile changing gambling in home?
- The facts
- The implications
The Market – What You Need to Know
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- The house wins again
- Slots on top
- Multichannel focus bringing retail players online
- Regulatory challenges piling up
Market Size and Forecast
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- Still all in on growth
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- Figure 9: Consumer expenditure* on online gaming and betting, 2011-21
- Forecast
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- Figure 10: Forecast of consumer expenditure* on online gaming and betting, 2011-21
- Forecast methodology
- The impact of the EU referendum vote
- Market still playing with a full deck
Segment Performance
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- Top spot for slots
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- Figure 11: Consumer expenditure* on online gaming and betting, by segment, November 2014-September 2015
Market Drivers
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- Multichannel play challenges web-only operators
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- Figure 12: Methods of participation in gambling activities, April 2016
- Technology trends focus on improving mobile experience
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- Figure 13: Smartphone screen size, June 2015 and April 2016
- New taxes and regulations cloud the horizon
- Social responsibility back in the spotlight
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- Figure 14: Incidence of problem gambling among under-25s*, year to June 2013-16
Key Players – What You Need to Know
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- New names, new leader
- Media brands bet on red tops
- Personalisation efforts focus on product and experience
- Battle for share keeps advertisers spending
Market Share
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- Wave of consolidation reshapes operator hierarchy
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- Figure 15: UK online gaming and betting market shares (est), by operator revenues, 2016
Launch Activity and Innovation
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- Newspapers back their brands
- Personalisation looks at products and experience
- Augmented reality gains a sharper focus
- Mobile payments look to smooth customer journeys
- Need for speed takes centre stage
Brand Communication and Promotion
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- Adspend unscathed by rising tax bill
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- Figure 16: Online gambling operators’ main monitored media advertising spend, by segment, 2013-15
- Big names to stay afloat post-watershed
The Consumer – What You Need to Know
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- Shortening the odds of reaching the unconverted
- Slots players the reel deal
- Smartphones overtake desktops
- Mobile gambling stays behind closed doors
- Cross-selling strategies built on common perceptions
Experience of Online Gaming and Betting
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- Preaching to the unconverted
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- Figure 17: Experience of online gaming and betting, August 2014-September 2016
- Lottery convenience the big draw for older players
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- Figure 18: Agreement with the statement ‘I have gambled online in the past 12 months and will do so again in future’, by age, August 2014-September 2016
Online Gaming and Betting Activities
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- Mobile push can keep slots crowd spinning
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- Figure 19: Past-year participation in online gaming and betting activities, October 2015 and September 2016
- One-stop shops broaden repertoires online
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- Figure 20: Gambling activity repertoires, by channel, April and October 2016
- Football pools back in the picture
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- Figure 21: Interest in future participation in online gaming and betting activities, September 2016
Online Gaming and Betting Devices
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- Smartphones move past desktops
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- Figure 22: Devices used to gamble online, September 2016
- A clearer proposition needed for tablets
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- Figure 23: Repertoire of devices used to gamble online, October 2015 and September 2016
Online Gaming and Betting Habits
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- Home is where the hearts are
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- Figure 24: Online gaming and betting habits, September 2016
- Instant-win players find a slot in their schedule for impulse gaming
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- Figure 25: Online slots and instant-win game playing habits, September 2016
Attitudes towards Online Gaming and Betting
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- For sports betting, it’s the taking part that counts
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- Figure 26: Attitudes towards online gaming and betting activities, September 2016
- Football pools bringing people together
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- Figure 27: Agreement with the statement ‘I can play with family/ friends/ others with the same interests’, by online gambling activity, September 2016
Appendix
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- Data sources
- Abbreviations
- Fan chart forecast
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- Figure 28: Forecast of consumer expenditure* on online gaming and betting, 2016-21
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