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
- Betting boom breaks £3 billion barrier
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- Figure 1: Forecast of consumer expenditure* on sports betting, 2011/12-2021/22
- Online lead looks a near-2/1 shot
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- Figure 2: Consumer expenditure on sports betting, by channel, 2015/6
- Power of digital draws football level with racing
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- Figure 3: Consumer expenditure on sports betting, by sport and channel, October 2015-September 2016
- The consumer
- Sport second favourite with gamblers
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- Figure 4: Participation in gambling activities, June 2017
- Football forges ahead
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- Figure 5: Sports bet on during the past year, June 2017
- Social media edges into the picture
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- Figure 6: Methods of sports betting, June 2017
- Sports bettors on verge of mobile-first
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- Figure 7: Devices used to bet on sport online, June 2017
- In-play stays firmly in-home
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- Figure 8: Remote sports betting locations, June 2017
- Studying the form extends to sportsbook choice
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- Figure 9: Sports betting habits, June 2017
- Female market responds to a more personal approach
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- Figure 10: Interest in sports betting innovations, June 2017
- What we think
Issues and Insights
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- Solving smartphones’ mobility challenge
- The facts
- The implications
- Social media: Finally worth a bet?
- The facts
- The implications
The Market – What You Need to Know
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- Betting boom breaks £3 billion barrier
- Online spending gap continues to widen
- Younger digital crowd sets up football’s equaliser
- Sports betting technology gets mobile, personal and social
Market Size and Forecast
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- Betting business breaks £3 billion barrier
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- Figure 11: Consumer expenditure on sports betting*, 2011/12-2021/22
- Forecast
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- Figure 12: Forecast of consumer expenditure on sports betting, 2011/12-2021/22
- Forecast methodology
Market Segmentation
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- Online lead looking like a 2/1 shot
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- Figure 13: Consumer expenditure* on sports betting, 2014/15-2016/17
- Digital football catches retail racing
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- Figure 14: Consumer expenditure on sports betting, by sport and channel, October 2015-September 2016
- E-sports continue growing up
Market Drivers
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- Betting shops back under the microscope
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- Figure 15: Betting shop numbers, March 2013-March 2017
- Multichannel a singular success
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- Figure 16: Levels of multichannel sports betting, June 2017
- Technology still the main market mover
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- Figure 17: Use of smartphones and/or tablets to gamble online, by activity, March 2017
- Retail betting more vulnerable to economic downturn
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- Figure 18: Current financial situation compared to a year ago, by financial situation, January 2017
Companies and Brands – What You Need to Know
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- Merger creates a new market leader
- Social media attracts new followers
- Warmer pools look more inviting
- Adspend growth driven by online
Market Share
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- Merger puts a new name on top
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- Figure 19: UK sports betting market, by operator share of revenue, 2016
Launch Activity and Innovation
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- Punters play the numbers game
- Brands and bettors enjoy the personal touch
- A winning bet on social media at last?
- Bettors sharing slips, tips and stakes
- Market dips a toe back in the pools
Advertising and Marketing Activity
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- Online competition fuels spending boom
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- Figure 20: Total recorded above-the line, online display and direct mail advertising expenditure of leading sports betting operators*, 2014-16
- Photo finish between television, digital and print
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- Figure 21: Total recorded above-the line, online display and direct mail advertising expenditure of leading sports betting operators, by media type, 2014-16
- Horseracing sponsorship re-opens for business
The Consumer – What You Need to Know
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- Sports on second step of the gambling podium
- Football leads racing on aggregate
- Social channels move onto the sports betting radar
- Smartphones pull level with laptops
- In-play stays in-home
- Studying the form spreads from bets to brands
- The personal touch holds female appeal
Sports Bettors
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- Better-off bettors still watching their wallets
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- Figure 22: Participation in gambling activities, June 2017
- Early retirement limiting potential player pool
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- Figure 23: Lapsed and potential interest in sports betting, June 2017
Sports Bet On
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- Football wins home and away
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- Figure 24: Sports bet on during the past year, June 2017
- Horseracing’s best form lies in the past
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- Figure 25: Sports bet on in the past, June 2017
- Quick-play products can attract a younger crowd
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- Figure 26: Sports of interest to potential bettors, June 2017
Sports Betting Channels
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- Social and self-service the next disruptive technologies
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- Figure 27: Methods of sports betting, June 2017
Sports Betting Devices
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- Smartphones running neck and neck with laptops
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- Figure 28: Devices used to bet on sport online, June 2017
Remote Sports Betting Locations
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- Pub scene primed to get social
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- Figure 29: Remote sports betting locations, June 2017
- Sports betting starts to get out more
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- Figure 30: Remote sports betting, in-home v out-of-home, June 2017
Sports Betting Habits
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- Savvy shopping threatens betting brand loyalty
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- Figure 31: Sports betting habits, June 2017
- A new generation embraces sports betting’s social side
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- Figure 32: Participation in social betting activities, June 2017
Sports Betting Innovations
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- A head start for live data
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- Figure 33: Interest in sports betting innovations, June 2017
- Stadium bettors mind the gap
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- Figure 34: Interest in sports betting innovations among bettors who stake in-person at sports events, June 2017
Appendix
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- Data sources
- Abbreviations
- Fan chart forecast
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- Figure 35: Forecast of consumer expenditure on sports betting 2016/17-2021/22
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