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
- Spending nudges £5 billion barrier
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- Figure 1: Consumer expenditure* on gaming and betting online, 2012-22
- Betting back on top
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- Figure 2: Consumer expenditure* on gaming and betting online, by segment, April 2016-March 2017
- Online brands close gap on multichannel leaders
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- Figure 3: UK online gaming and betting market shares (est), by operator revenues, 2017
- The consumer
- Common preferences but a younger crowd
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- Figure 4: Past-year participation in online gaming and betting activities, September 2017
- Smartphones head of the betting family
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- Figure 5: Devices used to gamble online, September 2017
- Variety of retail retains its appeal
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- Figure 6: Experience of multichannel gambling, September 2017
- Multichannel gamblers go online first
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- Figure 7: Multichannel gambling habits, September 2017
- Cash and convenience drive multichannel play
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- Figure 8: Incentives to multichannel gambling, September 2017
- Online-only gamblers are happy at home
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- Figure 9: Barriers to multichannel gambling, September 2017
- What we think
Issues and Insights
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- Can online brands break retail habits?
- The facts
- The implications
- What will regulators’ attention mean for marketing?
- The facts
- The implications
The Market – What You Need to Know
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- Winning streak continues
- Betting takes the lead
- Gambling habits move online
- Regulators’ attention prompts marketing review
Market Size and Forecast
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- Spending set to break £5 billion barrier
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- Figure 10: Consumer expenditure* on online gaming and betting, 2012-22
- Forecast
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- Figure 11: Forecast of consumer expenditure* on online gaming and betting, 2012-22
- Forecast methodology
Market Segmentation
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- Betting back on top
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- Figure 12: Consumer expenditure* on online gaming and betting, by segment, April 2016-March 2017
Market Drivers
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- Online gambling growth continues to run down retail rival
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- Figure 13: Consumer expenditure* on gambling, by channel, April 2016-March 2017
- Regulators ride in as consumers’ champions
- More mobile growth if players get out more
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- Figure 14: Location of online gambling, by age, 2016
- Remote risks on edge of the radar in problem gambling debate
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- Figure 15: Participation in gambling activities* by clients of problem gambling support charity GamCare, 2016/17
Companies and Brands – What You Need to Know
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- Rising online stars close on merged market leaders
- Roulette refresh highlights value of variety
- Adspend increase not applied to all
Market Share
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- More mergers ahead in quest for scale?
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- Figure 16: UK online gaming and betting market shares (est), by operator revenues, 2017
Launch Activity and Innovation
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- Roulette looks to keep the ball rolling
- Non-stop lottery draws attention to instant wins
- Casino goes social – but betting still has the edge
- Putting online gaming opportunities on the map
Advertising and Marketing Activity
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- Sportsbook spending masks slowdown elsewhere
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- Figure 17: Online gambling operators' main monitored media advertising spend, by segment, 2014-16
- Affiliate anxieties to cut out the middleman?
The Consumer – What You Need to Know
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- Common preferences but a younger crowd
- Smartphones head of the betting family
- Variety of retail retains its appeal
- Majority of multichannel gamblers play online first
- Cash and convenience the kings of multichannel incentives
- Online-only gamblers happy at home
Online Gaming and Betting Activities
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- Older gamblers play the convenience card
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- Figure 18: Past-year participation in online gaming activities, September 2017
- Should TV’s online betting partner get ready to cut the cord?
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- Figure 19: Past-year participation in online betting activities, September 2017
Online Gaming and Betting Devices
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- Smartphones keeping more gamblers connected
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- Figure 20: Devices used to gamble online, September 2017
- Consistent experiences constrain multi-device gambling
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- Figure 21: Repertoire of devices used to gamble online, September 2017
Experience of Multichannel Gambling
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- Most online gamblers retain retail habit
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- Figure 22: Experience of multichannel gambling, September 2017
- Female and older players stay online
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- Figure 23: Participation in gambling online only, by gender and age, September 2017
Multichannel Gambling Habits
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- Gambling goes online-first
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- Figure 24: Multichannel gambling habits, September 2017
- Convenience and technology shape playing habits
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- Figure 25: Gambling mostly online, by participation in online gaming and betting activities, September 2017
Incentives to Multichannel Gambling
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- Convenience factor still a point of retail appeal
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- Figure 26: Incentives to multichannel gambling, September 2017
Barriers to Multichannel Gambling
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- Home is where the online heart is
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- Figure 27: Barriers to multichannel gambling, September 2017
Appendix
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- Data sources
- Abbreviations
- Fan chart forecast
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- Figure 28: Forecast of consumer expenditure on gaming and betting online, 2017-22
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