Table of Contents
Executive Summary
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- Overview
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- Figure 1: Total US sales and fan chart forecast of gambling, at current prices, 2013-23
- The issues
- Complicated legal system hinders growth
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- Figure 2: Attitudes toward gambling legality, May 2018
- Infrequent gameplay common
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- Figure 3: Casino games played and sports bets made, May 2018
- Ingrained issues for non-gamblers
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- Figure 4: Barriers to gambling, May 2018
- Betting can feel out of one’s hands
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- Figure 5: Attitudes toward betting, May 2018
- The opportunities
- Sports betting opens up
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- Figure 6: Sports betting opportunities, May 2018
- Potential crossover in key demographics
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- Figure 7: Yearly casino gamblers and sports betters, by key demographics, May 2018
- Cautious gamblers looking to get ahead
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- Figure 8: Gambling investment, May 2018
- Fun trumps finances
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- Figure 9: Reasons for gambling, May 2018
- What it means
The Market – What You Need to Know
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- Gambling market steadily increasing
- Sportsbooks dependent on popular sports
- Experience-driven market bolsters gambling
- State restrictions complicate legal landscape
Gambling Market Size and Forecast
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- Gambling market steadily growing
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- Figure 10: Total US sales and fan chart forecast of gambling, at current prices, 2013-23
- Figure 11: Total US sales and forecast of gambling, at current prices, 2012-22
Nevada Sports Betting Market
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- Biggest sportsbook bolstered by smaller sectors
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- Figure 12: Nevada sports book revenue, 2011-17
The Legal Landscape
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- Diverse legal standards fragments market
- Commercial casinos
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- Figure 13: Commercial casino legality, by state, June 2018
- Tribal casinos
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- Figure 14: Tribal casino legality, by state, June 2018
- Racinos
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- Figure 15: Racino legality, by state, June 2018
- Sports betting
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- Figure 16: Sports betting restrictions, by state, June 2018
Market Perspective
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- Leisure market on the rise
- Competing for free time
- Social media influential for key gamblers
- Sports fans eager to invest
Market Factors
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- Strong economy encourages discretionary spending
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- Figure 17: GDP change from previous period, Q1 2007-Q1 2018
- Young adults feel more squeezed financially
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- Figure 18: Current financial situation, by age, February 2018
- Climbing gas prices make travel more difficult
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- Figure 19: US gasoline and diesel retail prices, January 2007-June 2018
Key Players – What You Need to Know
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- Gambling groups show reach
- New opportunities opening up
- Outside opposition looms
- Emerging markets complicate landscape
Leading Gambling and Sports Betting Companies
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- MGM Resorts International
- Caesars Entertainment Corporation
- Penn National Gaming, Inc
- Churchill Downs, Inc
- William Hill plc
- Paddy Power Betfair
- DraftKings
What’s Happening?
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- Landmark court case opens sports betting market
- Adding variety to casinos
- Startups luring people to betting
- Licenced games increase recognition
What’s Struggling?
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- Getting sports organizations on board with expanded betting
- Resistance from local competition
- Problem gambling still a problem
- Bad odds put books at huge liability
What’s Next?
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- Mergers, takeovers shaping new landscape
- Gambling as spectator sport
- Sports betting can expand emerging sports
- Push to mobile
The Consumer – What You Need to Know
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- Frequent gambling participation low overall
- Potential for fun exists
- Segmentation highlights opportunities for growth
- The prize is a good time
- Money is the ultimate barrier
- Sports betting starts with the popular
- New is not necessarily the answer
- Legal status of gambling not the only barrier
- Taking the (calculated) risk
- Winning a special occasion
Games Played
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- Key opportunity
- Slots dominate the field
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- Figure 20: Casino games played and sports bets made, May 2018
- Sports betting has room to catch up
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- Figure 21: Frequency of casino-style gambling and sports betting, May 2018
- Casino players and sports betters similar
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- Figure 22: Yearly casino gamblers and sports betters, by key demographics, May 2018
Gambling Potential and Motivation
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- Key opportunity
- One third would gamble once a month
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- Figure 23: Potential frequency of betting, May 2018
- Fun more important than finances
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- Figure 24: Reasons for gambling, May 2018
Gambler Segments
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- Overview
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- Figure 25: Gambler segmentation, May 2018
- Occasional Casual Gamblers (28%)
- Demographics
- Characteristics
- Opportunities
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- Figure 26: Gambler segmentation – Occasional Casual Gamblers, by demographics, May 2018
- Frequent Casual Gamblers (13%)
- Demographics
- Characteristics
- Opportunities
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- Figure 27: Gambler segmentation – Frequent Casual Gamblers, by demographics, May 2018
- Frequent Moderate Gamblers (17%)
- Demographics
- Characteristics
- Opportunities
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- Figure 28: Gambler segmentation – Frequent Moderate Gamblers, by demographics, May 2018
- Occasional Moderate Gamblers (12%)
- Demographics
- Characteristics
- Opportunities
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- Figure 29: Gambler segmentation – Occasional Moderate Gamblers, by demographics, May 2018
- Serious Gamblers (9%)
- Demographics
- Characteristics
- Opportunities
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- Figure 30: Gambler segmentation – Serious Gamblers, by demographics, May 2018
Reasons for Gambling
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- Key opportunity
- Gambling more of a source of entertainment
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- Figure 31: Reasons for gambling, May 2018
- Men swept up in the excitement
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- Figure 32: Reasons for gambling – Select items, by gender, May 2018
- Older gamblers carefree, younger more adventurous
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- Figure 33: Reasons for gambling – Select items, by age, May 2018
Barriers to Gambling
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- Difficult hurdles in the way of reaching non-gamblers
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- Figure 34: Barriers to gambling, May 2018
- Education may sway younger women
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- Figure 35: Uncertainty of how to start gambling, by age and gender, May 2018
Sports Betting Opportunities
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- Key opportunity
- Football, basketball demand interest
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- Figure 36: Sports betting opportunities, May 2018
- Black gamblers go domestic, Hispanics international
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- Figure 37: Sports betting opportunities – Select items, by race and Hispanic origin, May 2018
Future Gambling Drivers
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- Key opportunity
- High payouts, low stakes desired
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- Figure 38: Future gambling drivers, May 2018
- Parents want freedom to gamble their own way
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- Figure 39: Future gambling drivers – Select items, by parental status, May 2018
- Hispanics looking for something new
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- Figure 40: Future gambling drivers – Select items, by Hispanic origin, May 2018
- Urban residents seek accessibility
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- Figure 41: Future gambling drivers – Select items, by living area, May 2018
Legality of Gambling
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- Key opportunity
- Legal status not necessarily the only obstacle
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- Figure 42: Attitudes toward gambling legality, May 2018
- Parents looking for a place to play
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- Figure 43: Attitudes toward gambling legality, by parental status, May 2018
- Frequent gamblers searching for opportunities
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- Figure 44: Attitudes toward gambling legality, by gambling segment, May 2018
Gambling Investment
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- Key opportunity
- Gamblers cautious with investment
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- Figure 45: Gambling investment, May 2018
- Younger gamblers more calculated
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- Figure 46: Gambling investment, by age, May 2018
- Serious gamblers have more to lose
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- Figure 47: Gambling investment, by gambling segment, May 2018
Attitudes toward Betting
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- Key opportunity
- Lack of confidence common among betters
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- Figure 48: Attitudes toward betting, May 2018
- Youthful optimism wins out
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- Figure 49: Attitudes toward betting, by age, May 2018
- Black, Hispanic gamblers more confident
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- Figure 50: Attitudes toward betting, by race and Hispanic origin, May 2018
- Experience brings assurance
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- Figure 51: Attitudes toward betting, by gambling segments, May 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 52: Total US gambling revenue and forecast, at inflation-adjusted prices, 2013-23
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