Poker - UK - September 2007

ISSUES IN THE MARKET
Main issues
Definition
 ABBREVIATIONS
INSIGHTS AND OPPORTUNITIES
Foxy poker?
Smile, you’re on pokercam
Royale flush
MARKET IN BRIEF
The poker population
Growing profile paves the way for success
Challenges and opportunities
US ban to have an impact?
A young man’s game
The Cadillac of poker in the UK
Just a bit of fun
Where to next?
FAST FORWARD TRENDS
 TREND 1: OLIVER'S ARMY – CELEBS AND SOCIAL ENGINEERING
What's it about?
Observations
What next?
 TREND 2: ECO-CENTRICITY
What's It About?
Observations
What next?
INTERNAL MARKET ENVIRONMENT
Key points
The gambling landscape shifts
Poker clubs’ backlash
Skill or chance?
The US ban
Poker on TV
Figure 1: Televised poker coverage, 2001-06
Poker in the press
BROADER MARKET ENVIRONMENT
Key points
Demographic trends present a mixed outlook
Consumer confidence takes a hit
Broadband growth speeds up play
Digital TV provides another platform
Poker on the move
COMPETITIVE CONTEXT
Key points
A big dog, but for how long?
Figure 2: Participation in selected gambling activities, 2007
The big night in
Straight draw for pubs
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
On a Bwin-ning streak
A Two-Way street
Taking chat to the next level
From online to in your local
CASE STUDIES – COMPANIES AND BRANDS
Key points
A fragmented market
Betfair Poker
What do points make?
Looking for Threedom
…and now presenting, WSOPE
Sky Poker
The Casino at The Empire
WSOP comes to London
The Poker Project
The Powerhouse Sporting Club (formerly The Gutshot Club)
THE POKER POPULATION – WHO PLAYS POKER?
Key points
Nearly a third of respondents have poker experience
Figure 3: Poker playing in the last 12 months, June 2007
Live game popularity refuses to fold
Lack of Clubs
Who plays – and where?
Figure 4: Poker playing, by demographic sub-group, June 2007
Figure 5: Location/method of playing in the last 12 months, by demographic sub-group, June 2007
Hand-in-hand?
Figure 6: Location/method of playing in the last 12 months, by other locations/methods, June 2007
POKER PLAYING HABITS
Key points
 TYPES OF POKER PLAYED
Figure 7: Forms of poker played, June 2007
Who plays what?
Figure 8: Forms of poker played, by demographic sub-group, June 2007
In search of variety
Figure 9: Forms of poker played, by location/method of playing in the last 12 months, June 2007
Mixing up the play
Figure 10: Forms of poker played, by other forms played, June 2007
 STAKE/BLIND LEVELS
Figure 11: Typical stake/blind level, June 2007
Who are the real players?
Figure 12: Typical stake/blind level, by demographic sub-group, June 2007
Getting serious at the casino
Figure 13: Typical stake/blind level, by location/method of playing in the last 12 months, June 2007
Seven card spenders
Figure 14: Typical stake/blind level, by forms of poker played, June 2007
 FREQUENCY OF PLAYING
Figure 15: Frequency of playing poker, June 2007
Who are the regulars?
Figure 16: Frequency of playing poker, by demographic sub-group, June 2007
Fair-weather friends
Figure 17: Frequency of playing poker, by location/method of playing poker in the last 12 months, June 2007
Omaha Un(dis)covered
Figure 18: Forms of poker played, by frequency of playing poker, June 2007
ATTITUDES TOWARDS POKER
Key points
 MONEY MATTERS
Figure 19: Attitudes towards the financial side of playing poker, by experience of playing poker, June 2007
Untapped potential
Online players all in for the big win
Figure 20: Attitudes towards the financial side of playing poker, by location/method of playing in the last 12 months, June 2007
Responsible casino gamblers?
Money matters – demographics
Figure 21: Most popular attitudes towards the financial side of playing poker, by demographic sub-group, June 2007
Figure 22: Next most popular attitudes towards the financial side of playing poker, by demographic sub-group, June 2007
Bar Omaha?
Figure 23: Attitudes towards the financial side of playing poker, by forms of poker played, June 2007
 ATTITUDES AND MOTIVATIONS
Figure 24: Attitudes towards poker in general, by location/method of playing in last 12 months, June 2007
Deregulation and education
Figure 25: Attitudes towards poker in general, by location/method of playing in last 12 months, June 2007
Attitudes and motivations – demographics
Figure 26: Most popular attitudes towards poker in general, by demographic sub-group, June 2007
Figure 27: Next most popular attitudes towards poker in general, by demographic sub-group, June 2007
Women take inspiration from their friends
Handle with care
Paper talk
Frequently seeking anonymity
Figure 28: Attitudes towards poker in general, by frequency of playing, June 2007
POKER COMBINATIONS AND REPERTOIRES
Key points
Never the twain shall meet?
Figure 29: Combinations of locations/methods of playing poker in the last 12 months, June 2007
Social animals
Figure 30: Combinations of locations/methods of playing poker in the last 12 months, by demograpic sub-group, June 2007
A stud’s place is in the home
Figure 31: Forms of poker played, by combinations of locations/methods of playing poker in the last 12 months, June 2007
A bit of both is the recipe for fun…
Figure 32: Attitudes towards the financial side of playing poker, by combinations of locations/methods of playing poker in the last 12 months, June 2007
Intimidation factor apparent for home-gamers
Figure 33: General attitudes towards poker, by combinations of locations/methods of playing poker in the last 12 months, June 2007
Stick to what you know?
Figure 34: Exclusive combinations of types of poker played in the last 12 months, June 2007
Hold ‘em or bust for the under-25s
Figure 35: Exclusive combinations of types of poker played in the last 12 months, by demographic sub-group, June 2007
THE POKER POPULATION IN 2012
Potential beyond the 7.3 million current players
Scoring
Figure 36: Scoring of potetntial future poker players, June 2007
A potential universe of 13 million adults
Figure 37: Potential future poker playing scores, June 2007
Figure 38: Potential future poker playing groups, June 2007
Forecast modelling by playing habits
Figure 39: Current poker playing, by potential future poker playing groups, June 2007
A high degree of player churn
Figure 40: Churn among potential poker players, June 2007
Latent interest outweighs fatigue
Figure 41: Forecast of poker players, by potential future poker playing groups, 2007-12
Eight million players by 2012
Assumptions
APPENDIX – SUPPLEMENTARY DATA
Age structure of the population
Figure 42: Trends in the age structure of the UK adult population, by gender, 2002-12
Socio-economic structure of the population
Figure 43: Forecast adult population trends, by socio-economic group, 2002-12
Trends in PDI and consumer expenditure
Figure 44: Trends in personal disposable income and consumer expenditure, 2002-12
Computer, Internet and broadband take-up
Figure 45: Computer, Internet and broadband take-up, 2002-06
Multichannel TV penetration
Figure 46: UK multichannel TV penetration, by platform, 2002-07
Mobile phone ownership
Figure 47: Mobile phone ownership, 2003-07
Mobile phone usage
Figure 48: Features have and features used on mobile phones, 2003-07
Money matters – by stake/blind level
Figure 49: Attitudes towards the financial side of playing poker, by typical stake/blind level, June 2007
Money matters – by frequency of playing
Figure 50: Attitudes towards the financial side of playing poker, by frequency of playing, June 2007
Attitudes and motivations – by form of poker played
Figure 51: Attitudes towards poker in general, by form of poker played, June 2007
Attitudes and motivations – by stake/blind level
Figure 52: Attitudes towards poker in general, by typical stake/blind level, June 2007
Money matters – by attitudes and motivations
Figure 53: Attitudes towards the financial side of playing poker, by most popular attitudes towards poker in general, June 2007
Figure 54: Attitudes towards the financial side of playing poker, by next most popular attitudes towards poker in general, June 2007
Stake/blind level – by poker playing combinations
Figure 55: Typical stake/blind level, by combinations of locations/methods of playing poker in the last 12 months, June 2007
Frequency of playing – by poker playing combinations
Figure 56: Frequency of playing poker, by combinations of locations/methods of playing poker in the last 12 months, June 2007