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Sports Betting - UK - May 2013

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Forecast of consumer expenditure on sports betting*, 2007/08-2017/18
Old favourites and new segments combine to revive spending
Investment in innovation key to future growth
Market drivers
Sports segmented by consumer perceptions
Broadband roll out can turn bettors back on to TV
Market segmentation
Figure 2: UK consumers’ expenditure on sports betting, by segment, 2010/11-2012/13
Online the engine of growth, but retail ready for revival
Gamblers ready to reach out beyond horses and football
The consumer
Figure 3: Methods of sports betting, February 2013
Betting shops still first choice for the casual bet
Smartphones now in-play – but primarily out of home
Figure 4: Sports betting habits, February 2013
Habitual betting a marriage of convenience for least-connected groups
Serious bettors seek data and discussion
What we think
ISSUES IN THE MARKET
How can more sports fans be persuaded to bet?
What is the betting potential of sports beyond the ‘big two’?
Second screens: Smartphones or tablets?
Can social media become a serious sports betting platform?
How can betting shops avoid being marginalised by online alternatives?
TREND APPLICATION
Trend: Play Ethic
Trend: Life Hacking
Mintel Futures: East Meets West
MARKET DRIVERS
Key points
Sports segmented by watching and betting
Figure 5: Most popular spectator and betting sports, February 2011
Shops beat browsers in catching casual trade
Figure 6: Betting shop numbers, by operator, 2010-12
Superfast broadband to turn bettors back on to TV?
Figure 7: Percentage of broadband connections, by speed*, 2010-12
Smartphone growth opens 24/7 betting market
Figure 8: Household/personal ownership of consumer technology products, September 2012 and January 2013
Social media – sports betting’s latest frontier
Figure 9: Social network usage, by device, January 2013
Tax and regulation changes move a step closer
Figure 10: Remote gambling licenses issued by the Gambling Commission, March 2009-March 2012
Casual bettors first casualty of economic downturn
Figure 11: Gambling spending trends in past 12 months, September 2012
Sport stays out of the problem gambling spotlight
Figure 12: Gambling activities reported by GamCare callers, 2010/11 and 2011/12
More betting interest creates more concern over corruption
Figure 13: Loss of interest in watching sport because of scandal, by sports watched live in past 12 months, February 2013
WHO’S INNOVATING?
Key points
Betting gets social...
...with gamification to the fore
Early birds catch the best prices
Opening up the archives
Butler serves up commission for clubs
MARKET SIZE AND FORECAST
Key points
New betting frontiers help market back into growth
Figure 14: Consumer expenditure on sports betting, 2007/08-2017/18*
Forecast
Figure 15: Forecast of consumer expenditure on sports betting, 2007/08-2017/18
Forecast methodology
SEGMENT PERFORMANCE
Key points
Remote business closes in on retail revenue
Figure 16: UK consumers’ expenditure* on sports betting, by segment, 2010/11-2012/13**
Euros boost football’s share
Figure 17: UK consumers’ expenditure* on sports betting, by product, 2010/11-2012/13
MARKET SHARE
Key points
William Hill tightens hold on market leadership
Figure 18: Operators’ shares of UK sports betting market, by value, 2012/13
COMPANIES AND PRODUCTS
Key points
William Hill
Figure 19: William Hill key financials, 2011-12
Figure 20: Segment performance, William Hill, 2012
Ladbrokes
Figure 21: Ladbrokes key sports betting financials, 2011-12
Gala Coral
Figure 22: Gala Coral Group Ltd key financials, 2011-12
Betfred
Figure 23: Done Brothers (Cash Betting) Limited* key financials, 2011-12
Paddy Power
Figure 24: Paddy Power key financials, 2011-12
Bet365
Figure 25: Bet365 key financials, 2011-12
Betfair
Figure 26: Betfair key sports betting financials, 2011-12
Sky Bet
Stan James
Figure 27: Key financials, Stan James, 2010-11
BRAND COMMUNICATION AND PROMOTION
Key points
Sportsbooks stake heavily on betting in-play
Figure 28: Betting operators’ adspend, by media type, 2009-12
Major players spend big to secure share
Figure 29: Leading sports betting sector advertisers, by expenditure, 2012
WHICH SPORTS DO PEOPLE BET ON?
Key points
Horses lead – but only by a short head
Figure 30: Sports bet on, February 2013
Sports betting more of a team game
Figure 31: Sports bet on in last 12 months, by method of watching that sport live, February 2013
Does it really matter more when there’s money on it?
Figure 32: Repertoire of sports bet on, February 2013
METHODS OF BETTING ON SPORT
Key points
Cash and access keep shops the casual choice
Figure 33: Methods of betting on sport, February 2013
In-play still dominated by desktops
Figure 34: Methods of betting in-play, desktop PC/laptop/tablet v smartphone, February 2013
Venue kiosks a (poor) second choice for smartphone gamblers
Figure 35: Betting at a sports venue kiosk, by other methods of betting on sport, February 2013
SPORTS BETTING HABITS
Key points
Bookmaker loyalty a necessity or a choice?
Figure 36: Sports betting habits, February 2013
Serious bettors need a more tailored fit
Figure 37: Comparing odds before placing bets, by sports bet on, February 2013
Betting a social habit for the young
Figure 38: Interest in talking about betting with friends, by age, February 2013
SPORTS BETTING ATTITUDES
Key points
Fans v bettors – different tribes with common ground to explore
Figure 39: Attitudes towards sports betting, February 2013
18-25s most closed to account opening
Figure 40: Agreement that opening an account with an online bookmaker is too much trouble, February 2013
A more generic approach for a non-specialist audience
Figure 41: Agreement with the statement ‘I am not interested in betting on sport’, by method of watching live football (any agree), February 2013
Serving up social betting at the tennis club
Figure 42: Attitudes towards sports betting, by method of watching live tennis (any agree), February 2013
SPORTS BETTING TARGET GROUPS
Key points
Figure 43: Sports betting target groups, February 2013
Seasoned Stakers (34% of sample)
What do they think and do?
Who are they?
Social Occasionals (32% of sample)
What do they think and do?
Who are they?
Non-starters (33% of sample)
What do they think and do?
Who are they?
APPENDIX – MARKET SIZE AND FORECAST
Figure 44: Forecast of consumer expenditure on sports betting, 2012/13-2017/18
APPENDIX – WHICH SPORTS DO PEOPLE BET ON?
Figure 45: Betting on horseracing, by demographics, February 2013
Figure 46: Betting on football/soccer, by demographics, February 2013
Figure 47: Betting on dog racing, by demographics, February 2013
Figure 48: Betting on tennis, by demographics, February 2013
Figure 49: Betting on cricket, by demographics, February 2013
Figure 50: Betting on golf, by demographics, February 2013
Figure 51: Betting on rugby union, by demographics, February 2013
Figure 52: Betting on snooker, by demographics, February 2013
Figure 53: Betting on another sport, by demographics, February 2013
Figure 54: Repertoire of sports bet on, by demographics, February 2013
Figure 55: Sports bet on (current/potential interest), by most popular sports bet on current/potential interest), February 2013
Figure 56: Sports bet on (current/potential interest), by next most popular sports bet on (current/potential interest), February 2013
Figure 57: Sports bet on, by most popular sports watched live at an event, February 2013
Figure 58: Sports bet on, by next most popular sports watched live at an event, February 2013
Figure 59: Sports bet on, by other sports watched live at an event, February 2013
Figure 60: Sports bet on, by most popular sports watched live on TV in- home, February 2013
Figure 61: Sports bet on, by next most popular sports watched live on TV in- home, February 2013
Figure 62: Sports bet on, by other sports watched live on TV in-home, February 2013
Figure 63: Sports bet on, by most popular sports watched live on TV out-of-home, February 2013
Figure 64: Sports bet on, by next most popular sports watched live on TV out-of-home, February 2013
Figure 65: Sports bet on, by other sports watched live on TV out-of-home, February 2013
Figure 66: Sports bet on, by sports watched live on the internet, February 2013
APPENDIX – METHODS OF BETTING ON SPORT
Figure 67: Betting on sport in betting shops, by demographics, February 2013
Figure 68: Betting on sport online using a desktop, laptop or tablet computer, by demographics, February 2013
Figure 69: Betting on sport online using a smartphone, by demographics, February 2013
Figure 70: Betting on sport at a betting kiosk at a sports venue, by demographics, February 2013
Figure 71: Betting on sport over the phone, by demographics, February 2013
Figure 72: Betting in-play, by demographics, February 2013
Figure 73: Methods of betting on sport (current/potential interest), by other methods of betting on sport (current/potential interest), February 2013
Figure 74: Methods of betting on sport (current/potential interest), by most popular sports bet on (current/potential interest), February 2013
Figure 75: Methods of betting on sport (current/potential interest), by next most popular sports bet on (current/potential interest), February 2013
APPENDIX – SPORTS BETTING HABITS
Figure 76: Sports betting habits, by demographics, February 2013
Figure 77: Sports betting habits, by most popular sports betting habits, February 2013
Figure 78: Sports betting habits, by next most popular sports betting habits, February 2013
Figure 79: Sports betting habits, by betting on horseracing, February 2013
Figure 80: Sports betting habits, by betting on football/soccer, February 2013
Figure 81: Sports betting habits, by betting on dog racing, February 2013
Figure 82: Sports betting habits, by betting on tennis, February 2013
Figure 83: Sports betting habits, by betting on cricket, February 2013
Figure 84: Sports betting habits, by betting on golf, February 2013
Figure 85: Sports betting habits, by betting on rugby union, February 2013
Figure 86: Sports betting habits, by betting on snooker, February 2013
Figure 87: Sports betting habits, by betting on another sport, February 2013
Figure 88: Sports betting habits, by methods of betting on sport (current/potential interest), February 2013
APPENDIX – ATTITUDES TOWARDS SPORTS BETTING
Figure 89: Agreement with the statement ‘Sport is more exciting when you have a bet on an event’ and ‘Betting in-play makes watching a sports event more exciting’, by demographics, February 2013
Figure 90: Agreement with the statement ‘Having a bet is part of the experience when you go to a sports event’ and ‘Betting on your favourite team is a good way of supporting them’, by demographics, February 2013
Figure 91: Agreement with the statement ‘Betting is more fun if you are competing against your friends’ and ‘Having a bet is a good way of showing you are knowledgeable about sport’, by demographics, February 2013
Figure 92: Agreement with the statement ‘I find sports betting too complicated to understand’ and ‘Opening an account with an online bookmaker is too much trouble’, by demographics, February 2013
Figure 93: Agreement with the statement ‘I worry that betting encourages bribery in sport’ and ‘I worry that I might lose too much money betting on sport’, by demographics, February 2013
Figure 94: Agreement with the statement ‘I am not interested in betting on sport’, by demographics, February 2013
Figure 95: Attitudes towards sports betting, by agreement with the statements ‘Sport is more exciting when you have a bet on an event’ and ‘Betting in-play makes watching a sports event more exciting’, February 2013
Figure 96: Attitudes towards sports betting, by agreement with the statements ‘Having a bet is part of the experience when you go to a sports event’ and ‘Betting on your favourite team is a good way of supporting them’, February 2013
Figure 97: Attitudes towards sports betting, by agreement with the statements ‘Betting is more fun if you are competing against your friends’ and ‘Having a bet is a good way of showing you are knowledgeable about sport’, February 2013
Figure 98: Attitudes towards sports betting, by agreement with the statements ‘I find sports betting too complicated to understand’ and ‘Opening an account with an online bookmaker is too much trouble’, February 2013
Figure 99: Attitudes towards sports betting, by agreement with the statements ‘I worry that betting encourages bribery in sport’ and ‘I worry that I might lose too much money betting on sport’, February 2013
Figure 100: Attitudes towards sports betting, by agreement with the statement ‘I am not interested in betting on sport’, February 2013
Figure 101: Attitudes towards sports betting, by most popular sports watched live at an event, February 2013
Figure 102: Attitudes towards sports betting, by next most popular sports watched live at an event, February 2013
Figure 103: Attitudes towards sports betting, by other sports watched live at an event, February 2013
Figure 104: Attitudes towards sports betting, by most popular sports watched live on TV in-home, February 2013
Figure 105: Attitudes towards sports betting, by next most popular sports watched live on TV in-home, February 2013
Figure 106: Attitudes towards sports betting, by other sports watched live on TV in-home, February 2013
Figure 107: Attitudes towards sports betting, by most popular sports watched live on TV out-of-home, February 2013
Figure 108: Attitudes towards sports betting, by next most popular sports watched live on TV out-of-home, February 2013
Figure 109: Attitudes towards sports betting, by other sports watched live on TV out-of-home, February 2013
Figure 110: Attitudes towards sports betting, by sports watched live on the internet, February 2013
Figure 111: Attitudes towards sports betting, by most popular sports bet on (current/potential interest), February 2013
Figure 112: Attitudes towards sports betting, by next most popular sports bet on (current/potential interest), February 2013
Figure 113: Attitudes towards sports betting, by methods of betting on sport (current/potential interest), February 2013
Figure 114: Attitudes towards sports betting, by most popular sports betting habits, February 2013
Figure 115: Attitudes towards sports betting, by next most popular sports betting habits, February 2013
APPENDIX – SPORTS BETTING TARGET GROUPS
Figure 116: Sports betting target groups, by demographics, February 2013
Figure 117: Sports bet on, by sports betting target groups, February 2013
Figure 118: Methods of betting on sport, by sports betting target groups, February 2013
Figure 119: Sports betting habits, by sports betting target groups, February 2013
Figure 120: Attitudes towards sports betting, by sports betting target groups, February 2013

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