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Sports Betting - UK - August 2018

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The market
Growth slows in quieter year for football
Figure 1: Forecast of consumer expenditure* on sports betting, 2012/13-2022/23
Remote beats retail as racing retains value lead
Figure 2: Consumer expenditure on sports betting, by sport and channel, 2016/17
Betting shop closures threaten visibility and access
Figure 3: Betting shop numbers, March 2014-March 2018
Companies and brands
Shop closures set to trim multichannel lead
Figure 4: Estimated operator revenue shares of UK sports betting market, 2017
The consumer
‘Sports dads’ can deepen the player pool
Figure 5: Participation in gambling activities, June 2017 and May 2018
More players on football’s team
Figure 6: Sports bet on, June 2017 and May 2018
New retail technologies failing to catch up with online
Figure 7: Methods of sports betting, June 2017 and May 2018
Smartphones hit the front
Figure 8: Devices used to bet on sport online, June 2017 and May 2018
Few shocks in World Cup betting market
Figure 9: FIFA World Cup betting intentions, February 2014 and May 2018
Russia 2018 a big-screen event
Figure 10: Locations for watching matches bet on at FIFA World Cup 2018, May 2018
Casual bettors put fun first
Figure 11: World Cup betting habits, May 2018
ISSUES AND INSIGHTS
What can the World Cup tell us about the future of football betting?
The facts
The implications
Will sports betting win or lose from gaming machine crackdown?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Growth slows in a quieter year for football
Remote revenues push ahead of retail
Horseracing emerges in the lead
Collateral damage risk from gaming machines crackdown
MARKET SIZE AND FORECAST
Growth rates governed by football competition
Figure 12: Consumer expenditure* on sports betting, 2012/13-2022/23
Forecast
Figure 13: Forecast of consumer expenditure* on sports betting, 2012/13-2022/23
Forecast methodology
MARKET SEGMENTATION
Remote revenues extend their lead
Figure 14: Consumer expenditure* on sports betting, by channel, 2015/16-2017/18
Horseracing defies the odds of retail decline
Figure 15: Consumer expenditure on sports betting, by sport and channel, October 2016-September 2017
MARKET DRIVERS
Betting shops closures threaten visibility over access
Figure 16: Betting shop numbers, March 2014-March 2018
Multichannel still a one-way street
Figure 17: Multichannel* sports bettors, by age, May 2018
Gaming innovation closes the mobile gap
Figure 18: Change in levels of use of smartphones/tablets to gamble online, by activity, March 2017-April 2018
Gambling market competition closing up
Figure 19: Consumer expenditure on gambling, by segment, October 2016-September 2017
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Multichannel lead threatened by shop closure plans
New operators jump into the pools
Adspend continues to rise
MARKET SHARE
Shop closures set to trim multichannel lead
Figure 20: Estimated operator revenue shares of UK sports betting market, 2017
LAUNCH ACTIVITY AND INNOVATION
Pools dip a toe in more competitive waters
Seeing is believing
In-race data to put racing back in the running
New markets offer speed, automation and winning big
ADVERTISING AND MARKETING ACTIVITY
Competition forces brands to spend to be seen
Figure 21: Main monitored media advertising expenditure of leading UK sports betting operators*, 2015-17
Spending follows bettors online
Figure 22: Main monitored media advertising expenditure of leading UK sports betting operators, by media type, 2015-17
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
More depth needed in player pool
Football attracts most players
Online activity stays ahead of retail
Smartphones dominate device choices
World Cup has a familiar look
Big screens the first choice
Casual bettors put fun first
SPORTS BETTORS
Serving up snacks for sports dads
Figure 23: Participation in gambling activities, June 2017 and May 2018
SPORTS BET ON
Could in-play put racing back in the running?
Figure 24: Sports bet on, June 2017 and May 2018
Market’s long tail offers test bed for innovation
Figure 25: Repertoires of sports bet on, May 2018
SPORTS BETTING CHANNELS
No change in channel preferences
Figure 26: Methods of sports betting, June 2017 and May 2018
Self-service in need of a helping hand
Figure 27: Use of self-service betting terminals, by other methods of betting on sport, May 2018
ONLINE SPORTS BETTING DEVICES
Smartphones pull clear of the competition
Figure 28: Devices used to bet on sport online, June 2017 and May 2018
Device diversity set to decline?
Figure 29: Repertoires of devices used to bet on sport online, May 2018
WORLD CUP BETTING
A familiar look – But new signings still possible
Figure 30: FIFA World Cup betting intentions, February 2014 and May 2018
LOCATIONS FOR WATCHING GAMES BET ON
World Cup and television still the classic match
Figure 31: Locations for watching matches bet on at FIFA World Cup 2018, May 2018
WORLD CUP BETTING HABITS
Casual bettors drawn to sport’s less serious side
Figure 32: World Cup betting habits, May 2018
APPENDIX
Data sources
Abbreviations
Fan chart forecast
Figure 33: Forecast of consumer expenditure* on sports betting, 2017/18-2022/23

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