Table of Contents
Executive Summary
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- The market
- Warming up for a Brazilian boom
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- Figure 1: Consumer expenditure on sports betting, 2008/09-2018/19
- Market segmentation
- Football reins in racing
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- Figure 2: Estimated consumer expenditure on sports betting, by segment, 2013/14
- Market drivers
- Streams of potential punters continue to swell
- New regime threatens sportsbook investment
- Companies, brands and innovation
- Sportsbooks get personal and social on mobile
- The consumer
- Football and horseracing way out in front
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- Figure 3: Sports bet on, February 2014
- Digital first now an option – But mobile first a step too far
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- Figure 4: Methods of sports betting, February 2014
- World Cup betting: Two in five thinking about a flutter
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- Figure 5: World cup betting intentions, February 2014
- What we think
Issues and Insights
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- Regulators and legislators put out more hurdles
- The facts
- The implications
- Giving bettors the sports they want (and not the ones they don’t)
- The facts
- The implications
- Venue betting
- The facts
- The implications
Trend Application
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- Trend: Access All Areas
- Trend: The Suite Life
- Trend: Return to the Experts
Market Drivers
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- Key points
- Sporting passions stay mainly outside the betting ring
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- Figure 6: Most popular spectator and betting sports, February 2014
- Betting shops more visible – But attracting few new customers
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- Figure 7: Betting shop numbers, by operator, 2011-13
- Sportsbook demographics lead new wave of streaming
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- Figure 8: Proportion of consumers who have streamed live sport on the internet in the past 12 months, by age, February 2014
- Out-of-home TV audiences ready for World Cup boost
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- Figure 9: Watching live sport on television, February 2014
- Football looms large on the sports betting calendar
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- Figure 10: Off-course football betting turnover and gross gambling yield (GGY), 2008/09-2012/13
- Mobile continues as market’s growth channel
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- Figure 11: Household/personal ownership of consumer technology products, September 2012 and 2013
- Bookmakers tapping in to social media appeal of sport
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- Figure 12: Social and sharing online activities performed in the past three months, by device, December 2013
- Sportsbooks squeezing every drop from their last chance saloon
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- Figure 13: Remote gambling licenses issues by the Gambling Commission, March 2010-September 2013
- Corruption concerns not yet putting punters off
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- Figure 14: Closed Sports Betting Intelligence Unit (SBIU) cases, October 2011-September 2013
Who's Innovating?
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- Key points
- Paddy Power makes it personal
- A new model of WiFi funding
- Sports betting comes to Snapchat
- Betfuze taps the wisdom of sports crowds
- Facebook gamblers start playing for real
- Have you heard the news – And had a bet on it?
Market Size and Forecast
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- Key points
- Sportsbooks bank on Brazilian bonanza
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- Figure 15: Consumer expenditure* on sports betting**, 2007/08-2017/18
- Forecast
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- Figure 16: Forecast of consumer expenditure* on sports betting**, 2008/09-2018/19
- Forecast methodology
Segment Performance
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- Key points
- Run of good results keeps shops out in front
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- Figure 17: UK consumers’ expenditure* on sports betting**, by segment, 2011/12-2013/14
- Football closes in on racing
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- Figure 18: UK consumers’ expenditure* on sports betting**, by product, 2011/12-2013/14
Market Share
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- Key points
- Heading
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- Figure 19: Operators’ shares of UK sports betting market, by value, 2013/14
Companies and Products
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- Key points
- A competitive field
- William Hill
- Background
- Recent activity
- Financials
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- Figure 20: William Hill key financials, 2013
- Figure 21: Segment performance, William Hill, 2013
- Promotion
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- Figure 22: William Hill Bookmakers advertising expenditure, by channel, 2009-13
- Future strategy
- Ladbrokes
- Background
- Recent activity
- Financials
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- Figure 23: Ladbrokes key sports betting financials, 2012-13
- Promotion
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- Figure 24: Ladbrokes Ltd advertising expenditure, by channel, 2010-13
- Future strategy
- Gala Coral
- Background
- Recent activity
- Financials
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- Figure 25: Key financials, Gala Coral Group, 2012 and 2013
- Promotion
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- Figure 26: Gala Coral advertising expenditure, by channel, 2010-13
- Future strategy
- Betfred
- Background
- Recent activity
- Financials
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- Figure 27: Done Brothers (Cash Betting) Limited* key financials, 2012-13
- Promotion
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- Figure 28: Done Bookmakers advertising expenditure, by channel, 2010-13
- Future strategy
- Paddy Power
- Background
- Recent activity
- Financials
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- Figure 29: Key financials, Paddy Power (UK retail division), H1 2012 and H1 2013
- Promotional activity
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- Figure 30: Paddy Power Bookmakers advertising expenditure, by channel, 2010-13
- Future strategy
- Bet365
- Background
- Recent activity
- Financials
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- Figure 31: Bet365 key financials, 2012-13
- Promotions
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- Figure 32: Bet365 advertising expenditure, by channel, 2010-13
- Future strategy
- Betfair
- Background
- Recent activity
- Financials
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- Figure 33: Betfair key sports betting financials, 2012-13
- Promotions
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- Figure 34: Betfair advertising expenditure, by channel, 2010-13
- Future strategy
- Sky Bet
- Background
- Recent activity
- Financials
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- Figure 35: Sky Bet annual revenue, 2009-13
- Promotion
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- Figure 36: Sky Bet advertising expenditure, by channel, 2010-13
Brand Communication and Promotion
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- Key points
- Big brands poised for adspend binge?
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- Figure 37: Sports betting operators’ adspend, by media type, 2010-13
- Deepest pockets still spending biggest
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- Figure 38: Leading sports betting sector advertisers, by expenditure, 2013
The Consumer – Sports Bet On
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- Key points
- Football levels the score against horseracing
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- Figure 39: Sports bet on, February 2014
- Mobile offers access to the important ‘away’ crowd
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- Figure 40: Sports bet on during past year, or which may bet on in future, by methods of following that sport live, February 2014
- More entry points needed
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- Figure 41: Repertoire of sports betting interests *, February 2014
The Consumer – Frequency of Sports Betting
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- Key points
- Demographics and interest favour football
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- Figure 42: Frequency of sports betting, February 2014
- Mobile bettors are more frequent bettors
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- Figure 43: Frequency of betting on sports events, by method of betting, February 2014
The Consumer – Methods of Sports Betting
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- Key points
- Digital divide keeps betting shops on top
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- Figure 44: Methods of sports betting, February 2014
- In-play takes some customers out of shops
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- Figure 45: Use of a betting shop to place a bet on a sporting event, by sports betting interest *, February 2014
- Mobile looks the most social option
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- Figure 46: Betting against friends/colleagues, by sports betting channels used, February 2014
- Increasingly digital, but not yet by default
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- Figure 47: Repertoire of sports betting channels, February 2014
The Consumer – Attitudes Towards Sports Betting
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- Key points
- Betting adds excitement – But less so among the young
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- Figure 48: Attitudes towards sports betting, February 2014
- Predictions from the past – Lessons for the future
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- Figure 49: Agreement with the statement ‘It's important to do some research before placing a bet on a sporting event’, by attitudes towards sports betting, February 2014
- Team players keep it simple and social
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- Figure 50: Agreement with the statement ‘Betting on sport is a good way to support your team or favourite players/athletes’, by attitudes towards sports betting, February 2014
- Mobile bettors pick up calls to action
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- Figure 51: Agreement with the statement ‘There are too many adverts for sports betting’, by methods of betting on sport, February 2014
The Consumer – Football World Cup Betting Intentions
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- Key points
- Almost two in five thinking about a World Cup bet
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- Figure 52: World cup betting intentions, February 2014
- Can patriots survive an early England exit?
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- Figure 53: World Cup betting intentions, by attitudes towards sports betting, February 2014
- Getting lapsed football bettors back in the game
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- Figure 54: World Cup betting intentions, by experience of football betting, February 2014
- Clarity and content to determine tablets’ fate
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- Figure 55: World Cup betting intentions, by method of betting, February 2014
The Consumer – Football World Cup Betting Preferences
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- Key points
- Occasionals stick to bets they know best
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- Figure 56: World cup betting preferences, February 2014
- World Cup’s social side appeals to a different crowd
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- Figure 57: World Cup betting preferences, by gender, February 2014
- In-play audience tightly defined
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- Figure 58: Interest in in-play betting on the World Cup, by age, February 2014
The Consumer – Sports Betting Target Groups
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- Key points
- Chancers present biggest target
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- Figure 59: Sports betting target groups, February 2014
- Outsiders – 22% of the sample
- Favourites – 29% of the sample
- Chancers – 50% of the sample
Appendix – Market Drivers
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- Figure 60: Percentage of broadband connections, by speed*, 2011-13
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Appendix – Market Size and Forecast
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- Figure 61: Forecast of consumer expenditure on sports betting, 2013/14-2018/19
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Appendix – The Consumer – Sports Watched Live
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- Figure 62: Sports watched live, February 2014
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Appendix – The Consumer – Sports Bet On
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- Figure 63: Betting on horseracing, by demographics, February 2014
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- Figure 64: Betting on football/soccer, by demographics, February 2014
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- Figure 65: Betting on dog racing, by demographics, February 2014
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- Figure 66: Betting on tennis, by demographics, February 2014
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- Figure 67: Betting on another sport, by demographics, February 2014
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- Figure 68: Betting on rugby union, by demographics, February 2014
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- Figure 69: Betting on golf, by demographics, February 2014
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- Figure 70: Betting on snooker, by demographics, February 2014
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- Figure 71: Betting on cricket, by demographics, February 2014
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- Figure 72: Sports bet on, by most popular sports watched live, February 2014
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- Figure 73: Sports bet on, by next most popular sports watched live, February 2014
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- Figure 74: Sports bet on, by other sports watched live, February 2014
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- Figure 75: Sports bet on, by most popular sports watched live at the event, February 2014
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- Figure 76: Sports bet on, by next most popular sports watched live at the event, February 2014
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- Figure 77: Sports bet on, by other sports watched live at the event, February 2014
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- Figure 78: Sports bet on, by most popular sports watched live on TV in my home, February 2014
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- Figure 79: Sports bet on, by next most popular sports watched live on TV in my home, February 2014
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- Figure 80: Sports bet on, by other sports watched live on TV in my home, February 2014
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- Figure 81: Sports bet on, by most popular sports watched live on TV elsewhere, February 2014
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- Figure 82: Sports bet on, by next most popular sports watched live on TV elsewhere, February 2014
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- Figure 83: Sports bet on, by other sports watched live on TV elsewhere, February 2014
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- Figure 84: Sports bet on, by sports watched live on the internet, February 2014
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- Figure 85: Sports bet on, by most popular sports bet on in the past 12 months, February 2014
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- Figure 86: Sports bet on, by next most popular sports bet on in the past 12 months, February 2014
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- Figure 87: Sports bet on, by repertoire of sports bet on, February 2014
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Appendix – The Consumer – Frequency of Sports Betting
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- Figure 88: Frequency of sports betting, by demographics, February 2014
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- Figure 89: Frequency of sports betting, by sports bet on – Horseracing, February 2014
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- Figure 90: Frequency of sports betting, by sports bet on – Football/soccer, February 2014
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- Figure 91: Frequency of sports betting, by sports bet on – Dog racing, February 2014
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- Figure 92: Frequency of sports betting, by sports bet on – Tennis, February 2014
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- Figure 93: Frequency of sports betting, by sports bet on – Cricket, February 2014
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- Figure 94: Frequency of sports betting, by sports bet on – Golf, February 2014
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- Figure 95: Frequency of sports betting, by sports bet on – Rugby union, February 2014
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- Figure 96: Frequency of sports betting, by sports bet on – Snooker, February 2014
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- Figure 97: Frequency of sports betting, by sports bet on – Another sport, February 2014
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- Figure 98: Frequency of sports betting, by methods of sports betting, February 2014
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Appendix – The Consumer – Methods of Sports Betting
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- Figure 99: Most popular methods of sports betting, by demographics, February 2014
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- Figure 100: Next most popular methods of sports betting, by demographics, February 2014
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- Figure 101: Methods of sports betting, by other methods of sports betting, February 2014
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- Figure 102: Methods of sports betting, by sports bet on – Horseracing, February 2014
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- Figure 103: Methods of sports betting, by sports bet on – Football/soccer, February 2014
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- Figure 104: Methods of sports betting, by sports bet on – Dog racing, February 2014
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- Figure 105: Methods of sports betting, by sports bet on – Tennis, February 2014
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- Figure 106: Methods of sports betting, by sports bet on – Cricket, February 2014
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- Figure 107: Methods of sports betting, by sports bet on – Golf, February 2014
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- Figure 108: Methods of sports betting, by sports bet on – Rugby union, February 2014
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- Figure 109: Methods of sports betting, by sports bet on – Snooker, February 2014
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- Figure 110: Methods of sports betting, by sports bet on – Another sport, February 2014
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- Figure 111: Methods of sports betting, by repertoire of methods of sports betting, February 2014
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Appendix – The Consumer – Attitudes Towards Sports Betting
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- Figure 112: Agreement with the statement ‘Sport is more exciting when you have a bet on it’, by demographics, February 2014
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- Figure 113: Agreement with the statement ‘It's important to do some research before placing a bet on a sporting event’, by demographics, February 2014
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- Figure 114: Agreement with the statement ‘It’s important to know a lot about sport to stand a better chance of winning a bet’, by demographics, February 2014
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- Figure 115: Agreement with the statement ‘Betting on sport is a social thing to do’, by demographics, February 2014
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- Figure 116: Agreement with the statement ‘Betting on sport is more fun than other types of gambling’, by demographics, February 2014
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- Figure 117: Agreement with the statement ‘There are too many adverts for sports betting’, by demographics, February 2014
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- Figure 118: Agreement with the statement ‘There is a better chance of winning money betting on sport than there is in other gambling activities’, by demographics, February 2014
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- Figure 119: Agreement with the statement ‘It's not worth placing a bet on a sporting event if you aren't going to win much more than your stake’, by demographics, February 2014
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- Figure 120: Agreement with the statement ‘I worry that betting encourages bribery in sport’, by demographics, February 2014
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- Figure 121: Agreement with the statement ‘Betting on sport is a good way to support your team or favourite players/athletes’, by demographics, February 2014
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- Figure 122: Agreement with the statement ‘I worry that I might lose too much money betting on sport’, by demographics, February 2014
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- Figure 123: Agreement with the statement ‘I find betting on sport complicated’, by demographics, February 2014
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- Figure 124: Attitudes towards sports betting, by agreement with the statement ‘Betting on sport is more fun than other types of gambling’, February 2014
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- Figure 125: Attitudes towards sports betting, by agreement with the statement ‘Betting on sport is a social thing to do’, February 2014
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- Figure 126: Attitudes towards sports betting, by agreement with the statement ‘Sport is more exciting when you have a bet on it’, February 2014
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- Figure 127: Attitudes towards sports betting, by agreement with the statement ‘Betting on sport is a good way to support your team or favourite players/athletes’, February 2014
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- Figure 128: Attitudes towards sports betting, by agreement with the statement ‘There is a better chance of winning money betting on sport than there is in other gambling activities’, February 2014
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- Figure 129: Attitudes towards sports betting, by agreement with the statement ‘It’s important to know a lot about sport to stand a better chance of winning a bet’, February 2014
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- Figure 130: Attitudes towards sports betting, by agreement with the statement ‘It's not worth placing a bet on a sporting event if you aren't going to win much more than your stake’, February 2014
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- Figure 131: Attitudes towards sports betting, by agreement with the statement ‘It's important to do some research before placing a bet on a sporting event’, February 2014
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- Figure 132: Attitudes towards sports betting, by agreement with the statement ‘I find betting on sport complicated’, February 2014
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- Figure 133: Attitudes towards sports betting, by agreement with the statement ‘There are too many adverts for sports betting’, February 2014
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- Figure 134: Attitudes towards sports betting, by agreement with the statement ‘I worry that betting encourages bribery in sport’, February 2014
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- Figure 135: Attitudes towards sports betting, by agreement with the statement ‘I worry that I might lose too much money betting on sport’, February 2014
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- Figure 136: Attitudes towards sports betting, by sports bet on – Horseracing, February 2014
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- Figure 137: Attitudes towards sports betting, by sports bet on – Football/soccer, February 2014
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- Figure 138: Attitudes towards sports betting, by sports bet on – Dog racing, February 2014
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- Figure 139: Attitudes towards sports betting, by sports bet on – Tennis, February 2014
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- Figure 140: Attitudes towards sports betting, by sports bet on – Cricket, February 2014
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- Figure 141: Attitudes towards sports betting, by sports bet on – Golf, February 2014
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- Figure 142: Attitudes towards sports betting, by sports bet on – Rugby union, February 2014
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- Figure 143: Attitudes towards sports betting, by sports bet on – Snooker, February 2014
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- Figure 144: Attitudes towards sports betting, by sports bet on – Another sport, February 2014
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- Figure 145: Attitudes towards sports betting, by methods of sports betting, February 2014
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Appendix – The Consumer – Football World Cup Betting Intentions
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- Figure 146: World cup betting intentions, by demographics, February 2014
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- Figure 147: World cup betting intentions, by sports bet on – Horseracing, February 2014
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- Figure 148: World cup betting intentions, by sports bet on – Football/soccer, February 2014
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- Figure 149: World cup betting intentions, by sports bet on – Dog racing, February 2014
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- Figure 150: World cup betting intentions, by sports bet on – Tennis, February 2014
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- Figure 151: World cup betting intentions, by sports bet on – Cricket, February 2014
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- Figure 152: World cup betting intentions, by sports bet on – Golf, February 2014
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- Figure 153: World cup betting intentions, by sports bet on – Rugby union, February 2014
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- Figure 154: World cup betting intentions, by sports bet on – Snooker, February 2014
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- Figure 155: World cup betting intentions, by sports bet on – Another sport, February 2014
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- Figure 156: World cup betting intentions, by most popular sports watched live, February 2014
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- Figure 157: World cup betting intentions, by next most popular sports watched live, February 2014
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- Figure 158: World cup betting intentions, by other sports watched live, February 2014
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- Figure 159: World cup betting intentions, by most popular sports watched live at the event, February 2014
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- Figure 160: World cup betting intentions, by next most popular sports watched live at the event, February 2014
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- Figure 161: World cup betting intentions, by other sports watched live at the event, February 2014
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- Figure 162: World cup betting intentions, by most popular sports watched live on TV in my home, February 2014
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- Figure 163: World cup betting intentions, by next most popular sports watched live on TV in my home, February 2014
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- Figure 164: World cup betting intentions, by other sports watched live on TV in my home, February 2014
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- Figure 165: World cup betting intentions, by most popular sports watched live on TV elsewhere, February 2014
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- Figure 166: World cup betting intentions, by next most popular sports watched live on TV elsewhere, February 2014
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- Figure 167: World cup betting intentions, by other sports watched live on TV elsewhere, February 2014
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- Figure 168: World cup betting intentions, by sports watched live on the internet, February 2014
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- Figure 169: World cup betting intentions, by methods of sports betting, February 2014
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- Figure 170: World cup betting intentions, by agreement with the statement ‘Betting on sport is more fun than other types of gambling’, February 2014
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- Figure 171: World cup betting intentions, by agreement with the statement ‘Betting on sport is a social thing to do’, February 2014
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- Figure 172: World cup betting intentions, by agreement with the statement ‘Sport is more exciting when you have a bet on it’, February 2014
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- Figure 173: World cup betting intentions, by agreement with the statement ‘Betting on sport is a good way to support your team or favourite players/athletes’, February 2014
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- Figure 174: World cup betting intentions, by agreement with the statement ‘There is a better chance of winning money betting on sport than there is in other gambling activities’, February 2014
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- Figure 175: World cup betting intentions, by agreement with the statement ‘It’s important to know a lot about sport to stand a better chance of winning a bet’, February 2014
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- Figure 176: World cup betting intentions, by agreement with the statement ‘It's not worth placing a bet on a sporting event if you aren't going to win much more than your stake’, February 2014
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- Figure 177: World cup betting intentions, by agreement with the statement ‘It's important to do some research before placing a bet on a sporting event’, February 2014
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- Figure 178: World cup betting intentions, by agreement with the statement ‘I find betting on sport complicated’, February 2014
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- Figure 179: World cup betting intentions, by agreement with the statement ‘There are too many adverts for sports betting’, February 2014
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- Figure 180: World cup betting intentions, by agreement with the statement ‘I worry that betting encourages bribery in sport’, February 2014
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- Figure 181: World cup betting intentions, by agreement with the statement ‘I worry that I might lose too much money betting on sport’, February 2014
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Appendix – The Consumer – Football World Cup Betting Preferences
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- Figure 182: Most popular world cup betting preferences, by demographics, February 2014
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- Figure 183: Next most popular world cup betting preferences, by demographics, February 2014
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- Figure 184: World cup betting preferences, by other world cup betting preferences, February 2014
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- Figure 185: World cup betting preferences, by methods of sports betting, February 2014
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Appendix – The Consumer – Sports Betting Target Groups
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- Figure 186: Target groups, by demographics, February 2014
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- Figure 187: Sports bet on, by target groups, February 2014
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- Figure 188: Frequency of sports betting, by target groups, February 2014
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- Figure 189: Methods of sports betting, by target groups, February 2014
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- Figure 190: Attitudes towards sports betting, by target groups, February 2014
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- Figure 191: World cup betting intentions, by target groups, February 2014
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- Figure 192: World cup betting preferences, by target groups, February 2014
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