Table of Contents
Executive Summary
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- Another World Cup win drives up market growth
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- Figure 1: Consumer expenditure on sports betting, 2009/10-2019/20
- Shops and online to form partnership of equals
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- Figure 2: Consumer expenditure on sports betting, by channel, 2014/15*
- William Hill sits at the summit
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- Figure 3: Operators’ shares of UK sports betting market, by value, 2014/15
- Widening football’s focus to non-core bettors
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- Figure 4: Sports bet on, April 2015
- Role of mobile still up for grabs
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- Figure 5: Methods of betting on sport, April 2015
- Excitement of event betting appeals to women
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- Figure 6: Attitudes towards betting at live sports events, April 2015
Issues and Insights
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- Where next for football betting?
- The facts
- The implications
- What will be the new ‘new thing’ in mobile sportsbook?
- The facts
- The implications
- Can in-play cross over to instant-wins?
- The facts
- The implications
The Market – What You Need To Know
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- World Cup proves a winner
- Market continues to break with tradition
- Targeting fans as well as gamblers
- More betting opportunities coming on stream
- Still plenty of headroom in fast-growing mobile market
- Pace quickens for in-play
Market Size and Forecast
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- World Cup football helps market kick on
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- Figure 7: Consumer expenditure* on sports betting, 2009/10-2019/20
- Forecast
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- Figure 8: Forecast of consumer expenditure on sports betting, 2009/10-2019/20
Segment Performance
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- Retail and remote pair up to trade on their differences
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- Figure 9: Consumer expenditure on sports betting, by channel, 2012/13-2014/15
- Football steps up the pace
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- Figure 10: Consumer expenditure on sports betting, by product, 2012/13-2014/15
Market Drivers
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- Sport plays to a big crowd
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- Figure 11: Interest in sport, by method of following, April 2015
- Gambling population on a plateau
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- Figure 12: Participation in gambling activities other than National Lottery games, June 2009-December 2014
- A World Cup of two halves
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- Figure 13: William Hill FIFA World Cup stakes, by channel, 2014
- Rise of streaming expands potential player pool
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- Figure 14: Devices used to watch TV programmes and films via stream or download, August 2014
- 4G creating new opportunities in mobile
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- Figure 15: Average download speeds, 3G and 4G mobile networks, Q4 2014
- Shops give betting a high street profile
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- Figure 16: UK betting shop numbers, March 2009-September 2014
- In-play betting grows minute by minute
Key Players – What You Need to Know
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- Retail volume + remote value = success for William Hill
- Bookmakers play a whole new card game
- Social betting without the media
- TV and print dominate advertising scene
- Market leader invests from a position of strength
Market Share
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- Multichannel success puts William Hill out in front
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- Figure 17: Operators’ shares of UK sports betting market, by value, 2014/15
Launch Activity and Innovation
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- William Hill ups the stakes in bookmakers’ card game
- A new take on social betting
- An ante-post bet on esports
- Video at heart of efforts to pep up tablet segment
- Three potential directions for smartwatch futures
- A new look for shop betting
Brand Communication and Promotion
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- Print and television still the places to be seen
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- Figure 18: Recorded above-the-line, online display and direct mail total advertising expenditure on Sports betting, by media, 2011-14
- High street leaders out in front
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- Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure on sports betting, by operator, 2011-14
- Methodology and coverage
The Consumer – What You Need To Know
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- A new football focus to keep growing player base
- Sports bettors now digital first
- Smartphone bettors browse in front of the TV
- Recovery slow to reach punters’ pockets
- Sports venues open the door to betting for women
- Tablet bettors need more information
Sports Bet On
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- Photo finish for horseracing and football
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- Figure 20: Sports bet on, April 2015
- A free transfer for fan loyalties?
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- Figure 21: Past-year betting on horseracing and football, by methods of following sport, April 2014
- Football bettors most willing to look beyond the mainstream
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- Figure 22: Interest in betting on ‘other’ sports in the future, by current betting activity, April 2015
Methods of Betting
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- Online takes lead but still all to play for in mobile
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- Figure 23: Methods of betting on sport, April 2015
- Shorter formats offer quicker wins
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- Figure 24: Methods of betting on sport, by sports bet on in the past year, April 2015
- Bettors change channels rather than add to them
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- Figure 25: Repertoires of methods of betting on sport, April 2015
Mobile Sports Betting
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- Sports bettors ’appy to carry on browsing
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- Figure 26: Methods of betting on sport via smartphones and tablets, April 2015
- A different ball game in the stadium and on the sofa
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- Figure 27: Methods of betting on sport via smartphones and tablets, by method of following live sport, April 2015
Incentives to Sports Betting
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- Slow pace of recovery keeps bettors cautious
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- Figure 28: Incentives to sports betting, April 2015
- Plugging the knowledge gap for tablet bettors
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- Figure 29: Incentives to sports betting, by sports betting via tablet, April 2015
Betting At Sports Events
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- Women more open to event betting
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- Figure 30: Attitudes towards betting at live sports events, April 2015
- Sustaining interest beyond the final whistle
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- Figure 31: Agreement with the statement “Having a bet on the event makes it more exciting”, by sport bet on, April 2015
- Smartphones to help betting fill the gaps between play
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- Figure 32: Attitudes towards betting at live sports events, by betting on sport using a smartphone, April 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Abbreviations
- Fan chart forecast
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