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Betting Shops - UK - February 2013

“The upcoming point-of-consumption tax could provide relief for those with a strong mix of shop versus online business, but in the long term may restrict opportunities for further advertising and exclusive offers that would no doubt hit the industry as a whole.
The year 2012 injected the cyclical boost expected in any year featuring a major football tournament, but whether shops will see the same kind of increase in 2014, given that mobile betting will have become even more popular by then, is questionable.”
– Paul Davies, Senior Leisure Analyst

Some questions answered in this report include:

  • How can shops fight off aggressive advertising from betting exchanges?
  • Will the negative press surrounding machines lead to tough legislation?
  • How reliant are betting shops on major events?
  • Will the point-of-consumption tax bring business back to shops?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of gross gambling yield in betting shops, 2007/08-2017/18*
            • Market drivers
              • Multi-channel gambling on the rise
                • Figure 2: Proportion of gamblers who have bet in a betting shop or online, 2009-12
              • A third of gamblers cut back on activity
                • Figure 3: Gambling spending trends in past 12 months, September 2012
              • Market segmentation
                • Machines become most profitable segment for the first time
                  • Figure 4: Off-course betting sector breakdown of gross gambling yield, 2009-12
                  • Figure 5: Off-course betting sector breakdown of gross gambling yield, by segment, 2011/12
                • The consumer
                  • Frequent visitors still provide strong backbone
                    • Half of punters make flying visits
                      • Figure 6: Time spent in betting shops, November 2012
                    • Regular visitors use online as ‘second pillar’
                      • Figure 7: Online gambling habits of shop visitors, November 2012
                    • Over two fifths of flying visitors specialise
                      • Figure 8: Gambling behaviour, by time spent in betting shops, November 2012
                    • What we think
                    • Issues in the Market

                        • How can shops fight off aggressive advertising from betting exchanges?
                          • Will the negative press surrounding machines lead to tough legislation?
                            • How reliant are betting shops on major events?
                              • Will the point-of-consumption tax bring business back to shops?
                              • Trend Application

                                  • Trend: Experience is All
                                    • Trend: Many Mes
                                      • Mintel futures: Access Anything, Anywhere
                                      • Market Drivers

                                        • Key points
                                          • Betting shops migrate to the high street
                                              • Figure 9: William Hill shop window fronts in north London, January 2013
                                            • Multi-channel gambling on the rise
                                              • Figure 10: Proportion of gamblers who have bet in a shop or online, 2009-12
                                            • Remote gambling evolves in line with technology
                                              • Figure 11: Methods of remote gambling used, by volume of connections, 2009/10-2011/12
                                            • Online surge pushes remote gambling
                                              • Figure 12: Amount wagered on remote gambling activities (excluding betting exchanges), 2009/10-2011/12
                                            • Sports betting propelled by online
                                              • Figure 13: UK consumers’ gross gambling yield on sports betting, by segment, 2009/10-2011/12
                                            • A third of gamblers cut back on activity
                                              • Figure 14: Gambling spending trends in past 12 months, September 2012
                                            • Weather sees number of horseracing cancellations soar
                                              • Almost two thirds of consumers are risk averse
                                                • Corruption in sport threatens to re-emerge
                                                  • Figure 15: Closed corruption cases that involve parties based in the UK, Oct 2011-Mar 2012 and Apr-Sep 2012
                                                • Upsurge in machines saves shops from falling at the last fence
                                                  • Figure 16: Off-course betting sector breakdown of gross gambling yield, by activity, 2009/10 and 2011/12
                                              • Who’s Innovating?

                                                • Key points
                                                  • Ladbrokes ‘Odds On’ to win loyalty
                                                    • Bet Butler deal gives commission to Football League clubs
                                                      • Paddy Power: Official sponsor of the largest event in London, France
                                                        • Coral steals customers with ‘Run 4 it’ campaign
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Machines help shops to fight off online threat
                                                              • Figure 17: Gross gambling yield in betting shops, 2007/08-2017/18*
                                                            • Forecast
                                                              • Figure 18: Forecast of gross gambling yield in betting shops, 2007/08-2017/18*
                                                            • Forecast methodology
                                                            • Segment Performance

                                                              • Key points
                                                                • Euro 2012 tackles OTC decline…
                                                                  • Figure 19: UK betting shops gross gambling yield, by segment, 2010/11-2012/13*
                                                                  • Figure 20: Off-course betting sector breakdown of gross gambling yield, by segment, 2011/12
                                                                • … but machines kick on
                                                                  • Segment forecasts
                                                                    • Over-the-counter betting
                                                                      • Figure 21: Forecast of gross gambling yield on over-the-counter betting in betting shops, 2007/08-2017/18*
                                                                    • Gaming machines
                                                                      • Figure 22: Forecast of gross gambling yield on gaming machines in betting shops, 2007/08-2017/18*
                                                                  • Market Share

                                                                    • Key points
                                                                      • Top four continue to drive presence on the high street
                                                                        • Figure 23: Number of premises, by operator, 2010-12
                                                                        • Figure 24: Share of premises, by operator, March 2012
                                                                    • Companies and Products

                                                                      • Key points
                                                                        • Betfred
                                                                            • Figure 25: Key financials, Done Brothers (Cash Betting) Limited*, 2011-12
                                                                          • Gala Coral
                                                                              • Figure 26: Key financials, Gala Coral Group LTD, 2011-12
                                                                            • Ladbrokes
                                                                                • Figure 27: Key financials, Ladbrokes, H1 2011 and H1 2012
                                                                              • Mark Jarvis
                                                                                • Figure 28: Key financials, Mark Jarvis Limited, 2011-12
                                                                              • Paddy Power
                                                                                  • Figure 29: Key financial information for Paddy Power (UK retail division), 2010-11
                                                                                • Scotbet
                                                                                    • Figure 30: Key financials, Scotbet, 2010-11
                                                                                  • Stan James
                                                                                      • Figure 31: Key financials, Stan James, 2010-11
                                                                                    • William Hill
                                                                                        • Figure 32: Key financials, William Hill, 2011-12
                                                                                    • Brand Communication and Promotion

                                                                                      • Key points
                                                                                        • Mobile gambling and summer of sport prompt above-the-line activity
                                                                                          • Figure 33: UK bookmakers’ advertising expenditure (excluding online-only brands), by media type, 2008-12
                                                                                        • Paddy powered by distinctive advertising campaigns
                                                                                          • Figure 34: UK bookmakers’ advertising expenditure (excluding online-only brands), by bookmaker, 2008-12
                                                                                      • Betting Shop Visiting Habits

                                                                                        • Key points
                                                                                          • Frequent visitors still provide strong backbone
                                                                                            • Figure 35: Betting shop visiting habits, January 2011-November 2012
                                                                                          • Half of punters make flying visits
                                                                                            • Figure 36: Time spent in betting shops, November 2012
                                                                                        • Competition from Online

                                                                                          • Key points
                                                                                            • Casual gamblers move online
                                                                                              • Figure 37: Online gambling habits, November 2012
                                                                                            • Regular visitors use online as ‘second pillar’
                                                                                              • Figure 38: Online gambling habits of shop visitors, November 2012
                                                                                            • Shops need to simulate and not alienate the online experience
                                                                                            • Gambling Behaviour

                                                                                              • Key points
                                                                                                • Majority of gamblers bet on multiple activities…
                                                                                                  • Figure 39: Gambling behaviour, November 2012
                                                                                                • … with multiple bookmakers
                                                                                                  • Over two-fifths of flying visitors specialise
                                                                                                    • Figure 40: Gambling behaviour, by time spent in betting shops, November 2012
                                                                                                • Incentives to Visit Betting Shops

                                                                                                  • Key points
                                                                                                    • Revitalising the shop experience could pull-in online gamblers
                                                                                                      • Figure 41: Incentives to visit betting shops, November 2012
                                                                                                    • Can shops counter-attack against online?
                                                                                                    • Appendix – Market Drivers

                                                                                                        • Figure 42: Proportion of gamblers who have bet in a shop or online, 2009-12
                                                                                                        • Figure 43: Frequency of bet, gamble or play bingo, 2009-12
                                                                                                    • Appendix – Market Size and Forecast

                                                                                                        • Figure 44: Forecast of total gross gambling yield in betting shops, 2012/13-2017/18*
                                                                                                    • Appendix – Segment Performance

                                                                                                        • Figure 45: Forecast of gross gambling yield on over-the-counter betting in betting shops, 2007/08-2017/18*
                                                                                                        • Figure 46: Forecast of gross gambling yield on gaming machines in betting shops, 2007/08-2017/18*
                                                                                                    • Appendix – Betting Shop Visiting Habits

                                                                                                        • Figure 47: Betting shop visiting habits, November 2012
                                                                                                        • Figure 48: Betting shop visiting habits, by demographics, November 2012
                                                                                                        • Figure 49: Time spent in betting shops, November 2012
                                                                                                        • Figure 50: Time spent in betting shops, by demographics, November 2012
                                                                                                        • Figure 51: Time spent in betting shops, by betting shop visiting habits, November 2012
                                                                                                    • Appendix – Competition from Online

                                                                                                        • Figure 52: Online gambling habits, November 2012
                                                                                                        • Figure 53: Online gambling habits, by demographics, November 2012
                                                                                                        • Figure 54: Online gambling, by betting shop visiting habits, November 2012
                                                                                                    • Appendix – Gambling Behaviour

                                                                                                        • Figure 55: Gambling behaviour, November 2012
                                                                                                        • Figure 56: Most popular gambling behaviour, by demographics, November 2012
                                                                                                        • Figure 57: Next most popular gambling behaviour, by demographics, November 2012
                                                                                                        • Figure 58: Gambling behaviour, by betting shop visiting habits, November 2012
                                                                                                        • Figure 59: Gambling behaviour, by time spent in betting shops, November 2012
                                                                                                    • Appendix – Incentives to Visit Betting Shops

                                                                                                        • Figure 60: Incentives to visit betting shops, November 2012
                                                                                                        • Figure 61: Most popular betting shop incentives, by demographics, November 2012
                                                                                                        • Figure 62: Next most popular betting shop incentives, by demographics, November 2012
                                                                                                        • Figure 63: Other betting shop incentives, by demographics, November 2012
                                                                                                        • Figure 64: Betting shop incentives, by betting shop visiting habits, November 2012
                                                                                                        • Figure 65: Betting shop incentives, by time spent in betting shop, November 2012

                                                                                                    Companies Covered

                                                                                                    • Betfair
                                                                                                    • Betfred
                                                                                                    • Facebook, Inc.
                                                                                                    • Gala Coral Group Ltd
                                                                                                    • Global Betting Exchange Limited (Betdaq)
                                                                                                    • Ladbrokes Ltd
                                                                                                    • Paddy Power Plc
                                                                                                    • Scottish Football Association
                                                                                                    • Tote
                                                                                                    • William Hill

                                                                                                    Betting Shops - UK - February 2013

                                                                                                    £1,995.00 (Excl.Tax)