Betting Shops - UK - March 2011
Horseracing is caught between a rock and a hard place in the betting shop market in that the volume of races that enables it to attract more than £5 billion of bets a year is also seen as the cause of its failure to attract a new audience by making it highly complex to follow and assess.
- The recession is considered to have pushed the betting shop market into decline in recent years, but the first signs of a return to growth are visible with the market expected to increase in value by 2% in 2010-11 to £2.8 billion.
- The balance of customer expenditure in the betting shop market is now reaching the point at which gaming machines are as valuable as traditional OTC trade.
- Despite the ongoing decline of betting on horseracing, it remains by far the dominant player in the OTC mix, generating more than half of gross profit and turnover in 2009-10.
- Those who bet on football are highly likely to be frequent betting shops visitors. 28% of these consumers visit once a month or more, compared with 11% of those who bet on horseracing. This reflects the appeal of horseracing’s flagship events that may only attract punters once or twice a year.
- Some 21% of all consumers see betting shops as ‘unwelcoming’ places, and this figure does not even fall significantly amongst those who have been to betting shops (18% agree with this perception). Younger consumers and more upscale socio-economic groups are most likely to perceive shops as unwelcoming, although women are no more likely than men to do so.
- Calls to action are still a strong driver of business for betting shops, with around one in five betting shop visitors say they only ever bet occasionally when something prompts them to.
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