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Betting Shops - UK - March 2012

Operators’ increasing reliance on the rising profitability of gaming machines will pressure them to find new ways of sustaining that trend, which could in turn distract them from solving the long-standing problems of an OTC segment in which horseracing’s decline continues.

2012 will be a year of opportunity in delivering two of the major events – football’s European Championships and the London Olympics – that can attract the occasional bettors the industry needs to convert into more regular shop visitors, while 2013 could see some legislative and regulatory movement in the industry’s favour too.”

– David Walmsley, Senior Leisure Analyst

Some questions answered in this report include:

  • How can betting shops encourage occasional customers to visit more often?
  • Will the London Olympics boost business for betting shops?
  • Can betting shops rely on machine revenues continuing to rise?
  • How can shops stem the ongoing decline in horserace betting?
  • How big a threat to retail betting is the rise of online leisure?
  • Can the industry expect any help from government?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer expenditure in betting shops, 2006/07-2016/17
            • Big games and big jackpots combine to turn the corner
              • Market factors
                • Population change needs new theory of evolution
                  • Betting shop clusters create a bigger target for anti-gambling groups
                    • Market segmentation
                      • Figure 2: UK betting shop market size, by segment, 2010/11
                    • Machines keep producing the profits
                      • The consumer
                        • Figure 3: Motivations for betting shop visiting, January 2012
                      • Football betting becomes a regular fixture
                        • Disinterested customers easily satisfied
                          • Figure 4: Incentives to betting shop visiting, January 2012
                        • What we think
                        • Issues in the Market

                            • How can betting shops encourage occasional customers to visit more often?
                              • Will the London Olympics boost business for betting shops?
                                • Can betting shops rely on machine revenues continuing to rise?
                                  • How can shops stem the ongoing decline in horserace betting?
                                    • How big a threat to retail betting is the rise of online leisure?
                                      • Can the industry expect any help from government?
                                      • Future Opportunities

                                          • Trend: Let’s Make a Deal
                                            • Trend: Agelessness
                                            • Internal Market Environment

                                              • Key points
                                                • Gambling law back under the microscope
                                                  • Pressure to cut red tape
                                                    • Figure 5: Betting shop licence fees, January 2012 (rates payable from August 2009)
                                                  • High stakes battle for the high street
                                                    • Will taxation changes level the playing field?
                                                      • Keeping corruption concerns outside the office door
                                                        • Problem gambling threatens reputation more than regulation
                                                          • Figure 6: Betting sector self-exclusions, 2008-11
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Green shoots for out-of-home leisure?
                                                            • Figure 7: Trends in what extra money is spent on, 2009-11
                                                          • Business and image threatened by dole queues
                                                            • Figure 8: Employment and unemployment, by gender, 2006-16
                                                          • Age segmentation requires a shop for all seasons
                                                            • Figure 9: Trends in the age structure of the UK population, by gender, 2006-16
                                                          • A balancing act for social harmony
                                                            • Figure 10: Forecast adult population trends, by socio-economic group, 2006-16
                                                          • Can technology transfer virtual gains to real-world product?
                                                          • Competitive Context

                                                            • Key points
                                                              • Offices hold their own in face of online advance
                                                                • Figure 11: Mode of participation in each activity in the past year, 2010
                                                              • Shop staples offer safety in numbers
                                                                • Figure 12: Gambling activities in the past year, by gender, 2010
                                                              • Gambling back in the black as part of the leisure mainstream
                                                                • Figure 13: Market value of selected leisure industries, 2006-11
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Virtual betting becomes wall-to-wall reality
                                                                  • Coral courts improved relationships
                                                                    • Royal wedding attracts new guests
                                                                      • Time to start taking the tablets?
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Market hangs on to World Cup wins
                                                                            • Figure 14: Consumer expenditure in betting shops, 2006/07-2016/17*
                                                                          • Forecast
                                                                            • Figure 15: Forecast of consumer expenditure in betting shops, 2006/07-2016/17*
                                                                          • Forecast methodology
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Machines pull up to the counter
                                                                                • Figure 16: UK betting shop expenditure*, by segment, 2009/10-2011/12**
                                                                              • Football proving a big game player
                                                                                • Figure 17: UK betting shop over the counter business, by segment, 2008/09-2010/11*
                                                                              • Segment forecasts
                                                                                • Figure 18: Forecast of consumer expenditure on over-the-counter betting in betting shops, 2006/07-2016/17*
                                                                                • Figure 19: Forecast of consumer expenditure on gaming machines in betting shops, 2006/07-2016/17*
                                                                            • Market Share

                                                                              • Key points
                                                                                • Bagging the Tote brings Betfred to top table
                                                                                  • Figure 20: Number of premises, by operator, 2009-11
                                                                              • Companies and Products

                                                                                • Key points
                                                                                  • Betfred
                                                                                      • Figure 21: Key financials, Done Brothers (Cash Betting) Limited*, 2010-11
                                                                                      • Figure 22: Key financials, Tote, 2010-11
                                                                                    • Gala Coral
                                                                                        • Figure 23: Key financials, Gala Coral Group, 2010-11
                                                                                      • Ladbrokes
                                                                                          • Figure 24: Key financials, Ladbrokes (UK Retail), H1 2010-H1 2011
                                                                                        • Mark Jarvis
                                                                                          • Figure 25: Key financials, Mark Jarvis Limited, 2010-11
                                                                                        • Scotbet
                                                                                            • Figure 26: Key financials, Scotbet, 2009-10
                                                                                          • William Hill
                                                                                              • Figure 27: Key financials, William Hill, H110-H211
                                                                                          • Brand Communication and Promotion

                                                                                            • Key points
                                                                                              • Independents fight on in print, big brands turn to TV
                                                                                                • Figure 28: UK bookmakers’ advertising expenditure (excluding online-only brands), 2007-11
                                                                                            • Betting Shop Visiting Habits

                                                                                              • Key points
                                                                                                • Core customers provide a solid base
                                                                                                  • Figure 29: Betting shop visiting habits, January 2012
                                                                                                • Convenience of the internet turning the occasional head
                                                                                                  • Social media a new venue for promotional games
                                                                                                  • Motivations for Betting Shop Visiting

                                                                                                    • Key points
                                                                                                      • Negotiating a free transfer for football fans
                                                                                                        • Figure 30: Motivations for betting shop visiting, January 2012
                                                                                                      • Punters need to stop to fully appreciate the shop
                                                                                                        • Some human company for those magnetised by machines
                                                                                                        • Barriers to Betting Shop Visiting

                                                                                                          • Key points
                                                                                                            • Environmental pressure to spend turns the cash-wary away
                                                                                                              • Figure 31: Barriers to betting shop visiting, January 2012
                                                                                                            • Quick and easy – the scratchcards of on-premises gambling?
                                                                                                              • Lapsed punters seek a better view through the window
                                                                                                                • Shops are safe – and can be real-life chat rooms
                                                                                                                • Incentives to Betting Shop Visiting

                                                                                                                  • Key points
                                                                                                                    • Ready for a price war over core customers?
                                                                                                                      • Figure 32: Incentives to betting shop visiting, January 2012
                                                                                                                    • Errand bettors only pop to the shop
                                                                                                                      • Shop-shy seek reassurance of the familiar
                                                                                                                        • Football and racing – whole different ball games
                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                            • Figure 33: Comparison of gambling activities in the past year, by gender, 1999, 2007 and 2010
                                                                                                                            • Figure 34: Participation in gambling activities in the past year, by age, 2010
                                                                                                                            • Figure 35: Participation in gambling activities within past year, by economic activity of respondents, 2010
                                                                                                                        • Appendix – Betting Shop Visiting Habits

                                                                                                                            • Figure 36: Betting shop visiting habits, January 2012

                                                                                                                        Companies Covered

                                                                                                                        • Betfred
                                                                                                                        • Blueprint Gaming
                                                                                                                        • Cheltenham Racecourse
                                                                                                                        • Fédération Internationale de Football Association
                                                                                                                        • Football Association (The)
                                                                                                                        • Gala Coral Group Ltd
                                                                                                                        • Global Betting Exchange Limited (Betdaq)
                                                                                                                        • Ladbrokes Ltd
                                                                                                                        • Office of Fair Trading
                                                                                                                        • Tote
                                                                                                                        • William Hill
                                                                                                                        • Wm Morrison Supermarkets

                                                                                                                        Betting Shops - UK - March 2012

                                                                                                                        £1,995.00 (Excl.Tax)