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Casinos and Bingo - UK - December 2013

“Casinos and bingo clubs are very different types of venue on almost every level, yet still face a number of similar challenges, particularly around relationships with their online cousins, their integration of new technology and the lack of understanding of their core gaming products that colours potential customers’ perceptions of their offer.”

– David Walmsley, Senior Leisure Analyst

Some questions answered in this report include:

  • How can bingo clubs begin to reverse admission declines?
  • What is the potential for crossover play between venues and online?
  • How does lack of gaming knowledge affect consumer choice?
  • How can casinos and other leisure venues best complement each other?
  • How will technology impact the casino and bingo markets of the future?

Casinos and bingo clubs are two very different segments of the gambling market in everything from venue numbers and accessibility to audience demographics and playing preferences, but are also subject to many of the same external influences around taxation, legislation and competition.

The casino market is in the healthier position of the two, with the new breed of ‘large’ casinos now opening up offering a glimpse of how the industry could look in a more widely liberalised regulatory landscape. Bingo has had some success in refreshing its player base by replacing older customers with young, but is finding that frequency of visiting is far lower among these newcomers, to the detriment of overall admissions and consequently revenue.

This report assesses current trends in UK consumers’ casino and bingo club visiting habits; examines the strength of a range of incentives to attendance; and identifies ways in which operators can respond to the opportunities and challenges emerging in the market.

This report focuses on casinos and licensed bingo clubs.

Casinos are defined as clubs that are licensed by the Gambling Commission for the purposes of gambling, and which generally incorporate games such as roulette, blackjack, baccarat and casino poker. Gambling is defined by the Gambling Commission as being an “activity in which the only product that changes hands is money”.

Bingo clubs are defined as clubs that are licensed by the Gambling Commission for the purposes of playing cash bingo. Other ways of playing bingo (usually ‘prize bingo’ for prizes or lower cash returns) are also discussed, although they do not form part of the report’s core focus. Traditionally, bingo has also been played in licensed social clubs, working men’s clubs and political clubs in addition to the licensed bingo clubs already mentioned.

Online casinos and bingo games are considered outside the scope of this report, but may be referenced for purposes of context where appropriate.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of consumer expenditure* in casinos, 2007/08-17/18
            • Capital growth takes casino spending past £1 billion
              • Figure 2: Forecast of consumer expenditure* in bingo clubs, 2007/08-17/18
            • Less-frequent visiting hits bingo’s bottom line
              • Machine restrictions keep casinos at the tables
                • Figure 3: UK casino market size, by segment, 2011/12
              • March of the machines continues in bingo market
                • Figure 4: UK bingo club market size, by segment, 2011/12
              • Market drivers
                • Casinos playing catch up in machines market
                  • Demographic trends offer hope of fuller houses for bingo
                    • The consumer
                      • Figure 5: Incentives to casino visiting, September 2013
                    • Lack of experience sees casino customers sticking to what they know
                      • Sociability and fun give venues an advantage over online competition
                        • Figure 6: Incentives to bingo club visiting, September 2013
                      • Club-goers rank socialising over eating and drinking
                        • What we think
                        • Issues in the Market

                            • How can bingo clubs begin to reverse admission declines?
                              • What is the potential for crossover play between venues and online?
                                • How does lack of gaming knowledge affect consumer choice?
                                  • How can casinos and other leisure venues best complement each other?
                                    • How will technology impact the casino and bingo markets of the future?
                                    • Trend Application

                                        • Trend: Experience Is All
                                          • Trend: Life Hacking
                                            • Mintel futures: Access Anything Anywhere
                                            • Market Drivers

                                              • Key points
                                                • Long odds of winning the lottery audience?
                                                  • Figure 7: Participation in gambling activities, 2011 and 2013
                                                • Casinos bounce against the premises ceiling
                                                  • Figure 8: Active licensed casino and bingo premises, March 2011-March 2013
                                                • A preference for playing in person
                                                  • Figure 9: Mode of participation in past four weeks, July 2013
                                                • Phones a smart choice for joined-up play
                                                  • Figure 10: Smartphone ownership and access to tablet computers, July 2012-April 2013
                                                • Machines offer a selling point for bingo clubs
                                                  • Figure 11: Average number of gaming machines/terminals in casinos and bingo clubs, 2008/9-2011/12
                                                • Taxation cuts on the agenda, if not the horizon
                                                  • Figure 12: Casino Gaming Duty rates, Gross gaming yield, 2012/13-2013/14
                                                • B2 machines keep bingo and casinos out of problem gambling spotlight
                                                  • Figure 13: Locations used to gamble by GamCare clients, 2010/11 and 2011/12
                                                • E-cigarettes a new alternative to the smoking shelter
                                                  • Figure 14: Frequency of cigarette smoking, November 2012
                                                • Potential player pool continues to deepen for bingo
                                                  • Figure 15: Demographic trends in key casino and bingo club visiting groups, 2008-18
                                                • Rising consumer confidence positive for leisure spending
                                                  • Figure 16: UK consumer confidence index, January 1998-Febraury 2013
                                              • Who’s Innovating?

                                                • Key points
                                                  • Red, black or tweet?
                                                    • Bingo starts taking the tablets
                                                      • The casino player’s SatNav
                                                        • College for croupiers
                                                          • Mecca trials new measure of advert effectiveness
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • London leads casino market growth
                                                                • Figure 17: Consumer expenditure* in casinos, 2007/08-2017/18
                                                              • Admissions make capital gains from first large casino
                                                                • Figure 18: Casino admissions, 2007/08-2011/12
                                                              • Forecast
                                                                  • Figure 19: Forecast of consumer expenditure* in casinos, 2007/08-2017/18
                                                                  • Figure 20: Forecast of casino admission numbers, 2007/08-2017/18
                                                                • Forecast methodology
                                                                  • Bingo players spending more – but not so frequently
                                                                    • Figure 21: Consumer expenditure* in bingo clubs, 2007/08-2017/18
                                                                  • Fewer eyes down for a full house
                                                                    • Figure 22: Bingo club admissions, 2008-12
                                                                  • Forecast
                                                                      • Figure 23: Forecast of consumer expenditure* in bingo clubs, 2007/08-2017/18
                                                                      • Figure 24: Forecast of bingo club admissions, 2007/08-2017/18
                                                                    • Forecast methodology
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Supply of slots limits machine segment potential
                                                                          • Figure 25: Consumer expenditure in casinos, by segment, 2009/10-2011/12
                                                                        • Roulette’s roll slows to a halt
                                                                          • Figure 26: Casino house win, by game, 2010/11-2011/12
                                                                        • Slots help to fill gap in bingo spending
                                                                          • Figure 27: Consumer expenditure in bingo clubs, by segment, 2009/10-2011/12
                                                                        • Main stage plays ever more minor role
                                                                          • Figure 28: Share of bingo participation fees, by game, 2008/09-2011/12
                                                                      • Market Share

                                                                        • Key points
                                                                          • Gala purchase gives Grosvenor brand top ranking
                                                                            • Figure 29: Leading land-based casino operators, by number of venues, October 2013
                                                                          • Market leader not immune to cutbacks
                                                                            • Figure 30: Leading land-based bingo club operators, by number of venues, October 2013
                                                                        • Companies and Products

                                                                          • Key points
                                                                            • Rank Group
                                                                                • Figure 31: Rank Group financials, Grosvenor Casinos division, 2012-13
                                                                                • Figure 32: Rank Group financials, Mecca Bingo division, 2011-12
                                                                                • Figure 33: Rank Group advertising expenditure, casino and bingo brands, 2010-12
                                                                              • Gala Coral Group
                                                                                  • Figure 34: Gala Coral financials, Gala Casino division, 2011-12
                                                                                  • Figure 35: Gala Coral Financials, Gala Bingo Division, 2012-13
                                                                                  • Figure 36: Gala Coral Group advertising expenditure, 2011-12
                                                                                • Genting UK
                                                                                    • Figure 37: Genting UK financials, 2011-12
                                                                                    • Figure 38: Genting UK advertising expenditure, 2011-12
                                                                                  • London Clubs International
                                                                                      • Figure 39: London Clubs International financials, 2011-12
                                                                                      • Figure 40: London Clubs International advertising expenditure, 2011-12
                                                                                    • Aspers Group
                                                                                        • Figure 41: Aspers Group financials, 2011-12
                                                                                        • Figure 42: Aspers Group advertising expenditure, 2011-12
                                                                                      • Top Ten Bingo
                                                                                          • Figure 43: Top Ten Bingo financials, 2011-12
                                                                                        • Carlton Clubs
                                                                                            • Figure 44: Carlton Clubs financials, 2009-13
                                                                                            • Figure 45: Carlton Clubs advertising expenditure, 2010-12
                                                                                        • Brand Communication and Promotion

                                                                                          • Key points
                                                                                            • Bingo advertising slips, while casinos spending
                                                                                              • Figure 46: UK casino and bingo club operators’ adspend, by media type, 2012
                                                                                          • The Consumer – Casino Visiting Habits

                                                                                            • Key points
                                                                                              • Casino regulars are a 100/1 shot
                                                                                                • Figure 47: Casino visiting habits, September 2013
                                                                                              • Few regions passing the demand test
                                                                                                • Figure 48: Casino visiting habits, by region, September 2013
                                                                                              • Rarity value to differentiate from higher-end eating and dining options
                                                                                                • Figure 49: Casino visiting habits, by household income, September 2013
                                                                                            • The Consumer – Incentives to Casino Visiting

                                                                                              • Key points
                                                                                                • Newcomers gravitate to non-gaming familiarities
                                                                                                  • Figure 50: Incentives to casino visiting, September 2013
                                                                                                • More than a game for potential players
                                                                                                  • Figure 51: Most-popular incentives to casino visiting, by interest in casino visiting, September 2013
                                                                                                • Non-gamblers keep an eye on their wallets
                                                                                                  • Figure 52: Financial incentives to casino visiting, by interest in non-gaming incentives, September 2013
                                                                                              • The Consumer – Bingo Club Visiting

                                                                                                • Key points
                                                                                                  • Old-fashioned bad, retro good?
                                                                                                    • Figure 53: Bingo club visiting habits, September 2013
                                                                                                  • Younger players pick up an irregular habit
                                                                                                    • Figure 54: Bingo club visiting habits, by age, September 2013
                                                                                                  • Social gaming: Putting the ‘gaming’ ahead of the ‘social’
                                                                                                    • Figure 55: Bingo club visiting habits, by internet usage habits, September 2013
                                                                                                • The Consumer – Incentives to Bingo Club Visiting

                                                                                                  • Key points
                                                                                                    • More bingo-goers ready to play
                                                                                                      • Figure 56: Incentives to bingo club visiting, September 2013
                                                                                                    • Most players’ eyes firmly on the prize
                                                                                                      • Figure 57: Most popular gaming-based incentives to bingo club visiting among consumers who are motivated by these, September 2013
                                                                                                    • Entertainment and socialising ahead of drinking and dining
                                                                                                      • Figure 58: Most popular non-gaming incentives to bingo club visiting among consumers motivated by these, September 2013
                                                                                                  • The Consumer – Online v Land-Based Play

                                                                                                    • Key points
                                                                                                      • Bingo clubs more social, casinos more fun
                                                                                                        • Figure 59: Comparison of online and land-based casino and bingo experiences, September 2013
                                                                                                      • Venue visiting stands out from the online crowd
                                                                                                        • Figure 60: Attitudes towards consistency of online and land-based casino and bingo experiences, by venue visited, September 2013
                                                                                                      • Social bingo online damages club visiting’s appeal
                                                                                                        • Figure 61: Attitudes towards consistency of online and land-based casino and bingo experiences, by preferences for land-based over online play, September 2013
                                                                                                    • Appendix – Market Drivers

                                                                                                        • Figure 62: Gambling taxation rates, 2009/10-2012/13
                                                                                                        • Figure 63: Permitted gaming machine numbers, by venue, September 2012
                                                                                                        • Figure 64: Proposed changes to gaming machine stake and prize limits, October 2013
                                                                                                        • Figure 65: Trends in the age structure of the UK population, by gender, 2008-18
                                                                                                    • Appendix – Market Size and Forecast

                                                                                                        • Figure 66: Forecast of expenditure in casinos, 2012/13-2017/18
                                                                                                        • Figure 67: Forecast of expenditure in bingo clubs, 2012/13-2017/18
                                                                                                        • Figure 68: Forecast of casino admissions, 2012/13-2017/18
                                                                                                        • Figure 69: Forecast of bingo club admissions, 2013-18
                                                                                                    • Appendix – Brand Communication and Promotion

                                                                                                        • Figure 70: UK casino operators’ adspend, by media type, 2008-12
                                                                                                        • Figure 71: UK bingo club operators’ adspend, by media type, 2008-12
                                                                                                    • Appendix – The Consumer – Casino Visiting Habits

                                                                                                        • Figure 72: Casino visiting habits, by demographics, September 2013
                                                                                                    • Appendix – The Consumer – Incentives to Casino Visiting

                                                                                                        • Figure 73: Most popular incentives to casino visiting, by demographics, September 2013
                                                                                                        • Figure 74: Next most popular incentives to casino visiting, by demographics, September 2013
                                                                                                        • Figure 75: Other incentives to casino visiting, by demographics, September 2013
                                                                                                        • Figure 76: Incentives to casino visiting, by incentives to casino visiting, September 2013
                                                                                                        • Figure 77: Incentives to casino visiting, by casino visiting habits, September 2013
                                                                                                    • Appendix – The Consumer – Bingo-playing Habits

                                                                                                        • Figure 78: Bingo-playing habits, by demographics, September 2013
                                                                                                    • Appendix – The Consumer – Incentives to Bingo Club Visiting

                                                                                                        • Figure 79: Most popular incentives to bingo club visiting, by demographics, September 2013
                                                                                                        • Figure 80: Next most popular incentives to bingo club visiting, by demographics, September 2013
                                                                                                        • Figure 81: Other incentives to bingo club visiting, by demographics, September 2013
                                                                                                        • Figure 82: Incentives to bingo club visiting, by incentives to bingo club visiting, September 2013
                                                                                                        • Figure 83: Incentives to bingo club visiting, by bingo-playing habits, September 2013
                                                                                                    • Appendix – The Consumer – Online v Land-based Play

                                                                                                        • Figure 84: Most popular incentives to casino visiting, by demographics, September 2013
                                                                                                        • Figure 85: Next most popular incentives to casino visiting, by demographics, September 2013
                                                                                                        • Figure 86: Comparison of online and land-based casino and bingo experiences, by comparison of online and land-based casino and bingo experiences, September 2013
                                                                                                        • Figure 87: Comparison of online and land-based casino and bingo experiences, by casino visiting habits, September°2013
                                                                                                        • Figure 88: Comparison of online and land-based casino and bingo experiences, by incentives to casino visiting, September 2013
                                                                                                        • Figure 89: Comparison of online and land-based casino and bingo experiences, by bingo-playing habits, September°2013
                                                                                                        • Figure 90: Comparison of online and land-based casino and bingo experiences, by incentives to bingo club visiting, September 2013

                                                                                                    Companies Covered

                                                                                                    • Bingo Association
                                                                                                    • Caesars Entertainment
                                                                                                    • Carlton Clubs
                                                                                                    • Coral Eurobet plc
                                                                                                    • Gala Bingo Limited
                                                                                                    • Gala Coral Group Ltd
                                                                                                    • Genting Stanley
                                                                                                    • Grosvenor Casinos
                                                                                                    • Harrah's Entertainment Inc.
                                                                                                    • London Clubs International
                                                                                                    • Mecca Bingo Limited
                                                                                                    • Office of Fair Trading
                                                                                                    • Rank Group
                                                                                                    • Top Ten Bingo

                                                                                                    Casinos and Bingo - UK - December 2013

                                                                                                    US $2,478.79 (Excl.Tax)