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Casinos and Bingo - UK - March 2015

“Bingo clubs can look to make their venues more versatile and take the game on the road to refresh their player base and increase visibility to younger potential customers.”
– David Walmsley, Senior Leisure Analyst

This report answers the following key questions:

  • How quickly can bingo change the old guard?
  • Do casinos need more than gaming on the table?
  • Bingo versus pubs: Out-of-home leisure’s next big battle?

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. These venues are considered outside the scope of this report, as are online casinos and bingo games, although these may all be referenced for purposes of context where appropriate.

The term ‘drop’ as used in this report, refers to money exchanged for chips at casinos. Spend per head, as detailed in this report, relates to net expenditure rather than the ‘drop’ or money consumers have staked.

The casino and bingo club markets have seen volume and value trends moving in different directions for many years, but both now find themselves well-placed for growth in the medium term at least. Casinos have been hobbled for many years by restrictions on venue numbers, locations and machine allocations, but the success of the new premises that continue to open under the Gambling Act 2005 is making a strong case for applying its liberalisations more widely. Bingo clubs, meanwhile, have now received the cut in Bingo Duty they have long been seeking, and so finally have both the means and incentive to develop the new brands and formats that can take the game and its wider social offering to a new and more diverse audience.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • New casinos prove an instant hit
                • Figure 1: Consumer expenditure in casinos*, 2009/10-2019/20
              • Duty cut creates a new platform for bingo revival
                • Figure 2: Consumer expenditure in bingo clubs, 2009-19
              • Casino’s gaming focus continues to grow
                • Figure 3: Consumer expenditure in casinos, by segment, 2013/14
              • Decline in bingo play sees machines continue to close the gap
                • Figure 4: Consumer expenditure in bingo clubs, by segment, 2014
              • Market drivers
                • New casinos make case for further freedoms
                  • Duty cut proves an instant win for bingo players
                    • Companies, brands and innovation
                      • Pubs and clubs to open a new front in bingo competition?
                        • Figure 5: Leading land-based bingo club operators, by number of venues, February 2015
                      • The consumer
                        • Casino crowds small – but willing and able to spend
                          • Figure 6: Casino visiting habits, September 2013 and December 2014
                        • Seeking social spaces beyond the casino bar
                          • Figure 7: People visited a casino with, December 2014
                        • Cost-conscious customers have an appetite for casino dining deals
                          • Figure 8: Casino activities interested in doing in the future, December 2014
                        • New promotional possibilities for a refreshed bingo crowd
                          • Figure 9: Bingo club visiting habits, September 2013 and December 2014
                        • Bingo builds appeal to friends and family alike
                          • Figure 10: People visited a bingo club with, December 2014
                        • Bingo clubs’ secondary gaming offer still under-exposed
                          • Figure 11: Bingo activities interested in doing in the future, December 2014
                        • What we think
                        • Issues and Insights

                            • How quickly can bingo change the old guard?
                              • The facts
                                • The implications
                                  • Do casinos need more than gaming on the table?
                                    • The facts
                                      • The implications
                                        • Bingo versus pubs: Out-of-home leisure’s next big battle?
                                          • The facts
                                            • The implications
                                            • Trend Application

                                                • Trend: Locavore
                                                  • Trend: Influentials
                                                    • Trend: Click and Connect
                                                    • Market Drivers

                                                      • Key points
                                                        • Declining lottery play an opportunity for other formats?
                                                          • Figure 12: Participation in gambling activities, 2011-14
                                                        • Bingo’s budget boost not yet growing club numbers
                                                          • Figure 13: Active licensed casino and bingo premises, March 2011-March 2014
                                                        • Casinos lead the way in multichannel play
                                                          • Figure 14: Modes of participation in bingo and casino gaming, 2014
                                                        • March of the machines continues in bingo clubs
                                                          • Figure 15: Average number of gaming machines/terminals in casinos and bingo clubs, 2009/10-2013/14
                                                        • Taxation changes benefit bingo and casino prospects
                                                          • Figure 16: Rates of Bingo Duty, 2009/10-2014/15
                                                        • Casinos and bingo clubs strengthen problem gambling protections
                                                          • Figure 17: Locations used to gamble by GamCare clients, 2011/12-2013/14
                                                        • Smoking ban still casting a shadow
                                                          • Figure 18: Prevalence of cigarette smoking, by age, 2003-13
                                                        • Persuading older adults to regain the bingo habit
                                                          • Figure 19: Trends in the age structure of the UK population 2014-19
                                                        • More people in work, but still little cash in pockets
                                                          • Figure 20: Unemployment rate, 2006-14
                                                      • Who's Innovating?

                                                        • Key points
                                                          • Eyes down for a full public house?
                                                            • An outside chance
                                                              • Bingo brings its own balls to the match
                                                                • Hippodrome goes for Vegas style, not scale
                                                                  • Matt Goss has left the building...
                                                                    • Dial a drink
                                                                      • The art of gaming
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • New breed of casinos driving growth
                                                                            • Figure 21: Consumer expenditure in casinos*, 2009/10-2019/20
                                                                          • Admissions top the 20 million mark
                                                                            • Figure 22: Casino admissions, 2009/10-2013/14
                                                                          • Forecast: Casinos
                                                                            • Figure 23: Forecast of consumer expenditure in casinos*, 2009/10-2019/20
                                                                            • Figure 24: Forecast of casino admission numbers, 2009/10-2019/20
                                                                          • Can duty cut re-start stalled bingo revival?
                                                                            • Figure 25: Consumer expenditure in bingo clubs, 2009-19
                                                                          • Gradient of decline starting to ease off
                                                                            • Figure 26: Bingo club admissions, 2009-13
                                                                          • Forecast: Bingo
                                                                            • Figure 27: Forecast of consumer expenditure in bingo clubs, 2009-19
                                                                            • Figure 28: Forecast of bingo club admissions, 2009-19
                                                                          • Forecast methodology
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Gaming appetites grow as taste for casino dining stalls
                                                                                • Figure 29: Consumer expenditure in casinos, by segment, 2011/12-2013/14
                                                                              • High rollers stack the odds
                                                                                • Figure 30: Casino house win, by game, 2011/12-2013/14
                                                                              • Players’ value focus felt in all bottom lines
                                                                                • Figure 31: Consumer expenditure in bingo clubs, by segment, 2012-14
                                                                              • Main stage games first to benefit from Bingo Duty cut
                                                                                • Figure 32: Share of bingo GGY (participation fees), by product, 2012-14
                                                                            • Market Share

                                                                              • Key points
                                                                                • Rank and Genting dominate market shares
                                                                                  • Figure 33: Leading land-based casino operators, by number of venues, February 2015
                                                                                • Gala sells out but stays in front
                                                                                  • Figure 34: Leading land-based bingo club operators, by number of venues, February 2015
                                                                              • Companies and Products

                                                                                • Key points
                                                                                  • Rank Group
                                                                                    • Recent activity
                                                                                      • Financials
                                                                                        • Figure 35: Rank Group financials, Grosvenor Casinos division, 2013-14
                                                                                        • Figure 36: Rank Group financials, Mecca Bingo division, 2013-14
                                                                                      • Promotion
                                                                                        • Figure 37: Rank Group advertising expenditure, casino and bingo brands, 2012-14
                                                                                      • Future strategy
                                                                                        • Gala Coral Group
                                                                                          • Recent activity
                                                                                            • Financials
                                                                                              • Figure 38: Gala Coral financials, Gala Retail division, 2013-14
                                                                                            • Promotion
                                                                                              • Figure 39: Gala Bingo advertising expenditure, 2012-14
                                                                                            • Future strategy
                                                                                              • Genting UK
                                                                                                • Recent activity
                                                                                                  • Financials
                                                                                                    • Figure 40: Genting UK financials, 2012-13
                                                                                                  • Promotion
                                                                                                    • Figure 41: Genting UK advertising expenditure, 2012-14
                                                                                                  • Future strategy
                                                                                                    • London Clubs International
                                                                                                      • Recent activity
                                                                                                        • Financials
                                                                                                          • Figure 42: London Clubs International financials, 2012-13
                                                                                                        • Promotion
                                                                                                          • Figure 43: London Clubs International advertising expenditure, 2012-14
                                                                                                        • Future strategy
                                                                                                          • Aspers Group
                                                                                                            • Recent activity
                                                                                                              • Financials
                                                                                                                • Figure 44: Aspers UK Holdings Ltd financials and KPIs
                                                                                                              • Promotion
                                                                                                                • Figure 45: Aspers Group advertising expenditure, 2012-14
                                                                                                              • Future strategy
                                                                                                                • Majestic Bingo
                                                                                                                  • Recent activity
                                                                                                                    • Promotion
                                                                                                                      • Figure 46: Majestic Bingo advertising expenditure, 2012-14
                                                                                                                    • Carlton Clubs
                                                                                                                      • Recent activity
                                                                                                                        • Financials
                                                                                                                          • Figure 47: Carlton Clubs financials, 2013-14
                                                                                                                        • Promotion
                                                                                                                          • Figure 48: Carlton Clubs advertising expenditure, 2012-14
                                                                                                                        • Beacon Bingo
                                                                                                                          • Recent activity
                                                                                                                            • Financials
                                                                                                                              • Figure 49: Beacon Bingo Limited financials*, 2012-13
                                                                                                                            • Promotion
                                                                                                                              • Figure 50: Beacon Bingo advertising expenditure, 2012-14
                                                                                                                            • Future strategy
                                                                                                                            • Brand Communication and Promotion

                                                                                                                              • Key points
                                                                                                                                • Aspers and Grosvenor drive up casino adspend
                                                                                                                                  • Figure 51: Advertising expenditure of UK casinos, 2012-14
                                                                                                                                • Gala bets biggest on bingo ads
                                                                                                                                  • Figure 52: Advertising expenditure of UK bingo club operators, 2012-14
                                                                                                                              • The Consumer – Casino Visiting

                                                                                                                                • Key points
                                                                                                                                  • Casino visiting a memory for most
                                                                                                                                    • Figure 53: Casino visiting habits, September 2013 and December 2014
                                                                                                                                  • Younger crowds prompt more bets on digital
                                                                                                                                    • Figure 54: Future interest in casino visitors among current non-attenders, by online activity in the past month, December 2014
                                                                                                                                • The Consumer – Casino Visiting Companions

                                                                                                                                  • Key points
                                                                                                                                    • Making gaming a team sport
                                                                                                                                      • Figure 55: People visited a casino with, December 2014
                                                                                                                                    • Female visitors put family first
                                                                                                                                      • Figure 56: People visited a casino with, by gender, December 2014
                                                                                                                                    • The family that games together, stays together
                                                                                                                                      • Figure 57: Casino visiting habits, by Lifestage, December 2014
                                                                                                                                  • The Consumer – Casino Activities

                                                                                                                                    • Key points
                                                                                                                                      • Customers ready to eat, drink, gamble
                                                                                                                                        • Figure 58: Casino activities interested in doing in the future, December 2014
                                                                                                                                      • A taste of the high life on the menu for diners
                                                                                                                                        • Figure 59: Interest in attending a private event or using VIP facilities at a casino in the future, by other casino activities interested in doing in the future, December 2014
                                                                                                                                    • The Consumer – Bingo Club Visiting

                                                                                                                                      • Key points
                                                                                                                                        • New audiences, but same focus
                                                                                                                                          • Figure 60: Bingo club visiting habits, September 2013 and December 2014
                                                                                                                                        • Filling the gap while clubs wait for younger look
                                                                                                                                          • Figure 61: Lapsed and potential bingo club visiting, by age, December 2014
                                                                                                                                      • The Consumer – Bingo Visiting Companions

                                                                                                                                        • Key points
                                                                                                                                          • Women put friends ahead of family
                                                                                                                                            • Figure 62: People visited a bingo club with, December 2014
                                                                                                                                          • Families prefer to play
                                                                                                                                            • Figure 63: Bingo club activities interested in doing in the future, by people attended with, December 2014
                                                                                                                                        • The Consumer – Bingo Club Activities

                                                                                                                                          • Key points
                                                                                                                                            • Main stage still the main staple
                                                                                                                                              • Figure 64: Bingo activities participated in, December 2014
                                                                                                                                            • Lack of knowledge and awareness holds secondary gaming back
                                                                                                                                              • Figure 65: Bingo activities interested in doing in the future, December 2014
                                                                                                                                          • The Consumer – Alternative Means of Play

                                                                                                                                            • Key points
                                                                                                                                              • Operators to import the holiday feeling
                                                                                                                                                • Figure 66: Experience of casino and bingo play outside UK land-based venues, December 2014
                                                                                                                                                • Figure 67: Casino visiting habits, by experience of visiting a casino outside the UK
                                                                                                                                            • The Consumer – Correspondence Analysis

                                                                                                                                              • Methodology
                                                                                                                                                • Improved visibility needed for bingo to battle pubs
                                                                                                                                                  • Figure 68: Correspondence analysis, December 2014
                                                                                                                                                • A club scene for casinos?
                                                                                                                                                • Appendix – Market Drivers

                                                                                                                                                    • Figure 69: Permitted gaming machine numbers, by venue, from September 2012
                                                                                                                                                    • Figure 70: UK tax regime for bingo clubs and casinos, February 2015
                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                    • Figure 71: Forecast of consumer expenditure in casinos, 2014/15-2019/20
                                                                                                                                                    • Figure 72: Forecast of consumer expenditure in casinos, 2014/15-2019/20 (continued)
                                                                                                                                                    • Figure 73: Forecast of casino admission numbers, 2014/15-2019/20
                                                                                                                                                    • Figure 74: Forecast of casino admission numbers, 2014/15-2019/20 (continued)
                                                                                                                                                    • Figure 75: Forecast of consumer expenditure in bingo clubs, 2014-19
                                                                                                                                                    • Figure 76: Forecast of consumer expenditure in bingo clubs, 2014-19 (continued)
                                                                                                                                                    • Figure 77: Forecast of bingo club admissions, 2014-19
                                                                                                                                                    • Figure 78: Forecast of bingo club admissions, 2014-19 (continued)

                                                                                                                                                Companies Covered

                                                                                                                                                • Caesars Entertainment
                                                                                                                                                • Carlton Clubs
                                                                                                                                                • Gala Bingo Limited
                                                                                                                                                • Gala Coral Group Ltd
                                                                                                                                                • Grosvenor Casinos
                                                                                                                                                • Harrah's Entertainment Inc.
                                                                                                                                                • London Clubs International
                                                                                                                                                • Mecca Bingo Limited
                                                                                                                                                • Top Ten Bingo

                                                                                                                                                Casinos and Bingo - UK - March 2015

                                                                                                                                                £1,995.00 (Excl.Tax)