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Gambling Habits - UK - December 2010

The UK gambling market, and particularly its land-based sector, begins a new decade still trying to recover ground lost in the last following the implementation of the smoking ban and the Gambling Act, and does so in the knowledge that it is no longer as recession-proof as it was two decades ago. This report provides a snapshot of the market at the end of 2010, assessing patterns of participation among consumers, their attitudes towards gambling, and the performance and prospects of the industry in continuing difficult economic conditions.

  • Consumer expenditure on land-based gambling remains some way below its 2005-06 peak, but has stabilised at around the £7.5 billion mark annually. National Lottery products and gaming machines are the only sectors currently experiencing profit growth, although the betting segment could join them if triple-digit growth in sports betting revenues can be sustained to compensate for decline in horse and greyhound racing trade.
  • Betting remains the industry’s largest sector, in terms of turnover, outlets and penetration, although use of online sportsbooks, casinos and poker rooms is growing most rapidly. Sports betting on all platforms could soon overtake National Lottery scratchcards as the country’s second most popular form of gambling.
  • Men appear to have become more interested in the life-changing jackpot prizes offered by National Lottery draws. They are following up this interest online rather than in retail outlets, where Lottery gambling remains female-led.
  • The efforts of the casino and bingo club sectors to cope with the effects of the smoking ban by enabling customers to play while they smoke outdoors have had only limited success. A more fundamental revision of the link between smoking and gambling may be required to create a clear demarcation between the two activities that encourages customers to think of each in isolation.
  • Spectator sports stadia look to have significant potential as gambling venues through the core demographics they share with the online sector in particular. In-stadium betting outlets are already serving this audience but the bigger opportunity may be in tailored mobile products that can engage spectators in the event’s betting markets without them having to leave their seat.
  • Taxation and legislation remain the major barriers to supply-side growth and improved profitability, with January’s VAT rise expected to damage the low-stake end of the market – particularly gaming machines – where increases are hardest to pass on to the consumer.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

              • Trend: Life Hacking
                • Trend: Affection
                • Market in Brief

                  • Staking stalls
                    • Britons biggest on betting
                      • More men seek Lotto ticket out of recession
                        • Gamblers find smoking habit hard to break
                          • Sports fans ready to back their opinion
                            • Taxation continues to bite
                              • Problem gambling rises among the young
                                • Switched-on tune in
                                • Internal Market Environment

                                  • Key points
                                    • Taxation rates stack odds against
                                      • Figure 1: Gambling taxation rates, 2009-11
                                    • New gamblers present potential problems
                                      • Figure 2: GamCare helpline callers and counselling service users, 2008-10
                                    • Time to change smokers’ habits?
                                      • Figure 3: Cigarette smoking, by participation in selected leisure activities, 2006-10
                                    • Integrity issues firmly in play
                                    • Broader Market Environment

                                      • Key points
                                        • Hard-pressed consumers no longer a safe bet
                                          • Figure 4: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                        • Unemployment deepens losses
                                          • Figure 5: Employment and unemployment, by gender, 2005-15
                                        • Youth market set to mature
                                          • Figure 6: Trends in the age structure of the UK population, by gender, 2005-15
                                        • Can gambling cash in on upward mobility?
                                          • Figure 7: Forecast adult population trends, by socio-economic group, 2005-15
                                        • Technology a growing enabler
                                          • Figure 8: Use of the internet for betting, poker and casino games, 2009-10
                                      • Competitive Context

                                        • Key points
                                          • Familiarity breeds gambling content
                                            • Figure 9: Games and betting in the last 12 months, 2006-10
                                          • Betting shops still first stop
                                            • Figure 10: Betting, online bingo and gambling excluding the lottery, 2006-10
                                          • Gambling one of the leisure market’s recent losers
                                            • Figure 11: Consumer expenditure on selected leisure activities, 2005-10
                                          • Low volumes, high value
                                            • Figure 12: Participation in leisure activities, 2006-10
                                        • Strengths and Weaknesses in the Market

                                            • Strengths
                                              • Impact of technology
                                                • New products
                                                  • Accessibility
                                                    • Youthful audience
                                                      • Expanding player base
                                                        • Weaknesses
                                                          • Impact of taxation
                                                            • Links with smoking
                                                              • Image
                                                                • Risks of cannibalisation
                                                                  • Downscale player base
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • A social game of online bingo
                                                                        • Betting goes mobile
                                                                          • A new line in bingo
                                                                            • A new screen in shops
                                                                              • Real opportunities in the virtual?
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Market’s boom years behind it
                                                                                    • Figure 13: UK gambling market*, 2005/06-10/11**
                                                                                  • Market forecast
                                                                                    • Figure 14: Forecast of net expenditure on UK gambling, 2005/06-15/16
                                                                                  • Forecast methodology
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • Slots and Lotto lead in growth
                                                                                        • Figure 15: UK gambling market, by sector, 2005/06-09/10*
                                                                                      • Betting remains a one-horse race
                                                                                        • Casinos newcomers slow to join the tables
                                                                                          • Pools still leaking value
                                                                                            • Bingo still struggles post-smoking ban
                                                                                            • Market Share

                                                                                              • Key points
                                                                                                • Tote sale to alter betting shops landscape
                                                                                                  • Figure 16: Leading betting shop operators, by number of venues*, March 2010
                                                                                                • Standing still a sign of success in shrinking bingo sector
                                                                                                  • Figure 17: Leading land-based bingo club operators, by number of venues, March 2010
                                                                                                • Casinos continue to be controlled by big three
                                                                                                  • Figure 18: Leading land-based casino operators, by number of venues, 2010
                                                                                                • Machine operators seek higher stakes, prizes – and profits
                                                                                                  • Figure 19: Gaming machines in operation, by gambling market sector, March 2010
                                                                                                • Online operators scale up for success
                                                                                                  • Figure 20: Leading online gambling operators, by unique visitor numbers, October 2010
                                                                                              • Companies and Products

                                                                                                  • Camelot
                                                                                                    • Background and brands
                                                                                                      • Recent activity
                                                                                                        • Financials
                                                                                                          • Figure 21: Financial performance of Camelot, 2009-10
                                                                                                        • Promotion
                                                                                                          • Future strategy
                                                                                                            • Ladbrokes
                                                                                                              • Background and brands
                                                                                                                • Recent activity
                                                                                                                  • Financials
                                                                                                                    • Figure 22: Financial performance of Ladbrokes, 2008-09*
                                                                                                                  • Promotion
                                                                                                                    • Future strategy
                                                                                                                      • William Hill
                                                                                                                        • Background and brands
                                                                                                                          • Recent activity
                                                                                                                            • Financials
                                                                                                                              • Figure 23: Financial performance of William Hill, 2008-09
                                                                                                                            • Promotion
                                                                                                                              • Future strategy
                                                                                                                                • Gala Coral Group
                                                                                                                                  • Background and brands
                                                                                                                                    • Recent activity
                                                                                                                                      • Financials
                                                                                                                                        • Figure 24: Financial performance of Gala Coral Group, 2008-09
                                                                                                                                      • Promotion
                                                                                                                                        • Future strategy
                                                                                                                                          • Genting UK
                                                                                                                                            • Background and brands
                                                                                                                                              • Recent activity
                                                                                                                                                • Financials
                                                                                                                                                  • Figure 25: Financial performance of Genting UK, 2008-09
                                                                                                                                                • Promotion
                                                                                                                                                  • Future strategy
                                                                                                                                                    • Rank Group
                                                                                                                                                      • Background and brands
                                                                                                                                                        • Recent activity
                                                                                                                                                          • Financials
                                                                                                                                                            • Figure 26: Financial performance of Rank Group, 2008-09
                                                                                                                                                          • Promotion
                                                                                                                                                            • Future strategy
                                                                                                                                                              • IGT-UK
                                                                                                                                                                • Background and brands
                                                                                                                                                                  • Recent activity
                                                                                                                                                                    • Financials
                                                                                                                                                                      • Figure 27: Financial performance of IGT Global, 2008-09
                                                                                                                                                                    • Promotion
                                                                                                                                                                      • Future strategy
                                                                                                                                                                        • Inspired Gaming Group
                                                                                                                                                                          • Background and brands
                                                                                                                                                                            • Recent activity
                                                                                                                                                                              • Financials
                                                                                                                                                                                • Figure 28: Financial performance of Inspired Gaming Group, 2008-2009
                                                                                                                                                                              • Future strategy
                                                                                                                                                                                • Sportech
                                                                                                                                                                                  • Background and brands
                                                                                                                                                                                    • Recent activity
                                                                                                                                                                                      • Financials
                                                                                                                                                                                        • Figure 29: Financial performance of Sportech, 2008-09
                                                                                                                                                                                      • Promotion
                                                                                                                                                                                        • Future strategy
                                                                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Adspend heading for new high
                                                                                                                                                                                              • Figure 30: Gambling operators’ UK adspend, 2006-10*
                                                                                                                                                                                            • Mass markets most costly to reach
                                                                                                                                                                                              • Figure 31: Gambling operators’ UK adspend, by sector, 2006-10*
                                                                                                                                                                                            • TV takes over from press
                                                                                                                                                                                              • Figure 32: Gambling operators’ UK adspend, by media, 2005-10*
                                                                                                                                                                                          • How Do We Gamble?

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Lotto leads as more men believe
                                                                                                                                                                                                • Figure 33: Gambling activities, July 2010
                                                                                                                                                                                              • Red tops keep tabs on bettors
                                                                                                                                                                                                • Successful shop machines seek broader base
                                                                                                                                                                                                  • Casinos limited in ability to diversify
                                                                                                                                                                                                    • Clubs miss the boat in online bingo boom
                                                                                                                                                                                                      • Casinos plot break-in to spectator sports market
                                                                                                                                                                                                      • Where Do We Gamble?

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Lotto keeps shops on top
                                                                                                                                                                                                            • Figure 34: Methods of gambling, July 2010
                                                                                                                                                                                                          • High street betting welcomes punters with deeper pockets
                                                                                                                                                                                                            • Online gamblers an attractive bunch
                                                                                                                                                                                                              • Sports events feature quality players
                                                                                                                                                                                                              • What Do We Think About Gambling?

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Soft-gambling mainstream still hard to reach
                                                                                                                                                                                                                    • Figure 35: Attitudes towards gambling, July 2010
                                                                                                                                                                                                                  • Gambling environments deepen fear of losing...
                                                                                                                                                                                                                    • ... leaving us more in control at home?
                                                                                                                                                                                                                    • Gambling Repertoires

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Accessibility delivers activity
                                                                                                                                                                                                                          • Figure 36: Repertoire of gambling activities, July 2010
                                                                                                                                                                                                                        • Gamblers stay in one place – particularly online
                                                                                                                                                                                                                          • Figure 37: Repertoire of methods of gambling, July 2010
                                                                                                                                                                                                                      • Appendix – Broader Market Environment

                                                                                                                                                                                                                          • Figure 38: Broadband penetration, by demographics, 2004-10
                                                                                                                                                                                                                      • Appendix – Brand Communication and Promotion

                                                                                                                                                                                                                          • Figure 39: Gambling operators’ UK adspend, by company, 2006-07*
                                                                                                                                                                                                                      • Appendix – How Do We Gamble?

                                                                                                                                                                                                                          • Figure 40: Most popular gambling activities, by demographics, July 2010
                                                                                                                                                                                                                          • Figure 41: Most popular gambling activities, by most popular gambling activities, July 2010
                                                                                                                                                                                                                          • Figure 42: Most popular gambling activities, by most popular methods of gambling, July 2010
                                                                                                                                                                                                                          • Figure 43: Most popular gambling activities, by most popular attitudes towards gambling, July 2010
                                                                                                                                                                                                                          • Figure 44: Most popular gambling activities, by attitudes towards gambling, July 2010
                                                                                                                                                                                                                      • Appendix – Where Do We Gamble?

                                                                                                                                                                                                                          • Figure 45: Most popular methods of gambling, by demographics, July 2010
                                                                                                                                                                                                                          • Figure 46: Most popular methods of gambling, by most popular methods of gambling, July 2010
                                                                                                                                                                                                                          • Figure 47: Most popular methods of gambling, by most popular gambling activities, July 2010
                                                                                                                                                                                                                          • Figure 48: Most popular methods of gambling, by attitudes towards gambling, July 2010
                                                                                                                                                                                                                      • Appendix – What Do We Think About Gambling?

                                                                                                                                                                                                                          • Figure 49: Attitudes towards gambling, by demographics, July 2010
                                                                                                                                                                                                                          • Figure 50: Attitudes towards gambling, by most popular attitudes towards gambling, July 2010
                                                                                                                                                                                                                          • Figure 51: Attitudes towards gambling, by next most popular attitudes towards gambling, July 2010
                                                                                                                                                                                                                          • Figure 52: Attitudes towards gambling, by most popular gambling activities, July 2010
                                                                                                                                                                                                                          • Figure 53: Attitudes towards gambling, by next most popular gambling activities, July 2010
                                                                                                                                                                                                                          • Figure 54: Attitudes towards gambling, by most popular methods of gambling, July 2010
                                                                                                                                                                                                                      • Appendix – Gambling Repertoires

                                                                                                                                                                                                                          • Figure 55: Repertoire of most popular gambling activities, by demographics, July 2010
                                                                                                                                                                                                                          • Figure 56: Repertoire of most popular gambling activities, by most popular gambling activities, July 2010
                                                                                                                                                                                                                          • Figure 57: Repertoire of most popular gambling activities, by most popular methods of gambling, July 2010
                                                                                                                                                                                                                          • Figure 58: Repertoire of most popular gambling activities, by most popular attitudes towards gambling, July 2010
                                                                                                                                                                                                                          • Figure 59: Repertoire of most popular gambling activities, by next most popular attitudes towards gambling, July 2010
                                                                                                                                                                                                                          • Figure 60: Repertoire of most popular methods of gambling, by demographics, July 2010
                                                                                                                                                                                                                          • Figure 61: Repertoire of most popular methods of gambling, by most popular gambling activities, July 2010
                                                                                                                                                                                                                          • Figure 62: Repertoire of most popular methods of gambling, by most popular methods of gambling, July 2010
                                                                                                                                                                                                                          • Figure 63: Repertoire of most popular methods of gambling, by attitudes towards gambling, July 2010

                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                      • A&S Leisure
                                                                                                                                                                                                                      • Betfair
                                                                                                                                                                                                                      • Betfred
                                                                                                                                                                                                                      • Camelot Group plc
                                                                                                                                                                                                                      • Cashcade Ltd
                                                                                                                                                                                                                      • Cassava Enterprises (Gibraltar) Ltd
                                                                                                                                                                                                                      • Cinema Advertising Association
                                                                                                                                                                                                                      • Cinven Ltd
                                                                                                                                                                                                                      • Gala Coral Group Ltd
                                                                                                                                                                                                                      • Genting Stanley
                                                                                                                                                                                                                      • Government Actuary's Department (GAD)
                                                                                                                                                                                                                      • Grosvenor Casinos
                                                                                                                                                                                                                      • Inspired Gaming Group
                                                                                                                                                                                                                      • Kantar Media
                                                                                                                                                                                                                      • Ladbrokes Ltd
                                                                                                                                                                                                                      • Mecca Bingo Limited
                                                                                                                                                                                                                      • Mecca Leisure
                                                                                                                                                                                                                      • National Lottery Commission
                                                                                                                                                                                                                      • Paddy Power Plc
                                                                                                                                                                                                                      • PartyGaming
                                                                                                                                                                                                                      • Sportech
                                                                                                                                                                                                                      • Sports Industry Research Centre
                                                                                                                                                                                                                      • Vernons
                                                                                                                                                                                                                      • William Hill
                                                                                                                                                                                                                      • York Capital Management

                                                                                                                                                                                                                      Gambling Habits - UK - December 2010

                                                                                                                                                                                                                      US $2,583.33 (Excl.Tax)