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Online Gaming and Betting - UK - December 2017

“Multichannel gamblers play primarily online but their retail habits are being kept alive by a continuing reluctance to take remote activity outside the home.”

– David Walmsley, Senior Leisure Analyst

This report examines the following issues:

  • Can online brands break retail habits?
  • What will regulators’ attention mean for marketing?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Spending nudges £5 billion barrier
              • Figure 1: Consumer expenditure* on gaming and betting online, 2012-22
            • Betting back on top
              • Figure 2: Consumer expenditure* on gaming and betting online, by segment, April 2016-March 2017
            • Online brands close gap on multichannel leaders
              • Figure 3: UK online gaming and betting market shares (est), by operator revenues, 2017
            • The consumer
              • Common preferences but a younger crowd
                • Figure 4: Past-year participation in online gaming and betting activities, September 2017
              • Smartphones head of the betting family
                • Figure 5: Devices used to gamble online, September 2017
              • Variety of retail retains its appeal
                • Figure 6: Experience of multichannel gambling, September 2017
              • Multichannel gamblers go online first
                • Figure 7: Multichannel gambling habits, September 2017
              • Cash and convenience drive multichannel play
                • Figure 8: Incentives to multichannel gambling, September 2017
              • Online-only gamblers are happy at home
                • Figure 9: Barriers to multichannel gambling, September 2017
              • What we think
              • Issues and Insights

                • Can online brands break retail habits?
                  • The facts
                    • The implications
                      • What will regulators’ attention mean for marketing?
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Winning streak continues
                              • Betting takes the lead
                                • Gambling habits move online
                                  • Regulators’ attention prompts marketing review
                                  • Market Size and Forecast

                                    • Spending set to break £5 billion barrier
                                      • Figure 10: Consumer expenditure* on online gaming and betting, 2012-22
                                    • Forecast
                                        • Figure 11: Forecast of consumer expenditure* on online gaming and betting, 2012-22
                                      • Forecast methodology
                                      • Market Segmentation

                                        • Betting back on top
                                          • Figure 12: Consumer expenditure* on online gaming and betting, by segment, April 2016-March 2017
                                      • Market Drivers

                                        • Online gambling growth continues to run down retail rival
                                            • Figure 13: Consumer expenditure* on gambling, by channel, April 2016-March 2017
                                          • Regulators ride in as consumers’ champions
                                            • More mobile growth if players get out more
                                                • Figure 14: Location of online gambling, by age, 2016
                                              • Remote risks on edge of the radar in problem gambling debate
                                                  • Figure 15: Participation in gambling activities* by clients of problem gambling support charity GamCare, 2016/17
                                              • Companies and Brands – What You Need to Know

                                                • Rising online stars close on merged market leaders
                                                  • Roulette refresh highlights value of variety
                                                    • Adspend increase not applied to all
                                                    • Market Share

                                                      • More mergers ahead in quest for scale?
                                                          • Figure 16: UK online gaming and betting market shares (est), by operator revenues, 2017
                                                      • Launch Activity and Innovation

                                                        • Roulette looks to keep the ball rolling
                                                          • Non-stop lottery draws attention to instant wins
                                                            • Casino goes social – but betting still has the edge
                                                              • Putting online gaming opportunities on the map
                                                              • Advertising and Marketing Activity

                                                                • Sportsbook spending masks slowdown elsewhere
                                                                    • Figure 17: Online gambling operators' main monitored media advertising spend, by segment, 2014-16
                                                                  • Affiliate anxieties to cut out the middleman?
                                                                  • The Consumer – What You Need to Know

                                                                    • Common preferences but a younger crowd
                                                                      • Smartphones head of the betting family
                                                                        • Variety of retail retains its appeal
                                                                          • Majority of multichannel gamblers play online first
                                                                            • Cash and convenience the kings of multichannel incentives
                                                                              • Online-only gamblers happy at home
                                                                              • Online Gaming and Betting Activities

                                                                                • Older gamblers play the convenience card
                                                                                    • Figure 18: Past-year participation in online gaming activities, September 2017
                                                                                  • Should TV’s online betting partner get ready to cut the cord?
                                                                                      • Figure 19: Past-year participation in online betting activities, September 2017
                                                                                  • Online Gaming and Betting Devices

                                                                                    • Smartphones keeping more gamblers connected
                                                                                        • Figure 20: Devices used to gamble online, September 2017
                                                                                      • Consistent experiences constrain multi-device gambling
                                                                                        • Figure 21: Repertoire of devices used to gamble online, September 2017
                                                                                    • Experience of Multichannel Gambling

                                                                                      • Most online gamblers retain retail habit
                                                                                          • Figure 22: Experience of multichannel gambling, September 2017
                                                                                        • Female and older players stay online
                                                                                            • Figure 23: Participation in gambling online only, by gender and age, September 2017
                                                                                        • Multichannel Gambling Habits

                                                                                          • Gambling goes online-first
                                                                                              • Figure 24: Multichannel gambling habits, September 2017
                                                                                            • Convenience and technology shape playing habits
                                                                                                • Figure 25: Gambling mostly online, by participation in online gaming and betting activities, September 2017
                                                                                            • Incentives to Multichannel Gambling

                                                                                              • Convenience factor still a point of retail appeal
                                                                                                  • Figure 26: Incentives to multichannel gambling, September 2017
                                                                                              • Barriers to Multichannel Gambling

                                                                                                • Home is where the online heart is
                                                                                                    • Figure 27: Barriers to multichannel gambling, September 2017
                                                                                                • Appendix

                                                                                                  • Data sources
                                                                                                    • Abbreviations
                                                                                                      • Fan chart forecast
                                                                                                          • Figure 28: Forecast of consumer expenditure on gaming and betting online, 2017-22

                                                                                                      Online Gaming and Betting - UK - December 2017

                                                                                                      US $2,693.85 (Excl.Tax)