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Online Gaming and Betting - UK - November 2015

“Technology trends and the evolution of player preferences towards instant-outcome opportunities point to a future in which online gaming and betting becomes a faster-paced, product-focused and much more personal experience.”
– David Walmsley, Senior Leisure Analyst

This report looks at the following areas:

  • Instant wins set for long-term impact
  • New player segments to turn their back on cash?
  • Player pool swells at the deep end

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Table of contents

  1. Overview

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

          • Sport and speed keep punters punting
            • Figure 1: Forecast of UK consumer expenditure* on online gaming and betting, 2010-20
          • Sportsbook leads by a distance
            • Figure 2: Consumer expenditure* on online gaming and betting, by segment, 2015
          • Mergers to shake up the leaderboard
            • Figure 3: UK online gaming and betting market, by operators’ value shares (est), 2015
          • Bigger phones need smarter products
            • Figure 4: Ownership of smartphones, by screen size, June 2015
          • New tactics to refresh the player base
            • Figure 5: Experience of online gaming and betting, July 2013-October 2015
          • Gamblers stick with favourites
            • Figure 6: Number of online gaming and betting accounts held by remote gamblers, October 2015
          • Cash for core players, but a present for potentials
            • Figure 7: Interest in non-cash offers as an incentive to open an online gaming or betting account, October 2015
          • What we think
          • Issues and Insights

            • Instant wins set for long-term impact
              • The facts
                • The implications
                  • New player segments to turn their back on cash?
                    • The facts
                      • The implications
                        • Player pool swells at the deep end
                          • The facts
                            • The implications
                            • The Market – What You Need To Know

                              • Short-term opportunities underpinning long-term growth
                                • Football helps sportsbook dominate possession
                                  • Online gambling eclipses retail rivals
                                    • Bigger screens expand the smartphone opportunity
                                      • Live streaming to feed more channels
                                      • Market Drivers

                                        • Online growth hastens high street decline
                                          • Figure 8: Past-year participation in gambling activities, by method of participation, March 2015
                                        • Bigger screens bring devices closer together
                                          • Figure 9: Ownership of smartphones, by screen size, June 2015
                                        • Live streams to channel more immersive experiences
                                          • Figure 10: Viewing of streaming video online, June 2014-June 2015
                                        • Taxation change sparks strategic shift
                                          • Figure 11: UK gambling taxation rates, April 2015
                                        • Social responsibility debate stays offline for now
                                            • Figure 12: Locations used to gamble by GamCare clients, 2011/12-2013/14
                                        • Market Size and Forecast

                                          • Punters keep growth in-play
                                            • Figure 13: Consumer expenditure* on gaming and betting online, 2010-20
                                          • Forecast
                                            • Figure 14: Forecast of UK consumer expenditure* on gaming and betting online, 2010-20
                                        • Segment Performance

                                          • Sportsbook to take majority share
                                              • Figure 15: Consumer expenditure* on gaming and betting online, by segment, 2013-15
                                          • Key Players – What You Need to Know

                                            • Operators collaborate to innovate
                                              • New websites, new features, new categories
                                                • Consolidation heralds the age of the whale
                                                  • Advertisers keep on spending in pursuit of scale
                                                  • Market Share

                                                    • Bigger players cast longer shadows
                                                      • Figure 16: UK online gaming and betting market, by operators’ value shares (est), 2015
                                                    • Mergers top the menu as operators look to go large
                                                    • Company Activity and Innovation

                                                      • Technology
                                                        • New collaborations
                                                          • Smoother channel crossings
                                                            • Products
                                                              • New websites
                                                                • Kick-off for esports
                                                                  • Fantasy sports giants cross the pond
                                                                    • Features: Cash-out comes to slots
                                                                      • Social media: A new approach to an old problem
                                                                      • Brand Communication and Promotion

                                                                        • Growth in adspend begins to slow
                                                                          • Figure 17: Online gambling operators’ main monitored media advertising spend, by segment, 2012-14
                                                                        • PoC fall-out still to be felt
                                                                          • Figure 18: Online gambling operators’ main monitored media advertising spend, by leading segments, January-September 2014 and January-September 2015
                                                                      • The Consumer – What You Need To Know

                                                                        • A shallow potential player pool
                                                                          • Bingo best placed to court female crowd
                                                                            • Quick wins available through impulse gambling
                                                                              • Smartphones need to widen network coverage
                                                                                • Customer loyalty shifts retention strategy from price
                                                                                  • Cash incentives preaching to the converted
                                                                                    • New players buy in to vouchers and rewards
                                                                                    • Experience of Online Gaming and Betting

                                                                                      • Stagnation risk in player pool
                                                                                        • Figure 19: Experience of online gaming and betting, July 2013-October 2015
                                                                                      • Player power shifts away from the middle ground
                                                                                          • Figure 20: Agreement with the statement ‘I have gambled online in the past 12 months and will do so again in future’, by age, July 2013-October 2015
                                                                                      • Online Gaming and Betting Activities

                                                                                        • Bingo wins with lower (age) numbers
                                                                                          • Figure 21: Past-year participation in online gaming and betting activities, October 2015
                                                                                        • Tablet users strong targets for horseracing
                                                                                          • Figure 22: Past-year participation in online gaming and betting activities, by devices used to gamble online, October 2015
                                                                                        • Instant gaming offers a quick win
                                                                                          • Figure 23: Online gaming and betting activities interested in doing in the future, October 2015
                                                                                      • Online Gaming and Betting Devices

                                                                                        • Smartphones widen their coverage
                                                                                            • Figure 24: Devices used to gamble online, October 2015
                                                                                          • Omniplatform – Together, but not the same
                                                                                            • Figure 25: Repertoire of devices used to gamble online, October 2015
                                                                                        • Online Gaming and Betting Accounts

                                                                                          • Brand loyalty on the rise
                                                                                            • Figure 26: Number of online gaming and betting accounts held by remote gamblers, October 2015
                                                                                          • Bingo and instant-win players spread their bets
                                                                                            • Figure 27: Number of online gaming and betting accounts held, by activities participated in, October 2015
                                                                                          • Horserace gamblers look for value
                                                                                            • Figure 28: Use of online gaming and betting accounts, October 2015
                                                                                        • Cash Incentives to Online Gaming and Betting

                                                                                          • Core customers cash in ahead of newcomers
                                                                                              • Figure 29: Cash offer-led opening of online gaming and betting accounts, October 2015
                                                                                            • Niche channels to reward investment?
                                                                                              • Figure 30: Future interest in cash-incentivised opening of online gaming and betting accounts, October 2015
                                                                                          • Non-cash Incentives to Online Gaming and Betting

                                                                                            • Vouchers offer the gift of new customers
                                                                                              • Figure 31: Interest in non-cash offers as an incentive to open an online gaming or betting account, October 2015
                                                                                            • Segmenting voucher schemes offers tighter targeting
                                                                                              • Figure 32: Interest in gift vouchers as an incentive to open an online gaming or betting account, by age, October 2015
                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                            • Data sources
                                                                                              • Abbreviations
                                                                                                • Fan chart forecast
                                                                                                    • Figure 33: Forecast of UK consumer expenditure* on online gaming and betting, 2015-20

                                                                                                Companies Covered

                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                Online Gaming and Betting - UK - November 2015

                                                                                                £1,995.00 (Excl.Tax)