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Online Gaming and Betting - UK - November 2016

“Smartphones and tablets are changing online gaming and betting habits within the home rather than expanding activity outside it as consumers embrace the ‘anytime’ nature of these technologies ahead of their ‘anywhere’ potential.”
– David Walmsley, Senior Leisure Analyst

This report answers the following questions:

  • How can online-only brands meet the multichannel challenge?
  • How is mobile changing gambling in home?

Consumer spending on remote gambling continues to be driven upwards by a combination of positive technology trends, rising interest in online entertainment and the continuing migration of players from high street to internet.

A wider gambling market shift in consumer interest towards faster-play, instant-outcome products has helped make online slots the remote sector’s most valuable vertical, ahead of sports betting.

Mobile platforms are important drivers of current growth but patterns of device usage are demanding operators think more about the in-home potential of smartphones and tablets than their ability to extend participation elsewhere.

This Report examines the market for online gaming and betting in the UK, whether conducted via a PC (personal computer) or laptop computer, through mobile devices such as smartphones and tablets or using games consoles and smart or interactive TV.

Market size data in this Report refers specifically to revenues from sportsbook, slots, casino, bingo and poker. However, in the context of the consumer research carried out for this Report, other activities including lottery draws, non-sports betting and virtual sports may also be discussed.

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Table of contents

  1. Overview

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

          • The market
            • The house wins again
              • Figure 1: Forecast of consumer expenditure* on online gaming and betting, 2011-21
            • Slots on top
              • Figure 2: Consumer expenditure* on online gaming and betting, by segment, November 2014-September 2015
            • New names, new leader
              • Figure 3: UK online gaming and betting market shares (est), by operator revenues, 2016
            • The consumer
              • Shortening the odds of reaching the unconverted
                • Figure 4: Experience of online gaming and betting, August 2014-September 2016
              • Slots players the reel deal
                • Figure 5: Past-year participation in online gaming and betting activities, October 2015 and September 2016
              • Smartphones overtake desktops
                • Figure 6: Devices used to gamble online, September 2016
              • Mobile gambling stays behind closed doors
                • Figure 7: Online gaming and betting habits, September 2016
              • Cross-selling strategies built on common perceptions
                • Figure 8: Attitudes towards online gaming and betting activities, September 2016
              • What we think
              • Issues and Insights

                • How can online-only brands meet the multichannel challenge?
                  • The facts
                    • The implications
                      • How is mobile changing gambling in home?
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • The house wins again
                              • Slots on top
                                • Multichannel focus bringing retail players online
                                  • Regulatory challenges piling up
                                  • Market Size and Forecast

                                    • Still all in on growth
                                      • Figure 9: Consumer expenditure* on online gaming and betting, 2011-21
                                    • Forecast
                                      • Figure 10: Forecast of consumer expenditure* on online gaming and betting, 2011-21
                                    • Forecast methodology
                                      • The impact of the EU referendum vote
                                        • Market still playing with a full deck
                                        • Segment Performance

                                          • Top spot for slots
                                              • Figure 11: Consumer expenditure* on online gaming and betting, by segment, November 2014-September 2015
                                          • Market Drivers

                                            • Multichannel play challenges web-only operators
                                                • Figure 12: Methods of participation in gambling activities, April 2016
                                              • Technology trends focus on improving mobile experience
                                                  • Figure 13: Smartphone screen size, June 2015 and April 2016
                                                • New taxes and regulations cloud the horizon
                                                  • Social responsibility back in the spotlight
                                                    • Figure 14: Incidence of problem gambling among under-25s*, year to June 2013-16
                                                • Key Players – What You Need to Know

                                                  • New names, new leader
                                                    • Media brands bet on red tops
                                                      • Personalisation efforts focus on product and experience
                                                        • Battle for share keeps advertisers spending
                                                        • Market Share

                                                          • Wave of consolidation reshapes operator hierarchy
                                                              • Figure 15: UK online gaming and betting market shares (est), by operator revenues, 2016
                                                          • Launch Activity and Innovation

                                                            • Newspapers back their brands
                                                              • Personalisation looks at products and experience
                                                                • Augmented reality gains a sharper focus
                                                                  • Mobile payments look to smooth customer journeys
                                                                    • Need for speed takes centre stage
                                                                    • Brand Communication and Promotion

                                                                      • Adspend unscathed by rising tax bill
                                                                        • Figure 16: Online gambling operators’ main monitored media advertising spend, by segment, 2013-15
                                                                      • Big names to stay afloat post-watershed
                                                                      • The Consumer – What You Need to Know

                                                                        • Shortening the odds of reaching the unconverted
                                                                          • Slots players the reel deal
                                                                            • Smartphones overtake desktops
                                                                              • Mobile gambling stays behind closed doors
                                                                                • Cross-selling strategies built on common perceptions
                                                                                • Experience of Online Gaming and Betting

                                                                                  • Preaching to the unconverted
                                                                                      • Figure 17: Experience of online gaming and betting, August 2014-September 2016
                                                                                    • Lottery convenience the big draw for older players
                                                                                        • Figure 18: Agreement with the statement ‘I have gambled online in the past 12 months and will do so again in future’, by age, August 2014-September 2016
                                                                                    • Online Gaming and Betting Activities

                                                                                      • Mobile push can keep slots crowd spinning
                                                                                          • Figure 19: Past-year participation in online gaming and betting activities, October 2015 and September 2016
                                                                                        • One-stop shops broaden repertoires online
                                                                                          • Figure 20: Gambling activity repertoires, by channel, April and October 2016
                                                                                        • Football pools back in the picture
                                                                                            • Figure 21: Interest in future participation in online gaming and betting activities, September 2016
                                                                                        • Online Gaming and Betting Devices

                                                                                          • Smartphones move past desktops
                                                                                            • Figure 22: Devices used to gamble online, September 2016
                                                                                          • A clearer proposition needed for tablets
                                                                                              • Figure 23: Repertoire of devices used to gamble online, October 2015 and September 2016
                                                                                          • Online Gaming and Betting Habits

                                                                                            • Home is where the hearts are
                                                                                                • Figure 24: Online gaming and betting habits, September 2016
                                                                                              • Instant-win players find a slot in their schedule for impulse gaming
                                                                                                • Figure 25: Online slots and instant-win game playing habits, September 2016
                                                                                            • Attitudes towards Online Gaming and Betting

                                                                                              • For sports betting, it’s the taking part that counts
                                                                                                • Figure 26: Attitudes towards online gaming and betting activities, September 2016
                                                                                              • Football pools bringing people together
                                                                                                  • Figure 27: Agreement with the statement ‘I can play with family/ friends/ others with the same interests’, by online gambling activity, September 2016
                                                                                              • Appendix

                                                                                                • Data sources
                                                                                                  • Abbreviations
                                                                                                    • Fan chart forecast
                                                                                                        • Figure 28: Forecast of consumer expenditure* on online gaming and betting, 2016-21

                                                                                                    Online Gaming and Betting - UK - November 2016

                                                                                                    US $2,648.76 (Excl.Tax)