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Online Gaming and Betting - UK - October 2011

“The growth of online leisure, the move into the mainstream of gambling in general and the increasing role web-based technology plays in our everyday lives have enabled internet gaming and betting to grow at a rapid pace over the last five years.

Developing technologies such as smartphones and tablets are creating new platforms on which innovative operators can attract new players and the opening up of social media will introduce a major new marketing channel for those who can build the right tools to foster engagement. At a more macro level, proposed changes to the regulation and taxation of UK-facing businesses will introduce new challenges and intensify competition in a market where share is already becoming an increasingly important battleground.”

– Matt King, Head of Leisure Research

Some questions answered in the report include:

  • What are the opportunities being created by mobile gambling growth?
  • What is the potential of tablets like the iPad?
  • How can operators use social media to enable market growth?
  • How might changes to regulation and taxation affect the market?
  • How are changes in the make-up of the market driving operators’ promotional strategies?
  • What challenges and opportunities are consumer attitudes creating?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Online gaming and betting market size and forecast, 2006-16
            • Recession slows only the pace of market growth
              • More bets via more channels yielding more revenue
                • Market factors
                  • Wireless web access opens up new world of growth
                    • Market braced for regulation and taxation
                      • Market segmentation
                        • Figure 2: Online gaming and betting market segmentation, 2011
                      • Sportsbook top of the table
                        • The consumer
                          • Figure 3: Devices used for online gaming and betting, July 2011
                        • Wireless web extends gaming and betting’s reach
                          • High street brands draw a retail crowd, online operators attract the more web-aware
                            • Figure 4: Online gaming and betting websites used, July 2011
                          • What we think
                          • Issues in the Market

                              • What are the opportunities being created by mobile gambling growth?
                                • What is the potential of tablets like the iPad?
                                  • How can operators use social media to enable market growth?
                                    • How might changes to regulation and taxation affect the market?
                                      • How are changes in the make-up of the market driving operators’ promotional strategies?
                                        • What challenges and opportunities are consumer attitudes creating?
                                        • Future Opportunities

                                            • Trend: Sense of the Intense
                                              • Trend: Snack Society
                                              • Internal Market Environment

                                                • Key points
                                                  • Access in all areas creating potential for new platform-led growth
                                                    • Figure 5: Access to the internet, by platform, 2007-11
                                                  • More of us have a smartphone…
                                                    • Figure 6: Ownership of mobile devices, April 2009-April 2011
                                                  • …and we’re increasingly prepared to use it
                                                    • Figure 7: Use of mobile data services, 2009-11
                                                  • Innovation risks being stalled by speed limit
                                                    • Figure 8: Percentage of broadband connections, by speed*, 2009-11
                                                  • Still no green light for red button growth?
                                                    • Figure 9: UK multichannel TV penetration*, by platform, 2005-11
                                                  • Legislation a precursor to new taxation?
                                                    • Figure 10: Remote gambling licences issued by the Gambling Commission, March 2008-September 2010
                                                  • Problem spotlight switches offline
                                                    • Figure 11: Gambling activities favoured by regular problem gamblers*, 2010
                                                • Broader Market Environment

                                                  • Key points
                                                    • Mobile web finally goes mainstream
                                                      • Figure 12: Use of the internet via mobile phone, by gender, age and socio-economic group, 2009-11
                                                    • Unleashing a social revolution
                                                      • Figure 13: Comparative use of internet by PC and mobile users, February 2011
                                                    • Routine positioning can avoid consumer cuts
                                                      • Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                                    • Digital natives set to drive demographic reach
                                                      • Figure 15: Participation in gambling activities in the past year, by age, 2010
                                                    • A more affluent crowd needs keeping on board
                                                      • Figure 16: Participation in gambling activities within the past year, by personal income (all aged 16 and over), 2010
                                                  • Competitive Context

                                                    • Key points
                                                      • PC still rules as mobile takes control of the remote
                                                        • Figure 17: Participation in remote gambling, by platform, 2006-10
                                                      • Betting gains ground online
                                                        • Figure 18: Most popular gambling activities among remote gamblers, 2006-11
                                                      • Gambling still an in-person pastime
                                                        • Figure 19: Participation in gambling*, by method of play, 2009-11
                                                      • Leisure market competition
                                                        • Figure 20: Consumer expenditure on selected leisure activities, 2006-10
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Casinos stake on 3D
                                                          • A new zone for sports betting
                                                            • Betfair naps the app
                                                              • Mobile dips a toe in the stream
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Market heads for £2 billion barrier
                                                                    • Figure 21: UK online gaming and betting market size, by value* and volume, 2006-16
                                                                  • More betting more often – and more by mobile
                                                                    • Forecast
                                                                      • Figure 22: Forecast of consumer expenditure on gaming and betting online, 2006-16
                                                                    • Forecast methodology
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Football fans and tablet owners to drive sportsbook and casino share
                                                                          • Figure 23: UK online gaming and betting market size*, by segment, 2007-11
                                                                      • Market Share

                                                                        • Key points
                                                                          • Maturing market makes share the big battleground
                                                                            • Figure 24: UK online gaming and betting market, by operators’ value share, 2011
                                                                          • Licensing switch to shake balance of power?
                                                                          • Companies and Products

                                                                            • Key points
                                                                              • Consumers spoilt for choice
                                                                                • William Hill
                                                                                    • Figure 25: William Hill Online, key financial performance, 2009 and 2010
                                                                                    • Figure 26: William Hill Online, key performance indicators, 2009 and 2010
                                                                                  • Ladbrokes
                                                                                      • Figure 27: Ladbrokes Digital, key financial performance, 2009 and 2010
                                                                                      • Figure 28: Ladbrokes Digital, key performance indicators, 2009 and 2010
                                                                                    • Bet365
                                                                                        • Figure 29: Bet365, key financial performance, 2009 and 2010
                                                                                      • Sky Bet
                                                                                          • Figure 30: Sky Bet, key financial performance, 2008 and 2009
                                                                                        • 888
                                                                                            • Figure 31: 888, key financial performance, 2009 and 2010
                                                                                          • PartyGaming (bwin.party)
                                                                                              • Figure 32: bwin.party, key financial performance, 2009 and 2010
                                                                                              • Figure 33: bwin.party, key performance indicators, 2009 and 2010
                                                                                            • Tombola
                                                                                              • Betfair
                                                                                                  • Figure 34: Betfair, key financial performance, 2010 and 2011
                                                                                              • Brand Communication and Promotion

                                                                                                • Key points
                                                                                                  • Adspend on the up
                                                                                                    • Figure 35: Online gambling operators’ adspend, by brand, 2009-11*
                                                                                                  • Betting and bingo are biggest buyers
                                                                                                    • Sponsorship still building betting brands
                                                                                                      • Affiliates look for new turf
                                                                                                      • How Often do we Gamble Online?

                                                                                                        • Key points
                                                                                                          • Market relies on the frequent few
                                                                                                            • Figure 36: Frequency of gaming and betting online, by gambling activity, July 2011
                                                                                                          • Football fans v sports gamblers
                                                                                                            • Simplicity sells bingo and casino – but rules of sport still complex
                                                                                                              • Figure 37: Repertoire of online gaming and betting activities, July 2011
                                                                                                          • Which Devices do we Use to Gamble Online?

                                                                                                            • Key points
                                                                                                              • Gambling breaks free from the fixed line
                                                                                                                • Figure 38: Devices used for gaming and betting online, July 2011
                                                                                                              • PC still key for core market of dedicated players
                                                                                                                • Mobile users happy to swallow a bigger tablet
                                                                                                                • Which Gambling Websites do we Use?

                                                                                                                  • Key points
                                                                                                                    • No changing lanes online
                                                                                                                      • Figure 39: Online gaming and betting websites used, July 2011
                                                                                                                    • Competition within divisions
                                                                                                                      • Plenty for brands to battle over in mobile space
                                                                                                                      • What do we Think About Online Gaming and Betting?

                                                                                                                        • Key points
                                                                                                                          • We know online gambling – but still don’t fully trust it
                                                                                                                            • Figure 40: Attitudes towards online gaming and betting, July 2011
                                                                                                                          • Mobile multitaskers looking for shortcuts
                                                                                                                            • Bonuses can expand as well as attract
                                                                                                                              • Adspend an investment, not a gamble
                                                                                                                              • Online Gaming and Betting Target Groups

                                                                                                                                • Key points
                                                                                                                                  • Figure 41: Online gaming and betting target groups, July 2011
                                                                                                                                • Offliners (35% of sample)
                                                                                                                                  • What do they think and do?
                                                                                                                                    • Who are they?
                                                                                                                                      • Moving Targets (11% of sample)
                                                                                                                                        • What do they think and do?
                                                                                                                                          • Who are they?
                                                                                                                                            • Disconnected (45% of sample)
                                                                                                                                              • What do they think and do?
                                                                                                                                                • Who are they?
                                                                                                                                                  • Loyalists (10% of sample)
                                                                                                                                                    • What do they think and do?
                                                                                                                                                      • Who are they?
                                                                                                                                                      • Appendix – Broader Market Environment

                                                                                                                                                          • Figure 42: Trends in the age structure of the UK population, 2006-16
                                                                                                                                                          • Figure 43: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                                                                                      • Appendix – How Often do we Gamble Online?

                                                                                                                                                          • Figure 44: Frequency of online gambling, by demographics, July 2011
                                                                                                                                                          • Figure 45: Frequency of online horserace betting, by demographics, July 2011
                                                                                                                                                          • Figure 46: Frequency of online football betting, by demographics, July 2011
                                                                                                                                                          • Figure 47: Frequency of online cricket betting, by demographics, July 2011
                                                                                                                                                          • Figure 48: Frequency of online rugby betting, by demographics, July 2011
                                                                                                                                                          • Figure 49: Frequency of other online sports betting, by demographics, July 2011
                                                                                                                                                          • Figure 50: Frequency of online betting on other events (eg politics, Big Brother etc), by demographics, July 2011
                                                                                                                                                          • Figure 51: Frequency of online participation in National Lottery draw games, by demographics, July 2011
                                                                                                                                                          • Figure 52: Frequency of playing online casino/jackpot games, by demographics, July 2011
                                                                                                                                                          • Figure 53: Frequency of online bingo play, by demographics, July 2011
                                                                                                                                                          • Figure 54: Frequency of playing football pools online, by demographics, July 2011
                                                                                                                                                          • Figure 55: Online gaming and betting activities, by most frequently played online gaming and betting activities, July 2011
                                                                                                                                                          • Figure 56: Online gaming and betting activities, by next most frequently played online gaming and betting activities, July 2011
                                                                                                                                                      • Appendix – Which Devices do we Use to Gamble Online?

                                                                                                                                                          • Figure 57: Devices used to gamble online, by demographics, July 2011
                                                                                                                                                          • Figure 58: Devices used to gamble online, by devices used to gamble online, July 2011
                                                                                                                                                          • Figure 59: Devices used to gamble online, by frequency of gaming and betting online, July 2011
                                                                                                                                                      • Appendix – Which Gambling Websites do we Use?

                                                                                                                                                          • Figure 60: Most popular online gaming and betting websites, by demographics, July 2011
                                                                                                                                                          • Figure 61: Next most popular online gaming and betting websites, by demographics, July 2011
                                                                                                                                                          • Figure 62: Other online gaming and betting websites used, by demographics, July 2011
                                                                                                                                                          • Figure 63: Online gaming and betting websites used regularly, by demographics, July 2011
                                                                                                                                                          • Figure 64: Online gaming and betting websites used occasionally, by demographics, July 2011
                                                                                                                                                          • Figure 65: Online gaming and betting websites used rarely, by demographics, July 2011
                                                                                                                                                          • Figure 66: Most popular online gaming and betting websites haven’t used in the last 12 months, by demographics, July 2011
                                                                                                                                                          • Figure 67: Next most popular online gaming and betting websites haven’t used in the last 12 months, by demographics, July 2011
                                                                                                                                                          • Figure 68: Other online gaming and betting websites haven’t used in the last 12 months, by demographics, July 2011
                                                                                                                                                      • Appendix – What do we Think About Online Gaming and Betting?

                                                                                                                                                          • Figure 69: Most popular attitudes towards online gaming and betting, by demographics, July 2011
                                                                                                                                                          • Figure 70: Next most popular attitudes towards online gaming and betting, by demographics, July 2011
                                                                                                                                                          • Figure 71: Other attitudes towards online gaming and betting, by demographics, July 2011
                                                                                                                                                          • Figure 72: Attitudes towards online gaming and betting, by most popular attitudes towards online gaming and betting, July 2011
                                                                                                                                                          • Figure 73: Attitudes towards online gaming and betting, by next most popular attitudes towards online gaming and betting, July 2011
                                                                                                                                                          • Figure 74: Attitudes towards online gaming and betting, by other attitudes towards online gaming and betting, July 2011
                                                                                                                                                          • Figure 75: Most-frequently played online gaming and betting activities, by most popular attitudes towards online gaming and betting, July 2011
                                                                                                                                                          • Figure 76: Most-frequently played online gaming and betting activities, by next most popular attitudes towards online gaming and betting, July 2011
                                                                                                                                                          • Figure 77: Most-frequently played online gaming and betting activities, by other attitudes towards online gaming and betting, July 2011
                                                                                                                                                          • Figure 78: Devices used to gamble online, by most popular attitudes towards online gaming and betting, July 2011
                                                                                                                                                          • Figure 79: Devices used to gamble online, by next most popular attitudes towards online gaming and betting, July 2011
                                                                                                                                                          • Figure 80: Devices used to gamble online, by other attitudes towards online gaming and betting, July 2011
                                                                                                                                                          • Figure 81: Online gaming and betting websites used, by most popular attitudes towards online gaming and betting, July 2011
                                                                                                                                                          • Figure 82: Online gaming and betting websites used, by next most popular attitudes towards online gaming and betting, July 2011
                                                                                                                                                          • Figure 83: Online gaming and betting websites used, by other attitudes towards online gaming and betting, July 2011
                                                                                                                                                      • Appendix – Online Gaming and Betting Target Groups

                                                                                                                                                          • Figure 84: Online gaming and betting target groups, by demographics, July 2011
                                                                                                                                                          • Figure 85: Attitudes towards online gaming and betting, by online gaming and betting target groups, July 2011
                                                                                                                                                          • Figure 86: Frequency of gaming and betting online, by online gaming and betting target groups July 2011
                                                                                                                                                          • Figure 87: Frequency of gaming and betting online, by online gaming and betting target groups July 2011
                                                                                                                                                          • Figure 88: Devices used to gamble online, by online gaming and betting target groups, July 2011
                                                                                                                                                          • Figure 89: Online gaming and betting websites used, by online gaming and betting target groups, July 2011
                                                                                                                                                      • Appendix – Repertoire Analysis

                                                                                                                                                          • Figure 90: Repertoire of online gaming and betting activities, July 2011
                                                                                                                                                          • Figure 91: Most frequently played online gaming and betting activities, by repertoire of gaming and betting online July 2011

                                                                                                                                                      Companies Covered

                                                                                                                                                      • 888 Holdings Plc
                                                                                                                                                      • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                      • Apple Computer UK Ltd
                                                                                                                                                      • Asda Group Ltd
                                                                                                                                                      • Bank of England
                                                                                                                                                      • Bet365 Limited
                                                                                                                                                      • Betfair
                                                                                                                                                      • Betfred
                                                                                                                                                      • Blue Square Ltd
                                                                                                                                                      • Bolton Wanderers Football Club
                                                                                                                                                      • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                      • Broadcasters' Audience Research Board Limited
                                                                                                                                                      • BT Group plc
                                                                                                                                                      • Cashcade Ltd
                                                                                                                                                      • Cassava Enterprises (Gibraltar) Ltd
                                                                                                                                                      • Channel 4
                                                                                                                                                      • Cinema Advertising Association
                                                                                                                                                      • Co-operative Group
                                                                                                                                                      • Coral Eurobet plc
                                                                                                                                                      • ESPN, Inc.
                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                      • Fédération Internationale de Football Association
                                                                                                                                                      • Ferrero UK Limited
                                                                                                                                                      • Football Association (The)
                                                                                                                                                      • Formula One Administration Ltd
                                                                                                                                                      • Gala Bingo Limited
                                                                                                                                                      • Gambling Commission
                                                                                                                                                      • Google UK
                                                                                                                                                      • Government Actuary's Department (GAD)
                                                                                                                                                      • HTC
                                                                                                                                                      • Ipsos MORI
                                                                                                                                                      • J. Sainsbury
                                                                                                                                                      • JD Wetherspoon
                                                                                                                                                      • Kantar Media
                                                                                                                                                      • Ladbrokes Ltd
                                                                                                                                                      • Lidl (UK)
                                                                                                                                                      • London Stock Exchange plc
                                                                                                                                                      • Marks & Spencer
                                                                                                                                                      • mmO2 plc
                                                                                                                                                      • National Lottery Commission
                                                                                                                                                      • Netto Foodstores Ltd
                                                                                                                                                      • Ofcom
                                                                                                                                                      • Paddy Power Plc
                                                                                                                                                      • PartyGaming
                                                                                                                                                      • Playtech
                                                                                                                                                      • PricewaterhouseCoopers
                                                                                                                                                      • Racing Post
                                                                                                                                                      • Samsung Electronics (UK) Ltd
                                                                                                                                                      • Setanta Sports
                                                                                                                                                      • Sportingbet PLC
                                                                                                                                                      • SportingOdds
                                                                                                                                                      • Sports Industry Research Centre
                                                                                                                                                      • Stan James
                                                                                                                                                      • T-Mobile (UK) Ltd
                                                                                                                                                      • Tesco Plc
                                                                                                                                                      • Victor Chandler International
                                                                                                                                                      • Virgin Media Ltd
                                                                                                                                                      • Virgin Mobile
                                                                                                                                                      • Vodafone Group Plc (UK)
                                                                                                                                                      • Waitrose Ltd
                                                                                                                                                      • West Bromwich Albion
                                                                                                                                                      • William Hill
                                                                                                                                                      • Wm Morrison Supermarkets
                                                                                                                                                      • Wynn Resorts Limited
                                                                                                                                                      • Yahoo! UK & Ireland

                                                                                                                                                      Online Gaming and Betting - UK - October 2011

                                                                                                                                                      £1,750.00 (Excl.Tax)