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Online Gaming and Betting - UK - October 2012

“A succession of false dawns of the long-awaited ‘year of mobile’ has left the online gaming and betting industry asking not so much what is the potential of new technologies, but when is that actually likely to be realised?

Although 2012 can be viewed as the year in which mobile gambling at last made a genuine breakthrough, it is also one in which the same question began to be asked of the next wave of tech-based opportunity coming onto the radar.”

– David Walmsley, Senior Leisure Analyst

Some questions answered in this report include:

  • Is this the year of mobile at last?
  • Will we take to gambling on tablets?
  • What is the potential of gambling in social media?
  • Are consumers cutting back on the number of sites they play?
  • What are the threats and opportunities of point-of-consumption tax?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer expenditure* on online gaming and betting, 2007-17
            • New products and platforms push market through £2 billion barrier
              • Present player base at the heart of future growth
                • Market drivers
                  • Faster web access via more devices enables new and improved experiences
                    • Scratching the surface of social media’s potential
                      • Segment performance
                        • Figure 2: UK online gaming and betting segments, by market value, 2012
                      • 2012’s golden summer for sport
                        • (Some) casinos gain from sportsbook growth
                          • The consumer
                            • Figure 3: Devices used to gamble online, July 2012
                          • Mobile makes its mainstream mark
                            • Figure 4: Incentives to gamble online or try a new gaming or betting website, July 2012
                          • Consumers seek a good deal – but only from those they trust
                            • What we think
                            • Issues in the Market

                                • Is this the year of mobile at last?
                                  • Will we take to gambling on tablets?
                                    • What is the potential of gambling in social media?
                                      • Are consumers cutting back on the number of sites they play?
                                        • What are the threats and opportunities of point-of-consumption tax?
                                        • Trend Application

                                            • Trend: The Suite Life
                                              • Trend: Home of the Senses
                                                • 2015: Access Anything, Anywhere
                                                • Market Drivers

                                                  • Key points
                                                    • Internet access now a question of speed and diversity
                                                      • Figure 5: Technology product ownership and use to access internet, April 2012
                                                      • Figure 6: Percentage of broadband connections, by speed*, 2009-11
                                                    • Mobile opportunities widen with smartphone take-up
                                                      • Figure 7: Household/personal ownership of smartphones, December 2011 and July 2012
                                                    • Tablets take gambling into the living room leisure mainstream
                                                      • Figure 8: Household/personal ownership of tablet computers, December 2011 and July 2012
                                                    • More tax + more regulation = less innovation and promotion?
                                                      • Consumers seek brief escapism in tough economic times
                                                        • Figure 9: Trends in what extra money is spent on, 2009-11
                                                      • Facebook bingo pilot tests social media’s gambling waters
                                                        • Figure 10: Online activities done in the last three months, April 2012
                                                    • Competitive Context

                                                      • Key point
                                                        • Multi-channel players push for platform neutrality
                                                          • Figure 11: Participation in gambling, by method of play, 2010-12
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Facebook gambling debut sparks mild frenzy
                                                            • Social gambling starts with the obvious
                                                              • Betting brand adds realism to role-play
                                                                • Sports betting comes to Smart TV
                                                                  • Fast-paced poker flags up players’ need for speed
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • New products and platforms keep growth rates high
                                                                        • Figure 12: UK online gaming and betting market size, by value* and volume, 2007-17
                                                                      • Forecast
                                                                          • Figure 13: Online gaming and betting market size* and forecast, 2007-17
                                                                          • Figure 14: Online gaming and betting market volume* and forecast, 2007-17
                                                                        • Forecast methodology
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Mobile gives sportsbook another boost
                                                                              • Figure 15: UK online gaming and betting market size*, by segment, 2008-12
                                                                          • Market Share

                                                                            • Key points
                                                                              • William Hill holds its lead as Ladbrokes stalls
                                                                                • Figure 16: UK online gaming and betting market, by operators’ value share (estimated), 2012
                                                                              • Parliament’s potential to alter the balance of power
                                                                              • Companies and Products

                                                                                • Key points
                                                                                  • A mass market in supply as well as demand
                                                                                    • William Hill plc
                                                                                        • Figure 17: William Hill Online, key financial performance indicators, 2010 and 2011
                                                                                        • Figure 18: William Hill Online, key performance indicators, 2010 and 2011
                                                                                      • Ladbrokes plc
                                                                                          • Figure 19: Ladbrokes Digital, key financial performance indicators, 2010-11
                                                                                          • Figure 20: Ladbrokes Digital, key performance indicators, 2010 and 2011
                                                                                        • Betfair Group plc
                                                                                            • Figure 21: Betfair, key financial performance indicators, 2011 and 2012
                                                                                          • bet365 Group Ltd
                                                                                              • Figure 22: Bet365, key financial performance indicators, 2010 and 2011
                                                                                            • The Rank Group plc
                                                                                                • Figure 23: Rank Interactive, key financial performance indicators, 2010/11 and 2011/12
                                                                                              • 888 Holdings plc
                                                                                                  • Figure 24: 888, key financial performance indicators, 2010 and 2011
                                                                                                • Bwin.party Digital Entertainment plc
                                                                                                    • Figure 25: Bwin.party, key financial performance indicators, 2010 and 2011
                                                                                                    • Figure 26: Bwin.party, key performance indicators, 2010 and 2011
                                                                                                  • Sky Bet
                                                                                                    • tombola Ltd
                                                                                                    • Frequency of Online Gaming and Betting

                                                                                                      • Key points
                                                                                                        • Football and bingo retain appointment habits
                                                                                                          • Figure 27: Frequency of online gaming and betting, July 2012
                                                                                                        • Young gambling pound up for grabs
                                                                                                          • Figure 28: Gambling activities never done but interested in doing – 18-24s v all adults, July 2012
                                                                                                        • Learning aids for student casino players
                                                                                                          • Figure 29: Occasional* participation in online casino gaming, by employment status, July 2012
                                                                                                      • Devices Used to Gamble Online

                                                                                                        • Key points
                                                                                                          • Power of PCs retains their relevance in an increasingly mobile market
                                                                                                            • Figure 30: Devices used to gamble online, July 2012
                                                                                                          • Mass market mobiles to benefit betting and bingo
                                                                                                            • Tablet interest can put casinos on the coffee table
                                                                                                            • Usage of Online Gaming and Betting Websites

                                                                                                              • Key points
                                                                                                                • Younger players happy to bet around
                                                                                                                  • Figure 31: Number of gambling websites used in the past 12 months, July 2012
                                                                                                                • Minority platform players a target for less-established brands
                                                                                                                  • Figure 32: Number of gambling websites used in the past 12 months, by devices used to gamble online, July 2012
                                                                                                              • Incentives to Gaming and Betting Online

                                                                                                                • Key points
                                                                                                                  • Casino players mostly about the money...
                                                                                                                    • Figure 33: Incentives to gamble online or try a new gaming or betting website, July 2012
                                                                                                                  • ... but reputation still counts for plenty
                                                                                                                    • Figure 34: Interest in playing ‘kitemark’-approved online gaming and betting websites, by age and gross annual household income, July 2012
                                                                                                                  • Social gaming goes beyond the mainstream
                                                                                                                    • Figure 35: Interest in social gambling online among current participants in most popular remote gaming and betting activities, July 2012
                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                    • Figure 36: Forecast of consumer expenditure on gaming and betting online, 2012-17
                                                                                                                    • Figure 37: Forecast of number of participants in gaming and betting online, 2012-17
                                                                                                                • Appendix – Frequency of Gaming and Betting Online

                                                                                                                    • Figure 38: Frequency of online horserace betting, by demographics, August 2012
                                                                                                                    • Figure 39: Frequency of online football betting, by demographics, August 2012
                                                                                                                    • Figure 40: Frequency of online cricket betting, by demographics, August 2012
                                                                                                                    • Figure 41: Frequency of online rugby betting, by demographics, August 2012
                                                                                                                    • Figure 42: Frequency of other sports betting online, by demographics, August 2012
                                                                                                                    • Figure 43: Frequency of online betting on other events, by demographics, August 2012
                                                                                                                    • Figure 44: Frequency of playing online National Lottery draw games, by demographics, August 2012
                                                                                                                    • Figure 45: Frequency of playing online casino games, by demographics, August 2012
                                                                                                                    • Figure 46: Frequency of playing online slots and instant win games, by demographics, August 2012
                                                                                                                    • Figure 47: Frequency of playing online bingo, by demographics, August 2012
                                                                                                                    • Figure 48: Frequency of playing online poker, by demographics, August 2012
                                                                                                                    • Figure 49: Frequency of playing online football pools, by demographics, August 2012
                                                                                                                    • Figure 50: Frequency of online gaming and betting, by frequency of online horserace betting, July 2012
                                                                                                                    • Figure 51: Frequency of online gaming and betting, by frequency of online football betting, July 2012
                                                                                                                    • Figure 52: Frequency of online gaming and betting, by frequency of online football betting, July 2012
                                                                                                                    • Figure 53: Frequency of online gaming and betting, by frequency of online cricket betting, July 2012
                                                                                                                    • Figure 54: Frequency of online gaming and betting, by frequency of online rugby betting, July 2012
                                                                                                                    • Figure 55: Frequency of online gaming and betting, by frequency of other online sports betting, July 2012
                                                                                                                    • Figure 56: Frequency of online gaming and betting, by frequency of online betting on other events, July 2012
                                                                                                                    • Figure 57: Frequency of online gaming and betting, by frequency of playing online National Lottery draw games, July 2012
                                                                                                                    • Figure 58: Frequency of online gaming and betting, by frequency of playing online National Lottery draw games, July 2012
                                                                                                                    • Figure 59: Frequency of online gaming and betting, by frequency of playing online casino games, July 2012
                                                                                                                    • Figure 60: Frequency of online gaming and betting, by frequency of playing online slots and instant win games, July 2012
                                                                                                                    • Figure 61: Frequency of online gaming and betting, by frequency of playing online bingo, July 2012
                                                                                                                    • Figure 62: Frequency of online gaming and betting, by frequency of playing online poker, July 2012
                                                                                                                    • Figure 63: Frequency of online gaming and betting, by frequency of playing online football pools, July 2012
                                                                                                                • Appendix – Devices Used to Gamble Online

                                                                                                                    • Figure 64: Desktop computer used to gamble online, by demographics, August 2012
                                                                                                                    • Figure 65: Laptop computer used to gamble online, by demographics, August 2012
                                                                                                                    • Figure 66: Tablet computer used to gamble online, by demographics, August 2012
                                                                                                                    • Figure 67: Mobile phone/PDA used to gamble online, by demographics, August 2012
                                                                                                                    • Figure 68: Direct via your TV used to gamble online, by demographics, August 2012
                                                                                                                    • Figure 69: Games console used to gamble online, by demographics, August 2012
                                                                                                                    • Figure 70: Devices used to gamble online, by usage of desktop computers to gamble online, July 2012
                                                                                                                    • Figure 71: Devices used to gamble online, by usage of laptop computer to gamble online, July 2012
                                                                                                                    • Figure 72: Devices used to gamble online, by usage of tablet computers to gamble online, July 2012
                                                                                                                    • Figure 73: Devices used to gamble online, by usage of mobile phone/PDA to gamble online, July 2012
                                                                                                                    • Figure 74: Devices used to gamble online, by usage of television to gamble online, July 2012
                                                                                                                    • Figure 75: Devices used to gamble online, by usage of games consoles to gamble online, July 2012
                                                                                                                • Appendix – Usage of Online Gaming and Betting Websites

                                                                                                                    • Figure 76: Number of gambling websites used in the past 12 months, by demographics, August 2012
                                                                                                                    • Figure 77: Number of gambling websites used in the past 12 months, by frequency of online horserace betting, July 2012
                                                                                                                    • Figure 78: Number of gambling websites used in the past 12 months, by frequency of online football betting, July 2012
                                                                                                                    • Figure 79: Number of gambling websites used in the past 12 months, by frequency of online cricket betting, July 2012
                                                                                                                    • Figure 80: Number of gambling websites used in the past 12 months, by frequency of online rugby betting, July 2012
                                                                                                                    • Figure 81: Number of gambling websites used in the past 12 months, by frequency of other online sports betting, July 2012
                                                                                                                    • Figure 82: Number of gambling websites used in the past 12 months, by frequency of online betting on other events, July 2012
                                                                                                                    • Figure 83: Number of gambling websites used in the past 12 months, by frequency of national online Lottery draw games, July 2012
                                                                                                                    • Figure 84: Number of gambling websites used in the past 12 months, by frequency of online casino games, July 2012
                                                                                                                    • Figure 85: Number of gambling websites used in the past 12 months, by frequency of online slots and instant win games, July 2012
                                                                                                                    • Figure 86: Number of gambling websites used in the past 12 months, by frequency of online bingo, July 2012
                                                                                                                    • Figure 87: Number of gambling websites used in the past 12 months, by frequency of online poker, July 2012
                                                                                                                    • Figure 88: Number of gambling websites used in the past 12 months, by frequency of online football pools, July 2012
                                                                                                                    • Figure 89: Number of gambling websites used in the past 12 months, by desktop computer used to gamble online, July 2012
                                                                                                                    • Figure 90: Number of gambling websites used in the past 12 months, by laptop computer used to gamble online, July 2012
                                                                                                                    • Figure 91: Number of gambling websites used in the past 12 months, by tablet computer used to gamble online, July 2012
                                                                                                                    • Figure 92: Number of gambling websites used in the past 12 months, by mobile phone/PDA used to gamble online, July 2012
                                                                                                                    • Figure 93: Number of gambling websites used in the past 12 months, by direct via your TV used to gamble online, July 2012
                                                                                                                    • Figure 94: Number of gambling websites used in the past 12 months, by games console used to gamble online, July 2012
                                                                                                                • Appendix – Incentives to Gaming and Betting Online

                                                                                                                    • Figure 95: Most popular incentives to gamble online or try a new gaming or betting website, by demographics, August 2012
                                                                                                                    • Figure 96: Next most popular incentives to gamble online or try a new gaming or betting website, by demographics, August 2012
                                                                                                                    • Figure 97: Incentives to gamble online or try a new gaming or betting website, by most popular incentives to gamble online or try a new gaming or betting website, July 2012
                                                                                                                    • Figure 98: Incentives to gamble online or try a new gaming or betting website, by next most popular incentives to gamble online or try a new gaming or betting website, July 2012
                                                                                                                    • Figure 99: Incentives to gamble online or try a new gaming or betting website, by other incentives to gamble online or try a new gaming or betting website, July 2012
                                                                                                                    • Figure 100: Incentives to gamble online or try a new gaming or betting website, by frequency of online horserace betting, July 2012
                                                                                                                    • Figure 101: Incentives to gamble online or try a new gaming or betting website, by frequency of online football betting, July 2012
                                                                                                                    • Figure 102: Incentives to gamble online or try a new gaming or betting website, by frequency of online football betting, July 2012
                                                                                                                    • Figure 103: Incentives to gamble online or try a new gaming or betting website, by frequency of online cricket betting, July 2012
                                                                                                                    • Figure 104: Incentives to gamble online or try a new gaming or betting website, by frequency of online rugby betting, July 2012
                                                                                                                    • Figure 105: Incentives to gamble online or try a new gaming or betting website, by frequency of other online sports betting, July 2012
                                                                                                                    • Figure 106: Incentives to gamble online or try a new gaming or betting website, by frequency of online betting on other events, July 2012
                                                                                                                    • Figure 107: Incentives to gamble online or try a new gaming or betting website, by frequency of playing online National Lottery draw games, July 2012
                                                                                                                    • Figure 108: Incentives to gamble online or try a new gaming or betting website, by frequency of playing online National Lottery draw games, July 2012
                                                                                                                    • Figure 109: Incentives to gamble online or try a new gaming or betting website, by frequency of playing online casino games, July 2012
                                                                                                                    • Figure 110: Incentives to gamble online or try a new gaming or betting website, by frequency of playing online slots and instant win games, July 2012
                                                                                                                    • Figure 111: Incentives to gamble online or try a new gaming or betting website, by frequency of playing online bingo, July 2012
                                                                                                                    • Figure 112: Incentives to gamble online or try a new gaming or betting website, by frequency of playing online poker, July 2012
                                                                                                                    • Figure 113: Incentives to gamble online or try a new gaming or betting website, by frequency of playing online football pools, July 2012
                                                                                                                    • Figure 114: Incentives to gamble online or try a new gaming or betting website, by desktop computer used to gamble online, July 2012
                                                                                                                    • Figure 115: Incentives to gamble online or try a new gaming or betting website, by laptop computer used to gamble online, July 2012
                                                                                                                    • Figure 116: Incentives to gamble online or try a new gaming or betting website, by tablet computer used to gamble online, July 2012
                                                                                                                    • Figure 117: Incentives to gamble online or try a new gaming or betting website, by mobile phone/PDA used to gamble online, July 2012
                                                                                                                    • Figure 118: Incentives to gamble online or try a new gaming or betting website, by direct via your TV used to gamble online, July 2012
                                                                                                                    • Figure 119: Incentives to gamble online or try a new gaming or betting website, by games console used to gamble online, July 2012

                                                                                                                Companies Covered

                                                                                                                • Bet365 Limited
                                                                                                                • Betfair
                                                                                                                • Blue Square Ltd
                                                                                                                • Boyd Gaming Corporation
                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                • Cassava Enterprises (Gibraltar) Ltd
                                                                                                                • Fédération Internationale de Football Association
                                                                                                                • Football Association (The)
                                                                                                                • FremantleMedia Ltd.
                                                                                                                • Global Betting Exchange Limited (Betdaq)
                                                                                                                • Grosvenor Casinos
                                                                                                                • Ladbrokes Ltd
                                                                                                                • London Stock Exchange plc
                                                                                                                • Manchester United PLC
                                                                                                                • Mecca Bingo Limited
                                                                                                                • PartyGaming
                                                                                                                • Playtech
                                                                                                                • Rank Group
                                                                                                                • Sportingbet PLC
                                                                                                                • Tombola
                                                                                                                • Union of European Football Association (UEFA)
                                                                                                                • William Hill

                                                                                                                Online Gaming and Betting - UK - October 2012

                                                                                                                US $2,648.76 (Excl.Tax)