Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Online Gaming and Betting - UK - October 2014

“Political and public pressure for new restrictions on television gambling ads comes at an opportune moment for an industry looking to wean itself off free money promotions and move to more sophisticated marketing strategies around brand, product and experience.”

– David Walmsley, Senior Leisure Analyst

This report looks at the following issues:

  • Is the industry ready for a step change in advertising?
  • Where next for mobile?
  • Social media traffic heads towards apps

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of consumer expenditure on online betting and gaming, 2009-19
            • Mobile keeps market value moving upwards
              • Sportsbook and casino stretch out in front
                • Figure 2: UK online gaming and betting market size, by segment, 2014 (est)
              • Market drivers
                • Potential of technology still largely untapped
                  • Marketing machine readied for recalibration
                    • Companies, brands and innovation
                      • William Hill cements market leadership
                        • Figure 3: UK online gaming and betting market, by operators’ value share (estimated), 2014
                      • The consumer
                        • Potential player base small but growing
                          • Figure 4: Experience of online gaming and betting, August 2014
                        • Football leads within core player base
                          • Figure 5: Participation in online gaming and betting activities, August 2014
                        • Tablets well worth taking
                          • Figure 6: Devices used to gamble online, August 2014
                        • App gamblers are more social
                          • Figure 7: Use of online gambling platforms, August 2014
                        • A new breed of ‘location neutral’ gambler
                          • Figure 8: Online gaming and betting habits, August 2014
                        • Concerns about gambling not confined to the press
                          • Figure 9: Attitudes towards online gaming and betting, August 2014
                        • What we think
                        • Issues and Insights

                            • Is the industry ready for a step change in advertising?
                              • The facts
                                • The implications
                                  • Where next for mobile?
                                    • The facts
                                      • The implications
                                        • Social media traffic heads towards apps
                                          • The facts
                                            • The implications
                                            • Trend Application

                                                • Trend: Click and Connect
                                                  • Trend: Experience is All
                                                    • Trend: Accentuate the Negative
                                                    • Market Drivers

                                                      • Key points
                                                        • Average broadband speeds double in under two years
                                                          • Figure 10: UK residential broadband connections, by headline speed, May 2010-November 2013
                                                        • Mobile-first becoming a reality
                                                          • Figure 11: Personal ownership of smartphones, April 2012-April 2014
                                                        • Tablets to level up in smartphone play
                                                          • Figure 12: Household ownership of tablet computers, April 2012-April 2014
                                                        • Smart TV still in its box
                                                          • Figure 13: Activities undertaken on Smart TVs among adults and children, 2013
                                                        • New regulatory regime held on runway
                                                          • Social media loses friends
                                                            • Figure 14: Accessing social networks via any device during the last three months, by demographics, April 2014
                                                          • Marketing machine set to step off the gas
                                                            • Figure 15: Number of television commercial spots advertising gambling, 2009 and 2012
                                                          • Lottery revamp to help rebalance participation pyramid?
                                                            • Figure 16: Past-month participation in gambling, via any method and online, by gender and age, 2013-14
                                                          • Social responsibility still high on the public agenda
                                                            • Figure 17: Locations used to gamble by GamCare clients, 2010/11-2012/13
                                                        • Who's Innovating?

                                                          • Key points
                                                            • Getting back in the pool
                                                              • The Power of the visual
                                                                • Playing for a cause
                                                                  • ‘Glassware’ more a vision than a reality
                                                                    • The housewives’ favourite?
                                                                      • Mini games keep punters in-play
                                                                        • A new take on cashback
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • World Cup and mobile provide more fuel for growth
                                                                              • Figure 18: UK online gaming and betting market size*, 2009-19
                                                                            • Forecast
                                                                                • Figure 19: Forecast of consumer expenditure on online betting and gaming, 2009-19
                                                                              • Forecast methodology
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Sportsbook and casino the key drivers of growth
                                                                                    • Figure 20: UK online gaming and betting market size*, by segment, 2010-14
                                                                                • Market Share

                                                                                  • Key points
                                                                                    • Market to move from fragmentation to consolidation
                                                                                      • Figure 21: UK online gaming and betting market, by operators’ value share (estimated), 2014
                                                                                  • Companies and Products

                                                                                    • Key points
                                                                                      • William Hill PLC
                                                                                        • Background
                                                                                          • Recent activity
                                                                                            • Financials
                                                                                              • Figure 22: Key financials for William Hill (Online), 2012 and 2013
                                                                                              • Figure 23: Key performance indicators for William Hill (Online), 2012 and 2013
                                                                                            • Promotion
                                                                                              • Figure 24: William Hill adspend, 2011-13
                                                                                            • Future strategy
                                                                                              • Bet 365 Group Limited
                                                                                                • Background
                                                                                                  • Recent activity
                                                                                                    • Financials
                                                                                                      • Figure 25: Key financials for bet365 Group ltd, 2013 and 2014
                                                                                                    • Promotion
                                                                                                      • Figure 26: bet365 adspend, 2011-13
                                                                                                    • Future strategy
                                                                                                      • Ladbrokes PLC
                                                                                                        • Background
                                                                                                          • Recent activity
                                                                                                            • Financials
                                                                                                              • Figure 27: Key financials for Ladbrokes plc (Digital), 2012 and 2013
                                                                                                              • Figure 28: Key performance indicators for Ladbrokes plc (Digital), 2012 and 2013
                                                                                                            • Promotion
                                                                                                              • Figure 29: Ladbrokes adspend, 2011-13
                                                                                                            • Future strategy
                                                                                                              • Sky Betting and Gaming
                                                                                                                • Background
                                                                                                                  • Recent activity
                                                                                                                    • Financials
                                                                                                                      • Promotion
                                                                                                                        • Figure 30: Sky Bet adspend, 2011-13
                                                                                                                      • 888 Holdings PLC
                                                                                                                        • Background
                                                                                                                          • Recent activity
                                                                                                                            • Financials
                                                                                                                              • Figure 31: Key financials for 888 Holdings, 2012 and 2013
                                                                                                                            • Promotion
                                                                                                                              • Figure 32: 888 adspend, 2011-13
                                                                                                                            • Future strategy
                                                                                                                              • bwin.party Digital Entertainment PLC
                                                                                                                                • Background
                                                                                                                                  • Recent activity
                                                                                                                                    • Financials
                                                                                                                                      • Figure 33: Key financials for bwin.party, 2012 and 2013
                                                                                                                                    • Promotion
                                                                                                                                      • Future strategy
                                                                                                                                        • Betfair Group PLC
                                                                                                                                          • Background
                                                                                                                                            • Recent activity
                                                                                                                                              • Financials
                                                                                                                                                • Figure 34: Key financials for Betfair, 2013 and 2014
                                                                                                                                              • Promotion
                                                                                                                                                • Figure 35: Betfair adspend, 2011-13
                                                                                                                                              • Future strategy
                                                                                                                                                • The Rank Group PLC
                                                                                                                                                  • Background
                                                                                                                                                    • Recent activity
                                                                                                                                                      • Financials
                                                                                                                                                        • Figure 36: Key financials for The Rank Group (digital), 2013 and 2014
                                                                                                                                                      • Promotion
                                                                                                                                                        • Figure 37: Rank Group online adspend, 2011-13
                                                                                                                                                      • Future strategy
                                                                                                                                                        • Amaya Gaming Group (PokerStars)
                                                                                                                                                          • Background
                                                                                                                                                            • Recent activity
                                                                                                                                                              • Financials
                                                                                                                                                                • Figure 38: Key financials for Oldford Group Limited, 2012 and 2013
                                                                                                                                                              • Promotion
                                                                                                                                                                • Figure 39: PokerStars adspend, 2011-13
                                                                                                                                                              • Future strategy
                                                                                                                                                                • Tombola Ltd
                                                                                                                                                                  • Background
                                                                                                                                                                    • Recent activity
                                                                                                                                                                      • Financials
                                                                                                                                                                        • Figure 40: Key financials for Tombola limited, 2012 and 2013
                                                                                                                                                                      • Promotion
                                                                                                                                                                        • Figure 41: Tombola adspend, 2011-13
                                                                                                                                                                    • The Consumer – Experience of Online Gaming and Betting

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Pool of potentials small but fast-growing
                                                                                                                                                                          • Figure 42: Experience of online gaming and betting, August 2014
                                                                                                                                                                        • Churn slows among the young
                                                                                                                                                                          • Figure 43: Loss of interest in online gaming and betting in the last year, by age, July 2013 and August 2014
                                                                                                                                                                        • 25-44s cement key demographic status
                                                                                                                                                                          • Figure 44: Those who have not gambled online in the last 12 months but would be interested in doing so in future, by age, July 2013 and August 2014
                                                                                                                                                                      • The Consumer – Online Gaming and Betting Activities

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Football kicks ahead
                                                                                                                                                                            • Figure 45: Participation in online gaming and betting activities, August 2014
                                                                                                                                                                          • Plenty of possibilities for Lotto
                                                                                                                                                                            • Figure 46: Future interest in playing National Lottery draw games online among current gamblers, by socio-economic status and gross annual household income, August 2014
                                                                                                                                                                          • Marketing’s new target for repertoire growth
                                                                                                                                                                            • Figure 47: Repertoires of online betting and gaming activities, August 2014
                                                                                                                                                                        • The Consumer – Online Gaming and Betting Devices

                                                                                                                                                                          • Key points
                                                                                                                                                                            • 2015 – year of the tablet?
                                                                                                                                                                              • Figure 48: Devices used to gamble online, August 2014
                                                                                                                                                                            • Big growth in smallest screens
                                                                                                                                                                              • Figure 49: Use of smartphones to gamble online, July 2013 and August 2014
                                                                                                                                                                            • Plugging in to consoles’ potential
                                                                                                                                                                              • Figure 50: Use of games consoles to gamble online, August 2014
                                                                                                                                                                          • The Consumer – Online Gaming and Betting Platforms

                                                                                                                                                                            • Key points
                                                                                                                                                                              • The app on the up
                                                                                                                                                                                • Figure 51: Use of online gambling platforms, August 2014
                                                                                                                                                                              • Casino and poker players go social for free
                                                                                                                                                                                • Figure 52: Participation in gambling games on social media, by gambling activities played, August 2014
                                                                                                                                                                              • Social media traffic heads towards apps
                                                                                                                                                                                • Figure 53: Participation in gambling games on social media, by other online gambling platforms used, August 2014
                                                                                                                                                                            • The Consumer – Online Gaming and Betting Habits

                                                                                                                                                                              • Key points
                                                                                                                                                                                • ‘Location-neutral’ succeeds ‘platform-neutral’
                                                                                                                                                                                  • Figure 54: Online gaming and betting habits, August 2014
                                                                                                                                                                                • Online gamblers still slow to socialise
                                                                                                                                                                                  • Figure 55: Incidence of mostly gambling online alone, by age and gross annual household income, August 2014
                                                                                                                                                                                • More spontaneity needed beyond appointment betting
                                                                                                                                                                                  • Figure 56: Weekly or more frequent gambling online, by gambling activities played, August 2014
                                                                                                                                                                                • Mobile gamblers ignoring operators’ calls
                                                                                                                                                                                  • Figure 57: Agreement with the statement ‘I gamble online whenever I feel like it’, by devices used to gamble online, August 2014
                                                                                                                                                                              • The Consumer – Attitudes Towards Online Gaming and Betting

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Negative perceptions a problem for gambling
                                                                                                                                                                                    • Figure 58: Attitudes towards online gaming and betting, August 2014
                                                                                                                                                                                  • Spending concerns slow free transfers in social media
                                                                                                                                                                                    • Figure 59: Agreement with the statement ‘It’s easy to spend more than you intend when gambling online’, by gambling platforms used, August 2014
                                                                                                                                                                                  • Players trust politicians on problem gambling safeguards
                                                                                                                                                                                    • Figure 60: Agreement with the statement ‘government regulation of websites is a good way to protect players from gambling addiction risks online’ by experience of online gambling, August 2014
                                                                                                                                                                                • Appendix – Market Drivers

                                                                                                                                                                                    • Figure 61: Household ownership of Smart TVs, January 2012 - April 2014
                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                    • Figure 62: Forecast of consumer expenditure on online gaming and betting, 2014-19

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • Bet365 Limited
                                                                                                                                                                                • Betfair
                                                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                • Cassava Enterprises (Gibraltar) Ltd
                                                                                                                                                                                • Crown Limited
                                                                                                                                                                                • IGT-UK Ltd
                                                                                                                                                                                • Ladbrokes Ltd
                                                                                                                                                                                • Mecca Bingo Limited
                                                                                                                                                                                • Playtech
                                                                                                                                                                                • Rank Group
                                                                                                                                                                                • Tombola
                                                                                                                                                                                • William Hill

                                                                                                                                                                                Online Gaming and Betting - UK - October 2014

                                                                                                                                                                                £1,995.00 (Excl.Tax)