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Sports Betting - UK - August 2016

“While online developments have become the key influence on the sports betting market’s size and shape, the next wave of mobile innovation could have almost as important an impact on the retail sector as it does on the remote.”

– David Walmsley, Senior Leisure Analyst

This report looks at the following areas:

  • How can operators improve participation rates?
  • Will omnichannel push help retail sports betting catch up with online?

The majority of consumer expenditure on sports betting is now generated online, where the expansion of mobile, football and in-play gambling has seen revenue growth surge ahead of a retail segment hampered by its continuing reliance on a horseracing product in sustained decline.

Betting shops should gain some relief from operators’ efforts to build an omnichannel future of loyal customers playing with their brands both online and in-store, which are now bringing all three drivers of remote expansion to retail settings.

However, it is mobile that is potentially the most transformational of the three in its ability to enhance and differentiate the retail sports betting offer rather than simply replicate the alternatives available online.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Growth slows in a football-free summer
              • Figure 1: Forecast of consumer expenditure* on sports betting, 2010/11-2020/21
            • Remote sector takes the lead
              • Figure 2: Consumer expenditure on sports betting, by segment, 2015/16 (est)
            • Reliance on racing holds retail back
              • Figure 3: Consumer expenditure on horseracing and football betting, by product and channel, October 2014-September 2015*
            • Companies and brands
              • Mergers set to shake up share
                • Figure 4: Operators’ estimated value shares of UK sports betting market, 2015/16
              • The consumer
                • Football is the most frequent fixture
                  • Figure 5: Sports bet on, May 2016
                • March of mobile stronger in value than volume
                  • Figure 6: Methods of betting on sport, May 2016
                • Single wallets open up multichannel play
                  • Figure 7: Account/loyalty card holders, May 2016
                • Mobile sticks to the sofa
                  • Figure 8: Pre-event online sports betting habits, May 2016
                • Younger punters look beyond TV
                  • Figure 9: In-play online sports betting habits, May 2016
                • Sticking with the favourites at EURO 2016
                  • Figure 10: EURO 2016 betting intentions, May 2016
                • Social thrills to sell major event betting
                  • Figure 11: Motivations for betting on EURO 2016, May 2016
                • What we think
                • Issues and Insights

                  • How can operators improve participation rates?
                    • The facts
                      • The implications
                        • Will omnichannel push help retail sports betting catch up with online?
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Growth slows in a football-free summer
                                • Remote sector takes the lead
                                  • Reliance on racing holds retail back
                                    • Mobile dominates growth rates online
                                      • Omnichannel approach hopes to help the high street
                                      • Market Size and Forecast

                                        • Growth slows after World Cup boost
                                          • Figure 12: Consumer expenditure on sports betting*, 2010/11-2020/21
                                        • Forecast
                                          • Figure 13: Forecast of consumer expenditure on sports betting, 2010/11-2020/21
                                        • Forecast methodology
                                        • Market Segmentation

                                          • Online takes the lead
                                            • Figure 14: Consumer expenditure* on sports betting, by segment, 2013/14-2015/16
                                          • Racing relies on retail, football owns online
                                              • Figure 15: Consumer expenditure* on sports betting, by product and channel, October 2014-September 2015**
                                            • e-sports and fantasy games to expand niche segments
                                            • Market Drivers

                                              • Gamblers v fans – product v experience
                                                  • Figure 16: Future interest in sports betting, by current participation in other gambling activities, April 2016
                                                • Major events create an occasional opportunity
                                                    • Figure 17: Percentage change in betting shops’ gross gambling yield (GGY) in major football tournament years, 2010/11-2014/15
                                                  • Mobile leads remote shift
                                                      • Figure 18: Devices used to gamble online, by age, October 2015
                                                    • Online traffic diverts into retail
                                                        • Figure 19: Experience of single and multichannel gambling among past-year betting shop visitors, by age, February 2016
                                                      • Numbers game to power personalisation
                                                        • Brexit vote lengthens odds for growth
                                                          • Figure 20: Unemployment rate, December 2005-February 2016
                                                      • Companies and Brands – What You Need to Know

                                                        • Mergers set to shake up share
                                                          • Fantasy sports a growing reality
                                                            • Social focus shifts from spending to sharing
                                                              • Adspend scaled back from World Cup peak
                                                              • Market Share

                                                                • Tougher at the top for market leader
                                                                  • Figure 21: Operators’ estimated value shares of UK sports betting market, 2015/16
                                                                • New faces and bigger brands make market a more competitive place
                                                                • Launch Activity and Innovation

                                                                  • Fantasy sports a new reality
                                                                    • Online betting arrives at shop terminal
                                                                      • Social outlook shifts further towards sharing
                                                                        • Simplicity and relevance drive personalisation trend
                                                                          • Pace of in-play speeds up
                                                                          • Advertising and Marketing Activity

                                                                            • World Cup comedown for adspend
                                                                              • Figure 22: Total recorded above-the line, online display and direct mail advertising expenditure of leading sports betting operators, 2011/12-2014/15
                                                                            • Football tournaments a TV phenomenon
                                                                              • Figure 23: Total recorded above-the line, online display and direct mail advertising expenditure of leading sports betting operators, by media, 2011/12-2014/15
                                                                            • Sponsorships supplement adspend
                                                                              • Nielsen Media Research coverage
                                                                              • The Consumer – What You Need to Know

                                                                                • Football is the most frequent fixture
                                                                                  • March of mobile stronger in value than volume
                                                                                    • Single wallets open up multichannel play
                                                                                      • Mobile sticks to the sofa
                                                                                        • Younger punters look beyond TV
                                                                                          • Sticking with the favourites at EURO 2016
                                                                                            • Social thrills to sell major event betting
                                                                                            • Sports Bet On

                                                                                              • Targeting higher frequencies outside football
                                                                                                • Figure 24: Sports bet on, May 2016
                                                                                              • Betting repertoires prove a one-horse race
                                                                                                  • Figure 25: Repertoire of sports bet on, May 2016
                                                                                              • Methods of Betting on Sport

                                                                                                • Tablets offer a fast track to females?
                                                                                                  • Figure 26: Methods of betting on sport, May 2016
                                                                                                • Green shoots of multichannel growth?
                                                                                                    • Figure 27: Repertoires of methods of betting on sport, May 2016
                                                                                                • Accounts and Loyalty Schemes

                                                                                                  • Single wallets keep fathers in play
                                                                                                      • Figure 28: Account/loyalty card holders, May 2016
                                                                                                    • Drive towards multichannel moving faster online
                                                                                                        • Figure 29: Account/loyalty card holders, by method of sports betting, may 2016
                                                                                                    • Online Sports Betting Habits – Pre-event

                                                                                                      • Mobile stays at home
                                                                                                          • Figure 30: Pre-event online sports betting habits, May 2016
                                                                                                      • Online Sports Betting Habits – In-Play

                                                                                                        • Younger punters are happier betting blind
                                                                                                            • Figure 31: In-play online sports betting habits, May 2016
                                                                                                          • An upscale opportunity outside the home
                                                                                                              • Figure 32: Past-year experience of betting in-play while watching a sports event live on TV in a pub, May 2016
                                                                                                          • Betting on EURO 2016

                                                                                                            • Favourites provide the value in football’s big event
                                                                                                                • Figure 33: EURO 2016 betting intentions, May 2016
                                                                                                            • EURO 2016 Betting Motives

                                                                                                              • Social appeal can take tournament betting mainstream
                                                                                                                • Figure 34: Motivations for betting on EURO 2016, May 2016
                                                                                                              • Business as usual for online bettors
                                                                                                                  • Figure 35: Motivations for betting on EURO 2016, by methods of betting on sport, May 2016
                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                  • Abbreviations
                                                                                                                    • Consumer research methodology
                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                        • Figure 36: Forecast of consumer expenditure on sports betting, 2015/16-2020/21
                                                                                                                      • Forecast Methodology

                                                                                                                      Companies Covered

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

                                                                                                                      Sports Betting - UK - August 2016

                                                                                                                      £1,995.00 (Excl.Tax)