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Sports Betting - UK - July 2012

Sports betting opportunities in the UK have been traditionally restricted to horseracing, greyhounds and fixed-odds football coupons. However, the sector has in recent years become one of the gambling market’s most dynamic, thanks to the emergence of new channels through which to bet, a mushrooming of the sports and markets available, and increased freedom to advertise their appeal.

Operators are understandably keen to pursue the potential of new opportunities presented by the growing popularity of in-play betting and mobile devices in particular, but the challenge of revitalising the stagnating but still market-leading segments of horseracing and betting shops continues to lurk in the background.

This report assesses current patterns of UK adults’ sports betting habits, examines the strengths and weaknesses of the key betting platforms, and identifies ways in which operators can respond to some of the main opportunities and challenges emerging.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of consumer expenditure on sports betting*, 2006/07-2016/17
            • Major events aid market’s recovery
              • Headroom in remote sector main determinant of future growth
                • Market factors
                  • Handheld devices to keep fingers on the betting button
                    • Faster broadband to accelerate the advance of in-play
                      • Market segmentation
                        • Figure 2: UK consumers’ expenditure on sports betting, by segment, 2009/10-2011/12
                      • Online begins to claw back shops’ head start...
                        • ...but horseracing hangs on out on its own
                          • The consumer
                            • Figure 3: Methods of betting on sport, May 2012
                          • Regular bettors stay connected, occasional pop into shops
                            • Connected generation now betting on a platform-neutral basis
                              • Technology can expand a small betting core
                                • Figure 4: Attitudes towards sports betting, May 2012
                              • What we think
                              • Issues in the Market

                                  • Will remote platforms become more important than LBOs for sports betting?
                                    • Can football replace horseracing as the UK’s No.1 sports betting medium?
                                      • What is the potential of smartphones and tablets as sports betting devices?
                                        • How big can in-play betting become?
                                          • How will point-of-consumption taxation and regulation of remote gambling affect the sports betting market?
                                          • Future Opportunities

                                              • Trend: Home of the Senses
                                                • Trend: Experience is All
                                                  • 2015: Access Anything, Anywhere
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Yet another sports market football can dominate?
                                                        • Figure 5: Most popular competitive sports, by method of following, 2011
                                                      • More betting shops, more shop windows for betting
                                                        • Figure 6: Betting shop numbers, by operator, 2009-11
                                                      • Smartphones and tablets emerge as major engines of growth
                                                        • Figure 7: Technology product ownership and use to access internet, April 2012
                                                      • Satellite switch breeds more sophisticated sports bettors
                                                        • Figure 8: Trends in TV coverage of sports in the UK, by platform, 2007-11
                                                      • Satellite sport is less and less minority viewing
                                                        • Figure 9: UK multichannel TV penetration, by platform, 2006-11
                                                      • Remote regulation – will consumers care?
                                                        • Figure 10: Remote gambling licences issued by the Gambling Commission, March 2008-March 2011
                                                      • New tax regime good for shops? But bad for player bonuses?
                                                        • Figure 11: Rates of betting and gaming duty, 2009-13
                                                      • Corruption risks creating an industry image problem
                                                        • Young problem gamblers need betting education
                                                          • Figure 12: Problem gambling prevalence, by age, 1999-2010
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Sports betting well placed at the turn
                                                            • Figure 13: Trends in what extra money is spent on, 2009-11
                                                          • Fitting in with the tech crowd
                                                            • Figure 14: Online activities done in the last three months, April 2012
                                                          • Broadband speeds up play
                                                            • Figure 15: Percentage of broadband connections, by speed*, 2009-11
                                                          • Racing into retirement
                                                            • Figure 16: Trends in the age structure of the UK population, by gender, 2007-17
                                                          • Upward mobility to underpin focus on remote products
                                                            • Figure 17: Forecast adult population trends, by socio-economic group, 2007-17
                                                        • Competitive Context

                                                          • Key points
                                                            • Sports lead in betting without the favourites
                                                              • Figure 18: Gambling activities in the past year, by gender, 2010
                                                            • Sports bettors still like a trip to the shop
                                                              • Figure 19: Participation in gambling, by method of play, 2008-11
                                                            • Gambling now at the heart of the leisure mainstream
                                                              • Figure 20: Value of the UK leisure* industry, by segment, 2006-11
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Café culture to create a mainstream-specialist split?
                                                                • Speed can still beat sophistication
                                                                  • In-play in shops
                                                                    • Betfair extends its brand
                                                                      • Video walls offer ever-changing scenery
                                                                        • A new zone for sports betting
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Market recovers through cup wins and remote growth
                                                                              • Figure 21: Consumer expenditure on sports betting, 2006/07-2016/17*
                                                                            • Forecast
                                                                              • Figure 22: Forecast of consumer expenditure on sports betting, 2006/07-2016/17
                                                                            • Forecast methodology
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Betting shops slow – but still hold a big lead
                                                                                  • Figure 23: UK consumers’ expenditure* on sports betting, by segment, 2009/10-2011/12
                                                                                • Volume and frequency preserve horseracing’s staple status
                                                                                  • Figure 24: UK consumers’ expenditure* on sports betting, by product, 2009/10-2011/12
                                                                              • Market Share

                                                                                • Key points
                                                                                  • More platforms, more money
                                                                                    • Figure 25: Operators’ shares of UK sports betting market, by value, 2011/12
                                                                                • Companies and Products

                                                                                  • Key points
                                                                                    • William Hill
                                                                                        • Figure 26: William Hill key financials, 2010-11
                                                                                      • Ladbrokes
                                                                                          • Figure 27: Ladbrokes key financials (UK Retail), 2010-11
                                                                                        • Gala Coral Group
                                                                                            • Figure 28: Gala Coral Group key financials, 2010-11
                                                                                          • Betfred
                                                                                              • Figure 29: Done Brothers (Cash Betting) Limited* key financials, 2010-11
                                                                                              • Figure 30: Tote key financials, 2010-11
                                                                                            • Paddy Power
                                                                                                • Figure 31: Paddy Power key financials, 2010-11
                                                                                              • Bet365
                                                                                                  • Figure 32: Bet365 key financials, 2010-11
                                                                                                • Betfair
                                                                                                    • Figure 33: Betfair, key financials, 2010-11
                                                                                                  • Sky Bet
                                                                                                    • Stan James
                                                                                                        • Figure 34: Stan James (Abingdon) key financials, 2009-10
                                                                                                    • Brand Communication and Promotion

                                                                                                      • Key points
                                                                                                        • Betting shops still prefer print
                                                                                                          • Figure 35: Betting operators’ UK advertising expenditure, by media type, 2007-11
                                                                                                        • Television produces the biggest spenders
                                                                                                          • Figure 36: Leading sports betting sector advertisers, by expenditure, 2011
                                                                                                      • Sports Bet On

                                                                                                        • Key points
                                                                                                          • Occasion v appointment betting
                                                                                                            • Figure 37: Sports bet on, May 2012
                                                                                                          • A football ‘fan zone’ on every high street
                                                                                                            • Enabling casual fans to act on impulse
                                                                                                              • Figure 38: Sports bet on, by most popular sports followed, May 2012
                                                                                                            • New platforms broaden younger bettors’ horizons
                                                                                                              • Figure 39: Repertoire of sports bet on, May 2012
                                                                                                          • Methods of Sports Betting

                                                                                                            • Key points
                                                                                                              • Regular bettors drive online growth
                                                                                                                • Figure 40: Methods of betting on sport, May 2012
                                                                                                              • Mobiles stay in-home to remain in-play
                                                                                                                • Technology offers a back door escape from the age trap?
                                                                                                                  • Sports bettors are already platform neutral
                                                                                                                    • Figure 41: Repertoire of sports betting methods, May 2012
                                                                                                                • Sports Betting Habits

                                                                                                                  • Key points
                                                                                                                    • Biggest betting crowds drawn by major events
                                                                                                                      • Figure 42: Sports betting habits, May 2012
                                                                                                                    • Second screens build community – and reach the excluded
                                                                                                                      • Better targeting can make advertising a hit
                                                                                                                      • Sports Betting Preferences

                                                                                                                        • Key points
                                                                                                                          • Shop experience being outdone online
                                                                                                                            • Figure 43: Sports betting preferences, May 2012
                                                                                                                          • Targeting football fans, but cricket and rugby union analysts
                                                                                                                            • Virtuous triangle promotes in-play
                                                                                                                            • Attitudes Towards Sports Betting

                                                                                                                              • Key points
                                                                                                                                • Most sports fans immune to the betting bug
                                                                                                                                  • Figure 44: Attitudes towards sports betting, May 2012
                                                                                                                                • A post-Olympic opportunity to engage younger fans?
                                                                                                                                  • Mobile betting to preach to the connected
                                                                                                                                  • Sports Betting Target Groups

                                                                                                                                    • Key points
                                                                                                                                      • Figure 45: Sports betting target groups, April 2012
                                                                                                                                    • Sports Purists
                                                                                                                                      • What do they think and do?
                                                                                                                                        • Who are they?
                                                                                                                                          • Experimenters
                                                                                                                                            • What do they think and do?
                                                                                                                                              • Who are they?
                                                                                                                                                • Old-School Stakers
                                                                                                                                                  • What do they think and do?
                                                                                                                                                    • Who are they?
                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                        • Figure 46: Trends in sports paid to watch, 2007-11
                                                                                                                                                        • Figure 47: Trends in sports watched on TV, 2007-11
                                                                                                                                                        • Figure 48: Trends in sports read about in newspapers, 2007-11
                                                                                                                                                        • Figure 49: Trends in sports looked up on internet, 2007-11
                                                                                                                                                        • Figure 50: Non-remote general betting (standard) licence fees, April 2012
                                                                                                                                                        • Figure 51: Remote general betting (standard) licence fees, April 2012
                                                                                                                                                        • Figure 52: Remote pool betting licence fees, April 2012
                                                                                                                                                        • Figure 53: Remote general betting intermediary licence fees, April 2012
                                                                                                                                                        • Figure 54: Remote general betting intermediary (trading rooms) licence fees, April 2012
                                                                                                                                                        • Figure 55: Remote general betting (limited) licence fees, April 2012
                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                        • Figure 56: Forecast of consumer expenditure on sports betting, 2012/13-2016/17
                                                                                                                                                    • Appendix – Sports Bet On

                                                                                                                                                        • Figure 57: Sports bet on, by demographics, May 2012
                                                                                                                                                        • Figure 58: Sports bet on, by demographics, May 2012
                                                                                                                                                        • Figure 59: Repertoire of sports bet on, by demographics, May 2012
                                                                                                                                                        • Figure 60: Sports bet on, by sports bet on, May 2012
                                                                                                                                                    • Appendix – Methods of Sports Betting

                                                                                                                                                        • Figure 61: Methods of betting on sport, by demographics, May 2012
                                                                                                                                                        • Figure 62: Repertoire of methods of betting on sport, by demographics, May 2012
                                                                                                                                                        • Figure 63: Methods of betting on sport, by sports betting on horseracing, May 2012
                                                                                                                                                        • Figure 64: Methods of betting on sport, by sports betting on football, May 2012
                                                                                                                                                        • Figure 65: Methods of betting on sport, by sports betting on dog racing, May 2012
                                                                                                                                                        • Figure 66: Methods of betting on sport, by sports betting on another sports, May 2012
                                                                                                                                                        • Figure 67: Methods of betting on sport, by methods of betting on sport, May 2012
                                                                                                                                                    • Appendix – Sports Betting Habits

                                                                                                                                                        • Figure 68: Most popular sports betting habits, by demographics, May 2012
                                                                                                                                                        • Figure 69: Next most popular sports betting habits, by demographics, May 2012
                                                                                                                                                        • Figure 70: Sports betting habits, by sports betting on horseracing, May 2012
                                                                                                                                                        • Figure 71: Sports betting habits, by sports betting on football, May 2012
                                                                                                                                                        • Figure 72: Sports betting habits, by sports betting on dog racing, May 2012
                                                                                                                                                        • Figure 73: Sports betting habits, by sports betting on another sports, May 2012
                                                                                                                                                        • Figure 74: Sports betting habits, by most popular sports betting habits, May 2012
                                                                                                                                                        • Figure 75: Sports betting habits, by next most popular sports betting habits, May 2012
                                                                                                                                                    • Appendix – Sports Betting Preferences

                                                                                                                                                        • Figure 76: Most popular sports betting preferences, by demographics, May 2012
                                                                                                                                                        • Figure 77: Next most popular sports betting preferences, by demographics, May 2012
                                                                                                                                                        • Figure 78: Sports betting preferences, by most popular sports followed, May 2012
                                                                                                                                                        • Figure 79: Sports betting preferences, by next most popular sports followed, May 2012
                                                                                                                                                        • Figure 80: Sports betting preferences, by other sports followed, May 2012
                                                                                                                                                        • Figure 81: Sports betting preferences, by sports betting on horseracing, May 2012
                                                                                                                                                        • Figure 82: Sports betting preferences, by sports betting on football, May 2012
                                                                                                                                                        • Figure 83: Sports betting preferences, by sports betting on dog racing, May 2012
                                                                                                                                                        • Figure 84: Sports betting preferences, by sports betting on another sport, May 2012
                                                                                                                                                        • Figure 85: Sports betting preferences, by sports betting in a betting shop, May 2012
                                                                                                                                                        • Figure 86: Sports betting preferences, by sports betting online using a desktop, laptop or tablet computer, May 2012
                                                                                                                                                        • Figure 87: Sports betting preferences, by sports betting at a betting kiosk at a sports venue, May 2012
                                                                                                                                                        • Figure 88: Sports betting preferences, by methods of betting on bet in-play, May 2012
                                                                                                                                                        • Figure 89: Sports betting preferences, by sports betting online using my smartphone, May 2012
                                                                                                                                                        • Figure 90: Sports betting preferences, by sports betting over the telephone, May 2012
                                                                                                                                                        • Figure 91: Sports betting preferences, by agreement with the statements ‘It is easier to check form/get information online than it is in a betting shop’ and ‘There are too many markets to bet on these days’, May 2012
                                                                                                                                                        • Figure 92: Sports betting preferences, by agreement with the statements ‘I prefer to bet with the same bookmaker but I use in other ways as well’ and ‘I prefer to bet on teams I support’, May 2012
                                                                                                                                                        • Figure 93: Sports betting preferences, by agreement with the statements ‘Sports betting is a more enjoyable experience in a betting shop than it is online’ and ‘I like to bet on other aspects of a match/event than just the result’, May 2012
                                                                                                                                                        • Figure 94: Sports betting preferences, by agreement with the statements ‘In-play betting is more exciting/enjoyable than just betting on results’ and ‘I prefer to bet on players/athletes I admire’, May 2012
                                                                                                                                                    • Appendix – Attitudes Towards Sports Betting

                                                                                                                                                        • Figure 95: Most popular attitudes towards sports betting, by demographics, May 2012
                                                                                                                                                        • Figure 96: Next most popular attitudes towards sports betting, by demographics, May 2012
                                                                                                                                                        • Figure 97: Other attitudes towards sports betting, by demographics, May 2012
                                                                                                                                                        • Figure 98: Attitudes towards sports betting, by most popular sports followed, May 2012
                                                                                                                                                        • Figure 99: Attitudes towards sports betting, by next most popular sports followed, May 2012
                                                                                                                                                        • Figure 100: Attitudes towards sports betting, by other sports followed, May 2012
                                                                                                                                                        • Figure 101: Attitudes towards sports betting, by sports betting on horseracing, May 2012
                                                                                                                                                        • Figure 102: Attitudes towards sports betting, by sports betting on football, May 2012
                                                                                                                                                        • Figure 103: Attitudes towards sports betting, by sports betting on dog racing, May 2012
                                                                                                                                                        • Figure 104: Attitudes towards sports betting, by sports betting on another sport, May 2012
                                                                                                                                                        • Figure 105: Attitudes towards sports betting, by sports betting in a betting shop, May 2012
                                                                                                                                                        • Figure 106: Attitudes towards sports betting, by sports betting online using a desktop, laptop or tablet computer, May 2012
                                                                                                                                                        • Figure 107: Attitudes towards sports betting, by sports betting at a betting kiosk at a sports venue, May 2012
                                                                                                                                                        • Figure 108: Attitudes towards sports betting, by sports betting in-play, May 2012
                                                                                                                                                        • Figure 109: Attitudes towards sports betting, by sports betting online using my smartphone, May 2012
                                                                                                                                                        • Figure 110: Attitudes towards sports betting, by sports betting over the telephone, May 2012
                                                                                                                                                        • Figure 111: Attitudes towards sports betting, by agreement with the statements ‘I am not interested in betting on sport’ and ‘I worry that betting encourages bribery in some sport’, May 2012
                                                                                                                                                        • Figure 112: Attitudes towards sports betting, by agreement with the statements ‘There is too much advertising of gambling at sports events these days’ and ‘Sport is more exciting when you have a bet on the game’, May 2012
                                                                                                                                                        • Figure 113: Attitudes towards sports betting, by agreement with the statements ‘I don’t know enough about most sports to be confident placing a bet’ and ‘It is patriotic to place a bet on your national team at a major international sporting event’, May 2012
                                                                                                                                                        • Figure 114: Attitudes towards sports betting, by agreement with the statements ‘I would be interested in using a smartphone or tablet to get statistics/information about a sporting event while watching live’ and ‘I would be interested in placing a bet on the 2012 Olympic games’, May 2012
                                                                                                                                                        • Figure 115: Attitudes towards sports betting, by agreement with the statements ‘I would be interested in knowing other fans’ opinions before I place a bet’ and ‘Televised sport would be more interesting if the programmes included more information about betting’, May 2012
                                                                                                                                                        • Figure 116: Attitudes towards sports betting, by agreement with the statements ‘Betting on sport via a tablet computer is more appealing than via a desktop/laptop computer’ and ‘Watching sport via a tablet computer is more appealing than via a desktop/laptop computer’, May 2012
                                                                                                                                                    • Appendix – Sports Betting Target Groups

                                                                                                                                                        • Figure 117: Sports followed, by target groups, May 2012
                                                                                                                                                        • Figure 118: Sports bet on, by target groups, May 2012
                                                                                                                                                        • Figure 119: Sports bet on, by target groups, May 2012
                                                                                                                                                        • Figure 120: Methods of betting on sport, by target groups, May 2012
                                                                                                                                                        • Figure 121: Sports betting habits, by target groups, May 2012
                                                                                                                                                        • Figure 122: Sports betting preferences, by target groups, May 2012
                                                                                                                                                        • Figure 123: Attitudes towards sports betting, by target groups, May 2012

                                                                                                                                                    Companies Covered

                                                                                                                                                    • Bet365 Limited
                                                                                                                                                    • Betfair
                                                                                                                                                    • Betfred
                                                                                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                    • Confederation of British Industry
                                                                                                                                                    • Football Association (The)
                                                                                                                                                    • Gala Coral Group Ltd
                                                                                                                                                    • Global Betting Exchange Limited (Betdaq)
                                                                                                                                                    • Ladbrokes Ltd
                                                                                                                                                    • Office of Fair Trading
                                                                                                                                                    • Paddy Power Plc
                                                                                                                                                    • Playtech
                                                                                                                                                    • William Hill

                                                                                                                                                    Sports Betting - UK - July 2012

                                                                                                                                                    £1,995.00 (Excl.Tax)